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 translate the latest developments from the field into your learning. You’ll be well prepared to enter the industry equipped with the most in-demand skills.
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
In addition, you'll be visited by guest speakers leading in the sector.
Being a student here opens opportunities beyond the course to grow networks. The university operates a DigiChamps (Digital Champions) initiative, 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.
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.
This course is accredited by:
This course is based at Highfield.
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.
You’ll need a 2:1 degree in a business, economics, management or marketing related subject.
Find the equivalent international qualifications for your country.
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?
If you're not sure that you have the right experience or qualifications to get onto this course please contact our enquiries team; we're very happy to help.Email: email@example.com
Tel: +44(0)23 8059 5000
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.
For entry in Academic Year 2019-20
You must study the following modules in year 1:
Learning and assessment
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 methods include:
- group assignments
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.
We’ll assign you a personal tutor, and you’ll have access to a senior tutor.
Graduates have gone on to work for the following organisations:
- EDF Energy
Careers services at Southampton
We're a top 20 UK university for employability (QS Graduate Employability Rankings 2019). 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 vibrant entrepreneurship culture. You'll be able to take advantage of:
Fees, costs and funding
Fees for a year's study:
- UK/EU students pay £11,950.
- International students pay £20,728.
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/EU students: £250
- 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 all examinations.
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 and EU 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.
How to apply
You can apply directly through our online form by using the apply button on this page.
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.
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 will assess your application on the strength of your:
- academic achievements
- relevant professional experience
- personal statement
- academic references
We'll tell you if you're successful 3 weeks after the deadline of the round that you applied in.
We'll typically make one of four decisions. We will:
- offer you a place on this course
- offer you a place on a different course which we believe suits you better
- tell you that your application will be considered a second time in the next round of applications
- tell you that your application isn't successful
If we make you an offer, you will need to:
- accept it within 30 working days
- pay a deposit within 32 working days
Equality and diversity
We treat and select everyone in line with our Equality and Diversity Statement.
Got a question?
Please contact us if you're not sure you have the right experience or qualifications to get onto this course.
Tel: +44(0)23 8059 5000