Κολέγιο CITY College
International Faculty, City College.
Main Campus, Thessaloniki, Greece
EN
EL

Digital Marketing and Social Media - MA

Degree title: Master of Arts in Digital Marketing and Social Media.
The title is awarded directly by the University of Sheffield.
Duration: 1 or 2 years
Language of instruction: English

The advent of the internet has reshaped the business world. Understandably, the marketing practices have been affected radically. Those companies that are adopting digital and online tools are gaining a competitive advantage. This leads to an ever-increasing demand for marketing professionals with up-to-date knowledge in digital skills. The MA in Digital Marketing and Social Media, innovative in its conception and applicable in its context, aims at equipping students with such powerful skills. Students develop an analytical approach of any current practices and the critical ability to review, adapt, or even transform them.

The programme builds on the existing marketing practices by integrating the digital tools and social media applications so that graduates can excel in the booming digital era. Graduates of the MA in Digital Marketing and Social Media will be able to meet the demands of any conventional marketing position and utilize their cutting-edge digital knowledge both to their company’s and their personal advantage. They will be able to use the various electronic media in order to design innovative marketing practices and implement competitive projects. They will establish themselves as innovators thus enhancing their career prospects.

 

Entry requirements

View the application and admission requirements of the programme.

 

How to apply

If you wish to apply for this programme you may view details of the application process.

 

Any questions?

If you'd like to know more about this programme, contact our Admissions Team at admissions@city.academic.gr

 

Strategic Marketing
Online Consumer Behaviour
Advertising and Sales Promotion Management
E-Business and Internet Marketing
Building successful web presence
Emerging new and online media
Public Relations Strategies
Research Methods
Dissertation  


* This programme may be subject to minor changes.
 

Strategic Marketing
This unit integrates the "tools" and the framework that practitioners will use in applying marketing. The understanding of marketing requires the understanding of its concepts but the successful application of it requires the ability of analysis, evaluation and synthesis; analysis of the situation, evaluation of it and the synthesis of a solution. Furthermore, effective marketing application requires the ability to decide and implement under conditions of uncertainty and restrictions of resources.
In this unit the students will be expected to develop their analytical, critical and synthetic abilities regarding the elements of the marketing environment. They will be expected to draw on their knowledge of different aspects of marketing and provide complete solutions to marketing problems. Such solutions will be expected to be applied in different sectors of economic activity. Back to top

Online Consumer Behaviour
The development of the World Wide Web in regards to access to information and knowledge demands the study of consumer behaviour from a global perspective. Therefore, in the fast expanding area of digital economy there has been an absolute need to examine a new type of consumer, the online consumer. The unit explores in depth the characteristics of this new consumer and compares the 'traditional' with the 'new' trends. The use of new technologies and their influence on the decision making process are analyzed, while the decision making process on purchasing online is also examined. Back to top

Advertising and Sales Promotion Management
This unit focuses on integrated marketing communications. It provides the delegates with command of the terminology, concepts, theory, recent developments and innovations and management implications of the communication element of the marketing mix with particular focus on the elements of advertising and sales promotion. Examples and cases will be drawn from the international advertising industry as well as from the greek advertising industry. By the end of this unit, students will be able to:

  • Learn the fundamental role of advertising in the communication process
  • Identify and explain the economic, social, ethical and legal issues advertisers must consider
  • Show the overall relationships between the advertising agency and the client
  • Describe how marketers use behavioural characteristics to cluster prospective customers into market segments
  • Examine how advertisers gain information about the market place and how they apply their findings to advertising decision making
  • Describe the process of advertising planning Back to top

E-Business and Internet Marketing
As more and more organizations are using the Internet-based applications to better perform in their business, the internet is becoming an increasingly important tool of marketing. This potential for e-business emerged in a dynamic way in the 1990s and it has since had a strong impact on the approaches of marketing and the implementation of communication tools. The new technologies, and especially the internet, have brought about a new value creation, which has become the basis for competitive strategy. Understandably, we have entered the era of web, where suppliers, distributors, providers, and customers are all using the web as the main platform for communication and transactions. Back to top

Building Successful Web Presence
The evolution of the Internet and the rise of Digital Media have transformed marketing and the way we are tackling integrated communications. From the brands' perspective, the technology which emerged from digital media afforded them with the opportunity to expand in markets by offering new products and improved services through all the available digital channels. From the consumers' perspective, new technologies presented them with a much wider choice of products and services available from different suppliers and channels. This unit is designed to help students understand and acquire theoretical and practical knowledge in the field of digital marketing by learning how to create and use effective online campaigns.
In this unit students become familiar with the "internet footprint", understand their digital consumers (web analytics and audience profiling) and go in depth in such critical and practical topics like:

  • search engine optimization
  • usability and responsive design
  • ppc models (pay per click performance marketing)
  • online user behaviour and experience
  • techniques for advanced internet searching
  • monitoring measurement and management Back to top

Emerging new and online media
The emergence of the digital media has revolutionised communication reality and the rapid growth of mobile and digital tools has brought about unprecedented opportunities. People's habits have been reshaped through social networks, while online behaviour has been affected by the use of social media. Modern consumers watch less TV, are more active online, communicate through smart phones, talk via Skype and exchange information via social networks and blogs. Digital marketing tools are helping brands and organizations to reach more potential customers who are actively seeking services and products in the digital world via mobile and desktop devices. This unit is designed to help students understand how the digital marketing evolution has changed the way that brands communicate with their customers. Students also acquire practical knowledge of planning in new media and mobile devices. Finally, they are introduced and become specialists in using all emerging new and online media, such as:

  • digital advertising evolution
  • mobile and tablet marketing
  • inbound marketing
  • customer engagement through content strategy
  • e-commerce and social engagement
  • building and managing e-services
  • social and viral campaign planning
  • digital products and services Back to top

Public Relations Strategies
This unit provides students with a comprehensive overview of public relations principles, concepts and methods. It offers up-to-the-minute case studies and coverage of areas such as ethics and professionalism, international public relations, crisis management and diversity in the work place. By the end of this unit, students will be able to: 

  • Explain what public relations is and how it differs from advertising.
  • Identify the areas in which public relations operate and the activities performed in those areas.
  • List and explain the most common types of public relations tools and describe the role of public relations in non-profit organizations. 
  • Be in a position to plan, organize, implement, measure and evaluate the results of public relations programs. Back to top

Research Methods for Business
This unit provides a series of lectures on academic presentation, writing skills and an introduction to research issues and methods.  The unit examines a wide range of research methodologies, both qualitative and quantitative, with reference to their philosophical base and practical application in marketing, management, banking and the leisure industry. The aim is to help students design, implement and apply their own research as well as to equip them to be able to critically evaluate published material. Back to top

Dissertation
The dissertation represents a piece of individual and original research based on an approved topic of the student’s choice related to the course and selected in consultation with tutors. The term ‘originality’ here does not necessarily imply that the dissertation will develop new theoretical insights or models but that it clearly demonstrates the development of new insights and knowledge in the candidates own mind and work. Back to top

 

The Business Administration & Economics Department (BAED) of the University of Sheffield International Faculty, CITY College aims at providing all students with an intellectually stimulating and supportive environment that allows them to acquire important skills and competencies for their professional and personal life.

Business matters at BAED. Our undergraduate and postgraduate courses in management related disciplines are designed to challenge students’ thinking and inspire them to develop the advanced knowledge and analytical skills they will need to succeed in business.

Our academics continually work with international, national and regional businesses as part of their research and use their experiences to make their teaching relevant and up-to-date.
More about the Business Administration & Economics Department

 

Research at the Business Administration & Economics Department

The academic staff of the Business Administration & Economics Department

Contact the Business Administration & Economics Department

 

Graduates of the MA Digital Marketing and Social Media programme may pursue careers as digital marketing managers, social media specialists, brand managers, marketing managers, e-commerce managers, media relations specialists and more.

Career Office

Our Career Office, focuses on helping students to set attainable career goals. It offers advice on CVs and cover letters, and on how to effectively handle job interviews. Through career fairs, and different internship programmes, the department aims at constantly bringing students in contact with prospective employers. 

Every spring our Career Office organizes the Annual Career Fair presenting with an opportunity to get a first feel of job seeking. During the event students and alumni have interview opportunities with corporate recruiters and present their skills and abilities to potential employers. Large companies, organisations and multinationals from different industries across S.E. Europe participate every year in our Career Fair and offer employment and internship opportunities to our students and graduates.
More about our Career Services.

Contact:

Ms. Maria Matiaki, Director of the Student Affairs and Alumni Department
mmatiaki@city.academic.gr

 

Ms Eleni Karathanasi“Lecturers at the International Faculty undoubtedly have substantial academic experience. What is more, due to their professional experience deriving from their direct involvement with the industry, they provide students with valuable knowledge and skills, thus enriching their class with real life examples. Also, every single student receives individual attention and got to have personal interaction with the lecturers. I would strongly recommend the postgraduate programme for those interested in this field.”

Eleni Karathanasi
Marketing & Operations Specialist
Starbucks, Netherlands

back