University of the West of Scotland

Postgraduate Programme Specification

Session: 2022/23

Last modified: 04/03/2022 11:39:20

Named Award Title:MSc Digital Marketing

Award Title for Each Award: MSc  Digital Marketing
PG Dip  in Digital Marketing
PG Cert  in Digital Marketing

Awarding Institution/Body: University of the West of Scotland
Language of Instruction & Examination: English
Award Accredited By:DMI
Maximum Period of Registration:
Mode of Study:Full Time
Campus:Paisley

School:School of Business & Creative Industries
Programme Leader:Dr Emma Reid

Admission Criteria

Candidates must be able to satisfy the general admission requirements of the University of the West of Scotland as specified in Chapter 2 of the University Regulatory Framework together with the following programme requirements:

Appropriate Undergraduate Qualification
Honours Degree
Other Required Qualifications/Experience

Applicants may also be considered with other academic, vocational or professional qualifications deemed to be equivalent


Further desirable skills pre-application

Where English is not the first language, applicants must be able to satisfy the University of their competence in English. Either by having a TOEFL score of 550 or above or an IELTS score of 6 or above (5.5 in each component) or equivalent.


General Overview

Digital marketing is the practice of incorporating platforms and customers’ experience through a digital channel using traditional marketing theory & practice. It offers the opportunity to grow and further develop the communications and relationships between companies’ current and prospective customers or clients through, social networking sites, instant messaging systems and mobile device platforms. Digital marketing is now established as a priority for local, national and international businesses because of the ever-increasing digitalisation of consumer activities, and the business opportunities that arise in a dynamic online marketplace. For these reasons, it is essential to provide advanced study in this area.

The Econsultancy/ Marketing Budgets 2017 Report revealed that 71% of global businesses plan to increase their investment in digital marketing compared with 20% looking to increase their offline marketing spend. In addition, a 2018 report looking into content marketing in the UK by the Content Marketing Institute revealed that 94% of respondents use the tactic in their campaigns. This surge in demand for digital marketing professionals from companies looking to quickly step up their game in this space has inevitably led to a skills shortage across the marketing sector. The limited number of experienced and skilled candidates seeking a job are thus highly employable. 

This programme has strong focus upon the practical requirements currently expected for digital marketing graduates, underpinned by relevant academic theory.  Assessments based on live case studies will provide students with insights into the issues facing companies and enable students to achieve high level of employability in the digital marketing field.

The MSc in Digital Marketing, which sits within the wider Marketing, Innovation,  Events and Tourism MSc Suite, has been designed to take account of the demands of the industry which it serves and the requirements of the Operational Plan of the School of Business and Creative Industries (SBCI) and the Corporate Strategy of the University of the West of Scotland (UWS). As such the  programme is designed to produce critically informed, operationally capable practitioners through a flexible, student-centered delivery model.  

The aims of the programme are:

  • Develop and demonstrate a critical understanding of the theoretical, practical and conceptual body of knowledge relating to the growth of digital marketing management, the communication of the digital products or services.
  • Develop critical, analytical problem-based learning skills and transferable skills to prepare the student for post-graduate employment in the field of Digital Marketing Management.
  • Facilitate a systematic understanding of current digital marketing theory and practice and future developments in the UK, and internationally
  • Inspire students to adopt an analytical and creative approach to study and to develop the ability to argue rationally, communicate clearly, and form sound judgements, using advanced digital marketing theory and practice.
  • Develop and demonstrate a range of complex analytical skills and abilities, including research skills, in order to critically examine existing practices within the digital marketing industry.

The exit qualifications are:

  • Postgraduate Certificate Digital Marketing (completion of 3 x 20 credits = 60 credits)
  • Postgraduate Diploma Digital Marketing (completion of 6 x 20 credits = 120 credits)
  • MSc Digital Marketing  (completion of dissertation plus 6 x 20 credits = 180 credits)

 

Students, upon completion of the course, will have attained a Masters level qualification and may pursue additional postgraduate study or doctoral level both within the University and at other Higher Education Institutes. 

Modules within the programme, with exception of professional practice and dissertation modules, share a standard delivery model based around four hours of contact time per module per week, two hours of which are provided online as recorded materials and two hours of which are face to face delivery as a workshop or tutorial.  These sessions will make use of a variety of teaching tools including case studies, student-led presentations, discussion tasks and practical activities designed to enable students to take responsibility for their own learning and develop a rounded understanding of the subject matter. Each module is supported by further online content hosted on virtual learning environments (VLEs). This will include access to directed readings, online discussions, and embedded content from a variety of other settings. Students will be encouraged and expected to take responsibility for their own learning by contributing to the activities provided, making decisions about which additional content to access and uploading their own additional materials for distribution and discussion among the student body.

The ethos underpinning assessment for the MSc Digital Marketing is that, wherever possible, assessment should be linked not only to the demonstration of theoretical and conceptual knowledge and skill-sets appropriate to the level of study but also that it should aim to assess these in a context which reflects to practical nature of the industry into which students will graduate. As such, the MSc Digital Marketing programme makes use of a range of practical-focused assignments, asking students to work on reports, case studies, portfolios, presentations and other assessment formats which will replicate the types of practice graduates will be expected to undertake in their typical working life upon completion of the programme.


Graduate Attributes, Employability & Personal Development Planning

Upon completion of the course, students will have attained SCQF level 11 skills in relation to employment and PDP in the the following areas: Knowledge and Understanding; Generic Cognative Skills; Communication, ICT and Numercy Skills; Autonomy, Accountability and Working With Others.

Work Based Learning/Placement Details

The MSc Digital Marketing offers a 'Developing Professional Practice' route as an alternative to the traditional MSc dissertation route. Students will be required to agree a project of suitable size and scope in partnership with their academic mentor and an organisation. Students will complete a practically or strategically orientated task appropriate to their typical employment, underpinned by relevant theoretical knowledge and a reflective element examining their own performance and personal development planning needs upon completion.

Engagement

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time.

Equality and Diversity


The University's Equality, Diversity and Human Rights Procedure can be accessed at the following link: UWS Equality and Diversity Policy


Programme structures and requirements, SCQF level, term, module name and code, credits and awards ( Chapter 1, Regulatory Framework )

A. PG Cert
Learning Outcomes (Maximum of 5 per heading)

Knowledge and Understanding

A1

Practice - Applied Knowledge and Understanding

B1

Communication, ICT and Numeracy Skills

C1

Generic Cognitive Skills - Problem Solving, Analysis, Evaluation

D1

Autonomy, Accountability and Working With Others

E1

Core Modules
SCQF Level Module CodeModule NameCreditTermFootnotes
123
               

* Indicates that module descriptor is not published.

Footnotes

Optional Modules
SCQF Level Module CodeModule NameCreditTermFootnotes
123
               

* Indicates that module descriptor is not published.

Footnotes

Criteria for Progression and Award


Where a student has met the credit requirements for an award in line with SCQF credit minima (see Regulation 1.21), but cannot continue on the named award, the School Board of Examiners is empowered to make an exit award of PgC/PgD in Combined Studies.

Students will be awarded the PG Cert in Digital Marketing when they have successfully obtained a total of 60 credits of which a minimum of 40 is at least SCQF 11.

Students will be awarded the PG Cert in Digital Marketing when they have successfully completed two core modules from a combination of either; Digital Marketing Theory, Digital Marketing Practice, Branding People, Places and Spaces or Creative Research In addition to two core modules representing 40 credits student need to accrue 20 credits from the optional module selection giving the student a total of 60 credits of which a minimum of 40 are at least SCQF 11.


B. PG Dip
Learning Outcomes (Maximum of 5 per heading)

Knowledge and Understanding

A1

Practice - Applied Knowledge and Understanding

B1

Communication, ICT and Numeracy Skills

C1

Generic Cognitive Skills - Problem Solving, Analysis, Evaluation

D1

Autonomy, Accountability and Working With Others

E1

Core Modules
SCQF Level Module CodeModule NameCreditTermFootnotes
123
               

* Indicates that module descriptor is not published.

Footnotes

Optional Modules
SCQF Level Module CodeModule NameCreditTermFootnotes
123
               

* Indicates that module descriptor is not published.

Footnotes

Criteria for Progression and Award

Where a student has met the credit requirements for an award in line with SCQF credit minima (see Regulation 1.21), but cannot continue on the named award, the School Board of Examiners is empowered to make an exit award of PgC/PgD in Combined Studies.

Students undertaking the PgDip in Digital Marketing must obtain 120 credits by undertaking the core modules (80 credits)and obtaining 40 credits from the specified optional modules.


C. Masters
Learning Outcomes (Maximum of 5 per heading)

Knowledge and Understanding

A1Demonstrate extensive, detailed and critical knowledge of the literature relevant to digital marketing and contemporary marketing filed.
A2Display a critical and analytical understanding of some core areas of marketing and digital marketing in particular which may include: web content management, social media management,big data analysis and online branding.
A3Demonstrate a range of complex analytical skills and abilities, including research skills, in order to critically examine existing practices within the digital marketing industry.
A4Demontrate a systematic understanding of current digital marketing theory and practice and future developments in the UK, and internationally.

Practice - Applied Knowledge and Understanding

B1Apply a significant range of skills, techniques and practices associated with digital marketing operations.
B2Critically evaluate research and a range of information and evidence, in the filed of digital marketing and social media management.
B3Apply an appropriate research strategy to the selection and conceptualisation of relevant information from a wide range of sources and a large body of knowledge
B4Analyse, evaluate and interpret evidence and theory underpinning a focused digital marketing management project
B5Select and apply appropriate research techniques for data and information collection to enable the successful completion of a major piece of independent research

Communication, ICT and Numeracy Skills

C1Use a range of advanced skills including academic writing and referencing skills, analysis and interpretation of complex information and the use of appropriate ICT skills to aid dissemination of information.
C2Use of appropriate ICT skills to aid dissemination of information.
C3Undertake critical evaluations of a range of numerical and graphical material

Generic Cognitive Skills - Problem Solving, Analysis, Evaluation

D1Critically review, consolidate and extend knowledge through the production of a dissertation
D2Demonstrate analysis of complex issues and make informed judgements in the absence of complete or inconsistent data/information

Autonomy, Accountability and Working With Others

E1Demonstrate the ability to interact with supervisors in an effective manner
E2Demonstrate reflective practice
E3Deal with complex ethical and professional judgements on key issues
E4Demonstrate reflective practice relating to personal development and business practice

Core Modules
SCQF Level Module CodeModule NameCreditTermFootnotes
123
11MARK11033Digital Branding20   
11MARK11019Creative Research20   
11BUSN11126Developing Professional Practice60check markcheck markcheck mark
11MARK11020Digital Marketing Practice20   
11MARK11021Digital Marketing Theory20   
11MARK11024Marketing, Events and Tourism Dissertation60check markcheck markcheck mark

* Indicates that module descriptor is not published.

Footnotes
* the student will be able to take one only option at MSc level between the Marketing, Events and Tourism Dissertation or Developing Professional Practice module.

Optional Modules
SCQF Level Module CodeModule NameCreditTermFootnotes
123
11MARK11034Content and Media Management20   
11MARK11044Future Marketing & Transformational Tech20   
11TOUR11007Practical Issues in Events20   

* Indicates that module descriptor is not published.

Footnotes

Criteria for Award

Where a student has met the credit requirements for an award in line with SCQF credit minima (see Regulation 1.21), but cannot continue on the named award, the School Board of Examiners is empowered to make an exit award of PgC/PgD in Combined Studies.

To successfully complete the Masters stage of the MSc Digital Marketing, a student must achieve a minimum grade of C in the dissertation and 180 credits of which a minimum of 160 are at least SCQF11.

A distinction will be awarded to students who meet the criteria set out in the University Regulations - 7.5.2 (d) – Award of Distinction


Regulations of Assessment

Candidates will be bound by the general assessment regulations of the University as specified in the University Regulatory Framework.

An overview of the assessment details is provided in the Student Handbook and the assessment criteria for each module is provided in the module descriptor which forms part of the module pack issued to students. For further details on assessment please refer to Chapter 3 of the Regulatory Framework.

To qualify for an award of the University, students must complete all the programme requirements and must meet the credit minima detailed in Chapter 1 of the Regulatory Framework.

Combined Studies

There may be instances where a student has been unsuccessful in meeting the award criteria for the named award and for other more generic named awards existing within the School. Provided that they have met the credit requirements in line with the SCQF credit minima (please see Regulation 1.21), they will be eligible for an exit award of PgCert/ PgDip in Combined Studies.



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