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Opleiding: MA e-Marketing and Social Media

Learning purpose

This innovative and cutting-edge course will provide you with both sound theories and marketing practices for a competitive advantage in the work and business environment.

 

The programme will cover specialist topics such as e-Marketing and Social Media. In addition to this, you will study subjects related to entrepreneurship and innovation as well as marketing intelligence. All subject areas feed into applied action research project (Professional Practice Projects) or the Dissertation, both of which are an extensive piece of original research investigating a specific issue from within the programme area. Students will be exposed to the practice of e-marketing through expert presentations from practitioners from a variety of organisations and industries.

 

The course is designed to foster entrepreneurial talent and to encourage small business management skills through the review and application of theory and practice in the field. We aim to make you aware of opportunities in the market place and empower you to believe you can make a real difference and shape your own future.

 

 

Programme

Compulsory Modules

e-Marketing Strategy
The module defines and explains the concepts and tools required to build and maintain an effective e-marketing strategy. It explores the use of technology for marketing purposes, evaluates the comparative roles of online and offline marketing practice, and assesses some of the broader issues related to electronic marketing. It addresses how technology can be successfully integrated within the larger context of successful marketing plans.

 

Social Media Strategy
The module provides students with an introduction to social media marketing and corporate communication strategies using social media. It outlines theories and drivers of social media in today's marketing landscape. It also examines how social media facilitates and changes the behaviours of consumers in the marketplace. In addition, it explores how businesses are increasingly incorporating social media into their business strategies including market research and customer service. The module will discuss social media from a strategic perspective as well as focus on specific technologies and tactics.

 

Entrepreneurship, Innovation and Small Business Management
Entrepreneurship is seen as involving two vital ingredients: innovation and creativity-but with that little extra push to achieve. This module is designed to foster entrepreneurial talent and to encourage and develop entrepreneurial/ small business management skills through the review and application of theory and practice in the field. The diversity of entrepreneurship in today's dynamic commercial and social environments will be highlighted, incorporating the application of the latest e-marketing strategies. Students will be challenged to think and act entrepreneurially with the objective of being in a position to start their own business or being able to bring an entrepreneurial approach to existing organisations. It also aims to make them aware of opportunities in the market place and generate a 'can do' mentality - one that empowers students and shows them that they can shape their own destinies.

 

Marketing Intelligence
This module introduces students to the information and modelling methods increasingly used by marketers as a basis for decision making. Contemporary marketing information is often large volume, heterogeneous and complex and an increasing proportion of it is in digital form. This module exposes students to the characteristics of the emerging information landscape (including sources, provenance , quality and availability), key marketing applications in both online and offline contexts, and a range of tools and techniques for making sense of this information in support of strategic, tactical and operational decision making. The module also examines the use of 'what if?' analyses (including computer simulations, scenario planning and role-playing games) which provide alternative approaches to planning for the future.

 

One option from the following:

Professional Practice Project or Dissertation (MM)
All subject areas feed into the Applied Action Research Project (Professional Practice Project) or Dissertation. Both are extensive pieces of original research investigating a specific issue drawn from within the programme area.

 

 

Entry Requirements

The course is designed for graduates of any discipline who wish to become marketers. Normally a second class honours degree or above in marketing, communications, or a business related field, or an overseas equivalent, or a professional qualification of an equivalent standard is required. You are welcome to apply if you do not have a formal qualification but have extensive marketing experience. You may be required to come in for an interview. If your degree or qualification was not taught or examined in English, an IELTS score of 6.5 is required.

 

Professional perspective and employment market

The course will provide all graduates with sound preparation for enhanced career opportunities in marketing, including positions such as online marketing manager, SEO specialist, database marketing manager, e-marketing manager, social media analyst, internet channel manager and electronic media product manager. Equally, opportunities would exist for students to progress onto PhD or DProf in a related area.

 

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