MSc
Digital Marketing

Module Overview

Consumer Behaviour in the digital age has become an important focus for marketing management which influences business planning. The module will examine consumer behaviour from a range of theoretical perspectives including cognitive, social and cultural lenses, showing the marketing implications of these perspectives. The approach is underpinned by different disciplinary approaches spanning the social sciences. The module aims to introduce students to consumer learning, attitude formation and change, and the complex decision-making process, which are illustrated by examples from multiple sectors including retail and tourism. Through a combination of interactive lectures, in-class discussions, case studies and research exercises, the module aims to equip students with the key concepts and analytical techniques of consumer behaviour. Consumer behaviour will add strategic marketing skills applicable to a wide range of companies from non-governmental organisations, business-to-business, and business-to-consumer.

Module Overview

The module equips business students with the skills and knowledge to understand the role of data analytics and AI in contemporary business contexts. Students will explore different types of data analytics and AI concepts and their application in business. Through the module students will learn through hands-on experience with both traditional & specialist data analysis software to develop skills to manage data and information in digital contexts.

Module Overview

The growing popularity of e-commerce means businesses must learn digital marketing strategies to attract, convert, and retain customers from a globalized marketplace. This module allows students to gain a comprehensive understanding of e-commerce business to inform their strategic and responsible approach to wider business objectives.

Students learn to develop business plans for e-commerce businesses, outlining business goals and objectives, and defining market opportunities, risks, and benefits. They also develop marketing plans for e-commerce businesses, focusing on strategies to attract and retain customers through various digital channels. The online servicescape is explored, particularly how it can be refined to create the desired customer experience and promote engagement. Students learn how to integrate a website into an SEO strategy and use key metrics to inform data-driven decision-making.

By the end of the module, students should have the skills and knowledge to effectively navigate and succeed in the e-commerce landscape.

Module Overview

The Independent Project (Pathways) module enables you to undertake a substantive project in the context of your chosen degree specialism, and within the Lincoln International Business School’s commitment to sustainable and responsible management practice. The aim of the module is to clearly illustrate your ability to synthesise the different business domains and management perspectives studied during your course and apply them through an independent project. You can engage with contemporary business and research themes as you explore innovative and creative ways to complete their chosen pathway.

Module Overview

Customer databases, often called Customer Relationship Management systems (CRM), form the nucleus of many digital marketing strategies in not only attracting but essentially retaining customers. Enabled by advanced technologies like AI, Big data further enhance the impact of contemporary CRM. While some efforts are aimed at attracting new customers, the main focus of retention strategies is building meaningful and sustainable relationships with existing customers to promote brand loyalty, positive word-of-mouth and to extend the customer lifetime value.

This module will introduce students to how relationship marketing evolve in the digital age by focusing on how databases, in particular, Big Data and email marketing through artificial intelligence are responsibly leveraged to establish, maintain and enhance ethical and effective relationships with customers and other stakeholders.

It will consider areas such as the motivations for forming relationships, the strategic implications of relationship stages and the strategies used for customer retention and loyalty. Students will consider the ethical collection of data and the responsible judgements made when handling and managing its use. Using complex metrics and analytics of Big data to support decision making, this module offers an in-depth insight in the development of the database and how different means of communications are strategically used to build and maintain relationships.

Module Overview

This module prepares you to undertake a substantial independent project. It introduces you to the core principles of research design and methods you are likely to encounter during independent study. The module seeks to develop your competency and confidence in research methodology to a Master's level.

Module Overview

Social media marketing and digital advertising are pivotal components of a digital marketing strategy. Effective social media marketing can improve a business’s online presence increasing brand awareness, improving engagement, building brand loyalty and increasing online conversions. While digital advertising is the art of leveraging different mediums such as social media, search engines, mobile apps and websites, it is the strategies and tactics used to cut through the noise and gain attention from customers that becomes critical for success. By employing a global mindset, digital marketers are able to create social media and digital advertising strategies that will create value for their target customers on platforms particular to that country.

This module explores the way earned, paid and owned digital media are collectively leveraged to meet digital marketing objectives through the vehicles of social media and digital advertising. Students will be introduced to the co-creation of value through brand communities and consumer tribes as a way of building brand equity and customer retention. Advertising theories, concepts and models will be evaluated with particular consideration of consumer trends in the consumption of content. It provides a critical appraisal of popular social platforms, adblocking, mobile advertising, display advertising and PPC advertising and the role of creative copywriting used to gain consumer visibility and promote engagement.

Module Overview

This module equips you with the strategic knowledge, technical competencies, and critical thinking skills required to develop and implement AI-driven digital marketing strategies that address complex business challenges. Through an innovative, technology-enhanced approach, you will navigate the evolving digital landscape, leveraging artificial intelligence and emerging technologies to create effective, data-driven marketing solutions.

Gain a deep understanding of the digital marketing ecosystem, focusing on the integration of AI tools into strategic planning, customer engagement, and performance evaluation. You will critically evaluate technological impacts while applying ethical considerations, data privacy regulations, and sustainable marketing practices. Graduate as a forward-thinking leader ready to drive digital transformation, optimise campaign performance, and deliver measurable impact in the global AI-driven marketing landscape.