100% Online MSc in Digital Business - Detailed description

3 good reasons to study Digital Business:

  • Develop skills and knowledge to succeed in digitally transforming environment
  • Be critically aware of the capabilities of emerging technologies
  • Gain practical and transferable digital skills and techniques

Developed in response to a shortage of digital skills identified both nationally and globally, our master’s in Digital Business has been designed to provide you with key practical skills for the current marketplace, including problem-solving, strategic planning and critical thinking. The programme is industry-focused and makes extensive use of real-world examples to examine the application of your learning. In the final semester, you will work on the Industry Collaboration Project, a live industry brief either for your own employer or with another organisation.  You will choose one of four options to look at a real industry problem and provide researched solutions, helping you put your learning into practice.


MSc (Minimum 12 months, maximum three years)

Course Details

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Digital Business and Entrepreneurship

The module aims to develop an understanding of, the key mechanisms of global digital business and how entrepreneurs and organisations can create, deliver and capture value in range of contexts - social, cultural and economic.

Indicative Syllabus Outline

  • Digital business transformation – concepts, trends, models and issues 
  • Innovation – new models, new products, invention vs imitation
  • Creative entrepreneurs, characteristics,  attitudes, approach to exploiting new ideas
  • Disruptive and innovative technologies: business and societal perspectives
  • Managing strategic digital environments, digital business systems in the value chain
  • Managing strategic digital environments, digital business systems in the supply chain
  • Business models embedding digital technologies
  • Visualisation and analytics from closed and open datasets and big data

Search and Social Media Marketing

Search and Social Media Marketing aims to provide critical insight into search and social media marketing and its strategic benefits to organisations operating within a digitally connected global marketplace

Indicative Syllabus Outline

Planning: Digital Marketing Strategy using Buyer Persona Spring

  • Buyer Persona Spring development
  • Planning and implementing a communications plan
  • Search and social media marketing context and principles
  • Keyword research and social media influencers identification
  • Legal and ethical issues  

Implementation: Digital marketing strategy formulation: 

  • Digital campaign project management – including work breakdown and risk management
  • Four pillars of SEO
  • Content marketing
  • Mobile marketing 
  • Paid, owned and earned media

Observation: Digital marketing strategy implementation 

  • Data driven decision making
  • Monitoring positions on Search Engines Results Pages (SERPS)
  • Competitor activity benchmarking 
  • Social Capital 
Evaluation: Fundamental Search and Social Media optimisation
  • Return on Investment (ROI)
  • Tracking of Key Performance Indicators (KPIs)
  • Tracking and measurement

Information Systems and Digital Transformation

The module provides theoretical, practical and systemic understanding of knowledge for the needs of organisations when strategically planning, re-engineering, and integrating Information Technology/ Systems (IT/S) in the context of Digital Transformation of Businesses. Information Systems and Digital Transformation aims to provide a holistic knowledge of the critical role of current problems and /or new insights of IT/IS both at corporate and business level so students are ready to provide capability in, IT/IS, together with understanding of professional, ethical and legal issues for IT/IS implementation at functional and strategic levels of transforming businesses

Indicative Syllabus Outline

  • Management and organisations 
  • IT Strategy vs Digital Strategy
  • Digital Transformation in Businesses
  • Applied Information Systems 
  • User requirement analysis 
  • Paradigms of philosophical enquiry
  • Procurement of development
  • Information Systems Strategy
  • Critical Thinking skills
  • Digital technology and ethics
  • Professionalism and career progression 

Project Management, Leadership and Skills

This module gives you an effective introduction to the different business skills, approaches and methods needed for leading and managing projects.

Indicative Syllabus Outline

  • Project management and the operating environment 
  • Project life cycle
  • Management structures by which projects operate
  • Project management planning 
  • Scope management
  • Scheduling and resource management
  • Estimation, forecasting and resourcing.
  • Risk management and issue management
  • Project quality management
  • Communication
  • Leadership and teamwork
  • Managing in a multiple project environment