Marketing in the digital channel — measurable, automated and increasingly data-driven, where the strongest practitioners read campaigns like experiments.
Marketing is where many people first meet “going digital”, and it is now as much a data discipline as a creative one. This topic anchors on digital marketing itself — search, social, email, automation and CRM — and on its growing overlap with data analysis, the skill that separates tested decisions from guesswork.
Digital marketing is the practice of reaching and converting customers through digital channels — search, social, email and the web — measured and optimised with data.
SEO is the craft of being the answer: shaping a site's content, structure and technical health so that when someone searches for what you offer, search systems find you, understand you and rank you.
Marketing automation is software doing the follow-up a human team would forget: triggered, personalised sequences of emails, messages and audience updates that respond to what each contact actually does, at a scale no team could handle by hand.
Data analysis is the process of examining data to answer a question — cleaning it, exploring it, and drawing conclusions you can act on and defend.
Walks the full investigative loop on real, untidy datasets — pose a question, gather and clean the data, explore it, then turn the result into a visual story an audience can act on. Each project lets you choose the dataset, so the work doubles as portfolio material.
About 43 hours
A year-long online Master's, not a short course — a degree for marketers who want to lead the technology rather than follow it. It pairs strategy and theory with marketing automation, SEO and a data-led, project-based finish against a real business brief.
1 year (full-time, 100% online)
