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Master in Science eMarketing

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  • Entry requirements
    his specialist MSc is a one-year, taught, full-time programme for graduates with a first degree in a subject with a business, information technology or marketing component. Admission is normally open to those with a good undergraduate honours degree (or equivalent overseas degree from a recognised institution) or equivalent professional qualification, or other qualification. Applicants who possess a diploma rather than a good degree may be eligible for entry provided they have compensatory work experience and can demonstrate career development. Students who have completed, to a satisfactory level of performance, a pre-master foundation course approved by the University may be eligible for admission. The course provides the opportunity to attain formal academic training and qualifications based on a diversity of professional backgrounds. Proof of English language competence is required if your first language is not English: * British Council IELTS: minimum level 6.0 overall and 6.0 in the reading and writing components * TOEFL score of 550 or above (paper-based) or 213 or above (computer-based), or 79/80 or above (internet-based) and ideally at least 4.5 in the TWE option.
  • Academic Title
    Master in Science eMarketing
  • Course description

    This is an exciting new one-year, full-time, specialist programme, jointly developed by the Business School and the School of Technology and designed to be of particular interest to those who have qualifications and experience in business, marketing or computing.

    You will explore in detail the principles and foundations of marketing on the web, which involves a thorough exploration of the use of web-based technology to manage customer relations. The role of multimedia technology and software design in building a web-based business, the complexities of marketing communications (marcomms) on the web; search engine optimisation and web analytics will feature as core elements. To meet the leadership challenges of tomorrow our eFutures module will integrate the very latest contemporary thinking in web-based marketing.

    To complete the MSc you will undertake either a dissertation or a work-based project related to an internship.
    Course content

    The following is indicative of course content:

    Principles and Practice of eBusiness explores models of internet-based businesses and factors key to their success.

    Web Applications Development assumes no previous experience of computer programming. It covers the fundamental skills associated with creating robust efficient and dynamic web applications.

    Electronic Customer Relationship Management explores the use of web-based technology in obtaining data from customers and how this information is used by businesses to market goods and services more effectively, building trust, loyalty and lifetime value.

    Building a Web-based Business brings together key technical skills and an understanding of management practice to enable you to construct a viable e-business.

    Integrated Interactive Marketing Communications introduces you to new technology tools for managing marketing communications with diverse cyber-audiences in a rapidly evolving environment where the consumer has increased control over marketing access.

    Marketing eFutures provides an opportunity to study cutting-edge thinking and new ideas in e-marketing , web-based technologies and their employment in business enterprises.

    Personal Development Plan addresses your individual learning needs and priorities. Your personal effectiveness and capacity to recognise, adapt and apply relevant theory to business situations and to learn from experience will be improved through your engagement in self-reflection and critical self-evaluation exercises.

    Research Methods and Dissertation or Business Project The dissertation, together with the supporting research methods module is a core component of a master’s degree and is an individual research project. The work may be undertaken in close cooperation with a research, industrial or commercial organisation possibly linked to an optional internship. On this module a supervisor will be allocated who will provide you with individual guidance and advice throughout your dissertation or business project.
    Teaching, learning and assessment

    Course tutors have both extensive experience in teaching specialist master's courses in business, marketing and computing and the advantage of industrial and commercial management experience. We maintain industrial links in a variety of ways, including consultancy, management of the Enterprise Centre, in-company training and through our student industrial placements.

    The course is delivered through a series of interactive workshops and seminars with additional lectures, guest speakers and industrial visits. The induction programme begins the week before the start of formal studies, introducing you to our teaching methods and explaining how you can gain maximum value from the course, including support on careers guidance. Assessment is based mainly upon individual and group assignments, examinations and the dissertation or business project. Students have access to dedicated research suites providing workspaces, computers and storage, and a range of supporting activities, such as seminars and a research methods programme.

    Teaching staff are drawn primarily from the Business School and the School of Technology; visiting speakers from business and industry provide further input. Teaching staff on the MSc in eMarketing are actively involved in research into e-commerce and web-based marketing.


    Our reputation is supported by membership of and programme accreditations received from the Association of MBAs, the Association of Business Schools, professional associations such as the Chartered Institute of Personnel and Development, and the European Foundation for Management Development. We are, therefore, widely regarded as one of the best within our peer group.

    Our programmes benefit from rigorous quality assurance procedures and regularly receive excellent feedback from external examiners, employers, students and professional bodies. In 2005 Business and Management achieved ‘Broad Confidence’, the best possible result, in the discipline audit trail as part of the Quality Assurance Agency Institutional Audit and in 2006 was awarded Centre for Excellence in Teaching and Learning status by the Higher Education Funding Council for England and Wales.

    Many students who graduate from our programmes go on to achieve high status in the industry of their choice.

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