This course will introduce you to the exciting world of digital marketing. You will discover the key aspects of the discipline, from mapping a customer’s journey to strategic management at business unit level.

There are two options to choose from for this course. You can either apply to study:

• MSc Strategic Digital Marketing
• MSc Strategic Digital Marketing (with Professional Experience)

In both options, you will examine the challenges faced by digital marketers in today’s dynamic and competitive business environment and how such challenges can be overcome. You will consider and debate aspects of ethical considerations which impact digital footprints and the evolution of AI. These also include ethical issues that influence digital communications, how these issues affect organisations and how they can be optimised to be more effective.

You will engage with the latest research in digital marketing to develop your critical thinking skills. You will build and apply knowledge of the latest thinking in digital marketing to lead organisations’ success. A prominent focus of the course is practically applying your knowledge of digital tools to business problem identification and solving. Overall, we want you to identify good management practice and apply this contextually to a rapidly evolving and ever challenging business environment.

If you choose the option with professional experience, you will engage in experiential activity for one academic year. This could be a work placement, where you’ll address the demands of digital marketing profession in a workplace, which will give you a competitive edge in your career. Another alternative is the Venture Lab, where you’ll develop entrepreneurial knowledge and skills to advance a new commercial opportunity. York St John University will provide guidance and support throughout the year of professional experience.

Today’s business landscape is almost unimaginable without digital marketing. Most organisations have websites and interact with audiences through social media or through search engines. Digital marketers help organisations strive by taking successful actions in supporting and creating these digital channels and contribute greatly to an organisations’ strategic success.