MSc/PgDip/PgCert
Digital Marketing With the growth of online activity in many areas of life, outstanding digital marketing competency is needed across all business sectors. On this CIM - approved and accredited programme, developed in consultation with our industry partners, you will extend your existing skills while gaining the digital and social media marketing knowledge needed in today’s demanding digital global economy. You will look critically at current literature on a wide range of digital marketing theories and issues but the programme is also highly practical. You will work on live case study assignments and group projects while running real-life digital marketing campaigns, applying search and social media marketing techniques to support competitive marketing strategies.
You will be taught by internationally recognised experts based in the Salford Business School. Looking at the challenges faced by organisations in a dynamic and competitive global environment, you will learn to understand the role that digital marketing plays in addressing these challenges. You will also look at relevant ethical issues, issues of sustainable development, and how digital marketing can support a wider commitment to social justice. In particular, you will develop the range of skills needed to plan, manage and implement a digital marketing plan to support a business strategy. The programme is highly industry-focussed and culminates in a period of time on work experience. You can choose between a 9-12 month paid placement or the 3-6 month Industry Collaboration Project. Whichever you choose, you will put into practice the knowledge that you’ve learned.
Accredited by Salford Business School is an accredited CIM (Chartered institute of Marketing) study centre. This accreditation is your assurance of the quality of the course.
Six good reasons to choose Salford Business School: Salford is a city focussed on using digital technologies to transform lives, as represented by #DigitalSalford
We have excellent industry links with digital and marketing companies in the dynamic Greater Manchester business community
Real-world learning on the unique Industry Collaboration Project
Multiple start dates to fit with your life priorities
Our beautiful campus just minutes from Manchester city centre
Focus on the digital, ethical and sustainability business challenges of the 21st century
Modules SEARCH & SOCIAL MEDIA MARKETING
Teaching:
This module aims to develop your core skills in social media-based targeting and communication strategies. We will consider a host of topics that look at the strategic analysis of social media platforms from a communications perspective, key metrics, tools, techniques and strategy development frameworks.
/ I nteractive lectures and seminars
You will look at search engine optimisation and search engine marketing, site audit, content optimization etc. We will use intensive case discussion sessions, group activities, practitioner lectures and insightful study materials to look at how marketing communication through social media is achieved. This module is accredited by the Institute of Direct and Digital Marketing (IDM).
/G uided personal study supported by associated reading list, lecture notes and relevant research articles
/S mall group learning sets will be used as the basis for problem-based learning scenarios designed to include case studies, class-based activities, research articles and web-based materials
Assessments: 50% Individual portfolio report 50% Individual project work presentation
Teaching and learning reflect real-world industry needs and offer you the opportunity to practise your skills on your own digital profiles as well as mini projects.
ONLINE AND OFFLINE CONSUMER BEHAVIOUR This module focuses on understanding Consumer Behaviour, both in Online and Offline (Brick-and-Mortar) settings. You will examine a range of relevant consumer behaviour theories and their implications for marketing managers in relation to understanding consumers. You will also enhance your understanding of contemporary issues that influence consumers and how these impact marketers in designing, implementing and evaluating marketing strategies. The module is taught by Dr Effi Raftopoulou and Dr Agata Maccarrone-Eaglen.
Assessments: 50% 2,500 word portfolio report 50% 2,500 word group project These will allow you to demonstrate your critical understanding of the concepts, theories and debates that inform consumer behaviour and their practical implications for marketers, policy makers and consumers themselves.
DIGITAL MARKETING ANALYTICS AND STRATEGY The module combines two interesting topics in the field of digital marketing: (i) Digital Marketing strategies (ii) Marketing/Digital Analytics. To start the module, we look at digital marketing strategy development, the critical components of a digital marketing strategy and its strategic significance. Interesting topics like buyer persona development, customer journey mapping etc. will form this part of the module. You will be required to develop a digital marketing strategy for a company of your choice. This provides a platform to apply the principles and frameworks that you have learned.
Teaching: / Interactive lectures and seminars / Group working on a case study or article with group presentation of solutions / Industry guest speakers and live project case studies to develop campaigns for / Guided personal study supported by associated reading list, lecture notes and relevant research articles Assessments: 50% Portfolio report 50% Group project report
Next we look at digital analytics. We work on a google analytics data set and try to conduct advanced data analysis to bring out interesting patterns and messages. Ultimately all marketing is data driven and hence a marketer should have a good grasp for data analysis. The main aim is to develop an ability to spot patterns in data, conduct basic data analysis and appreciate how data analysis could inform and enrich marketing decision making.
DIGITAL MARKETING COMMUNICATIONS
Teaching:
Digital Marketing Communications is concerned with the critical analysis of integrated marketing communications and associated consumer behavioural foundations. Looking at the 21st century marketplace, you will explore issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers.
/ Interactive lectures and seminars
You will consider a range of digital MarComms channels including display advertising, digital PR, email marketing and website effectiveness and how they affect global communications.
/G uided personal study supported by associated reading list, lecture notes and relevant research articles
/G roup working on a case study or article with group presentation of solutions / I ndustry guest speakers and live project case studies used to develop campaigns
Assessments: 50% Individual assignment 50% Group project report
Work experience Choose between a 9-12 month industry placement or one of the 3-6 month Industry Collaboration Project options INDUSTRY PLACEMENT
Assessment:
The paid industry placement gives you the chance to undertake 9 - 12 months’ employment with an organisation located regionally, nationally or internationally.
Portfolio 8,000 to 10,000 words (90%)
You will obtain your own placement but the Business School will support you with industry contacts as well as preparatory lectures in study skills, action planning, consultancy and more. You will be allocated a supervisor to support you throughout the placement, from preparing your learning agreement and action plan with your employer through to delivery of your outcomes.
Reflection 2000 words (10%)
For the final three months of your programme you will return to campus to reflect on and write up about your experience.
INDUSTRY COLLABORATION PROJECT (ICP) - CHOOSE FROM:
Assessment:
ICP work placement - a six month paid project with an organisation located regionally, nationally or internationally. By exploring a key issue impacting an organisation, you will apply the theoretical knowledge gained through your studies and develop and use appropriate problem-solving skills in a real-world environment.
10% project proposal 90% portfolio
You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.
ICP internship – the three-month unpaid internship aims to equip you with the relevant practical skills to critically identify and evaluate key issues impacting organisations and their environments either in the UK or overseas. You will work alongside an organisation to identify and explore a real organisational issue. You will have specified learning goals and will need to actively reflect on what is being learned throughout the experience. You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.
Assessment: 10% project proposal 90% portfolio
ICP applied dissertation - an advanced-level applied research pathway based on a real-world business problem and examining an issue important to an organisation. The dissertation path gives you the opportunity to apply the theoretical and practical knowledge gained from the taught elements of the programme to a current organisational issue and deploy and effectively use appropriate problem-solving skills through critical selfreflection and methodical, systematic research. It is an excellent option if you are considering moving into academic research and PhD studies.
Assessment: 10% project proposal 90% portfolio
You will create an initial 1,500 word research proposal consisting of research questions, aims and objectives, and the rationale for undertaking the study. The 12,000 – 15,000 word dissertation will include literature review, research methodology, analysis of findings, conclusions, recommendations and a critical reflection of your learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.
ICP entrepreneurship - through this option you will apply the theory and concepts you have learnt from the taught elements of your programme. With the help of mentors in the Launch@ Salford incubator, you will develop the skills and thinking that supports entrepreneurial action while working on the development of your own innovative business idea. You will horizon scan for business opportunities, assess the external challenges and consider available strategies that will support your aim of establishing a new business, or let you incorporate entrepreneurial thinking into an existing organisation.
Assessment: initial 1,500 word business proposal (10%) and an 8,500 - 10,000 word Comprehensive Business Proposal accompanied by a 30 minute presentation (90%).
Entry requirements: A minimum 2:2 degree or equivalent or successful completion of the Graduate Certificate International Management programme. A wide range of professional qualifications are also accepted. We welcome applications from students who may not have formal/traditional entry criteria but who have relevant experience or the ability to pursue the course successfully. Please contact us for information on our Accreditation of Prior Learning (APL) process All of our courses are taught and assessed in English, so as an applicant you must meet our minimum English language entry requirements. An IELTS score of 6 (no element below 5.5) is proof of this however we accept a range of equivalent qualifications. We also offer several English language courses which help you gain entry onto our degrees. For more information go to salford.ac.uk/international/english-language-requirements
Career prospects: Our graduates have gone on to employment working in small and large corporate sector businesses or in the third sector in the UK and overseas. They are working in areas including brand management, marketing communications, social media marketing and heritage marketing. We encourage entrepreneurship and several of our students have gone on to set up their own business.
Start dates: Multiple entry points; visit website for up-to-date information Duration: MSc (one year full-time, two years part-time) PgDip (eight months full-time or two years part-time) PgCert (four months full-time or one year part-time) The MSc is the only route available for international students. If you are a high-achieving international student, you may be eligible for one of our scholarships. Find out more at salford.ac.uk/international/scholarships WANT TO KNOW MORE? Visit salford.ac.uk/courses/postgraduate/digital-marketing STILL HAVE SOME QUESTIONS? Contact us: By email (UK applicants): enquiries@salford.ac.uk By email (international applicants): international@salford.ac.uk @salfordbusinessschool
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