Course overview

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. Blogs, Social Networks, Voice over IP (VOIP) as well as internet, camera and GPS facilities incorporated into tablets 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.

As digital 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 Digital Marketing 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.

The MA Digital Marketing programme will attract students who wish to develop their understanding of digital media issues within the marketing context. 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.

Find out more

For further information, please contact our Admissions Team (details above). We also hold regular postgraduate and part-time open evenings at which you can see our facilities, enjoy a guest lecture and meet the academics and current students over drinks and canapés. Applicants will be interested to know that each year Portsmouth Business School offers a number of scholarships for self-funding students.

Course content

The aim of this programme is to make you aware of the current practices relating to digital media marketing and give you first-hand experience of these issues. Through a careful balance of academic theory and practical experience involving the design, development and implementation of digital media marketing applications, you will not only be aware of the latest developments in this topic, but you will also be equipped with the practical skills to implement them. This will underpin your professional and career development, giving you the edge in today's increasingly competitive employment markets.

MA Digital Marketing is delivered over two terms. This is followed by a period of independent study during which you are required to complete a practical project.

There is both an academic and vocational aspect of this programme. You will be required to study a series of core units, with the emphasis upon the development of particular systems analysis, design and application skills. You will examine issues concerning systems design and go on to use these skills to develop a prototype digital media application. Students will use case software and authoring tools.

Term one

• Marketing Essentials - 30 credits
• Digital Media - Analysis and Design - 30 credits

Marketing Essentials

This unit is designed to provide students with a solid foundation for the advanced study of marketing. Many key aspects of marketing will be introduced and examined. No prior knowledge of marketing is assumed but students will be expected to assimilate information rapidly and reflect upon the concepts discussed

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.

Term two

• Emerging Issues in Marketing - 30 credits
• Digital Media - Development and Application - 30 credits
• Digital Media Marketing Development Project - Submission 1 December - 60 credits

Emerging Issues in Marketing

This unit is designed to challenge students to examine and reflect upon the impact of emerging themes and issues in marketing and to consider these from a theoretical and practitioner perspective. The interactive nature of the unit will enhance the student learning experience thereby increasing their employability. The unit will draw extensively on the expertise of industry experts and students will be expected to engage with the issues that contemporary marketing managers are dealing with.

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.

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

Teaching and assessment

A variety of teaching methods are employed. These range from tutor-led presentation of material, in-class exercises to case study analysis, problem solving exercises, student presentation and in-class discussion. There will be significant use and exploration of marketing software systems and media application software. This will require some work in computer laboratories.

Assessment will take the form of coursework assignments and examinations. Coursework assignments may involve group work, presentations, case study analyses or reports and examinations may be closed or open book. Coursework assignments and the Digital Media Marketing Development Project are designed to help students integrate theory and practice in relation to the application of marketing knowledge in a digital media marketing environment.

There is a strong culture of student pastoral support in the department and all students are allocated a personal tutor for the duration of their programme. A project supervisor is allocated to each student in May and provides support throughout the project period.

Career prospects

This programme has both an academic and technical focus and aims to:

• prepare students for roles in marketing and digital media related environments, by giving them an understanding of both the academic foundation and technical awareness.
• develop in students an understanding of the role and value of marketing and associated digital media systems issues in a variety of consumer, industrial, public sector and international markets.
• enable students to develop a variety of skills and competencies which they can transfer to organisations and improve their career opportunities.

MA Digital Marketing will help students to advance their education and qualifications and improve their personal development and career opportunities so that they are better able to differentiate themselves in the employment market. Students graduating from this programme will be very well placed to compete for jobs which demand knowledge of marketing and digital media since research indicates that this combination of skills is in short supply.

People who wish to undertake this course will be want to:

• develop careers in marketing communications or the media.
• professionalise their marketing experience.
• develop their marketing careers.
• develop their digital media knowledge to enhance their marketing careers.

Facilities and features

• Provision of a laptop with the appropriate software to complete all necessary coursework. Upon successful completion of the programme the student will own the laptop.
• An extensive and friendly induction programme will introduce you to the University, its learning resources and your programme.
• Each student has a Personal Tutor, responsible for pastoral support and guidance.
• Special Academic English for Postgraduate students - free, dedicated and professional help for those whose first language is not English is timetabled into your marketing programme.
• University support services include professional and friendly advice on careers, finance, disability and housing and a free counselling service is also available.
• A new Student Centre incorporating Students Union and Student Services.
• Excellent library facilities. The University Library is just a few minutes walk away from the Richmond Building. It is open in term time from 0800 - 2400, seven days a week and provides extensive study and IT facilities. You will have 24 hour internet access to leading databases bringing you a wealth of data and information, including academic and practitioner publications.
• Student programme and unit handbooks provide information about the programme structure, regulations etc.
• Written feedback is provided for all coursework assessments.
• Extensive computer facilities including personal email accounts and access to the internet.
• Academically qualified and enthusiastic staff with relevant experience including research, consultancy and links with industry.
• Wide links with companies and organisations willing to provide opportunities for invited speakers and live case studies.
• Access to learning support facilities.

Entry requirements

The entry requirements for MA Digital Marketing are shown above, for more detailed information please contact:

Department: Human Resource and Marketing Management (HRMM)
Tel: +44 (0)23 9284 8200
Email: pbs.postgradadmissions@port.ac.uk

2013 Entry requirements

An upper second-class honours degree in a relevant subject, or equivalent professional experience and/or qualifications. All applicants are subject to interview.

2013 English language requirements

English language proficiency at a minimum of IELTS band 6.5 with a minimum score of 6.0 in all individual components, or equivalent.