MSc Digital Marketing Management - Extended

University of Wolverhampton

Marketing communications is a rapidly changing area, and most organisations now build their strategies around digital technologies. This involves the creation of online content and developing awareness through search engines or social media. By studying this module you will understand how marketing communications concepts and theory can be applied when communicating with an audience in an online environment. It will examine specific principles and techniques that underpin digital marketing campaigns, as well as covering relevant behavioural concepts relating to different forms of content. You will formulate a strategic marketing communications plan for a given organisation and advise on the development of online activities. A range of digital Marcomms tools and techniques will be investigated, together with an in-depth exploration of social media platforms and opportunities. The module will be delivered in a consultancy style and you will explore examples of creativity and innovative marketing communications campaigns across a range of industries.

The module provides students with the knowledge and skills to critically analyse, evaluate and practically apply a range of digital technologies, social media technologies and tools, in the creation and execution of an integrated digital marketing strategy in an SME organisation or entrepreneurial start up context. Contemporary marketing theories and concepts will inform the design and execution of a digital and social media strategy, identifying, targeting, engaging and interacting with potential networks, partners, customers and clients.

This module is designed to develop within students the postgraduate study skills which includes research awareness, business vocabulary, and local commercial acculturation.

This module examines the role of Social Media platforms and search engines in targeting and communications strategies. Students study the theoretical underpinning of search engine and social media marketing from strategic and practical perspectives. Students will gain exposure to contemporary digital marketing tools and develop capabilities in: ? Search Engine Marketing (SEM) ? Search Engine Optimisation (SEO) ? On-page SEO ? Off-Page SEO ? Technical SEO ? Social Media Marketing ? Keyword Research and Analysis ? Buyer Persona ? Paid Advertisement ? Content Marketing ? Website and Social Media Analytics Students on this module will benefit from group activities, insightful learning content and guest speakers who will share their knowledge and experience in the field of social media.

Organisations face a number of challenges and opportunities which they have to respond to through marketing decisions. This module will develop your understanding of the market decisions that organisations face. Through the application of marketing theory, models and tools you will gain an understanding of the importance of the organisational environment and the impact this has for analysis, planning and control in a strategic marketing management context.

Effective leaders, managers, citizens and employees need to be capable of basing their decision-making on information and knowledge derived from research. The aim of this module is to contribute to the research knowledge and skills appropriate for a taught master's programme and relevant for careers in professional or management roles. The participant is required to produce a dissertation, at an advanced level, based on independent research. This should demonstrate an understanding of the philosophy and core principles of research (empirical or non-empirical) and show their competence in the design, execution and reporting of a research-based dissertation. In this way the participant?s ability is developed to carry out subsequent research, independently and to commission, manage and evaluate the research activities of others. Therefore, the knowledge and skills acquired in the module and of producing the project, will contribute to the student's effectiveness throughout her/his career.