MSc

Digital Marketing and Analytics

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Digital Marketing and Analytics at Winchester advances your knowledge and skills in creating digital content, helping you to ensure your target audience sees and responds. The course also refines your skills in using data analytics, equipping you to develop and use appropriate digital marketing strategies to reach consumers, clients and partners.

Social Media platforms on several different phone screens

Course overview

You gain an overview of the evolution of marketing and the impact of digital technologies on the theory and practice of marketing, evaluate consumer behaviour models applied to the digital consumer, and monitor changing trends in various industries. You also develop integrated digital marketing communication plans and gain a critical understanding of how to mix traditional and new marketing research tools to obtain relevant and meaningful data. The course also covers the development and management of websites, with incorporated blogs, and how to use social media as a marketing communications tool.

Modules include Digital Transformation in Marketing, Wed Design and Analytics, Social Media Marketing and Analytics and Consumer Analysis, Insight and Creativity. For the final dissertation/consultancy project, you are given a live brief from an external organisation facing digital marketing-related issues. You collate, analyse and interpret qualitative and quantitative data to identify issues and provide a report with a set of realistic recommendations and solutions. As you learn the practical skills required for success in current and future business environments, there is extensive interaction with industry experts and there are optional, non-credit bearing, fieldwork and internship opportunities. Throughout the course, you are provided with live briefs from businesses facing issues currently or with recent case studies.

The programme makes extensive use of industry experts and practitioners as visiting speakers in order to enhance the currency and relevance of the topics discussed in each module. Module tutors adopt practical forms of study such as workshops and workplace visits wherever possible.

What you need to know

Course start date

September

Location

On campus, Winchester

Course length

  • 1 year full-time
  • 2 years part-time

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Typical offer

A first or second-class honours degree

Fees

From £9,550 pa

Course features

  • Practical, hands-on course with live briefs and workplace visits
  • Ideal for careers in social media management, SEO, and e-commerce
  • Opportunities for internships, fieldwork and engagement with industry experts

Course details

Suitable for applicants from:

UK, EU, World

Learning and teaching

The programme makes extensive use of industry experts and practitioners as visiting speakers in order to enhance the currency and relevance of the topics discussed in each module. Module tutors are encouraged to move away from traditional lecture and seminar delivery modes and to adopt practical forms of study such as workshops and workplace visits wherever possible. Students are provided with live briefs from businesses facing issues currently or recent case studies.

Location

Taught elements of the course take place on campus, in Winchester. 

Start date: September

Teaching takes place: Daytime

Assessment

Our validated courses may adopt a range of means of assessing your learning. An indicative, and not necessarily comprehensive, list of assessment types you might encounter includes essays, portfolios, supervised independent work, presentations, written exams, or practical performances.

We ensure all students have an equal opportunity to achieve module learning outcomes. As such, where appropriate and necessary, students with recognised disabilities may have alternative assignments set that continue to test how successfully they have met the module's learning outcomes. Further details on assessment types used on the course you are interested in can be found on the course page, by attending an Open Day or Open Evening, or contacting our teaching staff.

Feedback

We are committed to providing timely and appropriate feedback to you on your academic progress and achievement in order to enable you to reflect on your progress and plan your academic and skills development effectively. You are also encouraged to seek additional feedback from your course tutors.

Further information

For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures.

Modules

Please note the modules listed are correct at the time of publishing. The University cannot guarantee the availability of all modules listed and modules may be subject to change. The University will notify applicants of any changes made to the core modules listed. For further information please refer to winchester.ac.uk/termsandconditions

Modules

Digital Transformation in Marketing

The focus of this module is on the effectiveness of strategic marketing in the context of digital transformation. This module will introduce students to the evolution of marketing, from traditional forms of marketing to digital forms of marketing, and finally to future influences such as Transformative Marketing, The Fourth Industrial Revolution and Industry 4.0. Students will develop a critical appreciation of the marketing environment with an emphasis on drivers of digital transformation and marketing innovation. Students will gain a practical insight into contemporary and future marketing approaches with an emphasis on digital marketing strategy. Students will develop a theoretical appreciation of current marketing thinking and anticipate the future of marketing.

Consumer Analysis, Insight & Creativity

This module explores contemporary consumer research and analysis techniques and examines its application and relevance within a marketing innovation context. The module is designed to help students understand the factors that influence consumer behaviour and will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences, evolving through an exploration of the contributions from; economics, psychology, sociology and cultural anthropology that reveal the motivations underlying consumer behaviour. It will also appraise in detail, the new and emerging forms of consumer research and insight generating methodologies and the ethical dilemmas that may arise within this context.

Web Design and Analytics

Web design and analytics will introduce students to effective and contemporary website design, give them an informed appreciation of the role that an organisation’s website can play in its digital marketing strategy, and apply a range of analytics options for measuring the effectiveness of web marketing. Students build a WordPress (or equivalent) website. The first part of the module will concentrate on the principles of designing and building a website along with creating and organising targeted content. In the second part of the module students will learn how to implement Google Analytics (or equivalent) to evaluate and improve the User Experience through (UX).

Marketing Communications

The theoretical basis for this module frames marketing communications as a strategic marketing tool. Innovations from traditional communications forms such as broadcast and print as well as non-traditional forms such as ambient marketing and digital media will be reviewed; providing students with the theoretical knowledge and skills to create an engaging brand presence in an increasingly muddled media landscape.  Creative workshops are an explicit feature in this module providing scope to develop creative solutions for a variety of marketing scenarios. This module has a global perspective, where students will develop both practical transferable skills as well as a detailed theoretical awareness of communication design.

Social Media Marketing and Analytics

Marketing communications play a vital role in supporting and maintaining a brand. Marketing has now become ‘multilogue’ with the exponential growth in word-of-mouth social media marketing. This module will introduce students to the key concepts of social media marketing. Students will learn how to understand, critically evaluate and apply conceptual social media frameworks, theories and approaches relevant to their marketing and promotional mix. They will discover how social media networks are used as part of the marketing strategies of a variety of different organisations. They will be able to harness the key metrics tools in order to listen, monitor and manage communications. The module also aims to develop students’ strategic understanding of how to build and manage a social media marketing communications campaign which impacts on the identified target audiences and integrates with all other relevant media.

Analytics Tools for Digital Data

This module provides students with an in-depth understanding of digital marketing data analysis methods and statistical techniques including the use of the latest analytics software packages and their application to consumer and B2B contexts. Students will manipulate data from various industry databases and analyse and interpret primary and secondary data. The module will also help them to evaluate methods for data analysis for business research. In today’s competitive setting marketers need to be numerate and analytically-minded, and to have a clear understanding of different sets of data and how to use these within strategy formulation. Students will use their new knowledge and skills linked to key industry software packages.

Research Methods in Business

This module is designed to provide students with the knowledge and tools required to develop and undertake research in any area of business. Students will evaluate and synthesise research philosophies, develop research strategies, and select research methods using secondary and/or primary sources appropriate to particular research questions, relating these to existing business theories.

The module provides the foundation for further development of research skills through a dissertation by independent study.

Dissertation*

*Students will have a choice between the Dissertation module OR the Consultancy Project module.

The dissertation enables students to specialise in an area of interest by conducting an independent, in-depth research project, guided by research-active tutors. Students will evaluate and synthesise research philosophies, develop research strategies, conduct research using secondary and/or primary sources and analyse their findings in relation to existing business theories.

The dissertation is of interest to potential future employers, demonstrating critical abilities, research expertise and business knowledge. It can also prompt student interest in conducting further research, whether in a consultancy role or in continued academic research at PhD level.

Consultancy Project*

*Students will have a choice between the Consultancy Project module OR the Dissertation module.

In this module students undertake a consultancy project, relevant to their specific Master’s programme, for a client organisation. Students are expected to undertake research into an issue relevant to the programme’s learning outcomes and to the business case, and to develop conclusions and recommendations that are intended to benefit the client. The project focuses on the rapid collection and assimilation of data as to gain a detailed understanding of the client’s needs and their issues. This is essential in any work-based assignment regardless of the nature of the work or the functional area of expertise being applied. Students will be expected to interact with the organisation as if it were a real commercial relationship which will include recording activities and reporting to the client. By the end of the project, students should have developed a set of skills that they can apply in a consistent, professional and confident manner. 

Entry requirements

A first or second-class honours degree

This course is applicable to those interested in pursuing a career in marketing, in particular within the digital context. Normally a first or second-class Honours degree or professional experience in the area of study is required.

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International points required

If English is not your first language: IELTS 6.0 overall with a minimum of 5.5 in writing or equivalent.

Applications need to be submitted before the deadline published on our website. Late applications can be accepted throughout the remainder of the application year, for more information see our How to Apply section.

 

If you are living outside of the UK or Europe, you can find out more about how to join this course by emailing our International Recruitment Team at International@winchester.ac.uk.

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Explore our campus and find out more about studying at Winchester at one of our Open Evenings.

2024/2025 Course Tuition Fees 

  UK / Channel Islands /
Isle of Man / Republic of Ireland

International

Full-time £9,550 £17,450
Part-time £4,775 £8,725
Total £9,550 £17,450

Additional tuition fee information

If you are a UK student starting your degree in January / September 2024, the first year will cost you £9,550**.

If finance is a worry for you, we are here to help. Take a look at the range of support we have on offer. This is a great investment you are making in your future, so make sure you know what is on offer to support you.

**The University of Winchester will charge the maximum approved tuition fee per year.

Additional costs

As one of our students all of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of student support and IT services.

There might be additional costs you may encounter whilst studying. The following highlights the mandatory and optional costs for this course:

Optional

Core text

Multiple copies of core text are held within the library and e-books are identified where possible. However, due to the popularity of some books, there will not be enough copies for every student. It is advised that students seek to purchase their own books - secondhand copies are often available. Indicative cost is £250.

Mandatory

Printing and Binding

The University is pleased to offer our students a free printing allowance of £20 each academic year. This will print around 500 A4 mono pages. If students wish to print more, printer credit can be topped up by the student. The University and Student Union are champions of sustainability and we ask all our students to consider the environmental impact before printing. 

SCHOLARSHIPS, BURSARIES AND AWARDS

We have a variety of scholarship and bursaries available to support you financially with the cost of your course. To see if you’re eligible, please see our Scholarships and Awards.

CAREER PROSPECTS

Graduates enter roles within marketing, customer relationship management, pay-per-click, e-commerce, search engine optimisation, digital account management, web design, copywriting and social media management.

OUR CAREERS SERVICE
Student with careers staff member
"The reason I really liked Digital Marketing and Analytics is because I felt like there was a good mix between practical and theoretical learning. I also love how you get such a good relationship with the lecturers - this made me feel really safe throughout, and I always felt like I got the support I needed. I would highly recommend this programme to anyone who is interested in Digital Marketing." - Sofia Solheim Sigurdsson, MSc Digital Marketing and Analytics Student

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