The purpose of this programme is to enable both practising and aspiring professionals in the business, marketing, communication and information technology sectors to better understand the changing nature of the digital era and how to leverage digital technologies and platforms to achieve competitive advantage.

In contrast to traditional methods of communication, digital technologies and platforms facilitate greater consumer interactivity and empowerment. In a highly competitive and connected global marketplace, the unique properties of digital technologies can therefore present both opportunities and challenges for firms. Increasingly, marketing and communication professionals are expected to embrace digital channels to encourage customer and partner engagement. Equally, professionals in technical roles are now required to apply their digital skills and expertise more strategically to drive business value.

Recognising the vital role of digital tools for effective organisational and business communication, and the growing importance of open, collaborative working practices, this course combines expertise from both technical and communication disciplines to provide an enriching and multidisciplinary learning environment. This course enables both practicing and aspiring professionals in the business, marketing, communication and information technology sectors to better understand how to leverage digital technologies and services to achieve competitive advantage.