As I am hoping to pursue a career in the marketing and communications function, I chose the Digital Business Pathway because I believed that it would be most relevant for my future aspirations.
Given that marketers are relying ever more on big data, digital marketing tools and web analytics to target customers for example, I thought that studying this pathway would provide me with particularly useful knowledge and skills. I also chose it because many companies are developing their business models in response to changing customer purchasing behaviour in this digital age, and I wanted to learn about the most important developments.
For example, as I aspire to break into the luxury goods sector, studying this pathway has been important because companies in this industry are increasingly reliant on their digital marketing capabilities and e-commerce platforms. This pathway has not only taught me about competitive strategies and methods that digital businesses employ, but it has equipped me with knowledge about intellectual property rights and developed my understanding about how companies have responded to changes in the digital landscape.
With coursework that encourages creative thinking and a set of interesting guest speakers, I have really enjoyed this useful and forward-looking module.
Camille is studying our MSc Management programme.