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.
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.
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.
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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.
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.
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’ 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).
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.
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.
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:
Live online learning
Average hours per week, per level:
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
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.