入学要求 Requirement：
•学术要求： An upper second-class honours degree in a relevant subject, or equivalent professional experience and/or qualifications. All applicants are subject to interview.
•英语要求：English language proficiency at a minimum of IELTS band 6.5 with a minimum score of 6.0 in all individual components, or equivalent.
学费 Tuition Fee：2011/2012 £10,100
课程特征 Course Features：
MA Marketing (Digital Media) 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 Marketing (Digital Media) 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 formalize and consolidate their work experience through the award of a specialist academic masters qualification.
课程内容 Course Content ：
Semester one
•Marketing Concepts - 15 credits
•Digital Media - Analysis and Design - 30 credits
•Marketing Research - 15 credits
•Marketing Literature Review - 15 credits (submission in semester 2)
Marketing Concepts
This unit introduces students to the fundamental marketing concepts accepted and applied in industry today. Through an examination of the tools of the marketing mix, segmentation principles and communication tools, students are prepared for the units that follow.
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.
Marketing Research
You will learn about market and marketing research techniques, research strategies and designs, how to construct research objectives and write a research proposal. You will explore research data analysis and interpretation, marketing research in specific contexts (e.g. international, business to business) as well as ethical, security, privacy and data protection issues.
Marketing Literature Review
You will critically examine a body of academic literature on a digital media marketing topic allowing you to construct a coherent argument in response to appropriately formulated research questions. The Literature Review is submitted in semester two.
Semester two
•Digital Marketing Strategy - 15 credits
•Digital Media - Development and Application - 30 credits
•Marketing Communications - 15 credits
•Digital Media Marketing Development Project - Submission 1 December - 45 credits
Digital Marketing Strategy
This unit provides you with the opportunity to explore how digital technologies are used within marketing whilst at the same time evaluating the strategic effect on business strategies of these digital business models. The unit focuses upon how the use of digital technology and digital media in marketing affects operations, decision-making and strategic advantage.
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.
Marketing Communications
You will study marketing communications in depth in this unit. Topics include: how marketing communications might work, strategy and planning, integrated marketing communications, goals and positioning, product and corporate branding and public relations.
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
教学与评估 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.
职业机会 Career Opportunities:
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.