Master in Digital Marketing and Social Media

LEARNING OUTCOMES

• Critically review and analyse the importance of HRM and its practices in an organisation, and how it can be linked with organisational behavior activities in overcoming business issues and challenges for a better performance of the organisation.
• Critically review and analyse the framework of leadership and consider the nature, strengths and weaknesses of the various approaches: traits; functional; behavioral; style; contingency. The continuum of leadership behavior should be explored in some depth with consideration of the factors determining the chosen leadership style.
• Discuss the concept of organisational behavior and its interface with management. Review and critically synthesize the various influences on behavior in organisations and the interface with management in integrating and balancing these.
• Assess the role of IHRM and its impact on the global organisation. Identify some of the key HRM challenges facing organisations working internationally.
• Discuss the prevalent HRM practices and integrating the best practices in the global organisation.

LEARNING OUTCOMES

• Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organisations.
• Develop marketing plans with the application of appropriate marketing models, tools, and techniques.
• Evaluate the processes involved in brand management and how they influence consumer behavior.
• Evaluate the skills set needed as a creative marketer to launch new products/services in a dynamic global marketplace.

The marketing landscape has evolved significantly over the past decade.  Brands and marketers need to consider alternative strategies and tactics in order to reach and connect with prospects and consumers.  What worked a few years ago, may not work now, or even a few months from now.  Digital marketing has become a predominant component of many marketing mixes in recent years.  And now it is critical that multiple marketing channels and disciplines are leveraged together to remain relevant to the always on, always connected customer lifecycle.

While modern day digital marketing is an enormous system of channels to which marketers simply must onboard their brands, advertising online is much more complex than the channels alone. To achieve the true potential of digital marketing, marketers must dig deep into today’s vast and intricate cross-channel world to discover strategies that make an impact through engagement marketing. Engagement marketing is the method of forming meaningful interactions with potential and returning customers based on the data you collect over time. By engaging customers in a digital landscape, you build brand awareness, set yourself as an industry thought leader, and place your business at the forefront when the customer is ready to buy.

LEARNING OUTCOMES

• Demonstrate an understanding of Digital Marketing including the opportunities, challenges, and impact of the digital environment
• Understand the impact of all digital marketing channels, emphasizing on the importance of Search Engine Optimization
• Demonstrate an understanding of the emerging marketing channels, and their role in the overall Digital Marketing environment
• Develop a multichannel marketing strategy and plan to organize digital marketing activities for an organisation.

Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace–consumers have greater opportunities to voice their opinions and connect with other consumers as well as an increased influence over marketers and brands. As a result, the conventional approaches to marketing communications have become more and more challenged. This puts an added emphasis on leveraging social media to engage consumers and propagate ideas, messages, products, and behaviors. This course takes an in-depth look at the relationship between media and human behavior, and examines how organisations capitalize on social media, and these consumer to-consumer interactions, to support their marketing efforts. Students will get hands-on experience creating comprehensive social media strategies for active brands.

LEARNING OUTCOMES

• Demonstrate an understanding of social media, its opportunities, challenges, and impact of the business environment
• Analyse the role that social media marketing plays in the digital landscape and marketing mix, and how it is different from Traditional Marketing
• Understand the use of the principles of consumer and social psychology to develop social media content and campaigns that engage consumers
• Develop a social marketing strategy and explain the impact on the performance of the organisation.

Indicative Syllabus

• Dissertation is an opportunity for you to demonstrate your ability to investigate an issue of your own choice over a significant period. Essentially this is an individual effort, but it is carried out with the guidance and advice of your supervisor. Research is a creative and investigative process which only you can develop fully.
• A supervisor/dissertation guide will be appointed to each student and the role of the supervisor is to act as a learning resource for the student. It is the student’s responsibility to make use of that opportunity, in consultation with the supervisor. The student is therefore expected to accept responsibility for the management of his/her learning.