image for course 市场营销硕士(数字营销)
MSc Marketing (Digital Marketing)

市场营销硕士(数字营销)

课程速览

  • 旨在为你提供使用数字渠道所需的业务背景知识和工具
  • 旨在帮助你更好地了解客户视角和潜在客户是如何与企业进行线上交流的
  • 发现如何应用成功的数字战略的关键构件
  • 帮助学生做好与数字营销和营销管理相关的职业规划。
学历等级
硕士
学科领域
市场营销
授予学位
理学硕士
学习时长
12个月
上课时间
全日制

概况

参加本课程的同学可获得英国特许营销协会(CIM)专业资质课程部分豁免权 

市场营销硕士课程将为你全面普及发展数字渠道的最佳实践所需的商业知识和工具。这些知识能让你更好地了解客户和潜在客户是如何与公司进行线上沟通的。 

涵盖的一些关键主题包括数字营销战略、搜索引擎营销和内容开发。除了数字营销背后的商业和社会背景以及通过社交媒体与客户建立有效的关系之外,你还将了解如何应用成功的数字战略的关键构件。 

数字技术的重要性日益增加,从此也为营销人员带来了一系列的挑战。其中可接触到顾客的渠道数量成倍增加,客户也比以往任何时候都更加知情且相连。这些改变增进了顾客间的沟通密度,也影响着他们的购买行为和品牌声誉。这为营销人员提供了大量的行业视角,而其程度在几年前是无法想象的。 

市场营销战略硕士(数字营销方向)是市场营销硕士项目分支之一,另外两个方向为: 

  • 消费者营销 
  • 国际市场营销 

你可根据自己的兴趣及专业特长选择适合的方向提交申请。抵达校园后,学生可在入学前几周根据实际情况提交方向调整申请。 

专业课程范例如下:

  • 课程范例 学分
  • This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module students should be able to apply a range of skills to implement digital marketing approaches and understand the key strategic drivers behind the growth of the digital economy.

    20
  • This module aims to introduce students to the core concepts and models underlying contemporary strategic management, their theoretical and empirical foundations, their limitations, the arguments surrounding them and their practical application to real issues facing real companies. This module provides students with an understanding of the conceptual and analytical tools of strategic management and economics.

    • Theories, frameworks and introduction
    • Internal resources and competencies of firms
    • External environment in which firms operate
    • The process of internationalisation
    • Globalisation and regional integration
    • Collaborative behaviour and strategic alliances
    • Integration/responsiveness framework and strategy
    20
  • The pressure to measure marketing performance is as high as never before, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require to deal with measuring marketing performance. Yet marketers are struggling to justify their value for a number of reasons.

    Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for the jobs in marketing.

    This module provides the essentials of what someone in a role of a marketing manager or similar needs to know and, importantly, be able to do, about measuring marketing performance.

    20
  • This module provides students with the skills needed to understand how market research is used as a tool for generating business insights and informing business decisions. Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module is designed to acquaint the students with commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.

    20
  • The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level.

    20
  • The module considers a variety of marketing communications theories and practices to equip students with the knowledge and skill to develop and communicate an effective marketing communications plan.

    20

CIM专业营销证书或CIM专业数字营销证书资格: 

在以合格分数或更高分数毕业后,学生将在Accredited Prior Learning (APL)的基础上豁免L4专业营销证书的”应用营销和活动策划“模块。在此基础上,学生需要再通过一门选修课获取L4专业营销证书或专业数字营销证书资质。 

CIM专业营销文凭或CIM专业数字营销文凭:  

在以合格分数或更高分数毕业后,学生将在Accredited Prior Learning(APL)的基础上豁免L6专业营销文凭营销与数字战略模块。在此之后他们需要通过营销创新(必修)外加一个选修模块,以获得L6专业营销文凭资质,或通过“数字优化“和”数字客户体验“模块以获得CIM专业数字营销文凭。 

随着越来越多的企业将数字营销融入他们的运营中,我们的硕士课程将为你提供进阶的数字营销技能和知识,帮助你胜任和数字营销相关的工作。你可以从事与数字营销和社交媒体、品牌管理、市场洞察力和战略咨询等相关的职位。 

联系我们

Shu Hampson亨利商学院区域招生经理(中国)
邮箱:s.hampson@henley.ac.uk
电话:+44 (0)118 378 8876
微信:ShuHenley

Josh Jedrzejczyk亨利商学院高级招生官(中国)
邮箱:j.jedrzejczyk@henley.ac.uk
电话:+44 (0)118 378 5815
微信:JoshHenley

点击任意位置关闭
wechat qr code