Coventry University program

New Media Communications and Content Marketing

This module is designed to guide you through the significance of New Media Communications and Content Marketing

This program is part of the MSc Digital Marketing with Data Analytics degree offered by Coventry University

Develop a solid foundation to make informed decisions about the right platforms and tools to use

The fundamental components of a thriving New Media Communications and Content Marketing campaign are the audience, the message and the media.

Upon successful completion of this module, you should be able to critically assess and advise brands on how they can reach the right audience at the right time with the right message - for example, would you use moment marketing, television, press, social media, radio, virtual reality or more uncommon ambient media such as pavements or hot air balloons?

This module will provide you with the opportunity to assess a varied assortment of real campaigns across different media and critically evaluate how effective they are.

During this module we will explore digital marketing strategies by looking at a variety of examples across organisational sectors such as, for example, retail (Selfridges, Ebay), media (Virgin, Sky) and technology (Apple, Sony) to name a few. We will also examine the fundamental principles of New Media Communications and Content Marketing by looking at associations between New Media Communications and Content Marketing strategies, strategy execution and implementation.

It is an investment in core skills and knowledge that will assist you to navigate your way through the ever-changing world of digital marketing, as well as providing a focus on factors that will make a positive impact on organisational results.


5 courses

Delivered by expert academics

Coventry is the University of the Year for Student Experience 2019 in The Times and The Sunday Times Good University Guide 2019.

The University may deliver certain contact hours and assessments via emerging online technologies and methods across all courses. In response to the Covid-19 pandemic, we are prepared for courses due to start in or after the 2020/2021 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.

Due to the ongoing restrictions relating to Covid-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.

  • Coventry University

Learning outcomes

Upon successful completion of this course, you should be able to:

  • Critically evaluate the importance of New Media Communications and Content Marketing within a global marketing context.

  • Apply current New Media Communications and Content Marketing tools to build an effective online presence for an organisation.

  • Synthesise selected marketing theories, within the context of various sectors of the New Media Communications industry, to debate current knowledge relevant to New Media Communications and Content Marketing.

  • Communicate effectively through appropriate online visual, verbal and written formats and by utilising digital marketing industry standard terminologies.

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