Our Postgraduate Portfolio

Digital Marketing Practice (MARK11020)

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SCQF Level 11 | Term 1 | 20 Credits | Core

 

Focusing on practical application, this module prepares students to apply AI-integrated digital marketing across B2B and B2C contexts. Students develop blogs or websites and promote them using SEO, PPC, and social media, informed by data analytics and real-time feedback mechanisms.​

Key Themes:

1. AI-enhanced marketing tools 

2. Website/blog development

3. SEO and PPC advertising

4. Big data insights and performance metrics

5. Content marketing and social media management

Digital Branding (MARK11033)
 

 

 

 

 

 

 

SCQF Level 11 | Term 1 | 20 Credits | Core 

This module explores branding principles and their evolution in the digital space. Students work on real-life branding challenges, including experiential branding, digital storytelling, and consumer engagement through brand identity and equity.

Key Themes:​

1. Brand values and positioning

2. Consumer insights and brand storytelling

3. Visual identity and digital platforms

4. Branding for NGOs and in crisis

Future Marketing and Transformational Technologies (MARK11044)

 

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SCQF Level 11 | Term 1 | 20 Credits | Optional Module

Adopting a future theory lens, this module delves into how DARQ (Distributed ledger, AI, AR/VR, Quantum) technologies redefine marketing landscapes. Students critically analyse marketing’s evolution and create future-ready brand experiences and strategies.

Key Themes:

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1. Transhumanism & consumer behaviour

2. AR/VR and metaverse marketing

3. Ethical and social implications of future tech

4. Synthetic marketing experiences

Digital Marketing Theory (MARK11021)
 

 

 

 

 

 

 

 

 

 

 

 

SCQF Level 11 | Term 2 | 20 Credits | Core 

This module critically examines both foundational and advanced theories of digital marketing in a global business context. Students engage with contemporary digital strategy models, big data, AI integration, customer behaviour insights, and marketing innovations. The module is designed to build analytical capabilities while enhancing practical skills for strategising within modern digital environments.

Key Themes:​

1. Technology-assisted marketing

2. Digital branding and identity

3. Digital consumer behaviour and ethical considerations

4. Predictive analytics and AI in strategy

5. Metaverse marketing and synthetic identities

Content and Media Management (MARK11034)
 

 

 

 

 

 

 

 

 

 

 

 

 

SCQF Level 11 | Term 2 | 20 Credits | Core Module
 

This module explores the strategic and performative role of content and media in the digital marketing landscape. Students engage with content management systems, digital platforms, and innovative content creation practices across multiple media formats. The course encourages critical and creative engagement with digital, social, and transformational technologies to develop personal and professional branding and digital campaigns for live business projects.

Key Themes:​

1. Content management systems and digital transformation

2. Creativity in convergent digital cultures

3. Personal digital branding and performative identity

4. Live business engagement and strategic consultancy

5. Viral and immersive content strategy

6. Cultural capital, spectacle, and content society

7. Metaverse and body politics in digital identity

Creative Research (MARK11019)

 

 

 

 

 

 

 

SCQF Level 11 | Term 2 | 20 Credits | Core ​

Equipping students with robust research design and critical analytical skills, this module supports the development of creative and ethical research practices applicable to digital marketing.

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Key Themes:

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1. Research philosophies and ethics

2. Literature review techniques

3. Qualitative and quantitative methods

4. Data analysis and presentation