online marketing courses

MA in Strategic Marketing (Digital Marketing and Social Media)

Intakes are at the start of every:
  • December 2014
Duration:
  • Minimum: 18 months
  • Maximum: 3 years
Fees:
  • £7500
  • For information about our instalment plans or applying for a partial bursary please fill in the enquiry form on the right

Online marketing channels have moved to the forefront of marketing communications. The MA in Strategic Marketing (Digital Marketing and Social Media) has been designed to develop your knowledge of internet marketing management, social media communications, and strategic marketing management. Upon graduation you will have acquired the advanced skills needed to successfully implement these models into your organisation's marketing framework.

The London School of Business and Finance (powered by InterActive) recognises the demand for highly experienced professionals in the industry, and this programme prepares you to meet that need. Besides examining core concepts in strategic marketing management, consumer behaviour and research, and integrated marketing communication, you will gain specialist knowledge and skills in digital, internet, and social media communication channels.

Competences acquired at the end of the programmeread more

The MA in Strategic Marketing (Digital Marketing and Social Media) provides you with the:

  • Confidence and knowledge to utilise appropriate tools, as well as to create and evaluate effective marketing strategies
  • Ability to differentiate between various consumer types, utilising appropriate reach techniques
  • Skills to design suitable messages targeted at various consumer types
  • Critical understanding to evaluate Internet and Digital Marketing Communication Strategies and tools
  • Effectively utilise and manage digital and internet marketing channels
  • Knowledge of professional yet profitable social media representation and the development of effective social media strategy

InterActive has developed a set of comprehensive materials that will facilitate your learning including:

  • Case studies in high quality HD video supported with downloadable lecture notes
  • Live chat sessions with tutors, mentors and classmates
  • Tutor support though online discussion groups and forums
  • Range of study materials including textbooks, revision kits, self-assessed mock assignments and tests
  • Access to online resources such as the library, e-books and much more through the London School of Business and Finance.

You will be able to learn and work at the same time with InterActive, as well as significantly increase your career outlook upon completing the programme.

 
 

The MA in  Strategic Marketing (Digital Marketing and Social Media) online degree was developed considering modern trends and the constant evolution of the field. It is a truly practical course providing you with the key expertise required to succeed. You can view the topics covered during the programme in detail by clicking on the relevant module below.

You will start the programme with the core modules, after which you will specialise based on your chosen 3 specialist modules. In order to complete the programme you have to finish all 6 modules as well as the Integrative Research and Consultancy Project.

Postgraduate Certificate in Strategic Marketingread more
Strategic Marketing Management

Learning outcomes:

On successful completion of the module, you should be able to:

  • Explain and show understanding of the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the marketing domain
  • Make a judgment in the application and adaptation of marketing principles across a wide range of markets
  • Engage critically with and evaluate the role of marketing from a general management perspective
  • Critically assess marketing key performance indicators and diagnose problems accurately
  • Develop and appraise marketing strategies that are holistic in nature and internally congruent in terms of both conceptual and operational requirements of strategic marketing management

Topics covered:

  • Assessing the competitiveness of the firm: identification of the firm's core competences & development of the firm's competitive advantage
  • Assessing the external marketing situation: customer behaviour (revisited), competitor analysis, business intelligence and analysing relationships in the value chain
  • Business Analysis III: Competitive Strategy; Generic Strategies and SPACE Model, Stakeholder Analysis and Choices
  • Developing marketing strategies: SWOT analysis, strategic marketing planning and portfolio analysis, segmentation, targeting, positioning and competitive strategies and CSR strategy and the sustainable global value chain
  • Developing marketing programmes: establishing, developing and managing buyer-seller relationships and product and service decisions, pricing decisions, distribution decisions and communication decisions
  • Organising, implementing and controlling the marketing campaign: organizing and implementing the marketing campaign; budgeting and reviewing the marketing campaign
Consumer Behaviour and Research

Learning outcomes:

On successful completion of the module, you should be able to:

  • Analyse and evaluate current developments in consumer behaviour, market environment and culture through use of relevant case studies
  • Critically analyse and distil the results of a consumer research project
  • Evaluate the success of current models in predicting the consumer purchase decision
  • Analyse patterns and processes of consumer behaviour in the contemporary and international business context
  • Critically evaluate consumer and customer management practices in organisations in different sectors

Topics covered:

  • The consumer in marketing management I: consumer psychology; core concepts of consumer behaviour
  • The consumer in marketing management II: importance of consumer insight in marketing management; consumer behaviour in global context
  • Consumer research: requirements, methods of consumer data collection, ethical issues in consumer research, interpretation and analysis of qualitative and quantitative data
  • Personality of consumer and environmental context: demography, psychography and culture, consumer awareness, loyalty and motivation; factors that impact on consumer behaviour, opinion leaders and trendsetters
  • Purchase and consumption: purchase decision making process: stages, factors, explanatory models; purchase and consumption behaviour in consumers
  • The customer: B2B and B2C and consumers as customers; customer relationship management
Integrated Marketing Communication

Learning outcomes:

On successful completion of the module, you should be able to:

  • Critically analyse advantages and limitations of the main marketing communications concepts and be able to apply them to current marketing scenarios
  • Identify and appraise various approaches to the design of marketing communications strategies
  • Demonstrate the skills of using secondary data to illustrate or support arguments in the context of marketing communications decision-making
  • Critically analyse and evaluate marketing communications strategies employed by organizations in different contexts
  • Use and apply the appropriate knowledge and skills to develop an integrated marketing communications strategy using a 'live' brief

Topics covered:

  • Integrated Marketing Communication within the Marketing framework - integration of marketing communication messages and channels
  • Segmentation and planning: Managing the segmentation process & managing integrated marketing communications planning:
  • Managing expectations and the communications mix
  • Branding and identity in integrated marketing communication
  • Technology and the environment – impact on integrated marketing communication
Postgraduate Diploma in Strategic Marketingread more
Digital Marketing Communication

Learning outcomes:

You will be able to:

  • Critically assess the main approaches to internet marketing and e-promotion
  • Identify and critically evaluate effective strategies, tools and development approaches for digital marketing
  • evaluate the relationship between effective internet and digital marketing communications strategies and successful public relations management
  • Identify  the current internet and digital marketing communications practices in a global organisation and appraise suggestions for improvement of these practices
  • Analyse current developments in new media and evaluate their potential impact on the internet and digital marketing communications strategies of a chosen organisation

Topics covered

  • Internet Marketing, E-Promotion Strategies and Mobile Marketing I: Definition, Aims and origins of Internet Marketing
  • Internet Marketing, E-Promotion Strategies and Mobile Marketing II: E-Promotion Strategies and Mobile Marketing
  • Strategic digital marketing, Management and assessment of digital marketing communications and Digital media and advertising I: Strategic Digital Marketing, Management and Assessment of Digital marketing communications
  • Strategic digital marketing, Management and assessment of digital marketing communications and Digital media and advertising II: Digital Media and Advertisement
  • Internet communications channels and strategies and Managing direct and database marketing I: Internet communications channels and strategies
  • Internet communications channels and strategies and Managing direct and database marketing II: Managing direct and database marketing
  • Consumer behaviour in cyber environment and Interactive communications with customers and consumers I: Consumer behaviour in cyber environment
  • Consumer behaviour in cyber environment and Interactive communications with customers and consumers II: Interactive communication with customers and consumers
  • New media, new trends and Strategic considerations of internet marketing I
  • New media, new trends and Strategic considerations of internet marketing II
Internet Marketing Management

Learning outcomes:

You will be able to:

  • Assess the key elements of internet marketing management and customer/client acquisition in the post-modern marketing era
  • Identify and evaluate effective internet marketing strategies, tools and development approaches
  • Evaluate the relationship between effective internet marketing campaigns, company performance and brand awareness
  • Identify  the current internet marketing best practices in a global organisation and identify and critically appraise suggestions for improvement of these practices
  • Analyse recent developments within internet marketing and evaluate their potential impact on specific organisations

Topics covered

  • Fundamentals of Internet Marketing I: Introducing Internet marketing and The Internet micro-environment
  • Fundamentals of Internet Marketing II: The Internet macro-environment
  • The Development of Internet Marketing Strategy I: Internet marketing strategy, The Internet and the marketing mix
  • The Development of Internet Marketing Strategy II: Relationship marketing using the Internet
  • Implementation and Practice of Internet Marketing Management I: Delivering the online customer experience
  • Implementation and Practice of Internet Marketing Management II: Campaign planning for digital media
  • Implementation and Practice of Internet Marketing Management III: Marketing communications using digital media channels
  • Implementation and Practice of Internet Marketing Management IV: Evaluation and improvement of digital channel performance
  • Implementation and Practice of Internet Marketing Management V: Business-to-consumer Internet marketing
  • Implementation and Practice of Internet Marketing Management VI: Business-to-business Internet marketing
Social Media Communication

Learning outcomes:

You will be able to:

  • Assess the main approaches to social media marketing strategies
  • Identify effective social media marketing strategies, tools and development approaches for building brand awareness, increasing market share and entering new markets
  • Critically evaluate the relationship between the design, deployment and implementation of effective social media marketing strategies
  • Evaluate the current social media marketing best practices in a global organisation, and identify ways to improve of these practices
  • Analyse current developments in social media and evaluate their potential impact on the marketing strategies of a chosen organisation

Topics covered

  • The foundation of Social Media Marketing: Assumed knowledge whistle stop tour and
  • Bridging the Social Media Gap
  • Social Media Strategy Development and Inspiring and Facilitating Creativity
  • The Rise of Branded Content, the Power of Integration and Intent Is the New Demographic and Targeting the Easily Influenced than the Highly Influential
  • Social media Strategy Delivery, Your Best Advocates , the Profit evidence and Social Media Business Engineering and Power Struggles Of The Advocate Age
  • Case I:  ARM and Aviva
  • Case II:  Dell and Evans Cycles
  • Case III:  GlaxoSmithKline and Kodak
  • Case IV:   Phillips and Sage
  • The future of Social media marketing I: The Ethnocentric Bias and Digital Dragons, Elephants and Tigers
  • The future of Social media marketing II: Design Thinking and Social Media and “god” Technology
Masters of Arts in Strategic Marketingread more
Integrative Research and Consultancy Project

Learning outcomes

At the end of the module you should be able to:

  • Formulate a research proposal and design this into a workable research plan
  • Design and manage a business critical independent applied research in their chosen discipline and present their findings, to a professionally acceptable standards
  • Critically evaluate and analyse their findings, reporting on their conclusions in clear and acceptable standard in the form of an engagement report
  • Synthesize theory in a practical context to evidence knowledge, understanding and transferrable skills with regards to the taught components of their studies

Topics covered

  • The nature of business and management research/consultancy
  • Formulating and clarifying the research/consultancy topic
  • The practice of management consulting
  • Negotiating a scope of work; developing a research proposal
  • Consulting as a profession; business research methods and practice;
  • Formulating the research design and negotiating access and research ethics
  • Understanding research philosophies and approaches
  • Critically reviewing the literature
  • Applicable models for consulting and research
  • Selecting samples and using secondary data
  • Collecting primary data through observation
  • Collecting primary data using semi-structured, in-depth and group interviews
  • Collecting primary data using questionnaires
  • Analysing quantitative data and qualitative data
  • Writing and presenting your project report

Please note: you can only graduate with one award (the highest level achieved), and it will only be issued once you have formally completed your studies.

 
 
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