Course Overview

UK Fees £16,500 *
International Fees £17,000 *
Alumni Discount See details
Duration 1 year

* Price per academic year

Course summary

The world of marketing has been transformed by digital technology, making it easier and cheaper to target customers and track buyer behaviour online. Employers need graduates ready to work in data analysis, marketing automation, user experience and content creation, some of the key skills you’ll learn on the Digital Marketing Management MSc.

Whether you are already a marketer seeking to specialise in this fast-changing area or perhaps graduated in a different discipline and are now looking to change careers, this exciting course explores the theory, skills and attributes to prepare you for a career in digital marketing management.

A digital marketing bootcamp during induction helps to bring everyone up to speed with key media, marketing tools and emerging trends in areas such as content marketing, machine learning and AI, before studying the psychology of the digital consumer, exploring customer journeys and experiences and taking disruptive innovative approaches. 

Later, you’ll learn how to track campaigns through analytics, develop multi-channel marketing communications and craft digital strategies with the benefit of hands-on experience in our state-of-the-art digital marketing lab, Switch 23, which features the same Adobe Creative Cloud applications used in top agencies.

You also have the opportunity to further enhance your employability by studying an optional two-day short course to prepare you to sit and pass the first level of professional Scrum Master certification. You will be introduced to Scrum, one of the leading agile project management frameworks, in the Web Design and Analytics module. Widely used by organisations throughout the world, it can support the iterative development and delivery of websites and other digital applications.

Top reasons to study with us

  • Strong industry links provide industry-led activities such as guest lectures and live briefs set with businesses and marketing agencies
  • Practise on the same Adobe Creative Cloud applications used in top agencies in our dedicated digital marketing lab, Switch 23
  • Focus on practice-based assessment with flexible final project of a dissertation or consultancy report that plays to your strengths and interests
  • Optional placement to gain valuable work experience. For example, one previous marketing student spent six months working as a podcast assistant for Mail Online, while another worked at IBM
  • Hear from experts and mingle with marketing students by joining the student-run Westminster Marketing Society or gain experience with the student-run Westminster Business Consultants (WBC)

Course structure

This course aims to prepare you to specialise in planning and applying digital marketing strategies and solutions, combining user-centred, creative, media and marketing communications with strategic marketing, analysis and management. A digital bootcamp kickstarts the course in induction week, helping you get to know your fellow students and understand the role digital plays in contemporary marketing. The course also has its own media channels for which you will create content both individually and collaboratively (social media adverts, landing pages on websites, apps, blogs and user experience designs) to reach and engage audiences as part of your learning and assessment.

We first introduce aspects of consumer psychology in the context of greater consumer choice, the changing face of technology, and globalisation. We go on to focus on the digital behaviour of consumers and how organisations use digital in disruptive innovation to anticipate and meet their needs.

You put into practice techniques and theories in relation to new approaches for acquisition, conversion, user experience, campaign planning, multi-channel marketing and measurement. You will build and test prototype websites to understand how to measure performance, and what tactics drive traffic and engagement.

The final project plays to your strengths, experiences and interests: a dissertation or consultancy report for a business identified by us or you, here in the UK or abroad. Creative or analytical, you could create a video or digital campaign, for example, or study a website to understand different user groups or country-specific content.

The following modules are indicative of what you will study on this course.

Core modules

Customer journeys are characterised by increased use of a range of digital technologies, across multiple media. Due to the increase in digital technologies, there has been an increased emphasis on multiple touchpoints in customer encounters which can divert attention from the customers end to end journey to a focus on the touchpoints. This module refocuses marketer’s attention to the digital customer experience. The emphasis is on the role of digital components in transforming the customer experience.

The Consumer Psychology and Research module draws on psychology, sociology and economics. You'll be exploring the theoretical underpinnings of consumer behaviour and apply these learnings, especially in the context of greater consumer choice, the changing face of technology, media, shopping channels, and globalisation. You will also learn the fundamentals of primary and secondary research to aid better understanding of consumers and the market and apply this to marketing communications decision making.

This module introduces the contemporary digital marketing environment. A range of innovative and disruptive approaches to digital marketing communications are considered in the contemporary business environment in a sustainable business context. You'll engage with material actively as a community of practice through classroom and online engagement, considering strategic, tactical and ethical perspectives and applying these to a range of contexts.

Constantly evolving marketing communications are characterised by increased use of multiple media platforms including a variety of digital and non-digital channels that intersect within ever more complex customer ecosystems, both domestically and internationally. These themes and an exploration of a wide array of marketing communications tools will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week. You will be expected to contribute to class discussion.

The module investigates the strategic approach of digital marketing within the business environment. It builds on the understanding of digital marketing context, differences in consumers behaviours and examines how digital marketing analysis, strategies and plans can be developed and implemented in a digital business. The module is focused on innovative changes in communication and engagement with customers in a digital environment and how it affects the development of the digital marketing presence, plan and strategy. A computer-based simulation will be used to aid the development of relevant skills and knowledge.

This module is designed to prepare you for designing user-centred websites and understanding audience behaviour and engagement through web analytics. It introduces agile production methodologies, search marketing, authoring/design tools, optimisation (including mobile marketing) and testing. You'll go on to use web analytics to understand the audience, acquisition, behaviour and conversions to optimise content for a website through web analytics.

This module focuses on the creation of optimised content for social media and content marketing. This includes engaging audiences and incentivising conversion, taking into account paid or organic search strategies. You will be expected to demonstrate awareness of the ethical implications of social media marketing.

The module is the culmination of the Masters’ programme. Much of the learning on the module takes place as you complete a dissertation or negotiate either a project (consultancy project or creative project) addressing a defined business problem. All routes require you to review the literature and to design and carry out primary research to gain insights into the problem prior to defining and developing the solution. This flexible approach to assessment is intended to provide a range of options, reflecting students’ diverse strengths and educational backgrounds.

Professional accreditation

The Digital Marketing Management MSc is accredited by the Chartered Institute of Marketing (CIM) with a Graduate Gateway programme status. After graduating, you’ll be exempt from the Level 4 “Applied Marketing and Planning Campaign” module towards the CIM Level 4 Certificate in Professional Marketing / Professional Digital Marketing qualification, and from the Level 6 “Marketing & Digital Strategy” module towards the CIM Level 6 Diploma in Professional Marketing qualification.

Programme Specification

For more details on course structure and modules, and how you will be taught and assessed, see the programme specification.

For general enquiries about the course, please email [email protected]

To request an accessible version of the programme specification, please email [email protected]

Careers

Digital marketing is fast becoming one of the most important skills demanded by employers as opportunities for customisation and personalisation provide new opportunities for businesses to offer greater value to customers.

Our course prepares you to create and execute digital marketing strategy. During your study, as in the workplace, you will identify business opportunities and customer needs using social media, websites, email and content.

This helps you stand out when applying for jobs in digital marketing communications, analytics, e-commerce and content marketing, in-house or in agencies. You may choose to specialise in areas such as Pay-Per-Click (PPC) or Search Engine Optimisation (SEO) or pursue continued professional development with the CIM.

The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.

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Get yourself work-ready

Course designed in consultation with industry, preparing you to take the lead in digital marketing strategy.

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Develop your CQ

Develop your cultural intelligence studying alongside students from over 100 different countries.

Route between locations
Improve your decision-making skills

Learn to think critically and make evidence-based decisions using solid marketing metrics and analytics.

Industry links

Many of the staff who currently teach on this course have extensive professional experience in a range of business sectors and many maintain links with industry through consultancy and training work.

Through our Alumni Voices series, you’ll also hear from former postgraduate Marketing students, who will share experiences, including those who work for global media groups or have established their own marketing consultancies.

Job roles

The course will prepare you for a wide variety of roles in business.

  • Content marketing executive
  • Digital marketing account manager
  • Digital marketing analyst
  • Digital marketing campaign manager
  • Digital marketing manager
  • Digital producer 
  • Display advertising executive
  • E-commerce marketing specialist
  • Pay-per-click analyst
  • Programmatic executive
  • Search engine optimisation executive
  • Social media specialist

Westminster Employability Award

Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.

The award is flexible and can be completed in your own time, comprising a set of core and optional extracurricular activities. 

Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.

Westminster Employability Award

Teaching and assessment

Your learning is designed to provide a practical and theoretical understanding of digital marketing. Employability and enterprise are strongly embedded through ongoing engagement with industry and practical activities, such as the live briefs and case study analysis. We provide reading lists, lecture and seminar materials in advance via Blackboard, our virtual learning environment. Where possible, lectures are recorded using specialist software and similar tools. 

How you’ll be taught

This vocational course is focused on your future career. Creating content for websites and social media develops key digital skills: you will prototype and test your messages, creative and channels and analyse online behaviour to understand what content drives traffic, engages audiences and converts sales.

Learning takes place through lectures, seminars, workshops, and tutorials. Working in an inclusive, engaged manner builds your ability to follow briefs and gives you greater confidence to suggest your own ideas. It also fosters problem-solving and multi-tasking skills needed in the workplace. You will learn how to work as a team and present your work using digital and presentation skills

How you'll be assessed

Assessments are not only socially, culturally and globally relevant to consider learners’ identities, but also provide flexible ways to meet the learning outcomes (videos, practicals; presentations; blogs; internet tasks, lay explanations; reflections, etc.). We try to make assessments as practical and relevant as possible, for example, using analytics to improve website performance.

Why study this course?

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Global city location

Based in our Marylebone Campus in central London, you’ll enjoy the benefits of studying in a major global city.

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Build connections

Connect with peers, marketing professionals and future employers through our links with the CIM and IDM.

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Be a change maker

Become a responsible business leader who bring positive, ethical, inclusive change.

Online open evenings

Find out more about the University by visiting us at one of our open evenings.

 

Visit our open days page

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Entry Requirements

A minimum of a lower second class honours degree (2:2). Relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines such as engineering, environmental sciences, the humanities and languages are also encouraged to apply.

Alternative professional qualifications with at least three years’ relevant professional experience will also be considered. Applicants from different academic backgrounds are welcome.

If your first language is not English you should have an IELTS 6.5 with at least 6.0 in writing.

View more information about our entry requirements and the application process

A minimum of a lower second class honours degree (2:2). Relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines such as engineering, environmental sciences, the humanities and languages are also encouraged to apply.

Alternative professional qualifications with at least three years’ relevant professional experience will also be considered. Applicants from different academic backgrounds are welcome.

If your first language is not English you should have an IELTS 6.5 with at least 6.0 in writing.

More information

Learn new skills

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Unleash your creativity

Digital marketing lab, Switch 23, features the same Adobe Creative Cloud applications used in top agencies.

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Develop digital skills

Learn to manage clients, understand consumer behaviour, prototype and test creative using analytics.

Route between locations
Improve your problem-solving skills

Improve your problem-solving and business diagnostic skills to better understand and tackle business issues.

Fees and Funding

UK tuition fee: £16,500 (Price per academic year)

When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.

Find out how we set our tuition fees.

Alumni discount

This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.

Funding

As well as tuition fee loans, there is a range of funding available to help you fund your studies.

Find out about postgraduate student funding options.

Scholarships

The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students, which cover all or part of your tuition fees.

Find out if you qualify for one of our scholarships.

Additional costs

See what you may need to pay for separately and what your tuition fees cover.

International tuition fee: £17,000 (Price per academic year)

When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.

Find out how we set our tuition fees.

Alumni discount

This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.

Funding

Find out about funding for international students.

Scholarships

The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students, which cover all or part of your tuition fees.

Find out if you qualify for one of our scholarships.

Additional costs

See what you may need to pay for separately and what your tuition fees cover.

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Read our blog and get an insight into life and studies at Westminster Business School.

Visit the WBS blog

Facilities

Supporting you

Our Student Hub is where you’ll find out about the services and support we offer, helping you get the best out of your time with us.

  • Study support — workshops, 1-2-1 support and online resources to help improve your academic and research skills
  • Personal tutors — support you in fulfilling your academic and personal potential
  • Student advice team — provide specialist advice on a range of issues including funding, benefits and visas
  • Extra-curricular activities — volunteering opportunities, sports and fitness activities, student events and more

visit our student hub

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Course Location

Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.

Westminster Business School

Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.

Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).

Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.

Find out moreGo to Westminster Business School page

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