We live in a world where people and objects are inter-connected to each other through high speed internet connections. It is the desire of organisations to utilise this nature of connectivity to gain competitive advantage in the way their products and services are offered to the consumers and enjoy increased profitability. Our Digital Marketing MSc will provide you with a comprehensive understanding of digital technologies and principles of marketing that equip you to address associated challenges in the most effective way. Our programme will provide you with employment skills essential to a senior digital marketing role, such as digital marketing technologies, market analytics, customer insight generation and managing digital marketing campaigns. A flexible curriculum empowers you to select subjects that you are passionate about.
You will embrace a broad range of digital marketing strategies, covering content marketing, website marketing, SEO marketing, social media marketing, mobile marketing, gamification, and omni-channel strategies, and contemporary tactics to keep abreast with the industrial design and practices. You will also learn advanced digital technologies to analyse and evaluate problems and respond to challenges faced by marketers in real world scenarios. The programme offers you to build your knowledge and expertise of digital technologies through learning social media analysis, data processing, information management, gaming, search engine optimisation and artificial intelligence. This programme covers various elements of digital marketing practices to help you create successful marketing strategies and to build up on a foundation for strategic marketing management. You will also gain an overarching view of the context in which today’s consumers, businesses and societies operate, including the technological and social challenges faced by individuals operating within the marketing profession.
The Institute for Digital Technologies offers teaching from pioneering researchers and creative innovators, to expose students to the latest theories and developments from across the discipline. Our programmes are sharpened by the principles and contemporary discoveries of our current research, and students are encouraged to participate in development projects and industry-focused work experience opportunities where possible. This MSc is delivered by industrial and academic experts in digital technologies and digital marketing.
An honours degree (2:2 or above), or an equivalent overseas qualification recognised by Loughborough University.Overseas qualification equivalencies
English Language requirements
All applicants for admission to Loughborough University must have a qualification in English Language before they can be admitted to any course or programme, whether their first language is English or not.More on the Loughborough University website
Fees and funding
Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, IT equipment and other support services. The standard tuition fees for this course for 2019/20 are:
- £10,550 (UK/EU)
- £24,750 (International)
University fees and charges can be paid in advance and there are several methods of payment, including online payments and payment by instalment. Special arrangements are made for payments by part-time students.View scholarships for 2019 entry
- Provide students with a comprehensive understanding of marketing principles, and develop their skills to address associated challenges related to strategic marketing management
- Develop students’ critical thinking on effectively employing technology within an organisational marketing strategy to influence global marketing landscapes
- Provide students and teams with employment skills essential to digital marketing, such as data analytics for market research, digital communications, customer engagement and managing marketing campaigns
- Build students’ knowledge and expertise in effectively utilising digital technologies in various elements of marketing practice to develop successful digital marketing campaigns
- Provide students with an overarching view of the context in which today’s consumers, businesses and societies operate, including the ethical requirements faced by the marketing profession
Our Digital Marketing master's degree covers a wide range of topics; to give you a taster we have expanded on some of the core modules affiliated with this programme and the specific assessment methods associated with each module. Students must choose and complete 4 optional modules. 2 optional modules must be completed in Semester 1 and the remaining 2 optional modules to be completed in Semester 2.
- Work effectively in diverse and interdisciplinary teams
- Undertake and contribute towards a project-based development process
- Apply critical enquiry, reflection, and creative methods to identify, frame, and resolve issues and problems at hand
- Identify user and stakeholder needs and value creation opportunities, whilst collecting and applying evidence-based information and knowledge to develop appropriate insights, practices and solutions
- Identify, structure, reflect on key issues and propose solutions to problems in creative ways
- Enhance your appreciation for diversity and divergent individual and disciplinary perspectives
- Be able to provide structured, reflective and critical feedback to peers and other stakeholders
- Plan and execute a project plan including scope, resources and timing
- Effectively communicate ideas, methods and results to a diverse range of stakeholders
- Use multiple, state-of-the-art date media and technologies to communicate with collaborators
- Make informed, critical and reflective decisions in time-limited situations.
- Individual Reflective Essay (55%)
- Team Project Report (40%)
- Peer Evaluation (5%)
Strategic Marketing and Management
By the end of this module students will be able to perform a critical analysis of the way in which an organisation (firm) positions its products and services in a market. This module examines recent developments in marketing thinking and market strategy development. It focuses on the dynamic aspects of market strategy development and current issues such as relationship and Internet marketing. It will give them practical experience of the development and adjustment of strategies in an integrative manner, through the use of a simulation exercise. The module draws on key theories in strategic marketing management, building on the latest academic insights. Topics addressed in the module include: market orientation, segmentation & positioning, value-creating strategies, branding & customer retention.
The module aims to familiarise students with current advanced practices in marketing strategy, and equip students with the necessary academic insights about how organisations (firms) design and position their products in the market.
On completion of this module students should be able to:
- Critically analyse factors involved in marketing of products and services
- Critically reflect on traditional and emerging marketing practices
- Critically investigate and reflect on the impact of marketing choices
- Identify marketing strategies and suitable tools to reach organisational and marketing goals
- Critically synthesise and reflect on the professional and academic journal literature
- Synthesise information from appropriate sources
- Demonstrate effective communication to persuade and influence stakeholders
- Demonstrate effective report writing skills
- Select and use appropriate investigative and research skills
- Exhibit care for written and spoken communications.
Assessment is made up of 100% coursework assignment (3,000 words).
Digital Technologies for Market Analysis
The aims of this module are to familiarise students to the importance and practices of market research and analysis and equip them with skills to design, perform and present effective and creative market research projects powered by modern digital technologies.
- Market research and analysis within the landscape of technological influence
- Planning and designing market research utilising digital technologies for value-added effects
- Fundamentals of digital tools for market research: research gamification, online communities, eye tracking, visual attention detection, crowdsourcing, mobile surveys, IoT/Sensor networks, and mobile ethnography
- Advanced data analytics for market research: Media analytics, text analytics, facial expression analysis big data analytics
- Data visualisation techniques for effective market research delivery
- Ethical issues surrounding market analysis techniques and digital mechanisms to overcome those issues such as privacy preserving analytics
- Demonstrate knowledge of commonly used methods for market research and analysis utilizing digital technologies;
- Critically analyse methodological issues in different research techniques, and ethical issues surrounding those techniques
- Evaluate the relative importance of various emerging forms of research tools for data collection
- Compare and contrast various methods for analysis of collected data to gain relevant insights
- Use market research as a tool for generating insight and informing business decisions
- Independently design and conduct market research utilizing a multitude of digital tools
- Critically select appropriate methods of research among various digital tools suitable for a given scenario
- Use relevant data visualization techniques to present information to various audiences
- Research and organise information from a range of sources relating to a given subject
- Present one’s work in professional and technical reports targeting specialist and non-specialist audiences
- Articulate arguments effectively under timed conditions and in assessed coursework.
- Individual Theoretical Analysis (30%)
- Market Research Group Report (70%)
Digital Practices for Customer Engagement
On completion of this module you will be able to:
- Critically analyse customer engagement and understanding through digital marketing practice
- Critically assess the related behavioural theories and models that can be used to generate customer knowledge
- Relate influential factors of the digital age to emerging and future patterns of customer behaviour
- Appraise the key platforms and underpinning digital marketing practice driven by customer knowledge
- Compare different technologies for customer behaviour prediction and brand engagement
- Assess customer engagement models and their relevance to brand strategy
- Critically analyse core practices of customer engagement and brand strategy
- Utilise customer behavioural models to analyse customer behaviour to inform marketing decisions
- Critically analyse the aspects of customer engagement that relate to social networks and online communities to build effective brand strategies.
- In-class test (30%)
- Report (70%)
- A desk based research project that could be set by an organisation or could be a subject of the student's choice
- A project that involves collection of primary data from within an organisation or based on lab and/or field experiments
- An Internship within an organisation during which time students will complete a project as part of their role in agreement with the organisation (subject to a suitable placement position being obtained)
- By undertaking a dissertation at master's level, you will achieve a high level of understanding in your chosen subject area and will produce a written thesis or project report which will discuss your research in more detail.
- The importance of project planning
- The importance of a clear hypothesis or research question
- The ethical implications of research
- The relevant empirical data and methodologies for data collection or knowledge assimilation for the subject area
- Methods of data analysis and their suitability for the intended data
- The areas of expertise or publications of the major individuals or organisations in the subject or business area
- The previous research or current knowledge in the specific subject or business area
- Theoretical perspectives relevant to your chosen topic
- The most effective methods of presentation for data or knowledge
- Developing a clear, coherent and original research question, hypothesis or business problem in a suitable subject area
- Synthesising relevant sources (e.g. research literature, primary data) to construct a coherent argument in response to your research question, hypothesis or business problem
- Analysing primary or secondary data collected by an appropriate method
- Critically evaluating data collected in context with previously published knowledge or information
- Engaging in critical debate and argumentation in written work
- Applying principles of good scholarly practice to your written work
- Performing appropriate literature searching/business information searching using library databases or other reputable sources
- Planning a research project and producing a realistic gantt chart demonstrating your intended timelines
- Synthesising information from appropriate sources
- Demonstrating rational use of research method tools
- Selecting and using appropriate investigative and research skills
- Demonstrating effective project planning skills
- Finding and evaluating scholarly sources
- Engaging in critical reasoning, debate and argumentation
- Demonstrating effective report writing skills
- Recognising and using resources effectively
- Successfully managing a project from idea to completion
- Demonstrating commercial awareness or the impact of knowledge transfer in a business or research environment.
- Research proposal (10%)
- Dissertation report (90%)
Optional modules (choose one)
Design Practices in Digital Industries
The module provides an introduction to a wide span of human-centred design practices within digital industries. Through a series of group activities and real-world examples, students will explore insights into client experiences and needs through user data collection and analysis techniques. This module will explore the methods and practices of rapid concept actualization and innovative prototype of products, services and experiences in digital industries. Through problem framing, brainstorming, conceptual thinking and ideation students will assess the design criteria and rationales within digital industries. Students will present their ideas and concepts by digital storytelling, visualization and immersive activities.
On completion of this module students should be able to:
- Identify problems and create inspirational solutions for building digital products, services and experiences that the customers need
- Appraise the essential element of creativity, the ability to take an abstract idea and create something with it
- Explain the perceptual thinking of innovation and apply rational design methodology and tools for rapid ideation and actualization
- Critically analyze customer experiences and requirements for innovation in digital industries
- Demonstrate that problems can be framed, right questions can be asked, more ideas can be created for creativity and innovation within relevant business
- Apply appropriate design tools to inform conceptualization and idea actualization with the intent of an improved result
- Challenge themselves to see the design through the eyes of customers in every step of the way to market
- Develop a range of presentation techniques which could include prototyping, demonstration, and visualization as appropriate to the design ideas and concept
- Apply inspirational idea creation, critical analysis, rapid concept actualization skills for addressing problems and providing solutions for a variety of digital industries
- Create an experience of what or how the ideas/concepts will ultimately be consumed through a series of interactive activities
- Work with a variety of stakeholders and in a diverse team effectively
- Develop communication and presentation skills to convey conceptual ideas to a variety of users
- Apply acquired knowledge when working in industry, particularly in sectors that are closely related to industries of digital products, services and experiences
- Develop skills of conceptual thinking, idea generation and concept actualization to respond rapidly to changes and challenges in the form of creativity/innovation in digital industries.
This module is assessed 100% by coursework, consisting of:
- Presentation (20%)
- Report (80%)
Digital Media Audiences and Markets
This module highlights the shift in the digital media consumption behaviours in the Internet age and the implications of new digital media on audience behaviour. Analysing the approaches to studying digital media audiences and the digital media markets, students will explore the factors involved in creating and retaining audience interest in digital media and provide examples of how to use them. Students will also examine the interactions between the user experience, personal information processing and creation of business value.
On completion of this module students should be able to:
- Recognise the evolution of digital media markets and the changing landscape of the interaction between audiences and the digital media;
- Understand the aims and methods of digital media market research;
- Critically analyse the factors driving the audience engagement in digital media ecosystems and the enabling technologies that help generate new values based on audience and digital media interaction;
- Discuss the implications of new digital media on the audience behaviour and the digital media markets.
- Identify and debate relevant perspectives related to audiences and digital media markets
- Describe and evaluate methodological procedures used in analysing behaviour of media audiences
- Analyse the emerging trends and critically evaluate the practices in the field
- Apply critical analysis and problem-solving skills for providing solutions to the challenges identified in a variety of digital media markets
- Develop knowledge and skills to respond creatively to contemporary challenges facing the sector
- Critique relevant academic and non-academic sources
- Communicate effectively in speech and writing, with academic and non-academic audiences
- Synthesise different sources of data and identify key arguments and issues at stake in different fields of practice
- Understand the working practices and methods employed in digital and creative media industries in general
- Apply skills in written and verbal communication that are relevant to this field
- Organise and manage a case study.
This module is 100% coursework based, consisting of:
- Mini reports (10%)
- Report (90%)
Introduction to Digital Technologies
- Receive an overview of the mobile Internet and cloud technologies with specific knowledge in media cloud applications on mobile devices, systems and Internet in general, and the challenges that are associated with making such applications available to the end-users via the mobile Internet and cloud technology
- The mobile Internet technology, media cloud applications, and the strengths and associated challenges by utilising mobile cloud technology and applications
- Mobile networking and media cloud topics
- Privacy and security issues in mobile cloud services
- Mobile Internet and cloud business models
- Gain experience with the understanding of mobile Internet architecture and access techniques, system performance and limitation
- Gain specific skills in media cloud applications and how the combination of mobile Internet with cloud computing technology will fast-changing the future of media applications for people on the move and the daily life of public in general
- Apply their knowledge of mobile Internet and media cloud technology in media service delivery and communication industry
- Tackle media cloud application and mobile communication networks related problems and deal with their possible solutions
- Equip themselves with the necessary understanding and essential knowledge that are required for service provider jobs in the cloud computing, applications, and mobile services provision domains
- Coursework (30%)
- Exam (70%)
Principles of Data Science
- Introduce students to the concepts of data science and their use in Data Analytics Systems.
- Enable them to gain theoretical and practical experience in simulating complex data systems involved in a variety of industries including, smart digital systems, Internet of Things, financial industries, and entertainment industries.
- Critical awareness of the challenges caused by the proliferation of data generation processes
- Systematic understanding of the process of extraction of actionable knowledge from data to enable decision making
- Theoretical background in descriptive and inferential statistics for big data
- Machine learning algorithms for classification and pattern analysis in large data sets
- Advanced analytical techniques, such as model building, network graph analysis, outlier detection
- Methods for maximising predictive performance of algorithms and validation techniques
- Analyse common summary statistics and use statistical tests to determine confidence for a hypothesis
- Demonstrate ability to fit a distribution to a dataset and use that distribution to predict event likelihoods
- Examine and evaluate the capabilities of available classification algorithms and be able to select and use suitable for a particular data set
- Integration of knowledge to critically evaluate different scenarios/problems and design practical solutions to data related problems
- Application of knowledge to through programming skills to build predictive and descriptive models for a given dataset utilising available labelled data sets
- Apply creativity and problem solving skills in the industry/research for challenging problems in a timely manner
- Communicate complex problems and associated solutions to specialist and non-specialist audiences
- Evaluate problems and design solutions to those problems through scholarship gained through self-directed study.
- In-class test (30%)
- Group project report (70%)
This module provides an introduction to information management concepts and frameworks, including ethics data management, document and content management, data storage and operation, information security management, and information quality management. Students will be introduced to big data systems and related technologies, and explore data integration and interoperability between data stores, applications and organisations. The teaching will provide real world examples of how business intelligence enable workers to get value from information, and how digital organisations have established a system of decision rights over data. Students will learn how architecture, modelling, and design are used to discover, analyse, represent and communicate data requirements within the digital industries.
On completion of this module students:
Will have gained knowledge of information systems with communication networks and should be able analyse an organisation’s data asset to develop strategies to increase its value, protect the data asset from third-parties via access controls, data modelling and design and comply with data regulations.
- Best practices in information management
- Business intelligence activities to achieve maximum benefit from information
- Context of data management activities
- Emerging trend in information storage techniques to manage rapidly growing data assets
- Key elements and operations of Internet and communication networks that enable data management
- Demonstrate underpinning concepts of information management
- Apply best practices in data management to comply with data regulations and ethics
- Familiarise with technical concepts such big data and security management
- Synthesise necessary information to evaluate data rates for different communication networks that affect the data quality
- Develop customised data strategies for organisations to maximise the value of information
- Critically evaluate the existing information management strategies to improve the data usability, comply with regulations and ethics
- Critically analyse the drawbacks of legacy communication systems that hinder data management
- Advise an organisation to develop effective information management plans using the latest technologies.
Assessment is made up of an examination and an in-class test.
- Preliminary Assessment (35%)
- Final Assessment (65%)
Optional modules (choose two)
Advanced Big Data Analytics
- Describe the theoretical background of big data, and recognise the need for big data analytics
- Have a critical awareness of machine learning algorithms for data analytics in big data systems
- Describe distributed architectures of big data systems including database technologies used in industrial big data systems
- Understand signal processing techniques for big data systems with advanced matrix manipulation
- Appreciate various visualisation tools and techniques
- Select and apply various machine learning algorithms to a given data set to interpret the data and make necessary predictions
- Demonstrate ability to evaluate and select an appropriate database technology for a given need for big data storage and retrieval
- Analyse the need for visualisation and employ appropriate visualisation tools
- Critically analyse building blocks of a practical big data systems for performance improvement
- Demonstrate programming skills related to data analytics and usage of associated tools
- Formulate creative data solutions that start with cleaning up raw data sets, to discover new patterns that are underlying, to make necessary predictions, utilizing established state-of-the-art tools and techniques
- Develop experimental, analytical and problem solving skills in data driven applications
- Illustrate professional report writing, presentation and communication skills to communicate complex ideas to expert and non-expert audiences
- Develop creative thinking skills to demonstrate ways of solving problems with existing tools.
Assessment will be coursework based, consisting of:
- Individual Theoretical Analysis (40%)
- Group Technical Report / Simulations (60%)
Gaming Technologies and Systems
- Relate game technology concepts, architecture and theories to interactive media design
- Identify key technologies and practice of audio and video processing for creative media and game content development
- Express knowledge of rendering and animation techniques in overall game system analysis and design
- Understand use of game engines and tools in creative media applications
- Apply latest game technologies, game engine architecture and theories in interactive media system analysis and design
- Demonstrate essential game development knowledge, common practice and skills in creative media content creation
- Create digital media development system architectures from concepts and requirements
- Evaluate the capabilities of gaming technologies for developing creative media applications
- Use game content creation packages for creative and interactive media content development
- Analyse game system performance and technology effectiveness critically
- Demonstrate creative thinking in media designing and content creation using gaming technologies
- Evaluate the capability of next generation gaming technologies for future creative media applications.
- In-class test (30%)
- Technical report (70%)
- Describe the core issues associated with the development of international marketing strategies
- Explain the key decisions and problems associated with developing a marketing mix in an international setting
- Analyse the international marketing environment of an organisation
- Debate international marketing issues in a group setting
- Use web-based information on internationalmarketing
- Evaluate the impact of contextual influences on international marketing decision making
- Work independently and manage time effectively
- Work effectively in a small team on case studies and projects.
- Group assignment (50%)
- Exam (50%)
Strategy and Planning
This module will explore the fundamentals of business planning and scenario planning for strategy development. Students will use and understand frameworks for running business ventures, including: operations management and financial statements. Students will develop an understandinf of business simulation software and how they can be used to run a business. Investigation techniques for trend forecasting will also be part of the module teaching.
On completion of this module students should be able to:
- Appraise the relevance of forecasting and scenario creation for strategy development.
- Critique and select appropriate techniques for future forecasting
- Demonstrate scenario development as a technique for strategic planning
- The complexities involved with starting up and running a business venture
- Critical assessment of a potential product or service
- Compare and contrast a range of design techniques for generating key insights to inform future strategy
- Demonstrate rational use of business tools/frameworks to analyse company performance
- Demonstrate effective communication to persuade and influence stakeholders
- Critique different business tools/frameworks used to analyse company performance
- Develop and demonstrate a range of presentation techniques which could include storyboarding, video, UX simulation, rendering and animation, as appropriate to the design concept
- Develop skills related to the use of business simulation software
- Develop and communicate insights gained from research in a credible and convincing manner suitable for specialist and non-specialist audiences
- Work effectively in a team and demonstrate recognition of an individual’s contributions to a group activity
- Successfully manage a project from idea to completion.
Assessment is made up of two pieces of group project courseworks:
- Foresight and strategy scenarios (50%)
- New business planning (50%)
Marks will be adjusted according to peer feedback.
What makes this programme different?
- You will learn from and engage with industrial practitioners and world class researchers in both digital marketing and digital technologies
- You will be able to discover the latest digital trends and the impacts on contemporary marketing strategies and operations
- Students will gain deep insight into consumer digital footprints and human-tech interface
- After the programme, you will be equipped with advanced digital technologies and data science principles to solve key problems associated with digital marketing in global market
- Flexible curriculum will allow you to select from a wealthy range of optional subjects, which empowers you to personalise your own pathway
- While studying in London, which is widely regarded as the biggest financial capital of the world, you will engage with external organisations through our collaborative project module.
Who should study this programme?
This programme is open to prospective students from a wide range of backgrounds, including
- Students from Marketing or Business backgrounds who want to gain skills related to digital Marketing and related digital technologies
- Students from a Technology Background who wants to have a career change in to Marketing
- Students from other social sciences and media backgrounds, such as from Arts and Media, who have a desire to gain knowledge of digital technologies and their use in marketing.
Future career prospects
Graduating from Digital Marketing will provide you with job opportunities in brand management, marketing communications, social media marketing and digital marketing (in job roles such as Online Community Manager, SEO Specialist and Social Media Executive).
Graduates will also have the opportunity to enhance their knowledge and career prospects further by undertaking an MRes or PhD programme.
Your personal development
The careers and employability support on offer at Loughborough University London has been carefully designed to give you the best possible chance of securing your dream role.
Loughborough University London is the first of its kind to develop a suite of careers-focused activities and support that is positioned as the underpinning of every student’s programme. Opportunities include employability assessments, group projects set by a real businesses and organisations, company site visits and organisation-based dissertation opportunities.
Modules are assessed by a combination of written assignments, group exercises, presentations and time constrained assignments. Take a look at our modules to see what assessments you can expect to undertake.