Digital Marketing Communication and Leadership

MSc

2022/23 Full-time Postgraduate course

Award:

Master of Science

Faculty:

Faculty of Arts, Humanities and Social Sciences

School:

School of Communication and Media

Campus:

Belfast campus

Start date:

September 2022

Overview

Strategies for success in the digital age.

Summary

The purpose of this programme is to enable both practising and aspiring professionals in the business, marketing, communication and information technology sectors to better understand the changing nature of the digital era and how to leverage digital technologies and platforms to achieve competitive advantage.


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About this course

About

In contrast to traditional methods of communication, digital technologies and platforms facilitate greater consumer interactivity and empowerment. In a highly competitive and connected global marketplace, the unique properties of digital technologies can therefore present both opportunities and challenges for firms. Increasingly, marketing and communication professionals are expected to embrace digital channels to encourage customer and partner engagement. Equally, professionals in technical roles are now required to apply their digital skills and expertise more strategically to drive business value.

Recognising the vital role of digital tools for effective organisational and business communication, and the growing importance of open, collaborative working practices, this course combines expertise from both technical and communication disciplines to provide an enriching and multidisciplinary learning environment.

Specifically, this course will provide you with the opportunity to:

  • critically assess the changing business and technology landscape to develop the knowledge, skills and strategic vision required to lead organisations in the digital age
  • compare and contrast a variety of digital technologies and marketing communication approaches
  • strategically apply the latest digital marketing communication tools and services to achieve business communication objectives in support of organisational goals.

Attendance

Full-time students normally complete between two and three modules per semester. Modules are normally delivered in intensive block sessions, from 1.00pm until 9.00pm. The maximum number of intensive block teaching days per module is 5 (although not on consecutive days), plus approximately 2 days x 3 hours seminar attendance. You will also be expected to engage in group and team work in some of your modules and so will need to have further meetings outside of class time. In addition, you are also expected to dedicate adequate time for independent study. Part-time students normally complete between one and two modules per semester.

Start dates

  • September 2022

Teaching, Learning and Assessment

Learning and teaching will take place through a series of lectures; seminars (both face to face and online); industry guest speakers; group work and case-integrated learning.

Assessment Methods:100% coursework which includes: class presentations; group work; critical analysis, strategy development, and campaign development reports.

The content for each course is summarised on the relevant course page, along with an overview of the modules that make up the course.

Each course is approved by the University and meets the expectations of:

Attendance and Independent Study

As part of your course induction, you will be provided with details of the organisation and management of the course, including attendance and assessment requirements - usually in the form of a timetable. For full-time courses, the precise timetable for each semester is not confirmed until near the start date and may be subject to change in the early weeks as all courses settle into their planned patterns. For part-time courses which require attendance on particular days and times, an expectation of the days of attendance will often be included in the letter of offer. A course handbook is also made available.

Courses comprise modules for which the notional effort involved is indicated by its credit rating. Each credit point represents 10 hours of student effort. Undergraduate courses typically contain 10- or 20-credit modules and postgraduate course typically 15- or 30-credit modules.

The normal study load expectation for an undergraduate full-time course of study in the standard academic year is 120 credit points. This amounts to around 36-42 hours of expected teaching and learning per week, inclusive of attendance requirements for lectures, seminars, tutorials, practical work, fieldwork or other scheduled classes, private study, and assessment. Part-time study load is the same as full-time pro-rata, with each credit point representing 10 hours of student effort.

Postgraduate Masters courses typically comprise 180 credits, taken in three semesters when studied full-time. A Postgraduate Certificate (PGCert) comprises 60 credits and can usually be completed on a part-time basis in one year. A 120-credit Postgraduate Diploma (PGDip) can usually be completed on a part-time basis in two years.

Class contact times vary by course and type of module. Typically, for a module predominantly delivered through lectures you can expect at least 3 contact hours per week (lectures/seminars/tutorials). Laboratory classes often require a greater intensity of attendance in blocks. Some modules may combine lecture and laboratory. The precise model will depend on the course you apply for and may be subject to change from year to year for quality or enhancement reasons. Prospective students will be consulted about any significant changes.

Assessment

Assessment methods vary and are defined explicitly in each module. Assessment can be via one method or a combination e.g. examination and coursework . Assessment is designed to assess your achievement of the module’s stated learning outcomes. You can expect to receive timely feedback on all coursework assessment. The precise assessment will depend on the module and may be subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.

Coursework can take many forms, for example: essay, report, seminar paper, test, presentation, dissertation, design, artefacts, portfolio, journal, group work. The precise form and combination of assessment will depend on the course you apply for and the module. Details will be made available in advance through induction, the course handbook, the module specification and the assessment timetable. The details are subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.

Normally, a module will have four learning outcomes, and no more than two items of assessment. An item of assessment can comprise more than one task. The notional workload and the equivalence across types of assessment is standardised.

Calculation of the Final Award

The class of Honours awarded in Bachelor’s degrees is usually determined by calculation of an aggregate mark based on performance across the modules at Levels 5 and 6 (which correspond to the second and third year of full-time attendance).

Level 6 modules contribute 70% of the aggregate mark and Level 5 contributes 30% to the calculation of the class of the award. Classification of integrated Masters degrees with Honours include a Level 7 component. The calculation in this case is: 50% Level 7, 30% Level 6, 20% Level 5. At least half the Level 5 modules must be studied at the University for Level 5 to be included in the calculation of the class.

All other qualifications have an overall grade determined by results in modules from the final level of study. In Masters degrees of more than 200 credit points the final 120 points usually determine the overall grading.

Figures correct for academic year 2019-2020.

Academic profile

The University employs over 1,000 suitably qualified and experienced academic staff - 59% have PhDs in their subject field and many have professional body recognition.

Courses are taught by staff who are Professors (25%), Readers, Senior Lecturers (20%) or Lecturers (55%).

We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic staff (81%) are accredited fellows of the Higher Education Academy (HEA) by Advanced HE - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.

The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise.  The precise staffing for a course will depend on the department(s) involved and the availability and management of staff.  This is subject to change annually and is confirmed in the timetable issued at the start of the course.

Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.

Figures correct for academic year 2021-2022.

Belfast campus

The Belfast campus is situated in the artistic and cultural centre of the city, the Cathedral Quarter.

Accommodation

High quality apartment living in Belfast city centre adjacent to the university campus.

Find out more - information about accommodation  


Student Wellbeing

At Student Wellbeing we provide many services to help students through their time at Ulster University.

Find out more - information about student wellbeing  


Belfast campus location info

  Find out more about our Belfast campus

Address

Ulster University
York Street
Belfast
County Antrim
BT15 1ED

T: 028 7012 3456

Modules

Here is a guide to the subjects studied on this course.

Courses are continually reviewed to take advantage of new teaching approaches and developments in research, industry and the professions. Please be aware that modules may change for your year of entry. The exact modules available and their order may vary depending on course updates, staff availability, timetabling and student demand. Please contact the course team for the most up to date module list.

In this section

Year one

Leadership in Brand and Organisational Transformation

Year: 1

This module offers a theoretical and practical insight into the dynamic area of online digital communication and explores some of the key questions and issues facing academics and practitioners. Students undertaking the module will acquire the necessary knowledge and skills to support the implementation of digital communication objectives in support of business goals including customer acquisition, loyalty and community building. Students will be able to critically evaluate the characteristics of individual online digital media, and select appropriate tools from the range available to execute digital communication in support of organisational objectives.

Digital Campaign Planning and Management

Year: 1

This module covers all aspects of digital campaign planning and management. It will provide students with the opportunity to apply theory to practice by developing an effective digital marketing campaign and associated content in response to a live brief. It enables students to develop a working knowledge of digital marketing technologies and critically evaluate their appropriateness achieving organisational goals. Students will have the opportunity to demonstrate how the platforms and message chosen support the fulfilment of pre-defined communication objectives with a specified target audience.

Dissertation

Year: 1

The Communication dissertation aims to enable students to design and carry out an independent piece of research. It is intended that this will strengthen their ability to interpret and apply research data to a work environment. The research will focus in depth on one area of communication.

Research Methods

Year: 1

This module aims to provide information that will enable students to make appropriate and considered research decisions. It is designed to develop students' understanding of the nature of research, key research traditions, the research process and the range of methods available to the researcher, including qualitative and quantitative approaches. It also aims to help students acquire a critical understanding of the issues and methods in the generation and analysis of data and in the communication and evaluation of research findings.

The Digital Consumer

Year: 1

This module establishes an effective multidisciplinary foundation for evaluating effective digital marketing communication approaches and technologies to support strategic business goals centred around understanding the digital consumer. Students will critique the online presence of organisations in a variety of contexts and will understand the interrelationship between communication, design and technology in maintaining an effective online customer experience.

Data Analytics for Digital Marketing Communication

Year: 1

Organisations harnessing digital marketing communication can make use of data analytic techniques to identify and translate their digital data into useful, actionable insights for organisational benefit. This module provides postgraduate students with a clear understanding of data analytics techniques as well as the digital marketing communication context of use.

Standard entry conditions

We recognise a range of qualifications for admission to our courses. In addition to the specific entry conditions for this course you must also meet the University’s General Entrance Requirements.

Entry Requirements

This course is suited to you, if you are a recent graduate or are already in employment or have relevant work experience and wish to enhance your existing skills.

You will normally have gained a Second Class Honours degree, or above, in Communication, Media, Business, Marketing, Information & Communication Technology or a cognate area.

If you do not meet the academic criteria outlined above, but have substantial and significant experiential learning, a portfolio of written evidence may be considered as an alternative entrance route, and you should contact the Course Director for further information.

English Language Requirements

English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.

Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.

English Language requirements for non-international applicants

Applicants are required to provide evidence of competence in written and spoken English (GCSE grade C) or equivalent.

Careers & opportunities

In this section

Career options

This course enables both practicing and aspiring professionals in the business, marketing, communication and information technology sectors to better understand how to leverage digital technologies and services to achieve competitive advantage.

Key aspects of the course that will help to equip you for a career, or support your continued professional development in the marketing, communication or information technology sectors include:

  • Ongoing input from leading practitioners, ensuring exposure to the experiences and insight of professionals working in the digital arena.
  • The use of case studies, enabling the identification of real-world business problems, and the design and defence of appropriate solutions.
  • Enhanced ICT skills, through first-hand experimentation with a range of online digital media tools.
  • Activities and assessment which require the application of learning to an employer or an equivalent organisation.
  • The opportunity to learn in a multidisciplinary setting indicative of today’s more integrated and collaborative corporate culture.

Apply

Start dates

  • September 2022

Fees and funding

Fees (total cost)

Northern Ireland, Republic of Ireland and EU Settlement Status Fees

£6,410.00

International Fees

£15,360.00

Additional mandatory costs

It is important to remember that costs associated with accommodation, travel (including car parking charges) and normal living will need to be covered in addition to tuition fees.

Where a course has additional mandatory expenses (in addition to tuition fees) we make every effort to highlight them above. We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals, as well as first-class facilities and IT equipment. Computer suites and free Wi-Fi are also available on each of the campuses.

There are additional fees for graduation ceremonies, examination resits and library fines.

Students choosing a period of paid work placement or study abroad as a part of their course should be aware that there may be additional travel and living costs, as well as tuition fees.

See the tuition fees on our student guide for most up to date costs.

Contact

We’d love to hear from you!

We know that choosing to study at university is a big decision, and you may not always be able to find the information you need online.

Please contact Ulster University with any queries or questions you might have about:

  • Course specific information
  • Fees and Finance
  • Admissions

For any queries regarding getting help with your application, please select Admissions in the drop down below.

For queries related to course content, including modules and placements, please select Course specific information.

We look forward to hearing from you.


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Disclaimer

  1. The University endeavours to deliver courses and programmes of study in accordance with the description set out in this prospectus. The University’s prospectus is produced at the earliest possible date in order to provide maximum assistance to individuals considering applying for a course of study offered by the University. The University makes every effort to ensure that the information contained in the prospectus is accurate but it is possible that some changes will occur between the date of printing and the start of the academic year to which it relates. Please note that the University’s website is the most up-to-date source of information regarding courses and facilities and we strongly recommend that you always visit the website before making any commitments.
  2. Although reasonable steps are taken to provide the programmes and services described, the University cannot guarantee the provision of any course or facility and the University may make variations to the contents or methods of delivery of courses, discontinue, merge or combine courses and introduce new courses if such action is reasonably considered to be necessary by the University. Such circumstances include (but are not limited to) industrial action, lack of demand, departure of key staff, changes in legislation or government policy including changes, if any, resulting from the UK departing the European Union, withdrawal or reduction of funding or other circumstances beyond the University’s reasonable control.
  3. If the University discontinues any courses, it will use its best endeavours to provide a suitable alternative course. In addition, courses may change during the course of study and in such circumstances the University will normally undertake a consultation process prior to any such changes being introduced and seek to ensure that no student is unreasonably prejudiced as a consequence of any such change.
  4. The University does not accept responsibility (other than through the negligence of the University, its staff or agents), for the consequences of any modification or cancellation of any course, or part of a course, offered by the University but will take into consideration the effects on individual students and seek to minimise the impact of such effects where reasonably practicable.
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