Digital Marketing Management MSc

Location Stoke-on-Trent Campus
Duration 3 Years

2018/19 New Entrants, Part Time

  • Home and EU students: £2,115 per year of study
Course start January, September
LocationModeStart dateApply
Stoke-on-Trent CampusPart-time2017/18 Academic YearApply Direct
Stoke-on-Trent CampusPart-time2018/19 Academic YearApply Direct

The MSc overall is 180 credits, with the intermediate PgCert and PgDip awards being 60 credits each.

  • Business/organisation-focused including extensive organisation case studies and working examples.
  • A fostering of your conceptual understanding of the issues within the Digital Marketing Management field so you are able to critically evaluate relevant academic literature.
  • An academic ethos with the focus on you developing the ability to evaluate, appraise and critique new ideas, models and concepts, and to identify any biases and assumptions inherent in these.
  • An opportunity to develop the ability to critically evaluate the impact of Digital Marketing Management theory and practice in resolving major challenges and the importance of relevant academic research to the area.
  • A rigorous programme of study that develops expertise through independent investigation and creative critical thinking, preparing you to undertake further research in Digital Marketing Management.

Course outline

The aim of the MSc Digital Marketing Management is to enable you to deal with real world issues in an intellectual and challenging manner in this dynamic area of professional and academic marketing. It will provide you with both technical and critical evaluation skills, and the ability to apply contemporary techniques for decision making in complex situations relevant to Digital Marketing Management. It will provide you with up-to-date knowledge of this fast-changing field, and help to develop analytical and problem–solving skills required for future work. The MSc Digital Marketing Management will provide a solid basis for further study (ie doctoral level) or a career in the broad Digital Marketing Management area.

The marketing profession has undergone a significant change in the knowledge and skill base required to meet the needs of a constantly evolving digital environment. According to the Chartered Institute of Marketing (CIM) (2015) "Data is the currency of success. It is not enough for marketers to know that analytics and data science can help – they need to know how to use them to make good choices. They must take a scientific approach." This postgraduate course has been designed to offer marketing graduates the opportunity to keep abreast of changes in the Digital Marketing Management environment.

The flexible nature of the course allows students the opportunity to explore specific aspects of the digital marketing debate ranging from new and emerging themes relating to branding, content curation and analytics, thereby offering a clearly differentiated positioning and providing a significant update on the more traditional marketing provision. The integration of Institute of Direct and Digital Marketing (IDM) and CIM influences helps us to shape curricula that have a strong professional and practical ethos, focusing on employability and continuing professional development in the field of Digital Marketing Management. The inclusion of a project as a capstone module is in addition to the alternative dissertation, providing you with the opportunity to focus your project on an issue that is relevant to your workplace.

Our staff are at the forefront of key areas of the Digital Marketing field including Digital Marketing Plans, effective Social Media for Organisations, etc.

The MSc includes a year working in an organisation at a Management level effectively researching, developing and implementing monitoring/control of the Digital Marketing.


Course Fees and Finance

The expected study pattern on this programme enables you to complete modules totalling 60 credits in your first year of study and the other 120 credits in your second and third year of study. If you follow this pattern of study you will pay a fee of £2,115.00 per year of study. You will be invoiced for the modules that you register for each year, so if your study pattern is different from the expected pattern, you will pay more or less each year accordingly.

If you would like to know more about the fees listed and what this means to you then please get in touch with our Enquiries Team.


Alumni Discount: If you have previously completed an undergraduate degree with us, you may be entitled to a discount off your course fee for any subsequent postgraduate taught course. For further information please contact Graduate Relations.”


Postgraduate Loans:

Providing you are studying towards a full Masters qualification you may be able to apply for a loan of up to £10,609 to help with tuition fees, maintenance and other associated costs. You won’t have to start repaying the loan until you are earning more than (currently) £21,000 per year.

For more information and how to apply click here.


Course content

Please note part-time study will require you to attend face to face classes as advised by your module tutor, over two semesters commencing in September each year. Semesters will be 12 weeks' duration. The final year of study (year 3) requires attendance for 6 weeks only in the first semester. Following this you will be working on your work based project/dissertation with meeting arranged with your supervisor.

Year 1 

Scanning the Digital Environment
This module will introduce you to the rapidly changing business environment but from a digital marketing perspective.

Strategic Marketing Communications and Media Management
Marketing communications are covered in this module from a strategic perspective and it addresses how digital media management can be integrated into your campaigns.

Digital Consumer Behaviour and Experience
Consumer behaviour is a pivotal area of digital marketing. As consumers change and adapt their buying power and adopt different behaviour patterns, understanding and integrating these developments is critical to success.

Content Curation and Development
Content is now a pivotal element of digital marketing. Across a range of different vehicles, this module addresses a strategic perspective to the process.

Year 2

Management Control and Internal Audit
The quantitative features of this course diversify to include financial and management controls, ensuring that elements such as return on investment (ROI) are addressed to ensure that strategies address contribution.

Co-creation with Brand Communities
Consumers are no longer passive receivers of brand management campaigns. Instead brands now will consider consumers as co-creators of brand values, operating in tribes within the digital marketing environment. Understanding the significance of these developments is pivotal for marketing managers.

Global Strategic Digital Marketing Management
This pivotal module incorporates and blends the learning from other modules to enable you to produce a full in-depth strategic digital marketing plan.

Year 3

Work Based Project Preparation 
In the first 6 weeks you will prepare a module based on project management skills in preparation for your work based project. 

Masters Work Based Project 
The work based project, which is usually based within your company, gives you the opportunity to work on a potentially live project to produce a report for an organisation on a meaningful digital marketing project. 

Entry requirements

You will normally be expected to have:

A 2:2 or above Honours degree (or equivalent) in marketing; a 2:1 or above Honours degree in business with evidence of successful attainment of marketing modules; a satisfactory English language skills qualification is required for international candidates where English is not their first language.

An overall assessment of an applicant's educational background, experience and potential to benefit from the scheme will be made when considering the suitability of a candidate for our Masters programmes.

For non-standard applications - you may be admitted to the award with advance standing on the basis of exemptions from previous studies, including full or part completion of professional marketing qualifications or having acquired postgraduate credits from similar courses, whether at Staffordshire University or from other higher education institutions.

Student success

Mark Blackhurst

Mark Blackhurst, DigitalNext  Director/Founder and Lecturer

A law graduate / post graduate with expertise in IT, trademarking and counterfeit law, Mark brings a wealth of business knowledge and expertise to the Digital Next team.  

After studying IT law during his postgraduate diploma, Mark worked with his brother Justin and Vaibhav to set up the company in 2009, Mark focused on establishing the company’s customer base and attracting high-profile clients.

 His efforts meant the business grew quickly, culminating in the attraction of a high profile investor more recently in 2016  enabling further growth of the DigitalNext brand Internationally as it grows in countries such as Australia. 

Marks role now encompasses commerce, operations and finance for DigitalNext  as well as the development of Digital Next’s comprehensive and ever-growing range of services.


Meet the experts

The MSc Digital Marketing Management has been specifically designed to meet the needs of marketing professionals and recent graduates who need to update or enhance their skills in the area of digital marketing management. Areas of study such as content curation, brand communities and the work based project are based on our existing areas of research and include academic and professional content to allow you to graduate with relevant cutting edge marketing skills and knowledge.

Vicky Roberts, Senior Lecturer Marketing, Course Leader MSc Digital Marketing Management

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