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Marketing and Digital Communications MSc

Marketing and Digital Communications MSc

Different course options

Study mode

Full time


1 year

Start date


Key information

Qualification type

MSc - Master of Science

Subject areas

Communication Studies Business Communication Skills Digital Marketing Marketing

Course type


Course Summary

Integrating mainstream marketing and communication theories with relevance to the digital environment, the MSc Marketing and Digital Communications programme provides an insight into developing practical strategies for marketing and communications, taking into account the constraints, opportunities, risks and technical elements of different digital platforms.

The course explores the strategies that drive marketing and communication campaigns, covering topics such as new product development, crisis communications and green marketing.

  • Gain a broad overview of the relationship between marketing and the digital economy, from a global perspective.
  • Learn to apply marketing concepts to relationship building and networked communication.
  • Learn from academics engaged in world-leading research into digital media, digital methodologies and marketing.

What you'll study

The core modules aim to build foundational knowledge and skills in marketing and consumer behaviour concepts and theories. Students will have the opportunity to gain the following broad skills:

  • Ability to develop independent and critical insights into marketing concepts and digital communications.
  • Ability to critically evaluate approaches to marketing and communication strategies through real world examples.
  • Ability to assess the risks and opportunities for building relationships and consumer communities within the digital landscape.
  • Learn to communicate effectively and with sensitivity to cultural or other relevant contextual factors, within global platforms.


  • Eight core modules
  • Three optional modules


The teaching team is comprised of Teaching and Research and Teaching & Scholarship staff, complemented where relevant by visiting lecturers with professional expertise in sectors such as communications, advertising and public relations. Students will benefit from this mix of expertise, gaining insights from research, scholarship and industry.

Students typically have 3 contact hours per week in each module. Within these three hours, each module has its own pattern of lectures, seminars/classes and other activities. Students could take part in a range of different teaching and learning activities that include the standard lectures and small group seminars, one-to-one tutorials, expert lectures, group-work, independent studies, research projects, team group learning.

Career paths

The programme is suitable for individuals who are looking to work in marketing, internal or external communications, social media, public relations, and advertising roles in commercial or non-commercial sectors.


The module provides salient theoretical and conceptual understanding of the changing nature of the politics of consumption, consuming communities and digital cultures emerging through the convergence of technologies in a global networked society/marketplace. The basis of the module is that the cultures of consumption are changing seismically through digital platforms and there is a need to examine the different cultural phenomena and trends which are shaping consumption patterns globally and in terms of specific cultural contexts. The module reviews examines IoT and the home, social media rituals, connected publics, digital cultures in the workplace, the virtues of the sharing economy, avatars, digital bodies, posthumanism, digital intimacies, global digital cultures including perspectives from the global south as well as netnography and digital visualization.

Tuition fees

UK fees
Course fees for UK students

For this course (per year)


International fees
Course fees for EU and international students

For this course (per year)


Entry requirements

A 2:1 or above at undergraduate level in any subject.