What to look for when doing research for an institution-specific statement of purpose

I am applying for a taught MSc programme in software engineering. I understand that my SoP should be specific to the programme/institution I am applying to. However the guides I have read so far only told me that I should do some research. And not what I should look for.

So far I have researched the following: Academic interests of the professors, if there are famous professors (answer: no), rankings and content of the lectures.

I have also read the prospectus, but found that it didn't add anything new. I.e. it contained marketing nonsense, the list of lectures, administrative information and some pictures.

Now I am out ideas.

There is also the point that I, personally, don't care about famous professors, the academic interests of the professor or how my school is ranked. Of course that is because it's a taught course and only takes a year. In a research degree I would want to get a specific research topic.

I choose the programmes I am applying for to 70% on the module description, 20% on the location and 10% on if the title sounds impressive. And yes, I am serious about the last one. That title will be the first thing every HR person sees.

That means that this research does not reflect my personality very well.