Online MSc in Marketing and E-Commerce: Syllabus and Structure

The internet has changed the way businesses operate. Companies continue to strugle in understanding how to effectively use the internet to market themselves. Leaders who understand E-Commerce are in great demand. The MSc in E‐Commerce programme consists of 4 core Marketing modules and 2 specialisation modules: Internet and Digital Marketing Communications and Web‐Marketing: Metrics, Analysis and Evaluation.

Online MSc in E-Commerce Programme Structure

Specialisation Module 1: Internet and Digital Marketing Communications

The aim of this module is to explore the rise of the internet and its impact on global marketing. It studies  the foundation and main strengths of the digital media discipline. Within the Digital Communications Strategy module, fundamental web design principles will be covered, including obtaining familiarity with web-based environments and platforms.

Learning outcomes:

• Use appropriate marketing terminology, concepts, theories and models applied in a variety of digital marketing settings.
• Describe the inter-related nature of basic digital marketing concept and the business environment.
• Analyse the elements of the digital marketing mix and the role of different elements in achieving marketing objectives.
• Demonstrate a critical appreciation of a variety of market research techniques in digital marketing environment
• Identify and evaluate effective development and implementation of digital marketing strategies

Specialisation Module 2: Web‐Marketing: Metrics, Analysis and Evaluation

In this module you will gain an appreciation of the digital metric  and methods available to report and measure digital marketing performance. The module will also require for you to evaluate and report on the trends you see, and use the various software interfaces to present your findings.

Learning outcomes:

• Identify and evaluate effective development and implementation of digital marketing metrics strategies
• Critically evaluate the design and development of online security techniques
• Determine and evaluate the most appropriate planning methodology and techniques for the digital environment
• Demonstrate use of appropriate project performance, metrics, management and reporting techniques
• Effectively use relevant design, development and management techniques to secure online elements  (e.g. databases, checkout pages, etc)

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