MSc Digital Marketing
1 year Full-time classroomDownload PDF Enquire now
Response to Covid-19: Our focus is on providing a safe and welcoming learning environment and ensuring continued access to learning.
As a result of the coronavirus (Covid-19) pandemic and resulting social distancing requirements, we are intending to teach this course using a mix of on-campus and online learning activities. We continue to be guided by the Government to ensure our campus is Covid-secure. More information about our response to Covid-19 and FAQs are available here.
All information is accurate at the time of sharing. Courses starting in 2022 are offered as a mix of face to face and online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff. Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.
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 programme has been designed to accelerate your career potential in a rapidly developing sector.
Our marketing subject area 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.
This programme is also available as MSc Digital Marketing with Advanced Practice which includes either an internship or project.
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 undertake further professional development and training through Professional Pathways programmes. These are offered to our graduates for free, from our partner, QA. Find out more about Professional Pathways and your eligibility.
You can also gain access to the Northumbria University Graduate Enterprise scheme where we can help you with advice and skills to enable you to set up your own business.
From your Programme Leader, Dr Lillian Clark
Digital Marketing reading:
All applications will be considered on an individual basis.
International entry equivalencies
We accept a wide range of international qualifications. Please visit our entry requirements page for country-specific qualifications.
Masters Foundation programme
Alternatively, you may also be eligible for one of our Pre-Masters courses. These are pathway programmes designed specifically for students who require additional support to meet the entry requirements of their chosen Masters degree.
Pre-Sessional English and Study Skills
If you have IELTS 5.5 – 6.0, you may be eligible to join our Pre-Sessional English before starting this programme. This programme will help you develop language skills in a content-based approach to learning involving critical thinking, questioning, discussion, reflection and analysis.
All modules are core and 20 credits unless otherwise stated.
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:
This module engages you in personal and professional development in order that you develop and hone your team working, management and leadership skills, capabilities and attributes, and in so doing, enhance your employability. In this module, you will not only prepare for your first job after you graduate but also kick-start your commitment to life-long personal and professional learning.
In the first part of the module you will be supported in a self-analysis by a range of activities, including the completion of self-administered tool-kits to demonstrate an increased self-awareness and self-understanding.
The second part of the module contains activities that enable you to build on your self-analysis and explore further your strengths, weaknesses and areas for development in the context of your career development plans. This will also include the development of knowledge into the global graduate market, (including routes such as self-employment and developing your career with an existing employer) drawing upon local, national and international examples.
This module will provide you with essential knowledge and analytics skills needed for you to complete a high-quality Masters’ Dissertation or Consultancy Project. By undertaking and reflecting on practical research-based activities you will understand the process of designing and carrying out a research study. You will also engage in activities that involve an understanding of data and analysis of data. This will place you in a strong position to undertake your own Masters’ level research or Consultancy Project.
At the end of the module, you will write a research proposal, this will be assessed and will contribute to your final mark. In the dissertation you will work under the supervision of a member of the academic staff and your proposal will also help to ensure you get the most from this relationship.
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:
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:
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.
The aim of this module is to support your study, language and communication skills for academic purposes in the study in your chosen discipline at postgraduate level.
The module is designed to enable you to become an advanced independent learner. It is supported by a teaching and learning plan which outlines the formal sessions. Interactive workshops will be tailored to address some of the specific issues that you meet within your discipline. You may also be asked to complete some preparation tasks for some seminars but these will be kept to minimum. You will be expected to identify those skills which you need within your postgraduate programme, and to develop these independently through a range of learning activities that might include extended reading, and reflection.
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.
Please note that your tuition fees do not include the cost of course books that you may choose to purchase, stationery, printing and photocopying, accommodation, living expenses, travel or any other extracurricular activities. As a Northumbria University London Campus student, you will have full access to our online digital library with over 400,000 e-books and 50,000 electronic journals.
The modules you will study do not require you to purchase additional textbooks although we recommend you allow an additional £100 for the duration of your studies should you choose to purchase any additional reading materials.
Your tuition fees cover far more than your time in class with our expert academics, it covers the cost of providing you with excellent services and student experience.
Depending on the country you are from, you may be eligible for a country bursary and/or scholarship when studying the MSc Digital Marketing 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.
If you need support to spread the cost of your tuition, you may be eligible for our payment plan.
If you are a UK or Home student, you may be eligible for a postgraduate loan of up to £10,000+ from the UK Government. Click here to find out more about the loan and whether you are eligible to receive it.
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.
Once you’re ready to apply, you can apply online to study the MSc Digital Marketing programme. This method allows you to upload your supporting documents at the time of application and automatically receive your student application number.
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.
You can check more information on how to apply here, including guidelines for the application forms.
UK/Home Fee: £9,450
International Fee: £16,000
Minimum of a 2:2 honours degree or equivalent, or substantial experience of working in a business organisation
IELTS 6.5, with no single element below 5.5, or equivalent
Coursework and exams
January, May, SeptemberNext application deadline