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Digital Marketing MSc

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Do you want to pursue a career in digital marketing? We are the only Russell Group university in London to offer a dedicated MSc in Digital Marketing, and through our course you’ll discover the tactical ways contemporary businesses use digital marketing to drive results.

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

Our Digital Marketing MSc will provide you with specialised knowledge and skills through a rigorous academic study of marketing in the digital landscape. You’ll discover how businesses use digital marketing and explore a range of topics such as digital strategy, brand management, social media, neuromarketing and marketing analytics.

Key benefits

  • Explore key digital trends – Learn the techniques shaping the industry today, the strategic & tactical uses of digital marketing, examine the digital environment and understand how to be competitive in contemporary business.
  • Study in London - We are the only Russell Group university in London to offer a dedicated MSc in Digital Marketing, so you’ll benefit from studying our innovative course while studying in the capital.
  • Stand out to employers – Gain the knowledge and skills you’ll need for a career in digital marketing. Digital skills are now essential to the marketing profession, and our course will equip you with both the theoretical understanding and practical knowledge to progress to a range of digial marketing careers.

Key information

Application status Closed

Duration 1 year

Study mode Full-time

Credit value UK 180 / ECTS 90

Programme accreditations The Chartered Institute of Marketing (CIM) has awarded King’s College London a Graduate Gateway against the MSc in Digital Marketing. In order to take this up students must pass the MSc with a mark of 50% or more and send evidence of graduation to the CIM membership. You can find further details here:

Course leaders Dr. Prokriti Mukherji

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


Our MSc in Digital Marketing is designed to equip you with the knowledge & skills to progress to a range of digital careers.

You’ll build a solid foundation in core digital marketing principles through our range of core modules:

Digital Marketing Strategy – A comprehensive introduction to digital strategy to enhance your knowledge of marketing concepts in the digital space.

Digital Marketing Communications – Evaluate the strategic issues involved in marketing communications in a digital context.

Digital Consumer Behaviour – Understand the key psychological theories which underpin digital consumer behaviour.

Marketing Analytics - Critically apply marketing analytics to solve marketing problems in a variety of marketing areas, including pricing, retailing, advertising, new product development, and digital marketing.

Research in Marketing – Discover the concepts and techniques used in marketing research and how it contributes to business decision making.

You’ll then have the chance to broaden your knowledge and skills through our selection of elective modules:

Social Media & Marketing - Examine the theoretical underpinnings of social media marketing and critically evaluate the opportunities & challenges posed by the digital context of consumer generated content.

Neuromarketing – Study how marketers use new medical technologies to study the brain’s responses to marketing stimuli and better understand consumer preferences.

Online Retailing – Gain a comprehensive understanding of retailing in an online context.

International E-Services Marketing - Develop an in-depth knowledge of services marketing in an international and digital context, based on state-of-the-art insights in present-day service research.

Marketing & Sustainability - Explore how ethics & sustainability influence marketers and affect consumer decision making & product strategies.

B2B Marketing – Develop an advanced knowledge of business marketing theories and recent developments in business marketing practice.

Brand Management – Understand how businesses build & sustain brands profitably and explore the requirements for managing a brand as a strategic asset for a company.

You’ll also undertake a 12,000 word Research Project (Dissertation), where you will conduct your own in-depth research and apply the knowledge & methods gained from studying our taught modules.

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)
  • Omnichannel 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). Please note that, due to the content of this Master's programme, it is not normally suitable for applicants with an undergraduate degree in Marketing or who have undertaken multiple Marketing modules as part of their undergraduate degree. 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 and a non-refundable application fee of £100 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 is required. This can be entered directly into the online application form (maximum 4,000 characters) or uploaded as an attachment to the online application form (maximum 2 pages).

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 One academic reference is required. A professional reference will be accepted if you have completed your qualifications over five years ago. In some cases, we may request an additional reference from you.
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 31 March 2020. After this date, applications will remain open if places are available, but programmes will be closed as soon as they are full. For programmes with spaces remaining, no further applications will be accepted from non-EU (Overseas) nationals after 31July 2020 or from UK/EU nationals after 28 August 2020.


Please note you will not be eligible for an application fee refund if you apply after the first application deadline and places are filled before the final deadlines above and we are unable to process more offers.


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: £14,925 per year (2020/21)
  • Full time overseas fees: £29,850 per year (2020/21)

Students starting their programme in 2020/21 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 2021/22.

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 before 1 June 2020, payment is due by 30 June 2020.

  • If you receive an offer between 1 June 2020 and 30 June 2020, payment is due within one month of receiving the offer.

  • If you receive an offer between 1 July 2020 and 31 July 2020, payment is due within two weeks of receiving the offer.

  • If you receive an offer on or after 1 August 2020, payment is due within one week of receiving the offer.

  • If you receive an offer in late August, payment is due within 2 days 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.


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