Get ready for the exciting future of digital marketing!
With the world going digital, businesses are adapting to stay ahead of the curve. As technology continues to evolve, so does our understanding of consumers and their behaviours. From e-commerce to social media, the possibilities are endless.
In our MSc Digital Marketing program, we equip our students with the latest industry-focused assessment and learning to prepare them for the dynamic world of digital marketing. Our curriculum emphasises the importance of being socially aware and responsible marketers who can adapt and innovate in different marketing environments, both locally and globally.
As digital disruption becomes the norm, we aim to create agile and empathetic professionals who can deliver compelling digital marketing strategies and management.
With the demand for digital marketing skills skyrocketing across all sectors, there has never been a better time to join the industry and shape the future of marketing.
Join us and become a marketing professional for today and the future!
Think about your future.
Unlock your digital marketing potential with an MSc from Middlesex University! The programme is designed with a teaching philosophy which puts you the students at the heart of the learning experience; recognising that you are future-oriented and career-focused and looking to enhance your skills for employment in a range of marketing positions.
The Programme was developed by industry experience
Experienced marketers deliver the course along with prominent researchers and practice-oriented academics.
With Middlesex University's MSc in Digital Marketing, you'll have the knowledge, skills, and industry insights you need to succeed in this exciting field. Enrol now and join the next generation of digital marketing professionals!
The programme emphasises practical hands-on application of knowledge. We are the only University in the UK that offers you a unique practitioner focused learning experience, where we take you away for a week-long residential programme to witness ‘marketing in action.’ You will receive presentations and insights from a range of companies which have included global sports brands, cutting edge digital communication agencies as well as not-for-profit organisations.
Our program emphasises practical application and is supported by digital advertising practitioners and industry-based agencies.
Plus, we’ve partnered with the IAB UK to give you access to industry events and networking opportunities and an extra training certification - the same training that industry professionals receive.
As the leading industry body for digital marketing, the IAB UK's members include Google, Meta, Amazon, TikTok, Adidas, Burberry, Unilever, Visa, and over 1,000 other companies. With our program, you'll be fully immersed in the digital marketing world and gain the skills and knowledge you need to succeed.
Benefit wherever you are in your marketing career
The programme is designed for applicants at the beginning of their marketing careers as well as those wishing to enhance and build on their expertise. We welcome students from a broad range of education and subject disciplines which adds to the vibrancy of the overall learning experience.
Course highlights
Here are just a few reasons why our program is the perfect choice for you:
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Acquire critical knowledge in digital marketing for businesses in the digital era. Explore digital platforms and technologies, such as search and display, while gaining insight into the future of digital marketing, including e-commerce, creativity, innovation, and the growing importance of AI in marketing.
The programme ensures you are equipped with critical transferrable skills in working collaboratively and individually, enabling a smooth transition from academic study to the working environment.
You will be able to evaluate complex situations critically, write clearly and analytically, synthesise information from various sources, and develop well-informed and justified solutions to marketing challenges.
The module aims to provide students with a broad perspective of the digital marketing environment as the environment evolves worldwide. Students will explore local and global trends, the latest digital platforms and algorithms that disrupt and challenge marketers, customer behaviour attitudes and motivations, the customer journey, theory and frameworks, and the opportunities these open. Develop systematic knowledge and skills of traditional and digital marketing, theory and frameworks, cultural sensitivity, and ethics requirements, develop leadership, and evaluate emerging technologies relevant to the marketing mix. Students will develop interdisciplinary knowledge of the digital channels, the role of data, and tools (e.g. search, digital ads, social, email and other means).
The module aims to successfully recognise the growing array of digital marketing options and threats through disruption, making a digital marketing strategy essential. Success will require investigating different strategies and communications options, including content strategy, developing a management plan to deliver and deploy various digital tools, media, and communications, and drawing on data to support the plan.
Explore the concepts of brand storytelling, brand personas and influencers, to provide insight into techniques for creating and nurturing brand value, as well as an understanding of the critical role brands play in creating and influencing customer experiences, culture, society, social media and in the context of today’s globalised and dynamic digital era.
Explore how and why individuals and groups engage in consumption activities and to explain why consumers tend to choose products, services, experiences, or ideas to satisfy their needs and wants. Understanding consumers is essential for digital marketing professionals. It helps organisations to create marketing strategies relevant to the needs of the target markets. Learn how to influence consumer behaviour to market products successfully.
To make a lasting impact within digital marketing, you need a measurement framework to determine the performance and effectiveness across all channels and tools. Run practical data analysis, develop data-driven storytelling, and report against a set of success criteria within a digital and medium strategy. Students will differentiate and appraise data analysis methods against the customer journey.
Gain a broad perspective of the marketing practitioner through an intense and unique one week off-campus residential programme. The Residential will provide students with a practical and applied perspective of the marketing/digital marketing discipline through presentations and hands-on experience with a range of organisations. All providing their cutting-edge insights to current marketing challenges.
Businesses have a laser focus on growth and customer acquisition, adapting to today’s changing and unpredictable environment. Investigate and appraise growth marketing concepts, techniques, and channels and explore more advanced techniques around search, app store optimisation, and programmatic ads. How data, design, testing, and branding are at its core. Explore how AI-powered tools and platforms and make the most of the available data making for better decisions.
‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic, and uncertain times. The recent developments in digital technologies has facilitated a new breed of Entrepreneur for the 21st century- the ‘E-entrepreneur’. The module is designed to foster entrepreneurial talent and to encourage entrepreneurial skills underpinned by online digital technologies as a platform for students to shape their future careers, income streams and destinies.
Real-world experience helps students to build a comprehensive network of professional contacts while nurturing their passion for digital marketing. Industry Placed Experience builds on students’ academic learning by providing them with the opportunity to undertake a period of either paid or unpaid work experience in the digital sector, during which they will apply and further develop work-related digital knowledge, skills and capabilities, and gain vital employment and job-seeking skills. (Limited places available, placements secured through an interview process).
Creativity & Innovation exists at the core of digital marketing, explore and understand the dynamics of creativity & innovation within digital marketing. Whether brands strive for disruptive innovation for consumer engagement, or product advertising and promotions to stand out and become memorable and communicate a brand message, this lies at the core of digital marketing.
Learn to analyse the role of creativity and innovation in behaviour and communications across all aspects of digital marketing applying considerations such as neuro-marketing.
Today, consumers are becoming increasingly demanding, and their expectations of eCommerce and social selling influence their behaviour towards brands. Students will develop techniques to facilitate purchases online and maintain these relationships. Analysing this new blended world of eCommerce, social selling, online buying behaviours, and the consumer experience.
The Research Project is the culmination of the programme and provides students the opportunity to further develop and integrate the knowledge and skills acquired throughout the programme. Developing an understanding of the research process and to conduct research leading to successful completion of their Research Project.
With the support of the programme team and an individual supervisor students will propose, design, conduct, analyse, interpret and evaluate an ethically sound research project.
More information about this course
See the course specification for more information:
Optional modules are usually available at levels 5 and 6, although optional modules are not offered on every course. Where optional modules are available, you will be asked to make your choice during the previous academic year. If we have insufficient numbers of students interested in an optional module, or there are staffing changes which affect the teaching, it may not be offered. If an optional module will not run, we will advise you after the module selection period when numbers are confirmed, or at the earliest time that the programme team make the decision not to run the module, and help you choose an alternative module.
Our teaching philosophy puts you at the heart of the learning experience, and we recognise that you are future-oriented and career-focused. You want to enhance your skills for employment in various digital marketing positions, and this programme is for you, focusing on the knowledge and skills employers want.
Teaching will be via a range of blended online and face-to-face delivery approaches, centred on active learning. Through workshops, lectures, seminars, and other interactive activities. Additionally, the module will be supported by a comprehensive virtual learning environment, which will host a range of additional resources.
Also, gain further knowledge by attending presentations by industry practitioners and experts in the fields of digital marketing. Such presentations will build on topics discussed in class and will improve your understanding.
Assessments are authentically designed in that they replicate the types of activities students would expect to undertake when progressing in their marketing careers. The programme is purely assessment based, with no exams.
The assessments take the form of essays, reports, presentations, audits, and other types. The assessments will critically evaluate complex situations by gathering information from a diverse range of sources and develop well-informed and justified solutions to digital marketing challenges.
Learning structure: typical hourly breakdown in 2022/23 | ||
Live in-person on campus learning | Contact hours per week, per level: | 7.5 hours |
Live online learning | Average hours per week, per level: | N/A |
This information is likely to change slightly for 2023 entry as our plans evolve. You'll receive full information on your teaching before you start your course.
Definitions of terms
Support
You have a strong support network available to you to make sure you develop all the necessary academic skills you need to do well on your course.
Our support services will be delivered online and on campus and you have access to a range of different resources so you can get the help you need, whether you’re studying at home or have the opportunity to come to campus.
You have access to one to one and group sessions for personal learning and academic support from our library and IT teams, and our network of learning experts. Our teams will also be here to offer financial advice, and personal wellbeing, mental health and disability support.
Today, we know how forced you will be on your future career. The programme supports students' diversity in learning styles and approaches; it is practice-based with hands-on application of knowledge. Authentically designed assessments reflect industry outputs, replicating the activities undertaken when progressing in their careers. We equip graduates with the knowledge and skills required to pursue a career in marketing in roles such as:
Allowing students to pursue a career in many different industries:
Past graduates have gone into roles such as:
Digital Marketing Consultant with over the past 20+ years, working with some of the world's biggest (and smallest) brands, Rolls-Royce, Centrica, Nike, BBC, and winning a number of industry digital campaign awards.
Research interests - consumer behaviour, information technologies, e-commerce, digital and social media marketing. Published in journals such as the Journal of Organizational Behaviour Management, International Journal of Retail & Distribution Management, and in the proceedings of some international conferences.
Strategic and innovative planner and consultant for digital, integrated and CRM with over the past 20+ years working from London and internationally with major agencies for a range of international brands, like HP, Allianz, P&G, and Renault.
We’ll carefully manage any future changes to courses, or the support and other services available to you, if these are necessary because of things like changes to government health and safety advice, or any changes to the law.
Any decisions will be taken in line with both external advice and the University’s Regulations which include information on this.
Our priority will always be to maintain academic standards and quality so that your learning outcomes are not affected by any adjustments that we may have to make.
At all times we’ll aim to keep you well informed of how we may need to respond to changing circumstances, and about support that we’ll provide to you.
Start: October 2022
Duration: 1 year full-time, 2 years part-time
Code: PGN594
Start: September 2023, EU/INT induction: September 2023
Duration: 1 year full-time, 2 years part-time
Code: PGN509
