Digital Marketing MSc

Royal Holloway, University of London

This module will describe the key principles of academic integrity, focusing on university assignments. Plagiarism, collusion and commissioning will be described as activities that undermine academic integrity, and the possible consequences of engaging in such activities will be described. Activities, with feedback, will provide you with opportunities to reflect and develop your understanding of academic integrity principles.

Advertising lies at the centre of the digital marketing movement. Promotion, order reconciliation, search and service communication can all be embedded within advertising on digital platforms. Digitisation is changing the world of advertising, yet, old media remain stubbornly important and the craft skills of the traditional advertising communication disciplines that cannot be replaced by algorithms. This course critically examines the implications of digitisation for advertising from the departure point of the advertising and media agencies who are adapting to the digital era. Advertising as we know it is not being swept away by digitisation, it is changing in form, content and strategy. This course shows students how the digitisation of advertising for marketing is an evolutionary process and it attempts to show the lines of continuity between old media marketing and advertising, and new.

The aim of the Applied Digital Research Skills course is to introduce students to the basic concepts and procedures used to conduct research in the digital space. It is a preparatory course for the Individual Business Project. The course consists of six sessions, each comprising of a short lecture introducing the topic, followed by a series of practical exercises throughout the day. Students are encouraged to complete an online test after each session, which allows them to review their progress before the next session. As a result of this structure, the emphasis is on learning by way of application, as opposed to abstract engagement with the subject.

This module will use the principles of Design Thinking to consider how digital customer journeys are designed and delivered. Students will learn how to develop salient consumer insights to be able to explain multi-touch point customer experiences. Using the principles of agile design, students will learn how to develop emotionally engaging customer personas and use them to design extraordinary experiences. The module will consider how develop effective email and social customer relationship management engagement.

This course aims to provide students with an overview of the art and discipline of digital brand storytelling across social media and online platforms. Students will learn how to harness the power of storytelling to build brands across digital platforms thus forging relationships with consumers and driving revenue.

This module engages with numerous fields including cultural studies, media studies, philosophy, and sociology in order to ensure that digital marketing is explored and understood not exclusively in terms of its immediate practical implementation and commercial potential, but also in terms of broader cultural impacts. Accordingly, this module seeks to survey the broader cultures of online activities as they become raised in public debates, considering phenomena like ?fake news?, online dating, the harassment of women in online discussions, surveillance, mood management, the manipulation of debate, affective mapping etc.

Using a blend of theoretical and experiential learning approaches, this skills and employability-focussed module aims to support and accelerate personal and team based development for master's degree students.

In this capstone module you will be given a topic, drawn from current issues faced by businesses, and you will be expected to identify and select an organisational or industry context. You will expected to undertake a substantial review of secondary sources, comprising both academic journals and industry publications. Using relevant market research techniques, you will undertake a substantive and unique primary research study, providing a critical analysis with key insights. You will be asked to make justified and feasible managerial suggestions, prepare an executive summary, and deliver a presentation to communicate your findings.

This module seeks to introduce students to the core concepts in digital marketing management and establish the dynamics between the traditional and the digital within marketing theory and practice. Further, the course discusses the impact of digital marketing and platforms on social contexts and examines how the roles, activities and outcomes of the consumers, corporations and society are shifting (for instance, the rise of the prosumer; the sharing / access economy; participatory culture; citizenship and democracy, and the nature of work).

Students will learn how marketers are rising to the opportunity of big data and attempting to deliver the promise of truly 1-2-1 marketing. They will explore attribution and its importance in effectively allocating spend as part of omnichannel marketing. Students will develop an understanding of web analytics and social media engagement by considering the usefulness of a wide range of digital metrics across the engagement funnel. Students will gain an understanding of how to evaluate a marketing campaign's effectiveness (e.g. ROI, ROAS...) by carefully considering objectives, outcomes, KPI's, targets, and metrics selection and how these might be used to create a management dashboard. The module will also consider the current regulatory landscape for data compliance and study a range of current ethical issues. Students will learn how digital has been causing a paradigm shift from outbound to inbound marketing. With greater focus put on content creation and curation, the module will explore how organisations seek to compete for the attention of audiences through organic means (search engine optimisation) and paid or boosted means (e.g. Adwords). The module will consider the dynamic nature of algorithms and wider ethical governance issues. Students will learn how brands can harness electronic word of mouth through affiliate marketing to amplify their messages and reach a wider audience.