MSc Digital Marketing with AI

Module 1: Digital Insights (30 credits)

Establish the marketing foundations that every digital activity rests on. Designed to be accessible to students from non-marketing backgrounds, this module covers marketing theory, consumer behaviour and psychology, and the responsible use of data to generate genuine consumer insight.

❚ Postgraduate study and learning skills, including academic integrity

❚ The purpose and contribution of marketing to an organisation

❚ Marketing theory, frameworks and concepts

❚ Consumer-centric digital landscapes and consumer behaviour theories

❚ Consumer psychology and data-driven consumer insight

❚ Responsible marketing and data protection

 

Module 2: Strategic Digital Marketing (30 credits)

Move from theory to a working plan. You will critically evaluate digital marketing technologies and their limitations, then build a full digital marketing plan and a social media campaign strategy you can defend on measurement as well as creativity.

❚ Digital marketing planning, campaign planning and SMART objectives

❚ Competitor digital presence analysis and persona development

❚ Customer journey mapping and optimisation across channels

❚ Social media, creative strategy, storytelling and content marketing

❚ SEO, SEM and PPC; eCRM and email; omnichannel delivery

❚ Budgeting, data analytics, KPIs, evaluation and performance improvement

 

Module 3: Digital Marketing Futures (30 credits)

Look at what is arriving next and decide what is worth adopting. This module explores emerging technologies and trends reshaping the digital marketing landscape, equipping you to make informed decisions about current and future tools.

❚ AI, VR and AR in marketing

❚ Digital advertising and consumer-centric websites

❚ Sustainability in marketing; ethical and inclusive practice

❚ SmartWear and future consumer trends

❚ Email marketing and print mail, including QR codes

 

Module 4: AI for Business and Professional Practice (30 credits)

Build a critical, practical command of artificial intelligence and its responsible use in professional work. You will learn what current AI can and cannot do, use and evaluate AI tools and workflows in a digital marketing context, and design an AI-enabled solution proposal. No coding, model development or deployment expertise is required.

❚ AI literacy: generative AI, machine learning, automation, predictive analytics, large language models and intelligent agents

❚ Prompt design, AI-assisted research, source checking, hallucination, reliability and bias

❚ AI-supported analysis and decision-making with human-in-the-loop judgement

❚ Responsible AI: privacy, GDPR, intellectual property, transparency, explainability, inclusion and accountability

❚ AI-enabled solution planning: problem framing, stakeholder analysis, workflow mapping, risk controls and success measures

 

Module 5: Learning without Limits (30 credits)

Take ownership of your own professional development. You will analyse industry skill trends, map the capabilities you already hold against those the market is demanding, and build an authentic professional identity that communicates your value to employers and collaborators.

❚ Analysing sector reports and future-of-skills research (e.g. World Economic Forum)

❚ Sector-specific versus transferable skills across industries

❚ Recognising learning from work, volunteering and micro-credentials

❚ Skills mapping, peer feedback and reflective video diaries

❚ Personal branding: elevator pitches, LinkedIn, digital portfolios, vlogs and podcasts

 

Module 6: Impact Project (30 credits)

Take full ownership of a self-directed consultancy, business analysis, or entrepreneurship project. This is your opportunity to apply everything you have learned to a real challenge that is independent, career-focused, and tailored to your future goals.

❚ Applied research methods and evidence-based decision-making

❚ Project scoping, management, and impact-driven outcomes

❚ 3,000-word plan or report, accompanied by either a 5-minute video or a voice-over presentation

❚ Translate project experience into career growth and employability