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.
Your course leader is Dr Tugra Akarsu, Lecturer in Marketing at the Southampton Business School. Visit Dr Akarsu’s staff profile to find out more about her work.
MSc Digital Marketing Taster Lecture
This course is based at Highfield.
This qualification is awarded by the University of Southampton.
Download the Course Description Document
The Course Description Document details your course overview, your course structure and how your course is taught and assessed.
Changes due to COVID-19
Although the COVID-19 situation is improving, any future restrictions could mean we might have to change the way parts of our teaching and learning take place in 2022 to 2023. This means that some of the information on this course page may be subject to change.
Find out more on our COVID advice page.
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
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.
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 2022-23
Year 1 modules
You must study the following modules:
Building Customer Insight
The aim of this module is to provide you with an understanding of consumer behaviour and how knowledge of consumers contribute to organisational strategy.
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...
Marketing in the 21st Century
This module focuses on the nature of marketing in the context of today’s rapidly changing social and business environment. Its emphasis is on how marketing may remain legitimate in society and relevant to business practice.
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 to support changing digital ecosystem such as e-mail marketing, search engine marketing, social media marketing, affiliate/influence...
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...
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
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 2022). 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
Fees for a year's study:
- UK students pay £13,000.
- EU and international students pay £26,352.
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 funding options may be available to help you pay for your master’s study. Both from the University and 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.
The deadline for applying for your course for the 2023 year of entry depends on where you’re domiciled (where your permanent home is and where you have the closest ties).
This is because:
- students from different countries tend to apply at different times of year
- we want a diverse and balanced mix of international students with exceptional academic ability
|Place of domicile||Deadline|
|China||7 December 2022 (closed)|
|Anywhere else (except the UK)||29 March 2023|
|The UK (and others eligible for home fees)||7 July 2023|
We must receive new applications by midday GMT.
Applications for 2023 are now closed to those domiciled in China. The deadline for applicants domiciled in other countries may still move to:
- an earlier date if we have already received enough applications before the deadline
- a later date if there are still places available on the deadline
We receive many high-quality applications, so places for many of our courses are very competitive.
Application assessment fee
We’ll ask you to pay a £50 application assessment fee if you’re applying for a postgraduate taught course.
This is an extra one-off charge which is separate to your tuition fees and is payable per application. 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, or if you’re applying for certain scholarships, you will not need to pay the fee. PGCE applications through GOV.UK and Master of Research (MRes) degree applications are also exempt. Find out if you’re exempt on our terms and conditions page.
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.
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 will aim to send you a decision 6-8 weeks after you have submitted your application.
If we offer you a place, you will need to accept the offer within 30 working days. If you do not meet this deadline, we will offer your place to another applicant.
Unfortunately, due to the volume of applications we receive, we may not be able to give you specific feedback on your application if you are unsuccessful.
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
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