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Digital Marketing MSc

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Build your understanding of the tactics behind online media use. Study the rules imposed by institutions, government, and society. Discuss how firms can market products and services in a more socially responsible way.

Digital techniques are more important than ever in the marketing industry. And with the growing use of digital comes a growing demand for employees who have the skills to employ these technologies strategically.

With our MSc Digital Marketing, you’ll discover the tactical ways contemporary businesses use digital marketing. Our research-informed teaching will give you cutting-edge insight into new and up-coming developments in the industry.

Please note: applications for this course are still open, but only to Home / EU applicants.

Key benefits

  • Learn to evaluate and manage market opportunities – and gain the skills for career options in a huge variety of enterprises.

  • Understand how social media marketing and user-generated content contribute to success.

  • Get an insight into important decision-making in digital marketing.

Key information

Application status Open

Duration 1 year

Study mode Full-time

Credit value UK 180 / ECTS 90

Course leaders Dr Michelle Zeng

Further details

Course contact for further information Postgraduate Admissions Team, Admissions Office
tel: +44 (0)20 7848 7000
fax: +44 (0)20 7848 7200

Course contact form Postgraduate admissions

Awarding institution King's College London

Faculty King's Business School



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Course detail


You’ll develop the knowledge and skills you’ll need for a career in digital marketing. It’s an increasingly complex industry and we’ll make sure you learn to think strategically about important issues.

Your research will provide an in-depth look at digital marketing. We’ll help you link theory with practice, putting the knowledge you’ve gained to use in real situations. 

Course purpose

Digital marketing is no longer an add-on. It’s an integral part of every organisation’s marketing strategy. We want to equip you with the skills to understand the key technologies and put them to use.

Our School’s aim is to help King’s change the world. Graduates from our Digital Marketing MSc will be equipped to help organisations get their message out more effectively than ever.

Further literature


Course format and assessment

The following table will give you an idea of what a typical academic workload might look like as you progress through your studies: 

Module  Lectures, seminars and feedbackSelf-study
Per 15 credit module 10 to 11 three hour sessions which typically consist of a combination of lectures, case discussion and class activities; although there may be some variation in the precise format.  Approximately 120-130 hours
Dissertation module Dissertation workshop and one-to-one supervision. Approximately 596 hours self-study and project work.


Typically, 1 credit equates to 10 hours of work.

Assessment methods will depend on the modules selected. The primary methods of assessment for this course are written examinations, coursework, individual or group projects, presentations, case studies and multiple-choice tests.

For some modules you will be assessed on your participation, which includes attendance.


Year 1

Courses are divided into modules.  You will normally take modules totalling 180 credits. 

Required Modules
You are required to take:
  • Digital Marketing Strategy (15 credits)
  • Digital Marketing Communications (15 credits)
  • Digital Consumer Behaviour (15 credits)
  • Marketing Analytics (15 credits)
  • Research in Marketing (15 credits)
  • Research Project (Dissertation) (60 credits) 
Optional Modules

In addition, you are required to take 45 credits from a range of optional modules, which may typically include:

  • Social Media and Marketing (15 credits)
  • Neuromarketing (15 credits)
  • Online Retailing (15 credits)
  • International E-Service Marketing (15 credits)
  • Marketing & Sustainability (15 credits)
  • B2B Marketing (15 credits)
  • Brand Management (15 credits)
King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study.  Therefore, modules offered may change.  We suggest you keep an eye on the course finder on our website for updates.

Entry requirements & how to apply

Digital Marketing Entry Requirements
Minimum requirements 

High 2:1


Undergraduate degree with High 2:1 honours (i.e. overall average of at least 65% across all years of study). Some familiarity with data analysis/statistical software, such as Microsoft Excel or SPSS or similar software, is strongly recommended.

In order to meet the academic entry requirements for this programme you should have a minimum high 2:1 undergraduate degree with a final mark of at least 65% or above in the UK marking scheme. If you are still studying you should be achieving an average of at least 65% or above in the UK marking scheme.

Please note: Meeting the minimum requirements for your application to be considered does not guarantee an offer as applications for this programme are very competitive.

International requirements   Visit our admissions webpages to view our International entry requirements.
English Language requirements Band B Visit our admissions webpages to view our English language entry requirements.


Application procedure

Applications must be made online using King’s online application portal apply.kcl.ac.uk and a non-refundable application fee of £60 applies.

Your application will be assessed by academic staff in the department; we aim to process all applications within four to six weeks, but during February, March and holiday periods, applications may take longer to process. 

Personal statement and supporting information

You will be asked to submit the following documents in order for your application to be considered:

Personal Statement  Yes

A personal statement of up to 4,000 characters (maximum 2 pages) is required.

Please provide a statement that shows how your own interests are linked to the Digital Marketing programme. In this statement please describe your academic background, your reasons for applying for this programme and what you hope to gain from it, including any relevant experience, strengths, ambitions or research interests.

Previous Academic Study Yes A copy (or copies) of your official academic transcript(s), showing the subjects studied and marks obtained. If you have already completed your degree, copies of your official degree certificate will also be required. Applicants with academic documents issued in a language other than English, will need to submit both the original and official translation of their documents.
References Yes Two references are required with at least one academic. Professional references will be accepted if you have completed your qualifications over five years ago.
Other Optional Applicants may wish to include a CV (Resume) or evidence of professional registration as part of their application


Application closing date

We recommend that you submit your application as soon as possible.  Our first application deadline is the 29 March 2019.  Applications will remain open if places are available and programmes will be closed as soon as they are full.

Help and support

If you don't have a suitable qualification for direct entry to a UK university, or if English isn't your first language, our academic preparation courses can help you get ready for study in the UK.

Preparation courses

Fees and funding

  • Full time Home/EU fees: £14,250 per year (2019/20)
  • Full time overseas fees: £28,500 per year (2019/20)

Students starting their programme in 2019/20 who are eligible to pay EU fees will pay the same rate of tuition fees as UK students. This will apply for the duration of their programme, but may be subject to change by the UK Government for subsequent cohorts from 2020/21.

These tuition fees may be subject to additional increases in subsequent years of study, in line with King’s terms and conditions.


When you receive an offer for this course you will be required to pay a non-refundable deposit to secure your place. The deposit will be credited towards your total fee payment.

The UK/EU deposit is £500.

The INTERNATIONAL deposit is £2,000. 

  • If you receive an offer on or before 31st March 2019, payment is due by 27th April 2019.
  • If you receive an offer between 1st April 2019 and 30th June 2019, payment is due within one month of receiving the offer.
  • If you receive an offer between 1st July 2019 and 31st July 2019, payment is due within two weeks of receiving the offer.
  • If you receive an offer on or after 1st August 2019, payment is due within one week of receiving the offer.

If you are a current King’s student in receipt of the King's Living Bursary you are not required to pay a deposit to secure your place on the programme. Please note, this will not change the total fees payable for your chosen programme.


We have a number of scholarships available for King’s Business School Master’s students. Please visit our scholarships page for more information.

Financial help and support

Visit the fees and funding webpages to find out more about bursaries, scholarships, grants, tuition fees, living expenses, student loans and other financial help available at King's.


Next steps

View our postgraduate guide

Learn more about postgraduate degree programmes at King's. Download or view our guide in PDF format.

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