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Study information

Programme Specification for the 2023/4 academic year

MSc Digital Marketing

1. Programme Details

Programme nameMSc Digital Marketing Programme codePTS1SBESBE44
Study mode(s)Full Time
Academic year2023/4
Campus(es)Streatham (Exeter)
NQF Level of the Final Award7 (Masters)

2. Description of the Programme

The MSc Digital Marketing is a dynamic programme that sets out to explore, experience and understand the modern marketing environment. In an evolving and fast-paced marketplace, marketers are constantly being challenged to master new tools and techniques and this programme will equip you to understand the role that digital tools and channels play in the wider corporate and organisational setting.

You will be taught by an invaluable mix of current practitioners, highly experienced teachers and leading researchers in the field. Throughout the programme, emphasis is placed on building awareness of the current, dynamic environment alongside the development of strong analytical skills and a thorough understanding of proven theory and strategic principles. From customer engagement, the marketing funnel and omnichannel communications to user experience, search engine optimisation and data ethics, you will build a detailed understanding of the digital landscape and the digital tools, platforms and techniques that are changing the nature of contemporary marketing.

As part of your study Programme, you will be challenged to build an in-depth knowledge of current marketing principles as well as develop applied analytical skills to effectively manage, interpret and act upon the wealth of data available today. The emphasis is upon developing practical hands-on expertise, grounded in sound theoretical knowledge. This foundation will enable you to develop the digital marketing knowledge, professional skills and subject expertise you need to become a valuable asset to any organisation.

Designed with input from current marketing professional and leading organisations, our MSc Digital Marketing has been specifically designed to prepare you for a successful career in Marketing. Today’s employers expect advanced communication and technical skills, team-working and project-management experience alongside the very latest specialist knowledge from their postgraduate recruits. Throughout the Programme, emphasis will therefore be placed upon recognising, evaluating and developing the employability skills that will support your future career aspirations. With practical case studies, opportunities to network with alumni and consider diverse organisations; from not-for-profit, enterprise and SME to international brands and large FMCG companies, you will build a strong understanding of the diverse skills needed to thrive in the B2B, B2C and D2C marketing sectors.

From our beautiful campus in the historic city of Exeter, you will be at the heart of a region focused on digital, knowledge-led innovation. With access to internationally recognised researches, innovative local businesses and a diverse student population, you will be warmly welcomed to our friendly learning community.

3. Educational Aims of the Programme

Our teaching is designed to challenge and engage you using a variety of approaches, from online and self-directed learning to experimentation, group work and supportive small group sessions.

Specifically, the aims of the MSc Digital Marketing are:

  • To provide an education of high quality in a stimulating environment that is enriched by both cutting-edge research and current marketing practice;
  • To enable the development of specific skills in the field of marketing analysis and planning, tailored to the needs of the modern marketing environment:
  • To provide a range of academic and key skills that will prepare you confidently for employment, future study, or training for professional practice;
  • To ensure the creation of a supportive, kind and welcoming learning environment that considers both the academic and pastoral aspects of your student experience.

Additional aims specific to this programme are:

  • To stimulate and encourage a questioning and evidence-led approach, building an enhanced capacity for analysis and independent judgement;
  • To foster a creative approach, that welcomes experimentation and supports a genuine enthusiasm for digital marketing;
  • To provide opportunities for inclusive learning that are enriched and enhanced by being shared with a diverse and international group of students from across a  wide field of undergraduate studies;
  • To build familiarity with the digital tools and techniques prevalent in the modern marketing environment:
  • To provide opportunities to engage with current practitioners, alumni and local organisations to support a network of digital marketing enthusiasts.

In doing so, we aim to encourage you to develop into individuals who, on graduation, will:

  • Have a confident grasp of digital marketing vocabulary and sound knowledge of the core principles that underpin this dynamic environment;
  • Be competent in collating, evaluating, analysing and applying data in a marketing environment;
  • Always be mindful of your wider impact and responsibility to act ethically;
  • Be able to communicate effectively with many different audiences to support compelling and well-evidenced positions;
  • Apply marketing principles effectively and efficiently to deliver measurable impact within your organisations
  • Be insightful and reflective about your own and other’s performance.

4. Programme Structure

The MSc Digital Marketing (12 Month) is a 12 full-time programme of study at National Qualification Framework (NQF) level 7 (as confirmed against the FHEQ). The Programme will consist 3 terms of active taught content.

Your programme is divided into units of study called ‘modules’ which are assigned a number of ‘credits’. The credit rating of a module is proportional to the total workload, with 1 credit being nominally equivalent to 10 hours of work. You will need to complete a total of 180 credits (equivalent to 12 x 15 modules) across your 12 month programme. This will be a mix of mandatory and optional modules, subject to change and timetabling requirements.

5. Programme Modules

The following tables describe the programme and constituent modules. Constituent modules may be updated, deleted or replaced as a consequence of the annual programme review of this programme.

Stage 1


Compulsory Modules

135 credits of compulsory modules

CodeModule Credits Non-condonable?
BEMM166 Integrated Marketing Communications 15No
BEMM215 Marketing in Practice 30No
BEMM778 Applied Digital Marketing Analytics 15No
BEMM779 Content Creation and Communication 15No
BEMM780 Consumer Behaviour in the Digital Environment 15No
BEMM781 Contemporary Digital Marketing Themes 30No
BEMM782 Digital Marketing Planning 15No

Optional Modules

45 credits of optional modules

CodeModule Credits Non-condonable?
BEMM068 Managing Competitive Strategy 15No
BEMM069 Marketing and New Product Innovation 15No
BEMM071 Leadership and Global Challenges 15No
BEMM115 Marketing Analysis and Research 15No
BEMM116 Principles of International Business 15No
BEMM118 Strategic Innovation Management 15No
BEMM126 Purchasing and Supply Chain Management 15No
BEMM128 Brand Design 15No
BEMM129 Digital Business Models 15No
BEMM164 Consumption, Markets and Culture 15No
BEMM178 Innovation Management 15No
BEMM263 Innovation and Technology Policy 15No
BEMM265 Sustainability and Behaviour Change 15No
BEMM270 Social Networks and Organizations 15No
BEMM374 Tourism and Marketing 15No
BEMM394 Entrepreneurship: New Venture Creation 15No
BEMM461 Analytics and Visualisation for Managers and Consultants 15No
BEMM463 Marketing Analytics 15No
BEMM488 Entrepreneurship and Complete Sustainable Value Creation 15No
BEMM786 Service Design and Innovation 15No

6. Programme Outcomes Linked to Teaching, Learning and Assessment Methods

Intended Learning Outcomes
A: Specialised Subject Skills and Knowledge

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:
Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):...and evidenced by the following assessment methods:

1. Apply concepts and theories to demonstrate a strong understanding of online consumer behaviour (M1)
2. Collate, interpret, utilise and visualise data from a wide range of different sources (M2)
3. Critically analyse contemporary marketing issues to understand their impact on marketing practice (M4)
4. Demonstrate a sound awareness of emerging tools, techniques and practices in marketing (M6)
5. Discuss the implications of technological innovation for how we live, learn and work (M8)
6. Explain and interpret the role of effective marketing practice in securing customer loyalty (M11)
7. Identify and evaluate the relative benefits of different communication tools and media (M12)
8. Propose detailed, well-evidenced and integrated marketing actions (M14)

Please see Appendix 1 for a complete list of mandatory module ILOs

 

Core ILO 1& 6: Understanding your customer is a core skill of marketing and this will be emphasised throughout the programme. It is however a particular focus of BEMM780 Consumer Behaviour in the Digital Environment and BEMM782 Digital Marketing Planning. Through whole cohort sessions, small group workshops, online learning and independent study, you will build a strong, foundation understanding of the principles and theories that help to define consumer behaviour. In a collaborative group setting, you will then work together to explore and practice these skills.

 

Core ILO 2: As a digital marketing programme, acquiring the knowledge and skills needed to effectively analyse marketing data is a key focus. This will be explored throughout the programme, using a range of teaching and learning methods including lectures, practitioner-led sessions, case studies and independent study. BEMM778 Applied Digital Marketing Analytics in particular will provide you with a foundation level awareness and understanding of common analytics platforms, approaches and techniques, using guided online learning, simulations and small group seminars.

 

Core ILO 3 & 4: Demonstrating a strong awareness of current marketing tools and practices will be required across a range of modules, particularly those utilising case studies. However, the focus on practitioner-led learning, alumni insights and cutting-edge research means that emerging techniques will be a particular focus of BEMM781 –Digital Marketing Themes, the spine modules that runs across both term 1 and term 2.

 

Core ILO 5: Understanding the wider digital context within which marketing operates is a key feature of module BEMM781– Contemporary Digital Marketing Themes.

 

Core ILO 7: Demonstrating the ability to choose relevant communication tools, media and channels will be a feature of many modules, however BEMM779 Content Creation and Communication will provide a unique opportunity to practice and reflect on these skills in a fast-paced, experiential series of workshops.

 

Core ILO 8: In the Digital Marketing Planning module, you will  use whole cohort sessions, collaborative workshops and a live case study to develop proposals that meet the needs of a real organisation. After auditing and segmenting their existing audience, you will then be challenged to develop a campaign idea that utilises key consumer engagement and loyalty principles to effectively target and position your proposed actions. On the 12 month programme, BEMM215 – Marketing in Practice further applies and evidences these core requirements.

Core ILO 2: The acquisition of foundation knowledge and analytical skills required are assessed for BEMM778 Applied Digital Marketing Analytics via examination and Multi-Choice Questions (MCQ) tests.

Core ILO 1, 3 – 8: The subject specific skills evidenced here will be assessed via a range of methods, including applied case studies and reflective submissions. In addition, group work will be a key feature of modules BEMM779 Content Creation and Communication, BEMM780 Consumer Behaviour in the Digital Environment and BEMM215 – Marketing in Practice (12 month programme).

Intended Learning Outcomes
B: Academic Discipline Core Skills and Knowledge

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:
Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):...and evidenced by the following assessment methods:

9. Critically evaluate the impact of the digital environment on consumer behaviour and the marketplace (D1)
10. Critically reflect on the changing marketing environment and your role within that (D3)
11. Demonstrate a detailed understanding of how to measure and monitor marketing effectiveness (D5)
12. Demonstrate strong problem-solving skills and creative thinking (D6)
13. Effectively utilise marketing data to support organisational decision making (D8)
14. Produce professional and succinct oral and/or written presentations of work (D11)
15. Reflect upon the culture changes required for effective business transformation in the digital age (D12)

Please see Appendix 2 for a complete list of mandatory discipline ILOs

 

Core ILO 9: Developing a critical approach to understanding the impact of technological developments is a feature of a number of mandatory modules including BEMM780 - Consumer Behaviour in the Digital Environment, BEMM166 – Integrated Marketing Communications and BEMM781 –Digital Marketing Themes. These transferrable skills and contextual principals will predominantly be explored via lectures, online learning and small group sessions.

 

Core ILO 10 & 15: Reflection is fundamental to the pedagogy of the MSc Digital Marketing and a valuable life skill. Recognising that reflection may not be familiar to some, students will be supported and encouraged to develop a reflective approach throughout the course. In particular within BEMM779 - Content Creation and Communications and BEMM781 - Digital Marketing Themes where a mixture of online learning, experiential workshops and small group sessions will be used to support and enhance your reflective skills.

 

Core ILO 11 & 13: Effectively utilising data to monitor performance and inform decision making is a key requirement for the modern marketer and a focus for this programme. The principles and techniques of data analysis will be introduced via BEMM778 – Applied Digital Analytics where whole cohort sessions, small group seminars, simulations and online learning will support your acquisition of key knowledge and techniques. These will then be applied and evaluated via the case study-led module BEMM782 – Digital Marketing Planning. On the 12 month programme, BEMM215 – Marketing in Practice further applies and evidences these core requirements.

 

Core ILO 12: Creative thinking is often undervalued as a business skill but the MSc Digital Marketing will use workshops, collaboration, online content and small cohort seminars to introduce you to new ways in which you can enhance and apply your creative skills. A creative approach will be fostered throughout the programme but active experimentation will be promoted during BEMM779 - Content Creation and Communications.

 

Core ILO 14: Using both group presentations, individual creative content and submissions, you will be encouraged to develop your written, oral and visual presentation skills. ‘Challenge workshops’ will be utilised in BEMM779 - Content Creation and Communications to help you appreciate the role of good design and modules including BEMM782 – Digital Marketing Planning, BEMM781 – Digital Marketing Themes and BEMM215 – Marketing in Practice (12 month programme) will provide additional opportunities to enhance and refine these vital communication skills.

Core ILO 9: Your critical thinking skills and understanding of the wider context within which marketing sits will be assessed predominantly via essays and applied ‘authentic’ assessments such as report writing and blogs.

Core ILO 10 & 15: Reflective assessments will be utilised within modules BEMM779 - Content Creation and Communications, BEMM781 - Digital Marketing Themes and BEMM129 - Digital Business Models. Within these, you will be asked to reflect on group work, individual work and your future career aspirations.

Core ILO 12:  Whilst creativity is a key feature of BEMM779 - Content Creation and Communications, the assessment for this module will focus primarily on reflecting on this experience rather than evidencing performance. Applied creativity and problem solving are however assessed as part of BEMM782 - Digital Marketing Planning.  On the 12 month programme, BEMM215 – Marketing in Practice further evidences these core requirements.

Core ILO 11 & 13: A range of assessment, including exams, multi-choice questions and case study reports will be used to evidence your ability to effectively monitor and utilise data to support decision making.

Core ILO 14: Providing sample content and ‘authentic’ formats such as blogs, business reports and client presentations will be utilised in modules including BEMM779 - Content Creation and Communications, BEMM781 - Digital Marketing Themes, BEMM782 – Digital Marketing Planning and BEMM129 - Digital Business Models. On the 12 month programme, BEMM215 – Marketing in Practice further evidences these core requirements.

Intended Learning Outcomes
C: Personal/Transferable/Employment Skills and Knowledge

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:
Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):...and evidenced by the following assessment methods:

16. CONFIDENT COMMUNICATOR: Able to adapt and adjust both written and verbal communication styles, to meet the needs of diverse audiences.
17. INNOVATIVE PROBLEM-SOLVER: Able to confidently explore challenges from different perspectives, to creatively offer practical and timely solutions.
18. PROACTIVE COLLABORATOR: Able to actively build strong working relationships with others to have positive outcomes.
19. DIGITALLY FLUENT: Able to embrace a variety of digital technologies to critically source, process and communicate information.
20. RESILIENT SELF-ADVOCATE: Able to develop self-awareness through a commitment to learning from experiences and taking responsibility for personal growth.
21. CRITICAL THINKER: Able to proactively analyse and evaluate information from a variety of sources to draw independent and well-founded conclusions.
22. GLOBALLY ENGAGED: Able to recognise diverse individual and cultural perspectives, in order to communicate on interconnected world issues and sustainable decisions

Core ILOs 16-22: These are essential elements in all academic study, and are developed by teaching strategies which require progressively more initiative from you as you progress through the programme, at each stage building on the skills which you have acquired at earlier stages.

Core ILO 16: Effective communication is a core requirement, particularly for marketers and therefore a key skill that is developed throughout the course via both mandatory and optional modules. BEMM779 - Content Creation and Communications, in particular will provide you with the understanding, space and freedom to explore the skills that underpin successful communication.

Core ILO 17: As you progress through the Programme, you will regularly be required to develop practical and creative solutions, whether this be interpreting data in BEMM778 – Applied Digital Marketing Analytics or exploring emerging trends in BEMM781 – Contemporary Digital Marketing Themes.

Core ILO 18: Collaboration is a key feature of our Programme and is actively supported across a number of modules, both via formal group work and a willingness to embrace peer feedback and collaboration.

Core ILO 19: Digital literacy will be developed as you progress through the programme. Familiarity with essential IT tools such as word processing, design packages and excel capabilities will be developed throughout, alongside a sector-specific focus on Big Data and performance metrics. Understanding how design tools can aide communication will be a key feature of BEMM779 – Content Creation & Communication.

Core ILO 20: Self-awareness and a commitment to ongoing development are skills which are required for both academic and workplace success. Throughout the course, a reflective and autonomous approach will be promoted, particularly on BEMM129 – Digital Business Models which requires a strong commitment to self-directed learning.

Core ILO 21: Critical thinking is a key skill at Masters level and one that will be considered as part of modules such as BEMM781 – Contemporary Digital Marketing Themes and BEMM778 – Applied Digital Marketing Analytics where you will be introduced to the analytics skills you need to draw well-founded conclusions.

Core ILO 22: As a diverse learning community, understanding different cultural perspectives is critical to the Programme and something that we will explore in a number of modules, in particular BEMM779 – Content Creation & Communication.

Core ILO 9: Your critical thinking skills and understanding of the wider context within which marketing sits will be assessed predominantly via essays and applied ‘authentic’ assessments such as report writing and blogs.

 

Core ILO 10 & 15: Reflective assessments will be utilised within modules BEMM779 - Content Creation and Communications and BEMM781 - Digital Marketing Themes.Within these, you will be asked to reflect on group work, individual work and your future career aspirations.

 

Core ILO 12:  Whilst creativity is a key feature of BEMM779 - Content Creation and Communications, the assessment for this module will focus primarily on reflecting on this experience rather than evidencing performance. Applied creativity and problem solving are however assessed as part of BEMM782 - Digital Marketing Planning.  On the 12 month programme, BEMM215 – Marketing in Practice further evidences these core requirements.

 

Core ILO 11 & 13: A range of assessment, including exams, multi-choice questions and case study reports will be used to evidence your ability to effectively monitor and utilise data to support decision making.

 

Core ILO 14: Providing sample content and ‘authentic’ formats such as blogs, business reports and client presentations will be utilised in modules including BEMM779 - Content Creation and Communications, BEMM781 - Digital Marketing Themes and BEMM782 – Digital Marketing Planning. On the 12 month programme, BEMM215 – Marketing in Practice further evidences these core requirements.

7. Programme Regulations

Classification

8. College Support for Students and Students' Learning

9. University Support for Students and Students' Learning

10. Admissions Criteria

11. Regulation of Assessment and Academic Standards

12. Indicators of Quality and Standards

The programme is not subject to accreditation and/ or review by professional and statutory regulatory bodies (PSRBs).

13. Methods for Evaluating and Improving Quality and Standards

14. Awarding Institution

University of Exeter

15. Lead College / Teaching Institution

Faculty of Environment, Science and Economy (ESE)

16. Partner College / Institution

Partner College(s)

Not applicable to this programme

Partner Institution

Not applicable to this programme.

17. Programme Accredited / Validated by

0

18. Final Award

MSc Digital Marketing

19. UCAS Code

Not applicable to this programme.

20. NQF Level of Final Award

7 (Masters)

21. Credit

CATS credits

180

ECTS credits

90

22. QAA Subject Benchmarking Group

[Masters] Business and Management

23. Dates

Origin Date Date of last revision

19/07/2023