Teaching & modules
Modules
Courses are divided into modules. You will normally take modules totaling 180 credits.
Required Modules
You are required to take:
- Marketing Strategy for the Digital Economy (15 credits)
- Digital Advertising and Communications (15 credits)
- Behavioural Science for Digital Marketing (15 credits)
- Social Media Marketing and Influencer Strategy (15 credits)
- Omnichannel Marketing (15 credits)
- Artificial Intelligence and Customer Insights (15 credits)
- Marketing Analytics and Experimentation (15 credits)
- Brand Management in the Digital Marketplace (15 credits)
- Digital Marketing Technologies (15 credits)
- MSc Digital Marketing - Programme Workshops (0 credits)
You are also required to take one of the following 45-credit modules; either a traditional dissertation or a practice-based project. You must choose one.
- Digital Marketing Research Dissertation (45 credits)
- Digital Marketing Practice Dissertation (45 credits)
Teaching methods - what to expect
The Digital Marketing MSc is an in-person programme delivered primarily through interactive workshops. Teaching combines in-person workshops, guided independent study, and skills oriented training to create a learning experience that balances conceptual understanding with applied, hands-on practice.
Workshops are designed to be participatory and discussion driven, encouraging students to engage critically with theory and apply it to real-world digital marketing contexts. Guided independent study supports students in developing the analytical and reflective capabilities required for both assessed work and professional practice. Skills-oriented training is embedded throughout the curriculum, ensuring students develop tangible competencies in areas such as data analytics, digital tools, and strategic decision-making that are directly relevant to industry.
| Module | Lectures, seminars and feedback | Self-study |
| Per 15-credit module | Between 20 and 30 hours which typically consist of a combination of lectures, case discussion and class activities; there may be some variation in the precise format. | Approximately 120-130 hours. |
| Dissertation module | Dissertation workshops and one-to-one supervision. | Approximately 600 hours self- study and project work. |
Approximately 20% Workshops, 10% Application focused work (e.g., industry projects and skills training sessions), 70% guided independent study.
Typically, one credit equates to 10 hours of work.
We will use a delivery method that will ensure students have a rich, exciting experience from the start. Face to face teaching will be complemented and supported with innovative technology so that students also experience elements of digital learning and assessment.
Assessment
- Written examinations
- Coursework
- Individual or Group Projects
- Presentations
- Case studies
- Multiple-choice tests
Your performance will be assessed through a combination of coursework and written/practical examinations. Forms of assessment may typically include written examinations, coursework, individual or group projects, presentations, case studies and multiple-choice tests.