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MSc Digital Marketing
Marketing is seen as a vital business philosophy and management function, the study of which provides both vocational value and intellectual challenge. The program is designed to introduce students to the fundamental principles of marketing whilst applying these to the fast-changing digital economy. Yo will be immersed in a range of practical marketing topics that will allow you to critically explore how marketing can be applied across digital channels.
The programme is unique as it has been developed in close consultation with two leading marketing professional bodies, the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM). This industry recognized and accredited programme is ideal for graduates who like to further develop their understanding and knowledge of the role of digital marketing as well as digital marketing strategies in the world led by digital innovation and digital transformation. The key element of the programme is exposing students to practical topics and themes in digital marketing enabling students to pursue career as self-employed. These include Search Engine Optimisation (SEO), Pay-Per-Click (PPC) Advertising, Content Marketing, Conversion Rate Optimisation (CRO), Social Media Strategy, Paid Facebook Advertising, Google Analytics and Search Console and Google Tag Manager. The programme has 4 specialist modules divided equally in semester 1 and 2. In semester 1, students learn ‘Strategic Marketing in Digital Era’ and ‘The Digital Customer Journey: Data, Profiling and CRM’. In semester 2, students learn ‘Digital Campaign Management and Media’, and ‘Marketing Metrics and Analysis’.
The unique feature of the programme is that the two core modules 'Research Methods and Analytics for Business Practice' and 'Leadership and Management Development', offered in semester 1 and 2 will facilitate the development of your leadership and management capability, while providing you with essential knowledge and analytics skills. The programme culminates into core capstone ‘Masters Dissertation’ which is supported by a zero credit ‘Dissertation Preparation and Research Methods’ module.
Admissions Start 1st March 2026
Admissions End 31st August 2026
Modules
BM9706 - Core, 20 Credits Marketing Metrics and Analysis
In this module, you will explore the important role of the website in an organisation’s digital marketing strategy.
You will learn the principles of website evaluation and will use analytic tools for the analysis of web data to help measure the effectiveness of web marketing and improve the user experience.
The module will aim to give you:
- An Introduction to Web Marketing
- Website Evaluation – Comprising Context of Use & Usability, Layout & Navigation, Home Page & Testing.
- Application of web marketing including search engine optimisation, pay per click, conversion rate optimisation.
- An introduction to Web Analytics, with particular reference to an industrial standard application (most likely Google analytics). This will cover determining how the software application works, data collection, analysis and reporting.
- Campaign Metrics and Measurement.
- Multichannel Metrics.
- Consolidation and/or assessment.
- At the end of the module you may be in a position to take the Google Analytics Individual Qualification (GAIQ) test as part of your broader Continual Professional Development.
MK9700 - Core, 20 Credits Strategic Marketing in The Digital Area
In this module you will learn to appreciate the role of a strategic manager of a modern day manufacturing and sales business in the context of an increasingly digitalised consumer-environment. You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. In addition, you will learn to appreciate the digital nature of modern day business operations and marketing strategy.
The module will cover the following themes:
- Marketing planning and implementation – Includes market research, identifying good business opportunities, 4Ps of marketing management, and the basics of creating and delivering value to customers.
- Competitive market strategies – Covers different approaches to competing in a marketplace, how to be better than your competitors, developing sustainable competitive advantage.
- Product development – Basics of new product development.
- Routes to market and multichannel marketing – Retailing and sales channel selection and management.
- Operations and supply chain management – Managing the distribution network, stock management, managing the production output.
- Financial planning for operations and growth - Pricing decisions and cost management, basics of balance-sheets and profit & loss accounts, activity-based costing, investing in R&D projects.
- Managing employees for competitive advantage – How employees can be the source of sustainable competitive advantage, employee development and empowerment to foster creativity and breakthrough ideas, rewards & recognition.
- Introduction to promotional strategy – Introduction to marketing communications, and different promotional methods /tools.
- Introduction to digital and social-media marketing – Covers the digital consumer-space, and how to engage customers and build brands online.
- Marketing-related legislation – Deals with legal aspects of marketing, and basics of marketing ethics.
MK9701 - Core, 20 Credits The Digital Customer Journey: Data, Profiling and CRM
This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them. At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers. This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to deliver personalised communications messages.
Throughout the module you will cover the following themes:
- Consumer Decision Making: Understanding how consumers choose between brand offerings, and specifically how their use of digital channels has changed their consumer behavior. This will link closely with multi-channel marketing strategy you will address in MK9700 (which is delivered concurrently).
- Journey Mapping: An appreciation of how consumers make decisions as they progress through their everyday lives, what influences these decisions and the critical company-consumer touch points.
- Customer Profiling: Investigation of a range of criteria that can be used to segment and profile consumers, ranging from demographics to psychographic and geo-demographic data.
- Database Marketing: Introduction to principles of database marketing, understanding the processes of data acquisition and data cleansing (linking with marketing legislation in MK9700 where appropriate).
- Customer Relationship Marketing: Understanding how personal data can be used to forge customer relationships via permission marketing and personalization. This will also address important decisions such as key account management and demarketing.
MK9702 - Core, 20 Credits Digital Campaign Management and Media
This module is designed to equip you with an overview of managing a digital marketing campaign alongside opportunities to utilize a range of digital media. At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media usage, offering interactive opportunities for businesses to communicate. You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for digital platforms, the user experience through the digital area, the role of social media marketing, deploying email marketing, and affiliated marketing’s role in a digital campaign.
Throughout this module you will cover the following themes:
- Campaign Management: Understanding the fundamentals of campaign management and specifically from a digital perspective and how evolving digital media can be utilized in a digital campaign. This will link closely with digital marketing strategy addressed in MK9700 and customer journey addressed in MK9701 (which are delivered in semester one).
- Content Management: An appreciation of delivering content through a variety of digital platforms including website, mobile, social media and email.
- User Experience: Investigating what constitutes for a positive user experience through digital platforms, and how this will manifest itself on different platforms. This will link closely with website design and usability addressed in linking with customer relationship marketing in MK9701 where appropriate.
- Social Media Marketing: Explore social media campaigns and appreciate what influences successful campaigns and their implementation.
- Mobile Marketing: Investigate the growing importance mobile marketing plays within a digital campaign and its role within the customer journey. This will link closely with customer journey addressed in MK9701 (which is delivered semester one).
- Email Marketing: Investigate strategies for email marketing and its ability to forge customer relationships, due to its personalized nature and its target approach (linking with customer relationship marketing in MK9701 when appropriate).
- Affiliated: Appreciation of the role of affiliation marketing and how it can be used as part of relationship with external suppliers to drive traffic through SEO, PPC, email marketing, display advertising (linking with SEO and PPC in BM9700 when appropriate).
- Measurement: Understand methods of measuring campaigns in order to value and judge success, allowing for development within future campaigns (linking with metric in BM9706 when appropriate).
BM9718 - Core, 20 Credits Research Methods and Analytics for Business Practice
In this module you will learn about a comprehensive range of research methods and business analytics techniques. This will equip you with the knowledge and practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Master’s Dissertation, Consultancy Project or Management Enquiry. By the end of the module you will know how to apply both quantitative and qualitative data collection and business analysis techniques. In quantitative techniques you will learn about sampling, questionnaire design, statistical inference, and hypothesis testing while qualitative techniques covered will include methods such as interviewing and focus groups. Analysis methods such as content analysis and thematic analysis will also be covered. In addition, you will gain some understanding of research philosophy (positivism and interpretivism) and research ethics and you will be able to write a research proposal to bring these ideas together.
Furthermore, this module will provide clear, critical, and analysis of data, you will also be able to consider the use of analytics implementation skills, where you will be introduced to analytics software such as SPSS. SPSS statistics analysis is one of the powerful solutions that is designed to help businesses and researchers to solve problems by various methods (geospatial analysis, predictive analytics and hypothesis testing).
MK9711 - Core, 20 Credits Developing Leadership Capability for Professional Practice
NX0480 - Core, 60 Credits The Newcastle Business School Masters Dissertation
In this module you will gain an understanding of the academic skills that are required to produce a Masters Dissertation. By the end of the module you will have written a 3000 word dissertation proposal and a 15000 word Masters dissertation. The areas included are:
- Justification for the choice of topic
- Appropriate understanding, awareness and critical analysis of existing and up to date literature evidenced by a comprehensive and well-referenced literature review with an extensive reference list
- Selection, justification and application of an appropriately rigorous methodology - including limitations of the approach selected
- Clear statement of the findings of the research
- Critical analysis of the findings
- Explicit links between the analysis and the conclusions supported by critical argument
- Evidence of original work or thought for example in the form or context of the data collected, analytical process or application of findings
Admission Requirements & Fees
Application Fees300 QAR
The yearly fees will stay the same every yearWhy Northumbria
Discover a world-class UK education, an inspiring learning environment, and exceptional career opportunities - right here in Qatar.
Global recognition and accreditation by the prestigious professional accreditation bodie...
Earn a British Master degree in one year.
Two graduation ceremonies: one in Qatar and the other in the United Kingdom
Flexible timetable for working professionals and international Students.
Earn a degree awarded by Northumbria University in the UK.
Competitive cost and flexible payment terms
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