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Digital Marketing MSc

Learn about the course below
Code
PGN594
Start
October 2022
January 2023
Duration
1 year full-time
2 years part-time
Attendance
Full-time
Part-time
Fees
£12,700 (UK) *
£16,800 (EU/INT) *
Course leader
Franco Beschizza

Digital marketing is growing as brands increase spending in this area by responding to consumers' shift to online, rapidly upskilling in digital marketing skills and knowledge, and ensuring they can meet the expectations and demands of consumers.

Jobs in digital marketing were some of the fastest-growing across any sector, according to LinkedIn.

Why study MSc Digital Marketing at Middlesex University?

The programme aims to empower students to compete within a digital business world, become creative agents of change within digital marketing, evaluate, convince, and lead in the use of digital, whilst being socially aware and responsible marketers in a digital world.

We place students at the heart of the learning experience. Focusing on the knowledge and skills employers are looking for. We enhance this through our unique industry partnership with the IAB UK.

The programme delivers digital marketing management skills and knowledge with both a local and global market outlook while looking towards the future of digital, exploring a range of digital tools like search, social and others against ever-increasing data.

We welcome students from a broad range of education and subject disciplines. The programme is designed to equip you with the knowledge and skills, whether you’re starting a new or in a current role, wanting to work for a brand, or a small business, maybe a start-up, or a family business, the programme is designed to equip you with the knowledge and skills.

Course highlights

  • We are the only University in the UK that offers students a unique practitioner-focused learning experience, where students are taken away for a week-long residential programme to witness ‘marketing in action.’
  • In our partnership with the IAB UK, students will have access to industry events, networking, and gain an extra training certification, the same training as the industry receives, from the world’s leading UK Digital Marketing industry body, whose members include Google, Meta, Amazon, TikTok, Adidas, Burberry, Unilever, Visa, and over 1,000 members.

Gain real-world experience that will help develop an in-depth understanding of digital. We offer an industry-placed experience for a few students as an optional module, a period of either paid or unpaid work experience in the digital sector.


Find out more

Sign up now to receive more information about studying at Middlesex University London.

What you will study on the MSc Digital Marketing?

Students will develop knowledge around branding within digital as it is critical to a business today, it adds business value, has an overall impact on a company, and links directly to the outcomes of any digital activity.

Companies want to engage with consumers so students will be building a comprehensive understanding of consumers, their mindset, and emotional connection is key to achieving core business and marketing goals.

Bringing together branding and consumers, students will then explore digital strategy, management, and the digital platforms and technologies, like search, display, and apps, amongst others; through the optional modules, you can explore more advance thinking around the future of digital in areas such as e-commerce, creativity and innovation, growth marketing, these explorers the frontiers of digital looking at the more advanced areas of digital marketing. Growing in the digital economy will require building seamless marketing experiences while looking toward the future, the use of the power of digital disruption, AI and NFT’s, as digital continues to evolve.

The programme's optional modules allow students to take different paths, supporting future careers.

Modules

  • Modules

    • Digital Marketing Strategy and Communications (15 Credits) - Compulsory

      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.

    • E-Marketing and Social Media Management (15 Credits) - Compulsory

      The module aims to build a systematic knowledge of digital marketing and skills while developing a comprehensive understanding of the evolving digital marketing landscape of a diverse audience and the wide range of tools marketers’ have at their disposal (e.g., search, digital ads, social, email, and other tools). Developing the ability to evaluate emerging digital technologies.

    • Branding in the Digital Age (15 Credits) - Compulsory

      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.

    • Consumer Psychology (15 Credits) - Compulsory

      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.

    • Digital Marketing Analytics (15 Credits) - Compulsory

      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.

    • Practitioner Perspective (15 Credits) - Compulsory

      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.

    • Branding in the Digital Age (15 credits) - Compulsory

      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.

    • Growth Driven Marketing with AI – Automation (15 Credits) - Optional

      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.

    • e-Commerce and Social Selling (15 credits) - Optional

      Today, consumers are becoming increasingly demanding, and their expectations of eCommerce and social selling influence their behaviour towards brands. Students will analyse this new blended world of omnichannel, eCommerce, social selling. Explore online buying behaviours, and the consumer experience. At the same time, the different technology and infrastructure, service models, CRM, and various payment methods, including cryptocurrencies.

    • Entrepreneurship in the Digital Sector (15 credits) - Optional

      ‘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.

    • Industry Placed Experience: Applied Digital Marketing (15 credits) - Optional

      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).

    • Research methods & dissertation (60 Credits) Compulsory

      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.

How will the MSc Digital Marketing be taught?

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.

Assessment

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.

Teaching and learning from 2022

We have developed new approaches to teaching and learning for the 2021/22 academic year.

We are currently reviewing our approach to teaching and learning for 2022 entry and beyond. We've learned a lot about how to give you a quality education - we aim to combine the best of our in-person teaching and learning with access to online learning and digital resources which put you more in charge of when and how you study. We will keep you updated on this throughout the application process.

Your timetable will be built around on campus sessions using our professional facilities, with online sessions for some activities where we know being virtual will add value. We’ll use technology to enhance all of your learning and give you access to online resources to use in your own time.

The table below gives you an idea of what learning looks like across a typical week. Some weeks are different due to how we schedule classes and arrange on campus sessions.

This information is likely to change slightly for 2022 entry as our plans evolve. You'll receive full information on your teaching before you start your course.

Learning structure: typical hourly breakdown in 2021/22

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

Outside of these hours, you’ll be expected to do independent study where you read, listen and reflect on other learning activities. This can include preparation for future classes. In a year, you’ll typically be expected to commit 1200 hours to your course across all styles of learning. If you are taking a placement, you might have some additional hours.

Definitions of terms

  • Live in-person on campus learning – This will focus on active and experiential sessions that are both:
    • Led by your tutors including seminars, lab sessions and demonstrations We’ll schedule all of this for you
    • Student-led by you and other students, like small group work and presentations.
  • Live online learning – This will include lectures, tutorials and supervision sessions led by your tutor and timetabled by us. It also includes student-led group work that takes place online

  • Tutor set learning activities – This covers activities which will be set for you by your tutor, but which you will undertake in your own time. Examples of this include watching online materials, participating in an online discussion forum, completing a virtual laboratory or reading specific texts. You may be doing this by yourself of with your course mates depending on your course and assignments. Outside of these hours, you’ll also be expected to do further independent study where you’ll be expected to learn, prepare, revise and reflect in your own time.

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.

  1. Standard entry requirements
  2. International (inc. EU)
  3. How to apply
  1. UK
  2. EU/International
  3. Additional costs
  4. Scholarships and bursaries

How can the MSc Digital Marketing support your career?

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:

  • Digital Marketing
  • Digital Analytics
  • Entrepreneurship
  • Content Marketing
  • Social Media Executive
  • Paid Media Executive

Allowing students to pursue a career in many different industries:

  • Starting your own business.
  • Joining a small start-up or a family business to handle the marketing.
  • Wanting to set up your digital marketing consultancy.
  • Join a marketing department for a brand or an agency.

Past graduates have gone into roles such as:

  • Set up a Digital Marketing Agency - in India
  • Set up a Digital Marketing Agency - in China
  • Account Executive - Amazon India
  • Digital Strategist - Nigeria
  • Social Media Executive - France
  • Digital Marketing Head - India
  • Start-up - Vietnam
  • Search Media Executive - Agency in London
  • Digital Marketing Intern - Vietnam
  • Digital Activation Lead - Unilever
  • Brand Manager - Pernod Ricard
  • Marketing Specialist D2C - Germany

Franco Beschizza FCIM | FHEA
Programme and Module Leader

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.

Dr Sing-Wan Chang
Module Leader and Senior Lecturer in Marketing

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.

Thomas Curwen
Module Leader and Lecturer in Marketing

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.

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