Digital marketing techniques have become an essential element within organisations’ marketing strategies, creating a demand for graduates with an understanding of the latest trends and techniques in this area. This specialised MSc in Digital Marketing will give you the knowledge and practical techniques that employers in a wide range of sectors are looking for.
The course reflects the latest thinking in the field, informed by expertise within the Business School and our cross-disciplinary links with the University’s Web Science Institute, a globally renowned centre for Web research. The curriculum is regularly updated to keep pace with new developments.
We emphasise a critical approach to marketing that will stand you in good stead throughout your career. For example, you’ll be encouraged to evaluate whether emerging digital trends are likely to stand the test of time, and how your marketing activities will impact on your business and consumer stakeholders. We also encourage you to consider how marketing principles can be harnessed for the benefit of society as a whole.
Throughout your time with us you’ll be encouraged to set up blogs, contribute to the course Facebook group and work on your own online profile and networks. This will give you experience of building an online community, using principles that you can apply within a business. Learning about the effective use of platforms such as Twitter can also enhance your career prospects, as employers are increasingly using these networks to identify potential recruits.
This masters programme will suit graduates who have undertaken some marketing or business studies and who want to gain more specialist skill, or those with professional experience in a digital or marketing field who want to update their knowledge and advance in their career, or change their career direction. We attract talented students from many different countries, so you’ll learn about diverse cultural perspectives on digital issues.
View the programme specification document for this course.
You can fill out the form online or download an application pack.
This is a full-time, one-year course. During the first nine months you’ll take a number of taught modules; the final three months will be spent undertaking independent research and writing up your dissertation.
The modules will introduce you to the latest developments in digital and data-driven marketing and encourage you to critically evaluate them. For example, you’ll learn about:
- advertising, PR, sponsorship, direct marketing and emerging digital communication techniques
- how web analytics can generate insights into online customer behaviour and campaign effectiveness
- the issues associated with online and multi-channel retailing
- the technologies that underpin digital marketing techniques
You’ll also learn about the design and management of research projects, preparing you for your dissertation and developing skills that you can use in the workplace.
The dissertation is an opportunity to study an area of interest in more depth and can be academic or practical in nature. For example, you could look for a relevant real-world project within a local organisation, such as the development of an online marketing campaign.
As well as covering core concepts, we provide opportunities to try out marketing techniques and develop practical business skills. For example:
- As part of the Marketing Communications and Media Management module you’ll work on a live marketing agency brief, working with an organisation on a real project. For example, students have looked at ways in which organisations with small marketing budgets, such as charities, can make the most of social media to get their messages across.
- The Web Applications module includes a simulated website tender process. This team exercise involves taking on the role of web consultant and interviewing an academic who will play the part of a potential business client. You’ll then analyse their requirements and prepare and pitch a commercial proposal.
- You’ll learn basic web programming skills, giving you an understanding of the underlying technologies and steps involved in developing successful web applications.
- In the Web Analytics module you’ll learn to use Google Analytics – a useful skill to add to your CV.
Additional learning and networking opportunities
The University offers a wealth of additional opportunities for you to learn new skills and put your knowledge into practice.
- Our Digital Champions programme offers paid opportunities for students to use their digital skills on behalf of the University. This could involve running workshops on topics such as blogging, using Twitter or staying secure online; helping students or academics set up and manage their online profile; or making videos to promote Business School events. As a digital marketing student you’ll be ideally placed to take part; you’ll gain hands-on experience and learn new skills that will enhance your CV.
- You can engage with students on the Business School’s digital marketing MOOC (massive open online course), which runs at the same time as your introductory modules. It will give you access to a global online community of around 15,000 students, enabling you to discuss the concepts and practices you are learning about and build a worldwide network.
- Students are also invited to attend and contribute to regular events organised by the University’s Web Science Institute, a world-leading interdisciplinary centre for Web research and education.
Our academics are active researchers who specialise in a range of digital fields. Their cutting-edge knowledge informs the content of the course. For example:
- Programme leader Dr Lisa Harris is a Director of the University’s Web Science Institute, which means she can ensure the latest developments in Web science are reflected on the course.
- Dr Dina Rasolofoarison's research interests include visual communication, advertising and media reception, cultural practices, and consumer research. She leads the Building Customer Insight module.
- Dr Cheng-Hao Steve Chen's research explores the way concepts of self influence the purchasing choices of people in different cultures. He leads the Designing and Managing Research Projects module.
- Dr Mike Molesworth's research provides critical input to the course over three modules, teaching on aspects of online consumer culture and marketing.
A specialised digital marketing masters degree, only taught in a handful of UK business schools.
Constantly reviewed and updated to reflect the latest developments in this rapidly changing field.
A hands-on approach to learning; for example you’ll undertake a real business marketing project and a simulated consultancy exercise.
Informed by the professional and research expertise of Business School academics and cross-disciplinary links with the University’s renowned Web Science Institute .
“The programme offered a more forward-thinking view of the marketing profession that I felt would be invaluable when it came time to start my career.”Ashley Stout - MSc Digital Marketing
Typical entry requirements
2:1 classification UK bachelors degree or equivalent.
Find out about equivalent entry requirements and qualifications for your country.
Acceptable subjects: A wide range of subjects accepted in Business, Economics, Science, Engineering, IT, Management and Marketing, Communication, Education, Political Science, and Sociology
Required module areas: Business, Management, or Marketing
Excluded subjects: English translation, Art/Performing Art, Vocational Studies
Work experience in a related field can compensate for degree subject/grades.
You are able to progress to this MSc programme via the University's Pre-masters programme.
The University’s Admissions Policy, available at www.southampton.ac.uk/admissions_policy, applies equally to all programmes of study. These are the typical entry criteria to be used for selecting candidates for admission. The University’s approved equivalencies for the requirements listed will also be acceptable. The entry criteria for our programmes are reviewed annually by the Faculty. Those stated were correct as of July 2015. Applicants should refer to their specific offer conditions on their offer letter.
If English is not your first language, you will need to demonstrate that you have reached a satisfactory standard in an approved English language test.
The following scores are accepted for direct entry:
- IELTS 6.5 overall with 6.5 in reading and writing, 6.0 in listening and speaking
All tests must be no more than two years old at the time of enrolment.
For more information visit a list of equivalent English language tests that are also accepted.
If you do not quite meet our English language requirements for direct entry, you may be eligible to apply for one of our pre-sessional English language courses. Please visit the Centre for Language Studies website for further information.
Visit our International Office website or the NARIC website for further information on qualifications.
Recognition of prior learning (RPL)
If you have professional experience, or credit through prior learning at another institution, you may be eligible to use this experience against some of the programme requirements for period of study. You will need to present evidence that you have met the learning outcomes of the programme. Read the University’s Recognition of Prior Learning Policy.
This page contains specific entry requirements for this course. Find out about
entry requirements and qualifications for your country.
Typical course content
All Core and Compulsory modules must be taken.
Please note: This specification provides a concise summary of the main features of the
programme and the learning outcomes that a typical
student might reasonably be expected to achieve and demonstrate if s/he takes full advantage
of the learning opportunities that are provided.
More detailed information can be found in the programme handbook (or other appropriate guide
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Scholarships, bursaries, sponsorships or grants may be available to support you
through your course.
Funding opportunities available to you are linked to your subject area and/or
your country of origin.
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Costs associated with this course
Students are responsible for meeting the cost of essential textbooks, and of producing such
essays, assignments, laboratory reports and dissertations as are required to fulfil the
academic requirements for each programme of study.
There will also be further costs for the following, not purchasable from the
|Stationery||You will be expected to provide your own day-to-day stationery items (eg pens, pencils, notebooks, etc). Any specialist stationery items will be specified under the Additional Costs tab of the relevant module profile.|
|Books||Where a module specifies core texts these should generally be available on the reserve list in the library. However, due to demand, students may prefer to buy their own copies. These can be purchased from any source.
Some modules suggest reading texts as optional background reading. The library may hold copies of such texts, or alternatively you may wish to purchase your own copies. Although not essential reading, you may benefit from the additional reading materials for the module.|
|Printing and copying||In most cases, written coursework such as essays, projects and dissertations are submitted online and by hard copy. The costs of printing a hard copy for submission of such coursework will be the responsibility of the student.
The cost of photocopying will also be the responsibility of the student. For more information about University printing costs, visit www.southampton.ac.uk/isolutions/students/printing|
|Travel||Some modules may include optional visits. You will normally be expected to cover the cost of travel and admission, unless otherwise specified in the module profile.|
|Other||Candidates may use calculators in the examination room only as specified by the University and as permitted by the rubric of individual examination papers. The University approved models are Casio FX-570 and Casio FX-85GT Plus. These may be purchased from any source and no longer need to carry the University logo.|
In some cases you'll be able to choose modules (which may have different costs associated
with that module) which will change the overall cost of a programme to you. Please also
ensure you read the section on additional costs in the University’s Fees, Charges and
Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.