By studying MSc Digital Marketing Management, you will be given the opportunity to explore a variety of topics related to digital marketing management.

Through a strong focus on corporate engagement, the course should enable you to learn a wide range of transferable skills which, upon successful completion, may enhance your potential future employability. You may be tasked with producing a digital marketing project, examining the impact of digital and disruptive technology for marketing, exploring how to communicate ideas to different audiences, and the opportunity to undertake online presentations and take part in a simulated electronic business game.

The course also grapples with the rise of disruptive technologies, that could significantly alter the way businesses or industries operate – in recent years, some of these disruptions have had a major impact on marketing, with technologies such as blockchain, or the availability of big data, altering the way firms do business. The module ‘Disruptive Technology in Marketing’ seeks to build your understanding of how these technologies can benefit marketers, particularly in the digital space, and aims to challenge you to manage the risks also associated with them.

Other areas covered on the course include exploring how to manage digital marketing projects, which can be complex in their scope and usage of technology, and exploring how to effectively examine and interpret digital marketing analytics, an essential tool in informing strategic marketing decisions from a management perspective. When coupled with a module focused on consumer behaviour, you will explore how organisations build their knowledge of people’s behaviours online, and ensure campaigns are effective in an increasingly digitised business environment.

When exploring digital marketing management, the course should help you develop a range of transferable and relevant skills such as developing an understanding of consumer behaviour as well as the chance to produce a marketing communications situations analysis and undertake a boardroom pitch of a marketing communications campaign for a client. You will also examine how to manage global marketing teams.

This course can be offered on a part-time basis, with study over two years. Whilst we would like to give you all the information about our part-time offering here, it is tailored for each course each year depending on the number of part-time applicants. Therefore, the part-time teaching arrangements vary. You can make an enquiry about part-time study using our online forms, for UK and for EU/International students.

Why choose this course?

The course involves a range of modules with a national and international focus that are taught in a learning environment which is designed to benefit from academics with a range of backgrounds. The course aims to support you to become an autonomous learner, to work with self-direction and originality, with the ability to blend theory and practice in complex situations, and to have an appreciation of how evidence-based research can inform and enhance your performance as a potential future digital marketing manager, upon successful completion.

All modules are designed to draw on the latest developments in disciplinary knowledge, and you have the opportunity to study in Coventry Business School’s DigiComm Lab (subject to availability), which is designed to replicate a contemporary marketing agency, with industry standard tools available. Modules on topics such as disruptive technologies and managing digital marketing projects aim to provide you with knowledge in digital marketing that may prove essential in a potential future digital marketing career, by covering issues that are shaping how marketing is conducted. Alongside these modules, we aim to explore some of the core tenets of marketing, including consumer behaviour, marketing planning and how to manage teams that are operating across the globe.

You will also have the opportunity to try to develop your own area of expertise through the Postgraduate Dissertation/Consultancy Project. This could provide a pathway for early research career progression if, upon successful completion of the course, you are interested in progressing to a PhD, or for progression to a digital marketing management position. Please note that further study opportunities may be subject to criteria and fees.

The course aims to develop students’ strategic thinking, effective communication and research skills, which could be relevant to potential future employers. This employability focus is currently showcased by incorporating a Chartered Management Institute (CMI) accredited module, ‘Global Professional Development – Consultancy’. Students who successfully complete the module and meet the CMI evidence requirements will gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting. This will enable you to apply for Chartered Manager status via the qualified route (application and fees apply), once the other entry criteria have been met. Please see the Accreditation and Professional Recognition section for further details.

Coventry University is currently a Chartered Institute of Marketing (CIM) accredited study centre which provides the opportunity, upon successful completion of this course, to top up your master’s to obtain the CIM Professional Diploma in Marketing qualification. Criteria, application and fees apply. Please see the Accreditation and Professional Recognition section for further details.

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