MSc — 2026 entry Digital Marketing

Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business¿accounting for over three-quarters of GDP and employment in most developed countries. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape. This module equips students with advanced knowledge and expertise on services marketing, customer experience management, and relationship marketing. It also introduces cutting-edge topics, including the transformative role of digital technologies, the imperative of building responsible and ethical service organizations, and the strategic management of service platforms and ecosystems.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies, use AI-enabled tools and apply consultancy-based workbooks to develop critical thinking and analytical skills and make strategic and impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage exceptional service experiences, harness digital technologies for service innovation, and build responsible service organisations, preparing them to become strategic service leaders in their future careers.

In this module, students develop a holistic understanding of the theory and tools for Entrepreneurship which has a particular relevance in the context of the Digital Economy.  This begins with a discussion of key concepts around the Entrepreneur, Opportunity Recognition and the Entrepreneurial Process.  In turn, students review key elements for a start-up including resources, the founding team and business modelling.  Finally, we look at scaling strategies in the Digital Economy including a range of different business models where start-ups create, deliver and capture value.  The Digital Economy enables these innovative business models.    For assessment, students research and apply Key Entrepreneurship Topics to case studies and then critically evaluate the scaling strategy for a designated emerging-growth companies in the Digital Economy using Entrepreneurship theory, Digital Economy theory and a business model framework.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

This module provides students practical and theoretical knowledge of International Marketing in contexts, operations, and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.

Internationalisation is a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development, digitalisation and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It highlights some of the potential complexities and enduring challenges of retailing in an international environment and provides a valuable body of knowledge to inform future international marketing managers and retail marketing managers.

 Students put theory into practice for digital skills by working in a group project with designated companies around a business challenge.  The business challenge relates to key skills in the Digital Economy such as digital marketing. In the module, students develop an understanding of key topics related to the theory before applying the key skills.  We bring in outside speakers from industry to create an authentic learning experience.  For the project, students  have two points of assessment to support the learning. Students develop other business skills such as problem-solving, project management, collaboration and resilience which they participate in the project.  This supports programme objectives to develop an understanding of theory and practice related to Digital Economy as well as to develop skills relevant for Entrepreneurship. 

Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business¿accounting for over three-quarters of GDP and employment in most developed countries. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape. This module equips students with advanced knowledge and expertise on services marketing, customer experience management, and relationship marketing. It also introduces cutting-edge topics, including the transformative role of digital technologies, the imperative of building responsible and ethical service organizations, and the strategic management of service platforms and ecosystems.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies, use AI-enabled tools and apply consultancy-based workbooks to develop critical thinking and analytical skills and make strategic and impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage exceptional service experiences, harness digital technologies for service innovation, and build responsible service organisations, preparing them to become strategic service leaders in their future careers.

In this module, students develop a holistic understanding of the theory and tools for Entrepreneurship which has a particular relevance in the context of the Digital Economy.  This begins with a discussion of key concepts around the Entrepreneur, Opportunity Recognition and the Entrepreneurial Process.  In turn, students review key elements for a start-up including resources, the founding team and business modelling.  Finally, we look at scaling strategies in the Digital Economy including a range of different business models where start-ups create, deliver and capture value.  The Digital Economy enables these innovative business models.    For assessment, students research and apply Key Entrepreneurship Topics to case studies and then critically evaluate the scaling strategy for a designated emerging-growth companies in the Digital Economy using Entrepreneurship theory, Digital Economy theory and a business model framework.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

This module provides students practical and theoretical knowledge of International Marketing in contexts, operations, and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.

Internationalisation is a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development, digitalisation and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It highlights some of the potential complexities and enduring challenges of retailing in an international environment and provides a valuable body of knowledge to inform future international marketing managers and retail marketing managers.

 Students put theory into practice for digital skills by working in a group project with designated companies around a business challenge.  The business challenge relates to key skills in the Digital Economy such as digital marketing. In the module, students develop an understanding of key topics related to the theory before applying the key skills.  We bring in outside speakers from industry to create an authentic learning experience.  For the project, students  have two points of assessment to support the learning. Students develop other business skills such as problem-solving, project management, collaboration and resilience which they participate in the project.  This supports programme objectives to develop an understanding of theory and practice related to Digital Economy as well as to develop skills relevant for Entrepreneurship. 

Services drive the modern economy, shaping how we communicate, travel, manage finances, receive healthcare, and conduct business¿accounting for over three-quarters of GDP and employment in most developed countries. Mastering the marketing and management of services as unique, exceptional experiences is essential for service companies seeking to thrive in a competitive landscape. This module equips students with advanced knowledge and expertise on services marketing, customer experience management, and relationship marketing. It also introduces cutting-edge topics, including the transformative role of digital technologies, the imperative of building responsible and ethical service organizations, and the strategic management of service platforms and ecosystems.Through a combination of rigorous theoretical principles and applied learning, students will analyse real-world case studies, use AI-enabled tools and apply consultancy-based workbooks to develop critical thinking and analytical skills and make strategic and impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage exceptional service experiences, harness digital technologies for service innovation, and build responsible service organisations, preparing them to become strategic service leaders in their future careers.

In this module, students develop a holistic understanding of the theory and tools for Entrepreneurship which has a particular relevance in the context of the Digital Economy.  This begins with a discussion of key concepts around the Entrepreneur, Opportunity Recognition and the Entrepreneurial Process.  In turn, students review key elements for a start-up including resources, the founding team and business modelling.  Finally, we look at scaling strategies in the Digital Economy including a range of different business models where start-ups create, deliver and capture value.  The Digital Economy enables these innovative business models.    For assessment, students research and apply Key Entrepreneurship Topics to case studies and then critically evaluate the scaling strategy for a designated emerging-growth companies in the Digital Economy using Entrepreneurship theory, Digital Economy theory and a business model framework.

Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. The module Perspectives on Consumer Behaviour deals with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour and how such an understanding can be used to create successful and viable marketing strategies. This module gives students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. Thus, reflective, and critical applications of relevant behavioural, cognitive, and socio-cultural approaches to consumption are discussed.

This module provides students practical and theoretical knowledge of International Marketing in contexts, operations, and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.

Internationalisation is a very substantive feature of the retail industry, with implications for retail competition, retailer strategy, retail development, digitalisation and supply chain management among other issues. A considerable and growing body of academic and practitioner literature surrounds this issue. It highlights some of the potential complexities and enduring challenges of retailing in an international environment and provides a valuable body of knowledge to inform future international marketing managers and retail marketing managers.

 Students put theory into practice for digital skills by working in a group project with designated companies around a business challenge.  The business challenge relates to key skills in the Digital Economy such as digital marketing. In the module, students develop an understanding of key topics related to the theory before applying the key skills.  We bring in outside speakers from industry to create an authentic learning experience.  For the project, students  have two points of assessment to support the learning. Students develop other business skills such as problem-solving, project management, collaboration and resilience which they participate in the project.  This supports programme objectives to develop an understanding of theory and practice related to Digital Economy as well as to develop skills relevant for Entrepreneurship.