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Digital Marketing MSc/PGDip/PGCert

Learn about the course below
Code
PGN508
Start
September 2022
Duration
1 year full-time
2 years part-time
Attendance
Full-time
Part-time
Fees
£12,250 (UK) *
£16,500 (EU/INT) *
Course leader
Franco Beschizza

Digital will continue to change the face of marketing for many years to come. Those who succeed will need knowledge of the consumer and how today digital marketing and analytics is at the heart of marketing today. Aspiring marketers need to understand the digital consumer and how the tools of digital work in practice; as well as the latest frameworks to plan, implement and evaluate digital marketing activity.

Why study MSc Digital Marketing* at Middlesex University?

49% of employers - according to our partner IAB UK - believe there is a digital skills shortage across the whole marketing industry. With a Masters in Digital Marketing, you'll prepare yourself to meet the needs of organisations across a variety of sectors by developing skills in crucial areas such as e-marketing, consumer psychology, and more.

This course will prepare you for a successful career with a comprehensive take on digital marketing and a strong emphasis on the application of theory to practice, in subject areas such as e-marketing, social media, analytics, consumer psychology and digital advertising. It has been designed for graduates who have studies in fields such as marketing, media, management and social sciences, as well as professionals working in marketing across public, private and voluntary sectors seeking specialist knowledge and career development.

Embedding an understanding of digital marketing strategies, dynamics and platforms, you will take the knowledge and skills developed on the course and apply them to a variety of practice based, real-life learning will complement theory.

Course highlights

  • Covers fundamentally important subjects such as media strategy and consumer research, as well as highly relevant topics in the sector including digital marketing skills and creativity
  • Practice based, real-life learning will complement theory
  • Optional modules allow for routes of specialisation on the course in a range of fields such as content, public relations and advertising
  • Week-long residential* in the UK gives you a fantastic opportunity to gain a practical and applied perspective of marketing

*This course is subject to review

Meet our newest partner: The Trade Desk

As a student of MSc Digital Marketing you will have free access to The Trade Desk Edge Academy — it will provide you with the digital marketing skills on media buying, building your professional confidence that builds the skills and the credentials you need to excel. You will have access to case studies, thought leadership, and exclusive interviews with the pioneers of programmatic advertising.

Through the Edge you will get industry recognised certified on top of your Masters, and show off your digital certification badges on your LinkedIn profile, CV, email signature, and social media.

Find out more about the Edge

Accreditation

This programme is dual accredited by the Chartered Management Institute (CMI), the only organisation in the UK that can award Chartered Manager status. Upon graduating, you will be eligible for a CMI Strategic Management and Leadership qualification (subject to CMI moderation) in addition to your Middlesex University Degree*. The qualification recognises the core skills necessary to succeed in Management and aims at enhancing employability and earning potential.

*Graduates that commenced their degree from 2019 onwards will be eligible for a CMI Level 7 Strategic Management and Leadership qualification if they pass the programme’s mapped modules without compensation. Programme handbooks detail the mapped modules on each programme.


Find out more

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What you will study on the MSc Digital Marketing?

The course begins with the fundamentals of digital marketing to ensure you gain a holistic understanding of digital marketing strategy, emerging trends and technologies, and digital marketing in a wider context. From here your path can be defined by your interests and career needs, with optional modules of which you will select four.

If you are looking for an insights route you can explore areas such as consumer psychology and digital analytics, for a more creative path there is the opportunity to engage issues of content, PR and advertising, while for the strategically minded marketing management and entrepreneurialism in the digital sector would be of interest. The course ends with a dissertation, allowing you to explore in depth a digital marketing topic of your choice.

Modules

  • Modules

    • Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory

      The aim of this module is to provide a systematic process and an analytical tool-kit that can deliver this success to a range of industries and organisations. Students will learn how to minimise the uncertainties surrounding marketing decisions through disciplined analysis of market trends, competitive intelligence and informed judgement. They will assess an organisation’s capability and capacity to design and deliver marketing strategies to meet expansion targets. They will develop and monitor strategies that can make all the difference between high and low performance in the market, including competitive positioning, growth and digitally orientated strategies. They will finally learn how to improve and maximise their leadership style to aid decision thinking, inspire people and achieve business goals.

    • E-Marketing and Social Media Management (30 Credits) - Compulsory

      The aim of this module is to develop students' knowledge and skills for deeply understanding and the emerging digital landscape, and develop the road-map to successfully compete in it. The module provides a critical overview of digital theories, tools, technologies and digital platforms that can be adopted by organisations to improve their approach to reach, acquire, and retain consumers. Though this module, students will be able to understand the key aspects of digital, mobile and social media theories and frameworks to incorporate digital strategies, tactics and tools.

    • Digital and Social Media Analytics (15 Credits) - Compulsory

      The module equips students with knowledge, tools and methods to maximise the business value of social media data. It covers the process of identifying the right unstructured data, analysing it, and interpreting and acting on the gained knowledge. This module further provides students the opportunity to become familiar with contemporary research techniques for data analytics such as web traffic analysis tools, social network analysis, social media harvesting and search engine optimisation.

    • Digital Advertising (15 Credits) - Compulsory

      The aim of this module is to provide students a deep understanding of the role of digital advertising in the marketing of products and services. Specifically, students will gain detailed knowledge on how to create successful digital advertising campaigns using specific digital advertising tools, methods and frameworks used to evaluate the effectiveness of digital advertising. Particularly, this module will equip students with the necessary skills as well as knowledge for a potential career in digital advertising and related fields.

    • Consumer Psychology (15 credits) - Optional

      The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. By understanding how thoughts, beliefs, feelings, perceptions, knowledge and attitudes drive decision making, the business can gain a powerful tool for company success.

    • Innovation-Driven Marketing (15 Credits) - Optional

      This module is underpinned by the ethos that ‘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’ This 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.

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

      This module is underpinned by the ethos that ‘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’ This 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.

    • Multichannel Marketing Management (15 Credits) Optional

      Following this the module introduces the offline and online retailing and its importance in creating a competitive advantage for the business. Students are provided with strategic models and tools to analyse the retailing and e-tailing environment.

    • Internship in the Digital Sector (15 Credits) - Optional

      The primary aim of this module is to build on students' academic learning of digital marketing 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 knowledge, skills and capabilities, together with the aptitude to learn from experience.

    • Research methods & dissertation (60 Credits) Compulsory

      This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the 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.

We are regularly reviewing and updating our programmes to ensure you have the best learning experience. We are taking what we've learnt during the pandemic and enhancing our teaching methods with new and innovative ways of learning. Please regularly check this section of the course page for updates.

How will the MSc Digital Marketing be taught?

The course features a number of different modes of learning that help enhance your understanding of the subject. These can range from lectures and seminar sessions where you will engage with concepts and theories, explore key questions and carry out tasks such as devising and analysing marketing activity.

Assessment

You will be required to complete a number of coursework assignment for assessment. The coursework can be individual, such as plans, reports, memorandum and essays, or group which will involve activity including presentations and reports. Tutorials will also feature formal and informal feedback.

Teaching and learning in 2021/22

We have developed new approaches to teaching and learning for the 2021/22 academic year, and have resumed the majority of our teaching on campus.

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 pre-pandemic 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?

Skills and knowledge in digital media can enhance a career in marketing through not just an understanding of the digital marketing strategies and platforms but also the ability to utilise and monitor new innovations in technology and market trends.

Careers specific to digital marketing can include:

  • Digital Marketing Officer
  • Social Media Analyst
  • Digital Campaigns Officer
  • CRM Officer or Manager
  • Digital Account Manager
  • PPC/SEO Analyst

Whether you’re want to go into marketing or digital marketing, developed your consultancy, work in social media; today, knowledge of the consumer, digital and analytics is at the heart of marketing. The huge growth in digital marketing activity over the last decade has created huge demand for professionals with the skills and knowledge needed in this highly dynamic and fast paced sector.

Get a kickstart to your career with IAB UK

The International Advertising Bureau (IAB UK) is the industry body for digital advertising, committed to building a sustainable future for digital. They do this by bringing the industry together through their 1,200 members including media owners, agencies and brands. Middlesex University is the first and only Higher Education Partnership with the IAB UK.

Currently, our MSc Digital Marketing students gain:

  • Free membership to the IAB
  • Free tickets to a number of IAB UK industry events
  • Free Access to Industry Networking Events
  • Free Access to IAB UK Content Hub
  • Presentations from guest speakers from IAB UK

Find out more about what IAB UK does and how our students get invaluable access to their resources.

  • Jose Maria Ramirez Vila-Coro

    MSc Digital Marketing

    I chose to study this course because of the quality of teaching that Middlesex provides, the facilities and the dedication the University has to achieve excellency. I would say that the residential trip during the course represents the most real example of a work project and provided me with the opportunity to discover the way that certain companies develop themselves. It was a truly exciting experience and really boosted my motivation and has made me more confident as a person.

    This course gave me the chance to work on projects, experience new ways to work and enhanced my leadership skills.


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.

Other courses

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Code: PGN50S

Corporate and Marketing Communications MSc/PGDip/PGCert

Start: October 2022, EU/INT induction: September 2022

Duration: 1 year full-time, 2 years part-time

Code: PGN509

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