MSc in

Digital Marketing

Reg.No. 272679

*The special application fee wavier is available for applicants who apply at our Information Session only.

Why Learn Digital Marketing?

Digital Marketing is an important strategy for marketers to facilitate accurate and direct communications with customers and to identify the trustworthy audience. With digital marketing and data analytics tools, marketers can ensure that the promotional message reaches the right audience and carry out efficient promotions with seamless customer experience to drive business, retain loyal customers and also maintain the sustainability of the business. In the immediate future, digital marketing skills will be a prerequisite for any marketer.

What you will learn?

Understand how the O2O digital business work

Acquire essential skills for data analytics

Apply Corporate Marketing strategies in the digital world

Learn key skills in Social Media, SEO and SEM

Learning Modules

The business model is the way we make money; yet most of what we consume digitally (information, applications, social interactions, games) is available to the end users free of charge. In this context, how do digital companies make money while providing free services? This question as well as many other questions relating to the digital business model will be answered in this course where several web business models will be presented, discussed and analysed. The second part of the module concentrates on e-commerce business models such as marketplace and also presents emerging practices such as flash sales, subscription, mobile e-commerce and collaborative commerce.

Marketers have more opportunities to connect and engage with consumers than ever before. Marketers need to recognise that consumers engage with firms and brands at various touch points and across multiple platforms and channels. Keeping brand-customer interactions consistent across multiple channels and ensuring a seamless experience for consumers is the new challenge. Omnichannel marketing puts the customer at the centre of any marketing communications strategy, and then determines the right messages and channels to engage with them. During this module, students will learn about the scope of omnichannel marketing communications, particularly emphasising the integration of offline and online channels. The course will cover the core terms, definitions and concepts, as well as latest theories in marketing communications. It will highlight how communication has fundamentally changed in a digital age, and how marketers can most effectively respond to these changes.

An understanding of the consumer, both online and offline, is an essential prerequisite for effective marketing strategy. This course seeks to provide students with a thorough knowledge of the key tools and frameworks for understanding the consumer, with a focus on consumer behaviour and its role in the development of marketing solutions. The course focuses both on theory and application, with an emphasis on its use, both the real and digital realms, in the development and deployment of marketing strategy. The course will focus on the enhanced digital influence of on the consumer as well how this feeds into core consumer marketing concepts. The course involves both the extensive use of applied cases, discussion, and also the use of guest speakers from industry.

Marketers can now utilise an increasing number of digital research methodologies to collect a fast-growing volume of customer data. Yet, data is not information, and information is not insight. Data is only of value when it is collected rigorously, analysed correctly, and more importantly, when it is translated into insights that help marketers to make better decisions. This course aims to highlight latest advances in digital research methods and to understand their benefits and limitations. You’ll learn how to translate business problems into research questions, and how to evaluate and implement appropriate research designs, and how to generate marketing insights from online and offline data.

Brands, merely a label for some people, are one of the most essential parts of firms’ success. Brands such as Apple ($246 B), Google ($173 B), and Facebook ($71 B) are not only valued at astronomic rates but also provide strong meaning to consumers. In this module, we will discover what makes a brand successful especially in the current digital age. Throughout this course we will adopt both firm and consumer perspectives to learn about the fundamentals of brand management and how it can be leveraged through digital assets and channels.

This module seeks to provide participants with an advanced understanding of the role of marketing in corporate strategy. It builds upon a foundation in Marketing Management (which it is assumed all students will have already studied) by taking a higher-level focus on corporate strategy, viewed through a marketing lens. This module combines an exposure to latest concepts and research on corporate and marketing strategy with extensive experience in application to a range of companies and industry situations, from traditional to digital, and from domestic to global. The focus is on building stakeholder value by growing businesses both organically and through acquisition. Topics cover all stages of company development from start- up, to market entry, new product launches, public flotations (lPOs), mergers and acquisitions, divestiture and turnaround. The course is highly interactive and problem-based, with an emphasis on real life cases currently making news in the business world.

Social media enabled significant changes in consumer media behavior, resulting in fundamental shifts in the way marketers communicate and interact with consumers. This course aims to provide the theoretical knowledge and practical insights for integrating social media into the marketing mix, understanding and engaging social media consumers, and monitoring and measuring the results of these efforts. This course is designed as a hands-on experience where students will actively create content, manage a social media presence and measure the effect of their social media efforts.

This module offers students the opportunity to apply their learning from other modules in a practical applied digital project on behalf of a client. This module is closely tied to MKT41020 Marketing Research & Analytics, during which students will undertake primary and secondary research on behalf of their client. Working in teams, students will use the findings from their research as the basis for devising a digital marketing strategy for this client. Teams will present their digital marketing strategy to the client at the end of the trimester, in competition with other teams in the class. Two winning teams will be chosen who will present their strategy to the whole class.

Why University College Dublin?

Top 1%

University in the world
-QS World University Rankings 2021,
-Times Higher Education World University Rankings 2020

Triple-Crown


accredited Business School
from three centres of business and academic excellence namely AACSB (US), AMBA (UK) and EQUIS (Europe)

Ranked 21st

in the Financial Times European Business School rankings

26 years

of partnership with Kaplan with over 10,000 graduates

Predictions on Digital Marketing Roles from Top HR consultancies

“We expect more marketers will shift their career path towards digital marketing. We can see hiring managers showing preference for specialists over generalists. Demand is high for CRM, digital data and analytics skills and for marketing communications experts.”
- Morgan McKinley

“Talent who are well-versed in customer relationship management strategy, data analytics and content marketing will be highly sought-after in 2020. We anticipate companies will increasingly look for marketing professionals with a good grasp of customer experience design and gain a larger online consumer share. “
- Randstad

“Technologies are being increasingly adopted in marketing to create digital touchpoints and improve consumer engagements; brick-and-mortar retailers are automating and upgrading their systems, even shifting online. Each of these developments have implications on hiring needs, bringing new digital roles into play for many companies.”
- Kelly Services

Do you know what is happening in HK's digital economy?

Consumer buying behaviour is changing and online shopping is become more prevalent in HK.

84% of Hong Kong people did an online search to buy a product or service. 75% visited an online retail store and 70% purchased a product online. In 2019, 5.5 million Hong Kong people have purchased consumer goods online. The total value of the market for online consumer goods purchases is over 38.5 billion HK dollars.

Advertisers constantly expand their spending on online advertising, the online/offline budget split is estimated to be shifted to 60/40 for the first time.

Total Digital ad spend in 2019 in HK is $1.21 billion, with 7.6% year on year growth. 165 million spent on Social Media ads and 664 million spent on search ads.

Source: Digital Report 2020 by We Are Social & Hootsuite   Advertising Spending Projections Survey 2020 – Nielsen & HK2A
Success Story

“The lecturer clearly illustrated how to help users address the problems. What we have learned is very applicable to real life, which inspired me to start up my new business.”

- BON HUI
Product Manager, Insurance Company
MSc in Digital Marketing | 2018 Graduate

It is a matter of discretion for individual employers or universities to recognise any qualification to which this course may lead.


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