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MBA (Digital Marketing)

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University of East London’s MBA is a dynamic, contemporary and practical course designed to produce the business leaders of the future.

Beacon International College and its partner reserve the rights, at its discretion, to change, modify, add or remove the course information at any time without prior notice. Please check the course information periodically for changes.

Introduction

This course is designed to give learners the opportunity to:

  • Study organisations, their management and the changing external context in which they operate.
  • Develop the ability to apply knowledge and understanding of business and management to complex or difficult issues, both systematically and creatively, to improve business and management practice, including within an international context.
  • Develop key marketing management skills and techniques for the development of professional marketing consultancy
  • Gain knowledge and understanding of business innovation – creativity, intrapreneurial – and entrepreneurial behaviour and enterprise development, and the management and exploitation of intellectual property.
  • Develop leadership and management skills – leadership and management of people within organisations – leadership, organisational behaviour and motivation.
  • Develop lifelong learning skills, including engendering an enthusiasm for business and for learning more generally as part of continuing personal and professional development.
Course Content

The Master of Business Administration (Digital Marketing) comprises of these six (6) compulsory units from the following list:

Compulsory Units

In this module will enable you to explore the process of creating, evaluating and developing strategy and operations. You will be introduced to the challenges and practices associated with becoming strategic leaders and how organizations manage their operations.

The module aims to develop the personal and professional skills that enhance employability and career opportunities. On the other hand, the module aims to develop your understanding and skills in people management and leadership. You will learn some key theories that underpin the latest thinking in the knowledge and skills of being an outstanding leader and manager, regardless of sector (private, public, or non-profit sector).

This module is designed to introduce you to contemporary principles and practices in marketing, in a customer focused and market oriented organisation. Relationship marketing is the recent marketing approach that develops around the buying and consumption experience. As such the module aims to develop your in depth understanding of the strategic role of marketing in business, and its impact on the market and society in the digital age.

This module provides the opportunity for you to develop the ability to diagnose and investigate a live, complex business issue from a variety of perspectives, to locate the work within the body of contemporary knowledge, to collect and analyse data, to derive supportable conclusions and to make practical and actionable recommendations for change, improvement or enhancement of current practice.

In this module, you will learn key digital marketing principles and how they can be used to develop digital marketing strategies within an organisation. You will be introduced to contemporary ideas around digital marketing and the role of traditional marketing theory in understanding the digital domain. The module will be delivered to you with a dual focus upon “theories” and “tools” – theories from the marketing academy to help evaluate how digital marketing is practiced and you will be introduced to the software tools (primarily Google Analytics®) to examine how digital marketing is practiced by contemporary marketing managers. The module will provide you with a digital marketing toolkit for “doing” marketing within the digital age but will also ensure that you have an important grounding in traditional marketing theory which is vital for successful digital marketing strategy. You will understand the role of marketing in terms of organisational strategy and the ways in which this has adjusted to incorporate the digital context. You will be given a grounding in concepts that are vital for a digital marketing manager to know and be able to develop competent marketing strategies to engage with consumer audiences in the digital era. This module will provide you with critical ideas and techniques for the creation of sector-leading digital marketing strategies within an organisation.

In this module, you will develop key marketing management skills and techniques for the development of professional marketing consultancy. You will be given a “live” company scenario, which can either be a live local company or charity, or a simulation based on software such as Edmundo or StratXsimulation, and required to develop a coherent marketing plan for the company. You will be provided with classes to introduce you to the tools required to develop a strategic marketing plan for industry. You will be assigned an academic supervisor to help you develop your marketing plan for the client, working with them for a minimum of six face-to-face hours for the duration of the academic term. You will be encouraged to work in teams if assigned the same company scenario, however each student will submit an individual marketing management plan as part of the module. You will work through the entire marketing planning process in terms of marketing audits, customer audit, objective setting, marketing mix elements, marketing measurement, implementation and control. You will be advised to conduct some form of customer marketing research within this process, whether working with primary or secondary data, to develop a useful insight into customer behaviour and attitudes within the assigned sector. You will also be expected to develop a clear digital marketing strategy for the assigned live company scenario. It is envisaged that this module will provide students with a managerial yet academically rigorous capstone project and will develop their skills in the areas of marketing planning, project management, digital marketing strategy and professional consultancy.

Admission Criteria

Age Requirement

At least 20 years old

Academic Requirement

  1. Lower Second Class classification (2:2) from an undergraduate degree or equivalent
  2. A non-graduate qualification for mature students who are at least 30 years old and with minimum of 8 years of working experience

English Entry Requirement

For those candidates whose first language is not English, they are excepted to have:

  1. at least an IELTS 6.0 (with a minimum of 6.0 in Writing and Speaking; minimum 5.5 in Reading and Listening),

2. or the equivalent

Exemptions / Credit Transfer / Advanced Standing

Candidates who do not hold such qualifications (i.e.: formal qualifications which marginally fall short of the normal minimum entry requirements) and are at least 30 years old will be assessed as to their suitability through interview, and where necessary the taking of references. They should be compensated for by his/her relevant work experience provided that such candidates have held, for a minimum of eight years, a responsible position which is relevant to the Master’s degree to be pursued.

Key Facts
Accredited by: University of East London

Course Length:

12 Months (Full-Time & Part-Time)

Support for students and their learning:

  • All students studying in Beacon benefit from the team of dedicated tutors who provide a point of personal and regular contact for students
  • Student handbook, programme handbook  and individual module handbooks
  • Module content and materials via  Moodle Virtual Learning Environment
  • Library and learning resources of both University of East London and Beacon
  • Wifi, photocopying & printing services, library with PCs and laptop recommendation services
  • Unlimited worldwide web access
  • Access to student services including those offered by careers, welfare and counselling.

Teacher-Student Ratio

Beacon maintains a maximum teacher-student ratio as follows:

Lecture: From 1:11 to 1:72

Practical & Tutorial: From 1:11 to 1:40

About University of East London

The University of East London is founded in 1898 and located in the East London boroughs of Stratford and Docklands. It is ranked:

 

  • 1st modern university in London in the National Student Survey 2018 league table
  • 2nd modern university in London for ‘teaching on my course’ (NSS 2017)
  • 3rd modern university in London for ‘academic support’ (NSS 2017)
  • World’s top 200 young universities (Times Higher Education Young University Rankings 2018)
  • World’s top 1000 universities (Times Higher Education University Ranking 2021)
Find out more about the University of East London: https://www.uel.ac.uk