STUDY

This module explores how content, social media and influencer collaborations shape modern marketing and brand engagement. You will learn how different platforms operate, what makes content effective, and how online communities are built through UGC, storytelling and value-led communication. The module also examines creators, digital reputation, AI-driven tools and emerging trends that influence content production. With opportunities to develop your own professional content, you will learn how to produce ethical, authentic and brand-aligned digital marketing materials that resonate with audiences.

This module focuses on how brands can lead effectively in fast-changing digital environments. You will explore the principles of brand strategy, agile leadership, and workflows that support responsive, insight-driven decision-making. Through practical activities and real-world examples, you will develop the ability to guide brand direction, foster innovation, manage digital teams and adapt to new opportunities and challenges. By the end, you will be equipped to design and lead brand strategies that are flexible, informed and deeply connected to brand values.

This module examines how organisations design and enhance customer experiences using data, technology and insight. You will study customer journey mapping, service design and experience evaluation, supported by analytical tools that reveal customer behaviour and performance. Through practical tasks, you will learn how to gather, analyse and interpret customer data, identify friction points, and make evidence-based recommendations. By the end of the module, you will be able to create customer experience strategies that are measurable, insight-driven and aligned with organisational goals.

This module focuses on how data supports accurate and effective marketing decision-making. You will learn how to collect, interpret and analyse data from a range of digital sources to understand performance, identify trends and spot opportunities. Using real datasets and analytical tools, you will explore metrics, reporting, attribution models, automation and experimentation to translate data into actionable insights. By the end of the module, you will be able to apply analytical thinking and data-led reasoning to make informed marketing decisions and recommend meaningful, evidence-based improvements.

The Consultancy Project is the culminating module of the MSc Digital Marketing and Data Analytics course. Whether you take the module towards the end of your studies or work on it alongside your studies, it provides students with the opportunity to integrate and apply advanced knowledge, theoretical frameworks, and analytical methods acquired throughout the programme.  

Students work independently to address a real or simulated marketing consultancy challenge for an organisation. The project requires the application of advanced analytical techniques, digital marketing knowledge, and strategic thinking to diagnose a problem, evaluate evidence, and deliver actionable recommendations. 

The consultancy project reflects professional practice and allows students to demonstrate mastery of data-driven digital marketing, responsible analytics, and strategic problem-solving at an advanced level.