Digital marketing is all around us. You'll understand qualitative and quantitative methodologies within the framework of marketing research. This includes recognising digital marketing management challenges and creating pertinent research objectives, conducting a literature review and crafting a theoretical framework as well as adhering to research ethics and considering sustainability perspective. You’ll also understand how to identify sources for digital marketing data collection, employing qualitative and quantitative methods and conducting data analysis. This will allow you to deliver a comprehensive digital marketing report, to the standards of modern business practice.
Private Study: 292
Contact Hours: 8
Total: 300
Main assessment methods:
Individual research project - 8000-10000 words (100%)
Reassessment methods:
100% project
The University is committed to ensuring that core reading materials are in accessible electronic format in line with the Kent Inclusive Practices.
The most up to date reading list for each module can be found on the university's reading list pages.
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate systematic understanding of how to conduct qualitative and quantitative research in the digital marketing context.
- Produce a satisfactory academic report in the required format that integrates and communicates knowledge and understanding gained from the MSc Digital Marketing and Analytics.
- Identify and critically apply appropriate conceptual frameworks, analytical tools and techniques to support the report.
- Demonstrate a systematic understanding of research philosophies.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate competence in numeracy and qualitative data analysis skills, including the use of models of digital data mining and analytics, qualitative and quantitative research skills.
- Identify, find, record, organise, manipulate and communicate knowledge relevant to the development of digital marketing strategies and plans.
- Critically apply the underlying principles of social science research and research ethics.
- Demonstrate an ability to design and implement an academic social science research project.
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