Overview

Whether you are a business student looking to build your knowledge and specialise in the digital domain or looking to join the marketing world, this MSc Digital Marketing with Advanced Practice programme has been designed to accelerate your career potential in a rapidly developing sector. The Advanced Practice stage of this Masters degree includes the option of 12-15 week internship or applied group consultancy project in your penultimate semester, giving you valuable work experience and business insights.

Key facts

  • Learn how to integrate new digital tactics and strategies with traditional marketing tools and practices
  • Put your learning into practice with an internship or group consultancy project
  • Develop your understanding of leadership and management
  • Newcastle Business School is one of only 1% of the world’s business schools to hold the prestigious AACSB accreditation
  • Upon completion of your programme, you will be eligible for our Professional Pathway programmes which will enable you to further develop your skills, delivered by QA, one of the UK’s largest providers of IT and project management training
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Course information

Level of study: Postgraduate
Fee: £10,000 (UK/EU) £17,000 (International)
Entry requirements: Minimum 2:2 (second class) honours degree or equivalent
English language requirements: IELTS 6.5 (or above) with no single element below 5.5 or equivalent
Mode of study: Full-time classroom
Duration: 16-21 months
Assessment methods: Coursework and exams
Scholarship or bursaries: Available
Student finance: Available
Payment plan: Available
Starts: January, September, May 2018
Next application deadline: 18 September 2017
About this course

What will I study?

Our marketing Subject Group has established working relationships with key bodies such as the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM) allowing the course content to be reflective of their syllabus. This is particularly of value if you are intending to progress on to a professional qualification with either body upon successful completion of your Masters.

The MSc Digital Marketing programme demonstrates how new digitally-focused tactics and strategies integrate with more traditional marketing tools and practices to capture new customers, build customer loyalty and provide superior customer service. You will understand the value of, and methods for, determining return on investment of Internet marketing programs, as well as online visitor and buyer behaviour, customer journey mapping, mobile marketing and social media.

You will also have the opportunity to develop a wider understanding of the principles and practice of leading and managing organisations and develop a range of applied research skills.

Following your second semester, you will undertake the Advanced Practice element of this programme which consists of either an internship or an applied group consultancy project where you will work with a real organisation on a live business problem. You will benefit from valuable work experience and developing key business insights.

For those completing an internship, in the remainder of the programme you will complete your research and writing up of your dissertation or undertake a consultancy project. Every student has a personal research supervisor and will be required to submit an assessed research proposal prior to embarking on the dissertation itself. For those not undertaking an internship, you will undertake an applied management work investigation following your consultancy project.

Advanced Practice stage

The Advanced Practice version of this course offers you a valuable opportunity to secure a work placement or complete a group consultancy project, giving you experience of the workplace environment or live business issues, and an excellent way to put your learning into practice. This stage of the programme will take place between your second and final semester, and is a semester long (12-15 weeks) in duration. Internships as part of the Advanced Practice stage may be paid or unpaid. The alternative consultancy module allows you to work in teams with a business organisation working on consultancy-based projects on real business scenarios. Whether you choose the internship or consultancy project you will successfully develop your business skills and further enhance your employability.

September starts
If you choose to start your Masters in September, your programme will last for up to 22 months. You will have a summer break after Semester 2, and commence your Advanced Practice stage in September.

January starts
If you choose to start your Masters with Advanced Practice in January, your programme will run for 16-18 months. You will commence the Advanced Practice stage of the programme in September, immediately after your second semester. Please note that there is no summer break included in this programme for those starting in January.

May starts
For those starting your Masters with Advanced Practice, you will start the Advanced Practice stage of the programme in January, straight after you have completed your second semester. Your programme will run for a total of 16-18 months. Please note that there is no summer break included in this programme for those starting in January.

The Advanced Practice programmes are structured as below:

Sept-Jan Jan-May May-Sept Sept-Dec Jan-May May-Sept
September starts Semester 1 Semester 2 Summer break Masters’ Internship Masters’ Dissertation
Business Clinic PG Group Consultancy Project Applied Management Work Investigation
Jan starts Semester 1 Semester 2 Masters’ Internship Masters’ Dissertation
Business Clinic PG Group Consultancy Project Applied Management Work Investigation
May starts Semester 1 Semester 2 Masters’ Internship Masters’ Dissertation
Business Clinic PG Group Consultancy Project Applied Management Work Investigation

How will I be taught and assessed?

You will be taught through a mix of lectures, seminars and workshops to enable you to grow your knowledge of the business world. In addition, you will be expected to engage in independent study involving directed and self-directed learning.

Technology Enhanced Learning (TEL) is embedded throughout the course with tools such as the ‘Blackboard’ eLearning Portal and electronic reading lists that will guide your preparation for seminars and independent research.

Assessment for this programme takes place through a mix of assignments, presentations and group work, giving you multiple methods for you to show your understanding of the course material.

Significant emphasis is placed on developing your ability to complete a Masters degree. As part of induction you will be made fully familiar with the learning resources and support available to you. There will also be weekly academic support sessions designed to build your confidence and ability as a postgraduate learner. You will also be allocated an individual guidance tutor at induction. You will meet this tutor at regular intervals across your period of study.

Careers and further study

Graduates will be well suited to join a wide range of businesses, including graduate training schemes or even start up their own businesses or begin a professional qualification with one of the marketing industry bodies.

Upon successfully completing your course, you may choose to further develop your employability skills through Professional Pathway programmes delivered by our partner, QA. These are offered to our graduates for free and give you an excellent opportunity to undertake professional training at the end of your Masters from one of the UK’s leading corporate training providers. Find our more about Professional Pathways and your eligibility.

You can also gain access to the Northumbria University Graduate Enterprise scheme where we can help provide you with advice and skills to enable you to set up your own business.

Applicants should have the following:

Academic requirements

  • Minimum of a 2:2 (second class) honours degree from a UK university or equivalent in any discipline.
  • Others are welcome to apply with relevant work experience. You must have a clear commitment to a professional career in the marketing profession, particularly in its digital areas of application.

If you’re unsure if you meet the entry criteria, please contact us and our team will be able to advise you.

Alternatively, you may be eligible to join one of our Pre-Masters programmes. These are specifically designed for students who do not yet meet the entry requirements for our postgraduate degrees and would like to bridge this gap in their qualifications. Upon successful completion of one of our Pre-Masters programmes you will be eligible to join one of our Masters programmes.

English language requirements

  • Students require IELTS 6.5 (or above) with no single element below 5.5 or equivalent.

If your IELTS is within 1.0 of the required score for your programme, then you may be able to study our Pre-Sessional English programme.

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Core modules

This module is the first of two that prepares you to be highly employable, and enables you to demonstrate your ability to make an immediate impact on your organisation of choice.

It develops key hard and soft skills which have been identified by current research as those necessary for postgraduate students seeking work.

In this module you will learn to appreciate the role of a strategic manager of a modern day manufacturing and sales business in the context of an increasingly digitalised consumer-environment. You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. In addition, you will learn to appreciate the digital nature of modern day business operations and marketing strategy.

The module will cover the following themes:

  • Marketing planning and implementation
  • Competitive market strategies
  • Product development
  • Routes to market and multichannel marketing
  • Operations and supply chain management
  • Financial planning for operations and growth
  • Managing employees for competitive advantage
  • Introduction to promotional strategy
  • Introduction to digital and social-media marketing
  • Marketing-related legislation

This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them.

At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers.

This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to deliver personalised communications messages.

Throughout the module you will cover the following themes:

  • Consumer Decision Making
  • Journey Mapping
  • Customer Profiling
  • Database Marketing
  • Customer Relationship Marketing

In this module you will learn about a variety of different research methods. This will equip you with the knowledge and practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Masters dissertation or consultancy project. By the end of the module you will know how to apply both quantitative and qualitative data collection and analysis techniques.

You will undertake the following support sessions across each of the three semesters of your study.

In the first semester, the emphasis in terms of skills will be around the development of reflective practice including its practical deployment, experience of writing critically and being able to demonstrate reflective practice and experiential learning within the development of this writing, but equally, explicit development of and practice in everyday academic skills such as presentation preparation and doing, time management.

In the second semester the module will continue to provide sessions for you to see your Programme Leader on a regular basis so your relationship is maintained. The emphasis of many of the sessions will be on enhancing your employability.

In your final semester the focus will be on ASk tutors supporting you during the undertaking of your dissertation.

Developing Global Management Competencies II facilitates and supports you to develop and refine relevant and up-to-date employability skills, and in so doing enables you to recognise and articulate how you can demonstrate your potential added value to organisations.

You will learn about the development of practical skills and the techniques required by businesses to help in project management and the implementation of data management and data analytics solutions. The module will introduce some project management processes, frameworks and methodologies e.g. PRINCE2, Agile, PMBOK as well as some database principles and data analytics.

This module is designed to equip you with an overview of managing a digital marketing campaign alongside opportunities to utilise a range of digital media.

At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media usage, offering interactive opportunities for businesses to communicate.

You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for digital platforms, the user experience through the digital area, the role of social media marketing, deploying email marketing, and affiliated marketing’s role in a digital campaign.

Throughout this module you will cover the following themes:

  • Campaign Management
  • Content Management
  • User Experience
  • Social Media Marketing
  • Mobile Marketing
  • Email Marketing
  • Affiliated
  • Measurement

In this module, you will explore the important role of the website in an organisation’s digital marketing strategy.

You will learn the principles of website evaluation and will use analytic tools for the analysis of web data to help measure the effectiveness of web marketing and improve the user experience.

For students completing an internship

Students completing the Advanced Practice Masters programme can choose to complete a 12-15 week internship, worth 60 credits. This internship can be sourced by the student or by the university. It may be paid or unpaid. Most internships are unpaid. Students will be supported in the process of applying for an internship during their first year of study and equipped with the necessary internship application and selection skills, e.g. CV writing, interview technique. All internships will be approved by the university to ensure they are providing an appropriate learning experience and working environment. Students will be allocated an internship tutor who will work with them throughout the internship period. This will include visits and support in completing the internship assessment.

The module is assessed by a 4,000 word reflective portfolio which is focussed on your development from the perspective of gaining particular skills relating to employability and being employment prepared, engagement in further self-development from the perspective of employment potentially in a new or international context and further demonstration of cultural and ethical awareness through broader experience of working in a cultural diverse groups and teams via this employment opportunity.

You will design a research project, assessed through a proposal and will then work under supervision of a member of academic staff to use and extend the knowledge and skills that they have acquired during your programme of study to complete a dissertation. You will use appropriate research methodologies and data collection methods to critically synthesise a body of knowledge relevant to the taught programme.

On successful completion of this module, you will be able to conduct research and organise the findings into a comprehensive and explicit structure that is critically assessed and is linked to the conclusions drawn. You will demonstrate this ability by identifying an appropriate research topic, critically selecting and applying an appropriate research methodology and data collection method(s) to your chosen research topic, demonstrating a rigorous understanding of the theory and literature relevant to the issues under investigation, and showing how these link to the research method(s). You will also critically reflect on how their research contributes to the understanding of the topic area.

Some students may choose to base their topic on their internship.

For students undertaking a consultancy project

As a student enrolled on one of the Advanced Practice Programmes you may undertake a group consultancy project within the first semester of your second years of Masters’ study (the alternative is an Internship). Through your work-based experience, you will develop abilities as a problem solver with valued investigative, theoretical and practical business skills. This work-based experience will last the length of the semester and involve the examination of a complex organisational problem or commercial opportunity. By undertaking this module, you will have enhanced your individual skills, knowledge, effectiveness and employability by locating learning and development within a work-based context and will have critically reflected and evaluated upon organisational practices and the relation with academic theory.

The content of the work-based experience will be unique to you as a group of participants. The nature and scope of the area of student investigation will be defined and agreed in collaboration with the organisation and the University supervisor. The syllabus will include:

  • Conducting research in organisations
  • Identifying researchable questions
  • Consultancy and project management skills
  • Research methods and doing a literature review
  • Presentation, communication and report writing skills.
  • Analysing findings
  • Writing recommendations and action plans
  • Reflecting on work based experiential learning

Assessment will be both formative and summative and incorporate self, peer, and tutor evaluation. You will present your work-based findings to the host organisation (oral presentation) and an interim report written on behalf of the host organisation or sponsoring project client. In the follow-up module, Applied Management Work Investigation, you will provide a substantial management investigation report on the business related issue emerging from this placement or consultancy, alongside a personal reflective statement.

This follows your group consultancy project during the first semester of your second year of Masters’ study.

In this module you will take the skills you developed as a problem solver of a work based project and develop a client focused management report and presentation alongside an individual literature review and personal reflection.

The content of the management report will be unique. The nature and scope of the area of your investigation will be defined and agreed in collaboration with the organisation you worked with on the group consultancy project and your University supervisor. The syllabus will include:

  • Conducting research in organisations.
  • Identifying researchable questions.
  • Consultancy and project management skills.
  • Research methods and doing a literature review
  • Presentation, communication and report writing skills.
  • Analysing findings.
  • Writing recommendations and action plans.
  • Reflecting on work based experiential learning.

In undertaking this project based module, you will critically reflect and evaluate upon organisational practices and their relation with academic theory, and in doing so, provide practical and actionable recommendations through an investigative management report.

The assessment for your module consists of a Group Consultancy Report (7,000 words) and Final Client Presentation, weighted at 60%, alongside an Individual Assignment comprising a Literature Review (4000 words) and a Reflective Learning Statement (2,000 words), weighted at 40%.

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Tuition fees

  • UK/EU students: £10,000
  • International students: £17,000

Scholarships and bursaries for international students

Depending on the country you are from, you may be eligible for a country bursary and/or scholarship when studying the MSc Digital Marketing with Advanced Practice programme.

All of our scholarships and bursaries are automatically applied when we process your application and one of our team will be able to confirm your eligibility.

Scholarships and bursaries

Payment plans for self-funded students

If you need support to spread the cost of your tuition, you may be eligible for our payment plan.

Payment plans

Government Loan for Masters study

For the Academic Year 2016/17, the Government will be providing a Postgraduate Loan (PGL) up to the value of £10,000 for UK and EU students. If you enter either full-time or part-time postgraduate study after 1 August 2016, you could be eligible to receive this funding.

Postgraduate Loan

How to find out more

Enquire now to find out more information about the course, studying with us, the application process, and to ask any other questions you may have.

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How to apply

Once you’re ready to apply, you can apply online to study the MSc Digital Marketing with Advanced Practice programme. This method allows you to upload your supporting documents at the time of application and automatically receive your student application number.

Apply online

We strongly recommend that you submit your application as early as possible to allow you to complete all of the preparations needed to study your programme. After receiving an offer it can take time to arrange your finances and apply for your visa (if required) and it is important that you arrive in good time to enrol onto your course. Please refer to the Dates and Fees page.

If you are unable to apply online, you may apply using one of our PDF application forms below. Once you have completed your application form and have your supporting documents, you can email them to london.admissions@northumbria.ac.uk.

International students application form UK/EU students application form

Supporting documents

For us to assess your application in a timely manner, it is important that you provide us with the following documents:

  • Fully completed application form
  • Personal email address must be included on the application form
  • Transcripts and/or certificates (including a certified translation if not in English)
  • Passport – copy of personal details page
  • Proof of financial sponsorship if applicable
  • Reference
  • Confirmation of immigration history including copies of previous and current visas if applicable

You can check more information on how to apply here, including guidelines for the application forms.

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Dates and fees
Dates and fees

Dates and fees

We run multiple start dates throughout the year depending on your chosen course. Check our application deadlines, tuition fees and details of the payment plans we offer here.

Why Northumbria University?
Why Northumbria University?

Why Northumbria University?

Northumbria University offers the complete student experience. As a university we have been nationally recognised for many of our achievements which is reflected in our alumni that build outstanding careers after studying with us.

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