Digital Marketing Management MSc

Location Stoke-on-Trent Campus
Duration 16 Months

2018/19 New Entrants, Full Time

  • Home and EU students: £6,350 per course
  • International students: £12,500 per course
Course start January, September
LocationModeStart dateApply
Stoke-on-Trent CampusFull-time2017/18 Academic YearApply Direct
Stoke-on-Trent CampusFull-time2018/19 Academic YearApply Direct

Eligible for £10,000 post graduate loan 

Course outline

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 in Marketing, Course Leader MSc Digital Marketing Management

This course aims 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. 

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. The course offers a clear update on traditional approaches to digital marketing. By integrating thinking from the Institute of Direct and Digital Marketing (IDM) and CIM we’ve designed a curriculum with a strong professional and practical ethos, focusing on employability and continued professional development. The inclusion of a work-based project module is an alternative to the dissertation, providing you with the opportunity to focus on an issue that is relevant to your workplace or placement.

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

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 content

Semesters will be 12 weeks' duration. The final semester of study requires attendance for 6 weeks only. Following this you will be working on your work based project/dissertation with meetings arranged with your supervisor.

Semester 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

  • Global 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.

  • 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.

Semester 2

  • 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
  • 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.
  • 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. 

Semester 3

  • 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.
  • 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, or 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 your educational background, experience and potential to benefit from the scheme will be made when assessing your application.

For non-standard applications - you may be admitted to the course 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.


Teaching and learning

Our Digital Marketing Management MSc course:

  • is Business/organisation-focused and includes extensive organisation case studies and working examples
  • fosters your conceptual understanding of the issues within the Digital Marketing Management field so you are able to critically evaluate relevant academic literature
  • has 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
  • is 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
  • is rigorous programme of study that develops expertise through independent investigation and creative critical thinking, preparing you to undertake further research in Digital Marketing Management

Graduate destinations

The MSc Digital Marketing Management will provide a solid basis for further study (at doctoral level) or a career in the broad Digital Marketing Management area.

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