(MSc) Master of Science
Digital Marketing and Analytics
Current
University of Essex
University of Essex
Essex Business School
Colchester Campus
Masters
Full-time
Business Management - Masters
MSC N5G3JS
19/01/2024
Details
Professional accreditation
None
Admission criteria
IELTS (International English Language Testing System) code
Course qualifiers
A course qualifier is a bracketed addition to your course title to denote a specialisation or pathway that you have achieved via the completion of specific modules during your course. The
specific module requirements for each qualifier title are noted below. Eligibility for any selected qualifier will be determined by the department and confirmed by the final year Board of
Examiners. If the required modules are not successfully completed, your course title will remain as described above without any bracketed addition. Selection of a course qualifier is
optional and student can register preferences or opt-out via Online Module Enrolment (eNROL).
None
Rules of assessment
Rules of assessment are the rules, principles and frameworks which the University uses to calculate your course progression and final results.
Additional notes
None
External examiners
External Examiners provide an independent overview of our courses, offering their expertise and help towards our continual improvement of course content, teaching, learning, and assessment.
External Examiners are normally academics from other higher education institutions, but may be from the industry, business or the profession as appropriate for the course.
They comment on how well courses align with national standards, and on how well the teaching, learning and assessment methods allow students to develop and demonstrate the relevant knowledge and skills needed to achieve their awards.
External Examiners who are responsible for awards are key members of Boards of Examiners. These boards make decisions about student progression within their course and about whether students can receive their final award.
Programme aims
The aims of the course are to provide students with the skills to:
• understand the fundamental principles, theories, and frameworks of digital marketing and analytics.
• recognise the advantages of learning and utilising marketing data and analytics.
• design and implement effective and efficient marketing strategies for establishing profitable customer relationships.
• collect, analyse, and interpret marketing data to provide marketing insights and facilitate data-driven decisions.
• analyse and improve the effectiveness of marketing campaigns.
• efficiently communicate data-driven findings and recommendations to stakeholders.
Learning outcomes and learning, teaching and assessment methods
On successful completion of the programme a graduate should demonstrate knowledge and skills as follows:
A: Knowledge and understanding
A1: Understanding of the fundamental theories, and frameworks underpinning digital marketing, analytics, and strategy.
A2: An in-depth understanding of customer behaviour and market trends to guide digital marketing strategies.
A3: A thorough knowledge of advanced marketing and management research methodologies.
A4: Understanding of the various forms and strategies of digital marketing and analytics within the organisational and societal contexts.
A5: An in-depth understanding of the student's selected specialised areas such as digital marketing, marketing analytics and marketing strategy.
Learning methods
A variety of teaching and learning strategies, including lectures, data-driven case studies, simulations, seminars, discussions, and independent study, are used to help students acquire the understanding and knowledge skills necessary for success in the course. All students have access to inclusive learning and teaching methods, as they are taught in a collaborative environment that promotes the integration of technology, inclusive language, and resources.
Assessment methods
Every module is assessed by a combination of examinations, coursework (e.g., an essay or a report), or a group project (e.g., a presentation or a project). Students with diverse abilities and needs are assessed using inclusive assessment approaches.
B: Intellectual and cognitive skills
B1: Grasp and integrate complex theories and ideas from a range of relevant frameworks of digital marketing and analytics.
B2: Work collaboratively in teams while undertaking group projects.
B3: Develop logical reasoning and critical analysis skills.
B4: Apply fundamental quantitative research skills to marketing data
Learning methods
Students build intellectual and cognitive skills related to digital marketing and analytics through various core and compulsory modules employing a variety of teaching and learning approaches, such as lectures, in-class activities, data-driven case studies, group discussions, and data analysis exercises. While B1 through B3 are covered in most of the modules, B4 are addressed in the marketing analytics, research methods, and dissertation modules.
Assessment methods
The ability of students to apply intellectual and cognitive skills is evaluated utilising a variety of inclusive assessment methodologies (both individual and group) that enable fair evaluations across a diverse group of students.
C: Practical skills
C1: Utilise marketing data and analytics to develop actionable insights for making informed decisions.
C2: Exhibit confidence to comprehend and implement new ideas.
C3: Analyse and evaluate marketing data.
C4: Collect and analyse information and data from various sources.
Learning methods
Students develop practical and professional skills related to digital marketing and analytics through various core and compulsory modules by participating in lectures, in-class activities, data-driven case studies, group discussions, and data analysis exercises. While C1 through C2 are covered in most of the modules, C3 and C4 are developed in the modules on marketing analytics, research methods, and the dissertation.
Assessment methods
Various modules use a variety of inclusive methods such, as individual or group projects, practical exercises, in-class activities, etc. for assessing practical and professional abilities.
D: Key skills
D1: Almost all the modules use a variety of inclusive methods for assessing key skills (D1-D6), through individual or group assignment and exams.
D2: Use computing and IT resources effectively to source, download and analyse data.
D3: Use of fundamental quantitative skills to analyse marketing data.
D4: Problem solving and analytical skills
D5: Ability to work in a team and participating in group work in undertaking research and preparing informal presentations.
D6: Improve learning and performance by effectively managing time, prioritising tasks, and working to deadlines.
Learning methods
Collect and analyse information and data from various sources.
Assessment methods
Almost all the modules use a variety of inclusive methods for assessing key skills (D1-D6), through individual or group assignment and exams.