MSc Syllabus DMandMCR - MMC Learning
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Transcript of MSc Syllabus DMandMCR - MMC Learning
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Content Content .................................................................................................................. 3
Approach to learning ............................................................................................. 5 Expectations .......................................................................................................................................................... 5 Qualification Options – Digital Marketing OR Multichannel Retail ................................................. 5
Content Overview – MSc in Digital Marketing ........................................................ 6
Content Overview – MSc in Multichannel Retail ..................................................... 7
Programme Content in Depth ................................................................................ 8 MSc in Digital Marketing or Multichannel Retail (Year 1) ................................................................... 8 Unit 1 -‐ Masters Level Thinking ...................................................................................................................... 8
Overview ................................................................................................................................................................. 8 Learning Outcomes ............................................................................................................................................ 8
Unit 2 -‐ Strategy and Planning for Digital Development ...................................................................... 8 Overview ................................................................................................................................................................. 8 Learning Outcomes ............................................................................................................................................ 8
Unit 3 -‐ Digital Strategy: Thinking and Innovation ................................................................................. 9 Overview ................................................................................................................................................................. 9 Learning Outcomes ............................................................................................................................................ 9
MSc in Digital Marketing (Year 2 option) ................................................................................................ 10 Unit 4 -‐ Customer Lifecycle One: Content Strategy for Customer Engagement ...................... 10
Overview .............................................................................................................................................................. 10 Learning Outcomes ......................................................................................................................................... 10
Unit 5 -‐ Customer Lifecycle Two: Performance and Growth Management .............................. 10 Overview .............................................................................................................................................................. 10
MSc in Multichannel Retail (Year 2 option) ........................................................................................... 11 Unit 4 – Marketing and Customer Insight for Multichannel Retailing ......................................... 11
Overview .............................................................................................................................................................. 11 Learning Outcomes ......................................................................................................................................... 11
Unit 5 – Product and Service Development in Multichannel Retail ............................................. 12 Overview .............................................................................................................................................................. 12
Unit 6 – Multichannel Retail Operations, Technology and Logistics ............................................ 12 Overview .............................................................................................................................................................. 12
The Industry Specialist Team ................................................................................ 13
The Academic Team ............................................................................................. 15
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Approach to learning The MSc in Digital Marketing and the MSc in Multichannel Retail is built around four central learning concepts and the syllabus is designed to support these as follows:
1) Immediately applicable best practice and strategic insight direct from industry
Taught through face to face ‘specialist days’
2) A robust academic approach to support the development of critical thinking and continuous learning within a business environment
Taught through the ‘tutorial days’ and supported through reading and suggested exercises online
3) Understanding the value of collaborative learning, gaining feedback and insight from professionals in different industries and types of business
Taught through active discussion on the forums and face to face, alongside giving and receiving feedback about assignment and dissertation work
4) Application in the real world environment Taught through the assessment assignments which are written to be applied in as many different contexts as possible to facilitate adaptation to an individual candidate’s interests or requirements
Expectations Although much of your study for the MSc will happen away from the university and your class, this is not a distance learning programme. To get the most from the course, it is highly recommended that you make every effort to engage fully, attending the specialist and tutorial days on site, contributing online and seeking and providing feedback from your peer group. As an individual, the course provides plenty of opportunity to explore your own areas of interest or specific requirements, but sharing your knowledge and experience as a group is one of the most valuable aspects of the programme.
All training and discussion days will be held at Manchester Metropolitan University Business School and the sessions are grouped into two blocks per term, some of which take place at weekends. We will aim to provide you with dates at least six months before attendance in order to help you plan.
You will be assessed on completion of one work-‐based assignment per unit (no exams) and candidates are encouraged to focus on their current employer or a client organisation where their knowledge can be applied in the real world.
The MSc is a challenging programme and requires a significant investment in time and commitment. Candidates should plan to devote around 8 hours per week to study during term time.
Qualification Options – Digital Marketing OR Multichannel Retail The first year of the both the MSc in Digital Marketing and MSc in Multichannel Retail share the same units and in year two you will have the option to either continue with Digital Marketing or specialise in Multichannel Retail.
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Content Overview – MSc in Digital Marketing Stage 1 -‐ Postgraduate Certificate in Digital Marketing
Unit 1 -‐ Masters Level Thinking (20 Credits)
Subject overview: Preparation for postgraduate study, introducing you to the advanced study skills and research methods that will serve you throughout the rest of the course, and applied within the context of a digitally focused project
Face to face attendance days (5 days in term 1) • Block one including induction day + two days of teaching (Thur 2nd Oct to Sat 4th Oct 2014) • Block two – two days of teaching/tutorials (Fri 14th Nov to Sat 15th Nov 2014)
Unit 2 -‐ Strategy and Planning for Integrated Digital Communications (20 Credits)
Subject overview: This unit provides a thorough overview of the digital landscape, enabling candidates to build an integrated communications plan which effectively exploits the opportunities arising from new and emerging digital technologies and channels
Face to face attendance (5 days in term 2) • Block one – Two industry specialist days + one discussion day (Thur 19th Feb to Sat 21st Feb 2015) • Block two – One specialist training day + Discussion day (Fri 20th Mar to Sat 21st Mar 2015)
Unit 3 -‐ Digital Strategy: Thinking and Innovation (20 Credits)
Subject overview: This unit examines how the alignment of digital operations with the vision of the business creates new approaches to management and organisation. It also explores the disruptive influence of digital on ‘business as usual’ and considers how best to manage this tension and integrate innovation into established business process.
Practitioners and tutors: • Mike Baxter
Face to face attendance (5 days in term 3) • Block one – Two industry specialist days + one discussion day (Thur 14th May to Sat 16th May 2015) • Block two – One specialist training day + Discussion day (Fri 19th Jun to Sat 20th Jun 2015)
Stage 2 Postgraduate Diploma in Digital Marketing
Unit 4 -‐ Customer Lifecycle One: Content Strategy for Customer Engagement (30 credits)
Subject overview: This unit takes content creation and management as central to effective marketing activity, and explores how a well implemented content strategy creates customer engagement and therefore leads to the achievement of business objectives.
Attendance at MMU • Block one -‐ Discussion day + two days of training • Block two -‐ Discussion day + two days of training
Unit 5 -‐ Customer Lifecycle Two: Growth and Performance Management (30 credits)
Subject overview: This unit looks at the technology and processes that underpin optimisation activities to increase efficiency in marketing, and therefore support growth.
Attendance at MMU • Block one -‐ Discussion day + two days of training • Block two -‐ Discussion day + two days of training
Stage 3 MSc in Digital Marketing
Two days of dissertation training with nine months to complete the project
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Content Overview – MSc in Multichannel Retail Stage 1 Postgraduate Certificate in Digital Communications
Unit 1 -‐ Masters Level Thinking (20 Credits)
Subject overview: Preparation for postgraduate study, introducing you to the advanced study skills and research methods that will serve you throughout the rest of the course, and applied within the context of a digitally focused project
• Block one including induction day + two days of teaching (Thur 2nd Oct to Sat 4th Oct 2014) • Block two – two days of teaching/tutorials (Fri 14th Nov to Sat 15th Nov 2014)
Unit 2 -‐ Strategy and Planning for Integrated Digital Communications (20 Credits)
Subject overview: This unit provides a thorough overview of the digital landscape, enabling candidates to build an integrated communications plan which effectively exploits the opportunities arising from new and emerging digital technologies and channels
• Block one – Two industry specialist days + one discussion day (Thur 19th Feb to Sat 21st Feb 2015) • Block two – One specialist training day + Discussion day (Fri 20th Mar to Sat 21st Mar 2015)
Unit 3 -‐ Digital Strategy: Thinking and Innovation (20 Credits) Subject overview: This unit examines how the alignment of digital operations with the vision of the business creates new approaches to management and organisation. It also explores the disruptive influence of digital on ‘business as usual’ and considers how best to manage this tension and integrate innovation into established business process.
• Block one – Two industry specialist days + one discussion day (Thur 14th May to Sat 16th May 2015) • Block two – One specialist training day + Discussion day (Fri 19th Jun to Sat 20th Jun 2015)
Stage 2 Postgraduate Diploma in Multichannel Retail
Unit 4 – Market and Customer Insight for Multichannel Retailing (20 Credits)
Subject overview: The unit will focus on placing data at the heart of decision making, introducing cross-‐channel CRM and collection strategies. It will also provide insight into the multichannel world looking at stores, catalogues, online, call centres and mobile with a particular emphasis on developing a customer-‐centric view across all service channels, customer acquisition, conversion and retention.
• Discussion day + two days of training • Discussion day + one day of training
Unit 5 – Product and Service Development in Multichannel Retailing (20 Credits)
Subject overview: The unit will provide you with a knowledge of category management and its applicability in a multichannel environment. You will understand how a strategic approach will influence sourcing, selection and presentation alongside web-‐specific challenges, opportunities and business models. You will also study the layout of digital shops, including elements such as onsite search, sort orders and an introduction to personalisation based on complex, multivariate and behavioural profiling.
• Discussion day + two days of training • Discussion day + one day of training
Unit 6 – Multichannel Retailing Operations and IT logistics (20 Credits)
Subject overview: This unit will include study in project management methodologies, the concept of agile business, managing multi-‐channel businesses, contact centres, warehousing and the importance of effective operations to the profitable ecommerce business. You will be given hands-‐on exposure to the most modern e-‐commerce systems and components and be introduced to the main development methodologies and management approaches.
• Discussion day + two days of training • Discussion day + one day of training
Stage 3 MSc in Multichannel Retail
Two days of dissertation training with six to nine months in which to complete the project
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Programme Content in Depth
MSc in Digital Marketing or Multichannel Retail (Year 1)
Unit 1 -‐ Masters Level Thinking
Overview This is a wholly MMU-‐taught unit which helps you prepare for postgraduate study, introducing you to the advanced study skills and research methods that will serve you throughout the rest of the course, applied within the context of a digitally focused project
Learning Outcomes l Effectively locate and use different research sources
l Critically analyse relevant evidence from the literature and reflectively analyse and comment on their significance in an effective written form
l Appreciate the key debates in the philosophy, ethics and epistemology of science to justify the relationship between philosophical approaches and choices of qualitative and quantitative methods
l Use and present data in an appropriate form and demonstrate awareness of the variety of data collection methods
l Formulate and operationalise a research question
Unit 2 -‐ Strategy and Planning for Digital Development
Overview This unit provides a thorough overview of the digital landscape, enabling candidates to build an integrated communications plan which effectively exploits the opportunities arising from new and emerging digital technologies and channels.
Learning Outcomes On successful completion of the unit delegates will be able to:
l Understand success factors for differing digital communications techniques.
l Critique and analyse digital-‐communication techniques and plans with key stakeholders (i.e. agencies)
l Appreciate the scope and breadth of online digital communications
l Understand the integration of digital and traditional communication techniques within a strategic planning framework.
l Analyse existing marketing communication challenges within an organisational context and formulate marketing communication objectives
l Produce an integrated digital and off-‐line marketing communication plan to attract key target groups to your web site.
l Develop organisation and brand profiles online.
l Optimise Return on Investment (ROI) through effective and creative marketing communication execution.
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Unit 3 -‐ Digital Strategy: Thinking and Innovation
Overview
This unit examines how the alignment of digital operations with the vision of the business creates new approaches to management and organisation. It also explores the disruptive influence of digital on ‘business as usual’ and considers how best to manage this tension and integrate innovation into established business processes.
Learning Outcomes On successful completion of the unit delegates will be able to:
l Differentiate between strategic and operational thinking
l Operationalise strategic objectives by devising digital governance policy and standards
l Critically resolve the tensions between management of business using established practice, and the need to innovate
l Create a plan to align business operations with business direction
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MSc in Digital Marketing (Year 2 option)
Unit 4 -‐ Customer Lifecycle One: Content Strategy for Customer Engagement
Overview
This unit takes content creation and management as central to effective marketing activity, and explores how a well-‐implemented content strategy creates customer engagement and therefore leads to the achievement of business objectives.
Learning Outcomes On successful completion of the unit delegates will be able to:
l Critically evaluate different consumers’ propensity to consume and engage with content
l Reconcile brand and consumer message positioning
l Plan the creation and distribution of content to deliver effective propositions
l Create and implement a strategy for distribution of content through digital channels
l Evaluate content and plan for its optimisation
Unit 5 -‐ Customer Lifecycle Two: Performance and Growth Management
Overview
This unit looks at the technology and processes that underpin optimisation activities to increase efficiency in marketing, and therefore support growth.
Learning Outcomes On successful completion of the unit delegates will be able to:
l Using different perspectives (strategic, technical and marketing) to design an enhanced customer experience
l Create a marketing programme that is clearly driven by customer insight
l Improve ROI from marketing programmes
l Relate and integrate marketing with overall strategy and business drivers
l Develop efficient and sustainable marketing organisation processes
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MSc in Multichannel Retail (Year 2 option)
Unit 4 – Marketing and Customer Insight for Multichannel Retailing
Overview
The unit will focus on placing data at the heart of decision making, introducing cross-‐channel CRM and collection strategies. It will also provide insight into the multichannel world looking at stores, catalogues, online, call centres and mobile with a particular emphasis on developing a customer-‐centric view across all service channels, customer acquisition, conversion and retention.
Learning Outcomes On successful completion of the unit delegates will be able to:
l Produce a competitor and marketing opportunity analysis
l Critically evaluate the use of different sources of cross-‐channel insight
l Create cross-‐channel customer engagement activity from acquisition, through conversion to retention
l Identify key indicators of profitable customers across all service channels
l Demonstrate a knowledge of the interaction and interrelationship between differing sales channels
l Critically evaluate best practice toolsets
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Unit 5 – Product and Service Development in Multichannel Retail
Overview
The unit will provide you with a knowledge of category management and its applicability in a multichannel environment. You will understand how a strategic approach will influence sourcing, selection and presentation alongside web-‐specific challenges, opportunities and business models. You will also study the layout of digital shops, including elements such as onsite search, sort orders and an introduction to personalisation based on complex, multivariate and behavioural profiling.
Learning Outcomes On successful completion of the unit delegates will be able to:
l Understand category management and its applicability to multichannel retailing
l Critically evaluate strategic and commercial approaches to sourcing, selecting and presenting products and services for sale
l Critically evaluate retail marketing techniques
l Produce an approach to stock planning and merchandising requirements of retail strategy
l Critically appraise advanced algorithm driven personalisation and behavioural profiling approaches
l Develop services in response to customer behaviour
l Critique space planning and customer journey methodologies in a multichannel world
Unit 6 – Multichannel Retail Operations, Technology and Logistics
Overview
This unit will include study in project management methodologies, the concept of agile business, managing multi-‐channel businesses, contact centres, warehousing and the importance of effective operations to the profitable ecommerce business. You will be given hands-‐on exposure to the most modern e-‐commerce systems and components and be introduced to the main development methodologies and management approaches.
Learning Outcomes On successful completion of the unit delegates will be able to:
l Critically evaluate project management methodologies and the concept of agile business
l Align the components of a multichannel retail operation
l Produce a cohesive and coherent interface from the components of a multichannel retail operation
l Understand the main approaches to retail platform and system development
l Critically evaluate modern internet retailing platforms
l Critically appraise approaches to supply and demand logistics
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The Industry Specialist Team
Dave Chaffey – Integrated Digital Communications Dave is CEO and Founder at SmartInsights.com, the leading provider of actionable marketing advice online. He is editor of many of the 7 Step to Success guides on Smart Insights. He is a bestselling author, consultant and speaker who enjoys sharing tips, tools and techniques on all things digital, but especially those most influential in driving awareness, leads and sales. That's SEO, PPC, Social Media, Email Marketing, Site Design and Analytics!
Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
Andrew Hood -‐ Analytics
Andrew Hood is founder and managing director of Lynchpin, a web analytics consultancy with clients including Experian, Vodafone, Cadbury, HMV and The Guardian. Andrew's marketing career began in 1999 at All-‐Hotels.com, where he developed the systems that led to All-‐Hotels becoming one of the biggest e-‐commerce sites in Scotland, selling for £1.4m in 2002 to Online Travel Corporation, now owned by Lastminute.com.
He then joined search company Ambergreen, where he developed one of the first online return on investment tracking systems, for the emerging online marketing sector. In 2005 he launched Lynchpin as an independent web analytics business.
Mike Baxter Mike Baxter originally trained as a psychologist (BSc and PhD), but has been a consultant since 2001, specialising in a wide range of digital technology issues from search marketing to the selection of new technology platforms.
Mike’s client list includes Argos, Avis, Dell, Direct Line Group, Google, Orange, Paddy Power, Reed Business Information, Rocco Forte Hotels, Samsung, Santander, Sky, Skype, Sony and Shop Direct Group. He has also been an advisor to technology start-‐ups, including Moneyspyder, Peerius and Ometria.
Mike's consultancy work requires a broad understanding of web technology (e.g. software architecture, digital asset management, content delivery networks and coding languages / frameworks such as PHP, .NET and Ruby on Rails) as well as more in-‐depth knowledge of specific technologies (e.g. HTML, CSS, Javascript, content management systems and web analytics). He also has in-‐depth experience of working with technology teams to specify and manage the delivery of marketing and business objectives.
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Andrew Campbell -‐ eCRM, Campaign Planning and Marketing Automation
Andrew has 25 years experience in leveraging technology in pursuit of marketing goals. In that time he’s seen a technological revolution from the first marketing databases in the mid-‐1980s to the social media boom of recent years. His experience as a practitioner gives him a deep insight into the strategic, commercial, technical and operational aspects of implementing CRM solutions. He is a marketer at heart and sees technology as a means to an end – that being
game-‐changing marketing solutions that deliver competitive advantage for brands that have the vision and ambition to implement them.
Andrew started his career client-‐side with BAT Financial Services and HSBC. He subsequently moved onto the supply-‐side of marketing services working as Planning Director for two agencies : Judith Donovan Associates (JDA) and WWAV (part of Omnicom). He then set up several businesses focused on unlocking the full power of technology to achieve marketing goals. This saw him design and deliver solutions for brands such as BT Business; Manchester United; Abbey National, Interflora and Best Western Hotels. He has also worked on high end, strategic consultancy assignments for brands such as : BUPA; CPP; Thomas Cook and Wyndham Resorts/RCI.
He previously ran ClickSquared Europe (subsidiary of ClickSquared Holdings -‐ a US (Boston) CRM solutions provider). He worked closely with the US executive team on developing the global offering and on a range of US clients such as : HomeAway; US Gypsum; Montage Hotels and Resorts and Comcast.
He now runs the 20:20 Dialogue business (formerly Jaywing) delivering integrated, multi-‐channel CRM solutions for brands such as Audi, Jet2, RBS, Aviva and United Biscuits.
Ian Jindall – Multichannel Retail
Ian is consultant, advisor and publisher, driving transformation in ecommerce and multichannel retail. He has been responsible for P&Ls from £5m to £400m within organisations of up to £3.3bn turnover. Since 1991 Ian has operated at Board level, either as director, CEO or investor. Consulting clients include House of Fraser, Westfield Shopping Towns, Austin Reed, Couturelab, Otto UK, Gant UK, Marks & Spencer, De Bijenkorf, The British
Council, IPC Media and UK's National Lottery, Camelot Group. A frequent speaker and conference Chair, Ian has spoken for e-‐consultancy, ChannelAdvisor, Adobe, Bazaarvoice, Sky, London College of Fashion, Google UK and many others.
Ian co-‐founded Internet Retailing, the trade publication for Europe's professionals in multichannel retail, in partnership with SJP and Mark Pigou. Ian leads the strategic direction of the title, developing the editorial and services to anticipate and meet the demanding needs of this dynamic sector.
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The Academic Team David Edmundson-‐Bird – Programme Director
Principal Lecturer in Digital Marketing Communications for the Department of Marketing, Operations & Digital Business with responsibility for developing accredited in-‐house and sector-‐led executive and postgraduate qualifications, non-‐accredited training and consulting services for businesses in the digital and creative sector. David has been at MMU Business School since September 2004. Prior to coming
here he worked in the School of Computing and Management Science at Sheffield Hallam University for two years. Before moving to Hallam he was the manager of the learning design team at Academee, whilst prior to that David worked at the Information Systems Institute at the University of Salford. David has also been a director of a number of limited companies in the new media sector. David works with a number of local organisations as part of the University remit to engage with the City region industries as well as helping search marketing specialists "*PushON create their formal strategic direction for the on-‐going business, the development of a business development process and assisting in the identification of new product opportunities for the company to potentially expand in the near future.
Brendan Keegan – Course Director
Senior Lecturer in the Marketing, Operations and Digital Business Department Combining a work history within the educational and the digital communication sector, Brendan uses his expertise in these areas at Undergraduate and Postgraduate level via an array of modules that underpin the digital provision within a large Marketing division. Having written and managed numerous
modules in the subject area of Digital Marketing Communications, he continuously strives to improve the quality within these modules. Brendan’s educational and administrative responsibilities range from the management of a large body of first year students, co-‐ordination of support for students with learning difficulties and support for educational technological developments within the division. Brendan is currently undertaking PhD research looking at the complex relationship between the practitioner, client and the evaluation of social media marketing campaigns.
Tutors
Jeff McCarthy David Atkinson Ruth McQuater
