数字营销与分析 Digital Marketing and Analytics

The MSc Digital Marketing and Analytics prepares students for the data-driven marketing landscape by combining strategic marketing expertise with digital and analytical capabilities. The programme covers digital marketing principles and practice, consumer behaviour in the digital age, marketing analytics, digital business strategy, and generative AI and business intelligence. Students choose optional modules from social media and reputation management, AI frontiers, strategy and change analytics, or cyber security. The Capstone Dissertation offers two pathways: an Applied Marketing Project working with an industry partner, or an Industry Placement within a company or marketing department.