Strategic and Digital Marketing (MSc)

How will I be taught?

Our teaching combines academic rigour with practical relevance. You’ll be taught by  academics who are at the forefront of knowledge within their field, bringing recent research findings into the classroom. You’ll have access to real life examples and scenarios and critical business thinking.

Most modules involve a mixture of lectures and small group teaching, such as classes, seminars, workshops or tutorials. Lectures provide an overview of the module content, while classes and workshops provide an opportunity to practice techniques, discuss ideas, apply concepts and consolidate your understanding of the topic.

How will I be assessed?

Assessment methods vary from module to module. You can expect a mixture of exams, coursework, essays, practical work, presentations, and individual and group projects.

You’ll have opportunities to reflect on your learning throughout; formative assessments help build your confidence and enhance your approach to formal assessment tasks. 

All assessments are designed to guide and assess your understanding, practical application and personal and professional skills.

How will I be supported?

Learning

Course materials will be provided on Learning Central, our Virtual Learning Environment. You’ll also have access to libraries across our campus which hold over 1.1 million printed books, supplemented by online books, journals, resources and databases. 

If English is not your first language, then our Academic English Skills for International Students team offer classes and one-to-one tutorials to support your studies including reading, writing and presentation skills.

Wellbeing

You’ll be assigned a Personal Tutor, who can support you with academic and pastoral matters in a confidential and informal manner. Additional support is available through our Student Life teams, based in the Centre for Student Life. These teams include Advice and Money, Counselling services, Health and Wellbeing, the Student Disability Service including dyslexia support, and Student Visa Support.

Careers and Employability

The Student Futures team can enhance your career prospects by offering tailored support throughout your studies. You’ll benefit from expert advice on CV writing, interview techniques, and job applications. The team can support you with internships, placements, and networking opportunities, giving you valuable real-world experience. If you are an international student, Student Futures offers tailored support to explore part-time jobs, placements, and graduate roles in the UK and globally.

Community

You’ll become a member of the Cardiff Business School community, making friends and connections that will last beyond your studies. You’ll have the opportunity to participate in programme and school level events and activities that enhance your learning and broaden your experiences.

What skills will I practise and develop?

The Learning Outcomes for this Programme describe what you will achieve by the end of your programme at Cardiff University and identify the knowledge and skills that you will develop. They will also help you to understand what is expected of you. 

On successful completion of your Programme you will be able to:

Knowledge & Understanding:

• Systematically understand key aspects of strategic and digital marketing theory.
• Demonstrate a systematic and critical understanding of behavioural models which can be applied to a variety of marketing functions.
• Critically assess current strategic marketing issues and be able to apply their knowledge to a variety of organisational contexts.
• Evaluate the opportunities and challenges of digital innovation in transforming marketing.

Intellectual Skills:

• Critically analyse complex marketing problems using a range of theoretical perspectives and evidence based reasoning to develop strategic insights.
• Evaluate the relative merits of alternative marketing and digital strategies through reflective and analytical thinking.
• Apply analytical thinking to generate original, strategic marketing solutions.
• Formulate digital or marketing recommendations to achieve a given objective, informed by appropriate analysis.
• Undertake independent inquiry and research to generate evidence-based conclusions.

Professional Practical Skills:

• Underpin practical digital marketing decisions with appropriate theory and research results.
• Effectively work in teams and demonstrate communication skills.
• Evaluate a range of research designs and determine their appropriateness for different research projects, from both a theoretical and practical perspective.
• Critically synthesise advanced digital marketing tools to evaluate strategies that address organisational objectives.

Transferable/Key Skills:

• Demonstrate problem solving skills through the application of analytical, interpretive, evaluative and diagnostic skills.
• Utilise and apply appropriate numeracy and technology skills in a marketing context.
• Critically communicate marketing insights and strategic recommendations to diverse audiences.
• Demonstrate reflective practice in managing professional development, adaptability and learning in response to evolving marketing challenges.