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Digital Marketing – (M.A.)
University of Portsmouth
Portsmouth Business School
| Location: | Portsmouth / United Kingdom / View location on map ▾ Hide location on map ▴ | ||
| Duration: | 15 months | Start Date: | September |
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| Languages: | English | ||
Location of University of Portsmouth
There is no doubting the influence that digital media and the internet have had on marketing practice in recent years. In a relatively short period of time, we have seen massive changes in the way consumers are able to communicate with others interactively. Terms such as 'blogging', 'podcasting', Voice over IP (VOIP) and digital technologies incorporated into products such as digital cameras, the iPod and mobile phones have not only allowed consumers to embrace these new media but have also allowed organisations to develop new markets and strategies to push their businesses forward.
Digital media and the internet will have an impact on the way in which marketing practice will develop in the future. As this technology continues to develop in terms of speed, availability and functionality, even greater opportunities will arise for those individuals who are able to combine traditional marketing insight with a true understanding of digital media, capturing these benefits and articulating them at both an academic and vocational level.
MA Marketing (Digital Media) will develop both the knowledge and practical experience of digital media and marketing concepts available via these developing technologies. This programme, therefore, represents a rare opportunity for you to shape a career path in this exciting arena.
This programme has been approved and accredited by The Chartered Institute of Marketing to provide direct entry onto the CIM's Professional Postgraduate Diploma in Marketing.
It represents a rare opportunity for students shaping a career path, for practicing marketing executives and managers who wish to develop their careers in this exciting arena, for those who want to resume their studies at master´s level and for those that wish to formalise and consolidate their work experience through the award of a specialist academic masters qualification.
Contents
There is both an academic and vocational aspect of this programme. Students will be required to study a series of core units in both semesters, with the emphasis upon the development of particular systems analysis, design and application skills. In semester one, students examine issues concerning systems design and then in semester two use these skills to develop a prototype digital media application. Students will use case software and authoring tools.
Semester one
* Marketing Concepts - 15 credits
* Digital Media - Analysis and Design - 30 credits
* Marketing Research - 15 credits
* Marketing Literature Review - 15 credits (submission in semester 2)
Marketing Concepts
This unit introduces students to the fundamental marketing concepts accepted and applied in industry today. Through an examination of the tools of the marketing mix, segmentation principles and communication tools, students are prepared for the units that follow.
Digital Media - Analysis and Design
This unit focuses on the fundamentals of systems analysis and design applied to digital media development within marketing. You will apply a range of analytical and conceptual models to the technical and creative aspects of design to digital media marketing.
Marketing Research
You will learn about market and marketing research techniques, research strategies and designs, how to construct research objectives and write a research proposal. You will explore research data analysis and interpretation, marketing research in specific contexts (e.g. international, business to business) as well as ethical, security, privacy and data protection issues.
Marketing Literature Review
You will critically examine a body of academic literature on a digital media marketing topic allowing you to construct a coherent argument in response to appropriately formulated research questions. The Literature Review is submitted in semester two.
Semester two
* Digital Marketing Strategy - 15 credits
* Digital Media - Development and Application - 30 credits
* Marketing Communications - 15 credits
* Digital Media Marketing Development Project - Submission 1 December - 45 credits
Digital Marketing Strategy
This unit provides you with the opportunity to explore how digital technologies are used within marketing whilst at the same time evaluating the strategic effect on business strategies of these digital business models. The unit focuses upon how the use of digital technology and digital media in marketing affects operations, decision-making and strategic advantage.
Digital Media - Development and Application
Students critically examine the theoretical grounding and practical application of digital media development tools. Many of these form the basis of mainstream applications in the business environment. You will review the digital media development process, assess the potential of a range of applications and use software and multimedia-authoring tools to develop a digital media marketing campaign.
Marketing Communications
You will study marketing communications in depth in this unit. Topics include: how marketing communications might work, strategy and planning, integrated marketing communications, goals and positioning, product and corporate branding and public relations.
Digital Media Marketing Development Project
The project is the culmination of the programme, in which you will demonstrate and showcase what you have learnt during the taught programme. The project consists of:
* Systems specification for a digital media marketing campaign
* Functional model/prototype developed from the above, using appropriate software tools
* Critical assessment of the project in terms of design, functionality and end user interface
IELTS
You are normally required to take an English Proficiency Test.
Most European Universities recognise the IELTS test.
Take testGRE® revised General Test
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Register Now!Requirements
An upper second-class honours degree in a relevant subject, or equivalent professional experience and/or qualifications. All applicants are subject to interview.
English language proficiency at a minimum of IELTS band 6.5 or equivalent, with a minimum score of 6.0 in all individual components.
Language Proficiency
| IELTS Band: | 6.5 |
Accreditation
Chartered Institute of Marketing (CIM)
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