*Subject to revalidation
- 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
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.
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.
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.
*Subject to revalidation
This course is subject to revalidation. 'Revalidation' is the process by which the University refreshes its existing provision. Revalidation assesses the quality and standards of the programme to ensure it continues to provide a distinct, high quality academic experience for students, enabling them to acquire the necessary academic knowledge, understanding, general and subject-specific skills required to pursue a graduate level career.
ABOUT THIS COURSE
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.
Taught elements of the course take place on campus, in Winchester.
Start date: September
Teaching takes place: Daytime
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.
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.
For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures.
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.
If English is not your first language: IELTS 6.0 overall with a minimum of 5.5 in writing or equivalent
Course enquiries and applications
Telephone: +44 (0) 1962 827234
Send us a message
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 or calling +44 (0)1962 827023
Applications need to be submitted before the 31 May 2020. Late applications can be accepted throughout the remainder of the application year, for more information see our How to Apply section.
Explore our campus and find out more about studying at Winchester at one of our Open Evenings.
Year 1 (Level 7)
|Digital Transformation in Marketing||20|
This module will introduce students to the marketing concept and its evolution from traditional forms of marketing to digital forms of marketing. The module will provide students with a comprehensive understanding of the marketing environment with an emphasis on drivers to the digital transformation of marketing. Students will be able to assess how digital transformation impacts on marketing strategies in different business scenarios. The module will give students a critical understanding of the key theories related to the process of digital marketing management alongside an appreciation of the key marketing metrics used in the digital marketing industry today. Students will develop an understanding of the range of data sources available for marketing decision making and of the ways in which these can be used to influence different elements of marketing strategy.
|Consumer Analysis, Insight and Creativity||20|
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||20|
This module will introduce students to the basics of good website design, give them an understanding of the role that an organisation’s website can play in their digital marketing strategy, and help them understand the range of analytics options which are now available for measuring the effectiveness of web marketing. The first part of the module will concentrate on the principles of designing and building a website along with creating and organising appropriate content. In the second part of the module students will then learn how to use analytics to improve the user experience through, for example, the analysis of clickstream data, lead generation and branding metrics, keyword analysis, bounce rate and average revenue per user.
|Analytics Tools for Digital Data||20|
This module is designed to provide students with an in-depth understanding of digital marketing data analysis methods and statistical techniques as well as the use of latest analytics software packages and their application to both consumer and business-to-business contexts. Students will have the opportunity to manipulate data from a variety of industry databases, re-analyse the data and develop their understanding of how to analyse and interpret primary and secondary data. The module will also help them understand how to evaluate and choose 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. This module will enable students to use their knowledge and skills linked to a set of key software packages used in the industry. The module will equip them with a set of data analysis skills that are globally needed and recognised.
|Social Media Marketing and Analytics||20|
Marketing communications play a vital role in supporting and maintaining a brand. This once one-way street moved to dialogue and 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 appreciate and be able to harness the key metrics tools of social media marketing in order to listen, monitor and manage communications through such tools. 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.
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.
|Research Methods in Business||20|
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.
You can choose either this module or the Consultancy Project.
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.
You can choose either this module or the Dissertation.
In this module students undertake a digital marketing consultancy project for a client organisation. Students are expected to undertake research into an issue related to digital marketing and analytics, and to develop conclusions and recommendations that are intended to benefit the client organisation and perhaps the sector as a whole. By this stage of the programme students will have developed a good understanding of the place of marketing analytics in digital marketing and this client project is a good opportunity to apply what has been learnt in a real-life marketing management situation. The project focuses on the rapid collection and assimilation of data in order to gain a detailed understanding of the client organisation’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.
Please note the modules listed are correct at the time of publishing, for full-time students entering the programme in Year 1. Optional modules are listed where applicable. Please note the University cannot guarantee the availability of all modules listed and modules may be subject to change. For further information please refer to the terms and conditions at www.winchester.ac.uk/termsandconditions.
The University will notify applicants of any changes made to the core modules listed above.
Progression from one level of the programme to the next is subject to meeting the University’s academic regulations.
2020 Course Tuition Fees
UK/EU/Channel Islands and Isle of Man
Full-time entry | £8,200
Part-time entry | £4,100 p/a
Total Cost | £8,200
Full-time entry | £13,500
Part-time entry | £6,750 p/a
Total Cost | £13,500
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:
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.
Printing and Binding
We are proud to offer free printing for all students to ensure that printing costs are not a potential financial barrier to student success. The University of Winchester and Winchester Student Union are champions of sustainability and therefore ask that all students consider the environment and print fairly. Students may be required to pay for the costs of dissertation binding. Indicative cost is £1.50-£3.
SCHOLARASHIPS, 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.
Key course details
- Full-time: 1 year; Part-time: 2 years
- Typical offer
- Normally a first or second-class Honours degree
- On campus, Winchester