About this course

Develop the skills you need for a career in digital marketing on this specialist UK master’s course. Our academics combine research with expert knowledge, to incorporate the latest developments from the field into your learning. You’ll be well prepared to enter the industry, equipped with the skills that are most in demand.

This course is ideal if you’re a business, economics, management or marketing graduate and want to specialise in the digital marketing field. It’s also a great opportunity if you have professional experience and want to expand your knowledge to benefit your career.

MSc Digital Marketing is created and taught by industry experts and informed by our Business School and the Web Science Institute (centre for web research).

This is a hands-on digital marketing course, including a real business marketing project and simulated consultancy exercise. You’ll learn concepts, discuss trends and analyse techniques in an interactive environment.

The course covers topics such as:

emerging digital communication techniques
web analytics and insights into user behaviour
impact of online and multi-channel retailing
technology underpinning digital marketing
advertising, public relations (PR) and sponsorship
project design and management

Compulsory modules provide a balanced grounding in the skills of the subject, and optional modules will let you broaden your understanding or specialise in specific areas.

In addition, you'll be visited by guest speakers leading in the sector.

Being a student here brings you opportunities to grow your networks. The university operates a DigiChamps (Digital Champions) initiative. This is a paid project to support teams across the community who need digital marketing expertise.

We are a community. You’ll be encouraged to join online discussions and have support from peers and academics from around the world to set up blogs and work on building your online profile and grow your professional network.

Studying MSc Digital Marketing will prepare you to work in a range of sectors, with graduates going on to work for organisations such as Hootsuite, L’Oreal and EDF Energy.

Course lead

Your course leader is Dr Fenfang Lin, lecturer in Marketing at the Southampton Business School. Fenfang has worked in many sectors including retail and HR and is an entrepreneur in exporting. Her research focuses on strategic marketing, B2B marketing and more. Visit Dr Fenfang’s staff profile to find out more about her work.

Accreditations

Association to Advance Collegiate Schools of Business (AACSB)

MSc Digital Marketing Taster Lecture

Experience a taster lecture on 'Marketing in a Digital World: Trends, Innovations, and Implications for Small to Medium-Sized Enterprises'.

Course location

This course is based at Highfield.

Awarding body

This qualification is awarded by the University of Southampton.

Download the programme specification

The programme specification sets out the learning outcomes of this course and details how the course is taught and assessed.

PDF

Download 2021-22 programme specification

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Entry requirements

You’ll need a 2:1 degree in a business, economics, management or marketing related subject.

Find the equivalent international qualifications for your country.

We do not accept the following subjects:

Language Studies – degrees that focus on learning a language or how to translate, such as 'Business English', 'Applied English', or 'Translation', are not acceptable. However, this restriction does not apply to ‘English’ and ‘English literature’ degrees of the kind taught in the UK.
Art/Design/Vocational Studies – degrees that focus on learning a particular form of art, craft or vocation. These include degrees in art, graphic design, photography, television broadcasting, script writing, or performance/dance.

English language requirements

If English isn't your first language, you'll need to complete an International English Language Testing System (IELTS) to demonstrate your competence in English. You'll need all of the following scores as a minimum:

IELTS score requirements

overall score: 6.5
reading: 6.5
writing: 6.5
speaking: 6.0
listening: 6.0

We accept other English language tests. Find out which English language tests we accept.

Recognition of professional experience

If you don't have the exact entry requirements, but you have significant work experience in this sector we’ll assess your relevant professional experience, your subject knowledge and your aptitude for learning.

Your application will be considered on individual merit and you may be asked to attend an interview.

Got a question?

Please contact us if you're not sure you have the right experience or qualifications to get onto this course.

Email: enquiries@southampton.ac.uk
Tel: +44(0)23 8059 5000

Course structure

You'll study this digital marketing master’s degree over 12 months.

In the first 9 months (semesters 1 and 2) you'll study the taught part of your course. This is made up of modules that everyone on the course takes, and modules we’ll ask you to choose from a list of options.

During semester 2 you’ll begin preparing for your dissertation.

For the last 3 months, over the summer, you’ll work independently to research and write your dissertation. You’ll have one-to-one meetings with your supervisor during this time to discuss your progress.

Want more detail? See all the modules in the course.

Modules

For entry in Academic Year 2021-22

You must study the following modules:

Customer Insight

This module aims to provide you with an understanding of the different frameworks that can be applied to gain in-depth knowledge of customers. We will also be addressing how that knowledge can contribute to the development of effective and relevant market...

Digital Analytics

To introduce you to the key concepts of digital analytics in the marketing discipline and how analytics can build knowledge of online customer behaviour and campaign effectiveness that can be used effectively in the business environment within which marke...

Digital Marketing Strategy

This module focusses on strategic marketing decision making and reflects the marketing role in building and sustaining an organisation’s competitive advantage in a digital age. We examine the dynamic digital environment through a situation analysis employ...

Integrated Marketing Communication Design

During the course of the module, you explore the scope of marketing communications within the dynamic contextualized communication coexistence of digital and classical channels. More specifically, the module introduces key terms and concepts, current theo...

Introduction to Marketing

This module introduces you to the scope and role of marketing within an organisation and the dynamic business environment in which it operates. Key components of the macro and micro environment are identified giving students the knowledge and skills requ...

Research Methods for Marketing

This module aims to provide opportunities for students to develop an appreciation of marketing research in theory and practice. There are two broad objectives: (1) to enhance your knowledge of the research process and enable you to be aware of the problem...

You must also choose from the following modules:

Digital Marketing Applications

There is an unprecedented range of applications that support digital marketing, ranging from ‘out of the box’ applications such as Hubspot, Hootsuite, Google Tag Manager and Google Analytics, to applications including Chatbots and Artificial Intelligence.

Dissertation for Marketing

The dissertation stage of your Master's programme involves an extended, independent investigation of a topic of your own choosing and the preparation of a 15,000 word dissertation describing your work. Essentially, the dissertation is a test of your abili...

Managing Digital Design and Web Development

In today’s IT and digital marketing landscape, and with the growing popularity of cloud computing, web and mobile applications are often the technologies of choice for organisations to deliver content and services, either externally or internally. The ai...

Marketing Practice Based Dissertation

The Marketing Practice Based Dissertation provides an opportunity to undertake a sustained piece of individually developed project applied to a real-life marketing situation or problem which involves an extended, independent investigation. This module foc...

Services Marketing

The services sector remains an integral component of a thriving local, national and global economy. This area of study is critical since services are inherently unique and possess characteristics not seen in other areas of marketing and business. Indeed, ...

Learning and assessment

Learning

This course has an interactive learning style, often using group discussions, seminars and problem-solving activities to critically assess industry related topics and case studies.

You’ll explore core concepts in lectures and computer lab sessions, linking theory to practical insights from the industry.

By working regularly work in groups, you’ll develop vital team working skills. Independently, you’ll have reading assignments and be encouraged to blog and join online discussions.

Some modules include talks by industry speakers, sharing insights into careers and current issues. Speakers include former Southampton graduates who work in digital roles in organisations including Microsoft and the National Trust.

Assessment

Assessment methods include:

coursework
presentations
exams
group assignments
reports
dissertation

Dissertation

You’ll need to use the methods and skills learnt as part of this programme to write a 15,000-word dissertation. Your dissertation is an opportunity to study an area of interest in depth and can be academic or practical.

For example, you could look for a relevant real-world project within a local organisation, such as the development of an online marketing campaign.

Academic Support

We’ll assign you a personal tutor, and you’ll have access to a senior tutor.

Careers

Graduates have gone on to work for the following organisations:

L’Oreal
ROKE
McCaan
Hootsuite
EDF Energy

Careers services at Southampton

We're a top 20 UK university for employability (QS Graduate Employability Rankings 2020). Our Careers and Employability Service will support you throughout your time as a student and for up to 5 years after graduation. This support includes:

work experience schemes
CV/resume and interview skills workshops
networking events
careers fairs attended by top employers
a wealth of volunteering opportunities
study abroad and summer school opportunities

We have a thriving entrepreneurship culture. You'll be able to take advantage of:

our dedicated start-up incubator, Futureworlds
a wide variety of enterprise events run throughout the year
our partnership in the world’s number 1 business incubator, SETsquared

Fees, costs and funding

Tuition fees

Fees for a year's study:

UK students pay £12,608.
EU and international students pay £24,060.

Check fees for other versions of this course.

Deposit

When you accept your offer to study on this course you’ll be asked to pay a deposit. This is non-refundable. The deposit amount is:

UK students: £250
EU and international students: £1,000

Full terms and conditions and details of how to pay this deposit will be sent to you in your offer letter.

What your fees pay for

Your tuition fee covers the full cost of tuition and any exams.

Find out how to pay your tuition fees.

Accommodation and living costs, such as travel and food, are not included in your tuition fees. Explore:

10% alumni discount

If you’re a graduate of the University of Southampton you get a 10% discount on your postgraduate tuition fees.

Postgraduate Master’s Loans (UK nationals only)

This can help with course fees and living costs while you study a postgraduate master's course. Find out if you're eligible.

Funding your postgraduate studies

A variety of additional scholarships, grants and bursaries may be available to help you fund your master’s study, both from the University and from other organisations.

Funding for EU and international students

Find out about funding you could get as an international student.

How to apply

Use the 'apply for this course' button on this page to take you to our online application form.
Search for the course you want to apply for.
Complete the application form and upload any supporting documents.
Submit your application.

Application deadlines

For the best chance of being offered a place you should apply as early as possible. Applications will be reviewed and offers made to candidates in 4 rounds.

If you plan to apply later, there’s a risk that we may have filled all places in previous stages and we reserve the right not to open the later rounds. 

Application assessment fee

We’ll ask you to pay a £50 application assessment fee if you’re applying for any postgraduate taught course that starts in or after September 2021.

This is an extra one-off charge which is separate to your tuition fees. It covers the work and time it takes us to assess your application. You’ll be prompted to pay when you submit your application which won’t progress until you've paid.

If you're a current or former University of Southampton student, if you're applying for a Master of Research (MRes) degree, or if you're applying for a PGCE course via UCAS, you will not need to pay the fee. Find out if you’re exempt on our terms and conditions page.

Supporting information

When you apply you’ll need to submit a personal statement explaining why you want to take the course.

You’ll need to include information about:

your knowledge of the subject area
why you want to study a postgraduate qualification in this course
how you intend to use your qualification

You'll also need to send 2 academic references.

Please include the required paperwork showing your first degree and your IELTS English language test score (if you are a non-native English speaker) with your application. Without these, your application may be delayed.

Learn more about how to apply with our postgraduate application guide.

What happens after you apply

You'll be able to track your application through our online Applicant Record System.

We'll assess your application on the strength of your:

academic achievements
relevant professional experience
personal statement
academic references

We'll usually make one of 4 decisions:

Offer you a place on this course
Offer you a place on a different course which we think suits you better
Tell you that we'll consider your application a second time in the next stage
Tell you that your application has been unsuccessful

If we decide to consider your application a second time in the next stage, this will only happen once.

If we offer you a place, you'll need to accept the offer within 30 working days. If you do not meet this deadline, we'll offer your place to another applicant.