Year 1

Core Modules

1. Search Engine Analytics
   Credits: 5
   Description:
   This module explores the fundamentals of search engine optimization (SEO), focusing on data-driven decision-making through analytics. It covers key topics like keyword research, site structure analysis, and performance monitoring using advanced tools like Google Analytics. Students will learn to measure and improve search engine visibility, drive targeted traffic, and refine digital marketing strategies.

2. Visualisation for Strategic Decision Making
   Credits: 5
   Description:
   This module emphasizes the role of data visualization in strategic business decision-making. Students will learn to transform complex data into understandable visual formats such as dashboards, graphs, and interactive reports. The course integrates tools like Tableau, Power BI, and Excel to aid in data interpretation, enhancing strategic marketing insights.

3. Digital Content and Marketing Technology
   Credits: 10
   Description:
   This module focuses on the latest tools and technologies in digital content creation and marketing automation. It covers content management systems (CMS), customer relationship management (CRM) tools, and marketing platforms like HubSpot and Marketo. Students will learn how to leverage technology to enhance customer engagement, optimize workflows, and drive measurable results.

4. Marketing Strategy Theory and Application
   Credits: 10
   Description:
   This module delves into the core theories and principles of marketing strategy, blending academic concepts with practical applications. It covers market analysis, segmentation, positioning, and competitive strategy. Students will develop skills to create and implement effective marketing strategies aligned with business objectives.

5. Research Methods and Critical Analysis
   Credits: 10
   Description:
   This module provides students with the methodological tools needed to conduct thorough and critical research in digital marketing. It covers both qualitative and quantitative research methods, including data collection, sampling techniques, and critical evaluation. Students will learn to formulate research questions, analyze data, and present findings in a structured, coherent format.

Elective Modules (Choose any 2)

1. Digital Transformation
   Credits: 10
   Description:
   This elective focuses on how digital technology is transforming business models and customer experiences. The module explores key trends in digital transformation such as automation, artificial intelligence, blockchain, and cloud computing. Students will examine real-world case studies of businesses successfully navigating digital change and will learn to create digital strategies for business innovation.

2. Omnichannel Content Creation and Communication
   Credits: 10
   Description:
   This elective covers the planning and execution of content marketing strategies across multiple channels, ensuring a seamless customer experience. Topics include cross-platform content creation, storytelling, content strategy, and user engagement. Students will develop integrated communication plans that drive brand awareness and customer loyalty through social media, email marketing, and more.

3. Dissertation
   Credits: 50
   Description:
   The dissertation is a significant research project that allows students to explore a specific area of interest in digital marketing and analytics. Guided by a faculty supervisor, students will apply the research methods learned during the program to address a real-world business problem, providing valuable insights and strategic recommendations.

4. Digital Media and Marketing Project
   Credits: 10
   Description:
   In this hands-on project module, students will work in teams to develop a comprehensive digital marketing plan for a business or non-profit organization. The project involves market research, content creation, SEO strategies, and performance analytics, providing students with practical experience in managing digital campaigns from concept to execution.