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Digital Marketing

Digital Marketing

MSc
  • Option 1 year full time
  • Year of entry 2021
  • Campus Central London

The course

Study our dedicated digital marketing degree course in the centre of London. If you are a finalist or recent graduate (any subject) wanting to boost your employability this degree course should provide you with the knowledge and skills needed for the digital era.

Being one of a few specialist digital marketing Masters degree courses in the UK you will gain a 360 degree perspective of digital marketing from digital branding and advertising to the consumer journey and metrics.

On graduating you will be able to create and analyse digital strategies and make well informed tactical and strategic decisions, having studied in the context of Royal Holloway Marketing’s distinctive critical ideology. You will be confident in using acquired skills to communicate strategies to stakeholders at all levels.

You will enjoy studying in our historic University of London buildings in central London and work with our experienced academic staff to realise your full potential.

·         Great career prospects in digital marketing and any other related discipline

·         Flexible studies over two days a week, combined with extensive self-study

Core Modules

  • This module seeks to introduce students to the core concepts in digital marketing management and establish the dynamics between the traditional and the digital within marketing theory and practice. Further, the course discusses the impact of digital marketing and platforms on social contexts and examines how the roles, activities and outcomes of the consumers, corporations and society are shifting (for instance, the rise of the prosumer; the sharing / access economy; participatory culture; citizenship and democracy, and the nature of work).

  • Students will learn how marketers are rising to the opportunity of big data and attempting to deliver the promise of truly 1-2-1 marketing.   They will explore attribution and its importance in effectively allocating spend as part of omnichannel marketing.  Students will develop an understanding of web analytics and social media engagement by considering the usefulness of a wide range of digital metrics across the engagement funnel.  Students will gain an understanding of how to evaluate a marketing campaign’s effectiveness (e.g. ROI, ROAS…) by carefully considering objectives, outcomes, KPI’s, targets, and metrics selection and how these might be used to create a management dashboard.  The module will also consider the current regulatory landscape for data compliance and study a range of current ethical issues.    Students will learn how digital has been causing a paradigm shift from outbound to inbound marketing.  With greater focus put on content creation and curation, the module will explore how organisations seek to compete for the attention of audiences through organic means (search engine optimisation) and paid or boosted means (e.g. Adwords).   The module will consider the dynamic nature of algorithms and wider ethical governance issues. Students will learn how brands can harness electronic word of mouth through affiliate marketing to amplify their messages and reach a wider audience.

  • This module will use the principles of Design Thinking to consider how digital customer journeys are designed and delivered.  Students will learn how to develop salient consumer insights to be able to explain multi-touch point customer experiences.  Using the principles of agile design, students will learn how to develop emotionally engaging customer personas and use them to design extraordinary experiences.  The module will consider how develop effective email and social customer relationship management engagement. 

  • This course aims to provide students with an overview of the art and discipline of digital brand storytelling across social media and online platforms. Students will learn how to harness the power of storytelling to build brands across digital platforms thus forging relationships with consumers and driving revenue.

    The first part of the course will introduce students to the concept of storytelling as adopted by organizations to build relationships with the brand. Taking a historical view, students will recognize how the growth of social media and digital platforms has taken the role of digital storyteller to new heights, helping organizations to drive their brand value proposition.

    Students will learn how narratives and content creation as originating from consumers outweigh the impact of firm-oriented narratives. They will be introduced to brand personas and brand narratives, as strategic tools adopted by business leaders in storytelling and in so doing will also address the issue of authenticity. The course will examine the science behind stories, exploring a number of different tried and tested storytelling frameworks for digital story building, including the story (narrative) arc, and Gustav Freytag’s pyramid. Students will be expected to critically assess the pros and cons of each and to identify which frameworks are most effective in constructing stories, which maximize impact on consumer-brand relationships.

    Finally, taking a case study analysis approach, the course will unpack a series of real-world digital brand stories including for e.g. Burberry, Airbnb and Naked Wines. Focus will also be on the inspiring, higher purpose, social stories which have emerged from brands such as TOMS, Dove and Lifebuoy. Students will learn how to create storyboards and to undertake a story brand audit, critically examining how real brands have utilized multiple digital platforms to tell and sell their stories.

  • This module engages with numerous fields including cultural studies, media studies, philosophy, and sociology in order to ensure that digital marketing is explored and understood not exclusively in terms of its immediate practical implementation and commercial potential, but also in terms of broader cultural impacts. Accordingly, this module seeks to survey the broader cultures of online activities as they become raised in public debates, considering phenomena like ‘fake news’, online dating, the harassment of women in online discussions, surveillance, mood management, the manipulation of debate, affective mapping etc.

  • Advertising lies at the centre of the digital marketing movement. Promotion, order reconciliation, search and service communication can all be embedded within advertising on digital platforms. Digitisation is changing the world of advertising, yet, old media remain stubbornly important and the craft skills of the traditional advertising communication disciplines that cannot be replaced by algorithms. This course critically examines the implications of digitisation for advertising from the departure point of the advertising and media agencies who are adapting to the digital era. Advertising as we know it is not being swept away by digitisation, it is changing in form, content and strategy. This course shows students how the digitisation of advertising for marketing is an evolutionary process and it attempts to show the lines of continuity between old media marketing and advertising, and new.  

  • The aim of the Applied Digital Research Skills course is to introduce students to the basic concepts and procedures used to conduct research in the digital space.  It is a preparatory course for the Individual Business Project.

    The course consists of six sessions, each comprising of a short lecture introducing the topic, followed by a series of practical exercises throughout the day. Students are encouraged to complete an online test after each session, which allows them to review their progress before the next session. As a result of this structure, the emphasis is on learning by way of application, as opposed to abstract engagement with the subject.

  • In this capstone module you will be given a topic, drawn from current issues faced by businesses, and you will be expected to identify and select an organisational or industry context. You will expected to undertake a substantial review of secondary sources, comprising both academic journals and industry publications. Using relevant market research techniques, you will undertake a substantive and unique primary research study, providing a critical analysis with key insights. You will be asked to make justified and feasible managerial suggestions, prepare an executive summary, and deliver a presentation to communicate your findings.

  • Using a blend of theoretical and experiential learning approaches, this skills and employability-focussed module aims to support and accelerate personal and team based development for master’s degree students. 

    Through extensive use of facilitated group work, personal and group reflective exercises and experiential learning approaches the following topics will be covered:

    Theme of self

    • Self-awareness and gap identification
    • Personal development planning
    • Goal and target setting

    Theme of teams

    • Building teams
    • Giving and receiving feedback
    • Working effectively in diverse teams

    Theme of skills

    • Presentation skills
    • Academic skills for UK Universities
    • Ability to interact effectively with industry professionals

     

Optional Modules

All modules are core

Assessment is carried out by a variety of methods including essays, group projects, workshops, case studies and a dissertation.

2:2


This course requires a UK 2:2 (Honours) or equivalent. Applicants with relevant professional qualifications and/or significant work experience will also be considered.

International & EU requirements

English language requirements

All teaching at Royal Holloway is in English. You will therefore need to have good enough written and spoken English to cope with your studies right from the start. Find out what scores we require.

Country-specific requirements

For more information about country-specific entry requirements for your country please see here.

On graduating with a MSc in digital marketing you will be able to create and analyse digital strategies and make well informed tactical and strategic decisions, having studied in the context of Royal Holloway Marketing’s distinctive critical ideology. You will be confident in using acquired skills to communicate strategies to stakeholders at all levels. have a theoretical and empirical knowledge of digital marketing and employed a variety of academically based marketing techniques and practices as well as a critical awareness of current issues at the forefront of digital marketing.

Home (UK) students tuition fee per year*: £13,300

EU and International students tuition fee per year**: £21,500

Other essential costs***: -

How do I pay for it? Find out more about funding options, including loans, grants, scholarships and bursaries.

* and ** These tuition fees apply to students enrolled on a full-time basis. Students studying on the standard part-time course structure over two years are charged 50% of the full-time applicable fee for each study year.

All postgraduate fees are subject to inflationary increases. This means that the overall cost of studying the programme via part-time mode is slightly higher than studying it full-time in one year. Royal Holloway's policy is that any increases in fees will not exceed 5% for continuing students. For further information see tuition fees see our terms and conditions. Please note that for research programmes, we adopt the minimum fee level recommended by the UK Research Councils for the Home tuition fee. Each year, the fee level is adjusted in line with inflation (currently, the measure used is the Treasury GDP deflator). Fees displayed here are therefore subject to change and are usually confirmed in the spring of the year of entry. For more information on the Research Council Indicative Fee please see the RCUK website.

** For EU nationals starting a degree in 2021/22, the UK Government has recently confirmed that you will not be eligible to pay the same fees as UK students. This means you will be classified as an international student. At Royal Holloway, we wish to support those students affected by this change in status through this transition. For eligible EU students starting their course with us in September 2021, we will award an automatic fee reduction which brings your fee into line with the fee paid by UK students. This will apply for the duration of your course.

*** These estimated costs relate to studying this particular degree programme at Royal Holloway. Costs, such as accommodation, food, books and other learning materials and printing, have not been included.

 

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