Loughborough University
Leicestershire, UK
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Loughborough University

Programme Specifications

Programme Specification

MSc Digital Marketing (January 2021 Intake)

Academic Year: 2020/21

This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if full advantage is taken of the learning opportunities that are provided.

This specification applies to delivery of the programme in the Academic Year indicated above. Prospective students reviewing this information for a later year of study should be aware that these details are subject to change as outlined in our Terms and Conditions of Study.

This specification should be read in conjunction with:

  • Summary
  • Aims
  • Learning outcomes
  • Structure
  • Progression & weighting

Programme summary

Awarding body/institution Loughborough University
Teaching institution (if different)
Owning school/department Loughborough University in London
Details of accreditation by a professional/statutory body
Final award MSc
Programme title Digital Marketing
Programme code LLPT09/LLPT19
Length of programme Full-time: one year; Part-time: typically 2yrs but up to 4 years.
UCAS code N/a
Admissions criteria

MSc Full time: http://www.lboro.ac.uk/LLPT09

MSc Part time: http://www.lboro.ac.uk/LLPT19

Date at which the programme specification was published Thu, 25 Jun 2020 17:13:44 BST

1. Programme Aims

This programme aims to expose students to a framework for instant global reach for marketing through digital technologies and connectivity. With this, it aims to:

  • 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
  • Build students’ knowledge and expertise in effectively utilising digital technologies in various elements of marketing practice to develop successful digital marketing campaigns
  • Provide students and teams with employment skills essential to the digital marketing, such as data analytics for market research, digital communications, customer engagement and managing 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.

2. Relevant subject benchmark statements and other external reference points used to inform programme outcomes:

  • UK Quality Code for Higher Education, The Quality Assurance Agency for Higher Education, April 2012, especially Part A: Setting and maintaining academic standards:
    • The Frameworks for Higher Education Qualifications in England, Wales and Northern Ireland (FHEQ), the QAA, August 2008
    • Master’s Degree Characteristics, the QAA, March 2010
    • The Higher Education Credit Framework for England, the QAA, August 2008
  • The Quality Code, Part B: Assuring and enhancing academic quality
    • Chapter B1: Programme Design, Development and Approval
    • Chapter B3: Learning and Teaching
    • Chapter B4: Enabling student development and achievement
    • Chapter B6: Assessment of students
  • Master’s Degree Subject Benchmark for Business and Management, the QAA, 2015
  • Master’s Degree Subject Benchmark for Computing, QAA, February 2016.
  • Proposals for National Arrangements for the Use of Academic Credit in Higher Education in England: Final Report of the Burgess Group, December 2006.
  • The Northern Ireland Credit Accumulation and Transfer System (NICATS): Principles and Guidelines, 2002.

3. Programme Learning Outcomes

3.1 Knowledge and Understanding

On successful completion of this programme, students should be able to demonstrate a thorough knowledge and systematic understanding of:  

  • K1 Principles and practices of strategic marketing with a clear understanding of marketing management and the emerging role of digital technologies for the marketing practice
  • K2 Utilising digital technologies for understanding and engaging consumers and using the knowledge about consumers to make better marketing decisions
  • K3 Existing and future practices of market research methodologies using digital technologies and data analytics
  • K4 The effects of digital technologies for marketing on other complementary subject areas.

3.2 Skills and other attributes

a. Subject-specific cognitive skills:

On successful completion of this programme, students should be able to:  

  • C1 Develop successful marketing strategies and devise effective and creative marketing campaigns utilising digital technologies
  • C2 Critically evaluate available technological tools in digital marketing processes, link them with appropriate theories and apply in a real-world context
  • C3 Critically analyse market research data utilising appropriate mathematical and statistical methods
  • C4 Utilise artificial intelligence tools and customer behavioural models to predict behaviour and inform marketing decisions
b. Subject-specific practical skills:

On successful completion of this programme, students should be able to: 

  • P1 Identify, research and critique core principles and practices of strategic marketing suitable for a given scenario
  • P2 Critically analyse sources of consumer data, and devise solutions to store and analyse this data to gain customer insights
  • P3 Independently design and conduct market research utilising a range of digital tools appropriate for the task
  • P4 Implement effective marketing strategies, and utilise tools to measure the performance of such strategies
c. Key transferable skills:
  • T1 Demonstrate skills in analysing information with attention to details, including critical analysis of relevant work
  • T2 Effective communication of complex concepts to expert and non-expert audiences
  • T3 Work independently or in groups to successful completion of time critical projects
  • T4 Demonstrate technical knowledge and skill in developing their own ideas related to the concepts of the subject matter

4. Programme structure

Semester 1, 2020/21 (January 2021)

Code

Title

Modular Weight

N/A

Induction

N/A

Semester 2, 2020/21 (February to June 2021)

Compulsory Modules (45 credits)

Code

Title

Modular Weight

LLP008

Collaborative Project

15

LLP123

Digital Technologies for Market Analysis

15

LLP113

Digital Practices for Customer Engagement

15

 Optional Modules (student should select 15 credits)

Code

Title

Modular Weight

LLP120

Gaming Technologies and Systems

15

BSP291

International Marketing

15

LLP128

Strategy and Planning

15

 Semester 3, 2020/21 (June to September 2021)

Compulsory Module (60 credits)

Code

Title

Modular Weight

LLP503

Dissertation

60

Semester 1, 2021/22 (October 2021 to January 2022)

Compulsory Module (15 credits)

Code

Title

Modular Weight

LLP129

Strategic Marketing Management

15

 Optional Modules (student should select 45 credits)

Code

Title

Modular Weight

LLP121

Principles of Data Science

15

LLP125

Design Practices in Digital Industries

15

LLP116

Digital Media Audiences and Markets

15

LLP126

Information Management

15

LLP112

Introduction to Digital Technologies

15


Model pathways to assist in option choice

Below are example pathways that students may wish to take based on their background. Other combinations are also acceptable (in accordance with the guidance provided above).

a)            Model Pathway 1: Typically students with a background in Marketing or Business who wish to gain skills related to Digital Marketing would choose to study the following core modules, and optional modules that are biased towards digital technologies:

1st semester:  Strategic Marketing Management; Introduction to Digital Technologies; Digital Media Audiences and Markets, Information Management, Principles of Data Science, and Design Practices in Digital Industries

2nd semester: Collaborative Project; Digital Practices for Customer Engagement; Digital Technologies for Market Analysis; Gaming Technologies and Systems, or  Strategy and Planning

3rd semester:  Dissertation – e.g., topic can be based on digital simulations.

b)            Model Pathway 2: Typically students with a background in Technology who wish to have a career expansion towards Digital Marketing would choose to study the following core modules, and optional modules that are biased towards marketing and social sciences:

1st semester:  Strategic Marketing Management; Digital Media Audiences and Markets; Design Practices in Digital Industries

2nd semester: Collaborative Project; Digital Practices for Customer Engagement; Digital Technologies for Market Analysis; International Marketing or and Strategy and Planning

3rd semester:  Dissertation – e.g., topic can be biased towards strategic marketing.

c)            Model Pathway 3: Typically students from other backgrounds who wish to obtain an understanding of both marketing and technology would choose to study the following core modules, and optional modules that will give them a balanced view of business principles, marketing and digital technologies:

1st semester:  Strategic Marketing Management; Principles of Data Science, Introduction to Digital Technologies; Information Management; Digital Media Audiences and Markets; Design Practices in Digital Industries

2nd semester: Collaborative Project; Digital Practices for Customer Engagement; Digital Technologies for Market Analysis; International Marketing; Gaming Technologies and Systems; Strategy and Planning 

3rd semester:  Dissertation – e.g., topic can be based on digital simulations and ethical implications

5. Criteria for Progression and Degree Award

In order to be eligible for the award, candidates must satisfy the requirements of Regulation XXI. 

All modules available in the Special Assessment Period (SAP) unless specified in the Module Specification.

6. Relative Weighting of Parts of the Programme for the Purposes of Final Degree Classification

Not applicable.

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