MSc Digital Marketing

The evolution of the internet and the way technology is forever revolutionising the way products and services are consumed in both their ideology and their functionality has fundamentally changed the strategies and tactics used within marketing. The connected consumer is the new norm where people constantly split their attention between devices and the world around them. Human attention is now at a premium as advertisements vie for visibility in a landscape populated by an expanse of everyday people passing on their own ideas and persuading others to think the same way. Building and growing a brand is not just a challenge of visibility, it is also creating something that resonates with the consumer.

Digital marketing is a component of marketing that applies digital mediums to realise marketing goals. The fundamental shift in consumption habits has expanded the ways marketers can understand consumer behaviour and they ways in which they can reach customers and build relationships. The strategies and tactics used within digital marketing is always changing and evolving with the advent of new technologies and the impact they have on consumer behaviour and consumption habits.

The role of the digital marketer is diverse. They develop, implement, and manage digital marketing campaigns which play a major role in enhancing brand awareness. They harness different digital mediums for advertising and build relationships with customers digitally while evaluating their campaigns using analytics and metrics. The skills required to enter the marketing industry are specialist where in many instances, the digital marketer is expected to be proficient at them all.

MSc Digital Marketing is a specialist programme designed for graduates wanting to practice digital marketing and move into future leadership roles. It has been developed to meet the needs of employers seeking candidates with digital marketing skills that add immediate value to both the workplace and to your own entrepreneurial activities.

How You Are Assessed

A range of assessments methods are used in this programme, including presentations, reports, essays, business proposals, reflective commentaries, and portfolios which may include brief writing, pitch presentation, video creation, and content writing.

All modules are mapped to programme-level outcomes and assessment activities are designed to be relevant, inclusive, and diverse. These prioritise authentic real-world, live challenges, and experiential learning, fostering global mindsets and problem-solving skills, active learning, critical thinking, effective communication, and independence in learning.

The assessment activities include measurement of student performance and retained learning, enabling compliance with AACSBs Assurance of Learning.

Career and Personal Development

Graduates with Master's level awards may progress to marketing roles in a variety of industries around the world. Specialist skills are highly valued by private and public sector organisations, as well as beneficial to those running their own enterprises. Some students choose to pursue careers in research or academia.

The University Careers and Employability Team offer qualified advisors who can work with you to provide tailored, individual support and careers advice during your time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing your course, including access to events, vacancy information and website resources; with access to online vacancies and virtual and website resources for the following two years.

This service can include one-to-one coaching, CV advice and interview preparation to help you maximise your future opportunities. The service works closely with local, national and international employers, acting as a gateway to the business world.

Applicants would be expected to have a minimum 2:2 honours degree in marketing, business, or management. Accredited prior learning (APL) with marketing experience also considered.