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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. Through our programme you’ll discover a multifaceted perspective on Digital Marketing for success in the contemporary world.

The world is increasingly digital.  In such a setting, digital techniques are more than ever important in marketing and a growing demand for employees who have necessary knowledge and skills to employ these technologies strategically.

Our Digital Marketing MSc programe is theory and research driven. It seeks to develop the critical and analytical capabilities of the participants through rigorous academic study. The programme, recognising the importance of digital marketing in the business world, aims to provide you with knowledge of both strategic and tactical use of digital marketing.  It will  enable you to explore different aspects of digital marketing including digital consumer behaviour, digital marketing communications, analytics, branding, social media marketing, and neuromarketing among others.

You will be able to appreciate different theoretical bases for marketing decisions and how current research is applicable to such decisions in a digital business environment while being mindful of social responsibility and sustainability.

Key benefits

  • Explore key digital trends – You will be exposed to an integrated perspective on digital marketing and learn about how business and industry are locating in the digital environment, the strategic & tactical marketing decision-making in a digital context and understand how to be competitive in a global contemporary setting.
  • 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 programme aims to enhance your ability to analyse, evaluate, and manage market opportunities in the context of Web 2.0 and help you progress to a range of digital marketing careers.

Key information

Application status Open

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: http://www.cim.co.uk/community/career-hub/graduate-gateway/

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


You’ll build a solid foundation in core digital marketing areas through our range of compulsory 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.

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

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.

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.

Omnichannel 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 words 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. This Digital Marketing MSc course will enable you to develop your ability to think strategically about critical marketing issues and challenges while also enhancing the professional marketing knowledge required to work effectively in an increasingly complex and overwhelmingly digital global environment.

Our School’s aim is to help King’s change the world. Graduates from our Digital Marketing MSc will be equipped to help organisations flourish in the future.

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.
Dissertation module Dissertation workshop and one-to-one supervision. Approximately 596 hours self-study and project work.


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.



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)
  • Research in Marketing (15 credits)
  • Marketing Analytics (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 and 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. 

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 £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 26th March 2021. After this date, the programme will remain open only if places are still available and will be closed as soon as it is full.  

For programmes that remain open beyond this date, the final application deadlines for the following fee statuses are listed below: 

  • EU or overseas (international) fee status: 30th July 2021 

  • Home fee status: 27th August 2021 

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

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 fees: £15,675 per year (2021/22)
  • Full time overseas fees: £29,850 per year (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 deposit is £500.

The INTERNATIONAL deposit is £2,000. 

  • If you receive an offer on or before 31st March, payment is due by 30th April 2021. 

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

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

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

  • If you receive an offer from late August onwards, 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.


Blue box with King's College London rankings. Starting with, 7th in the UK for research quality. Followed by, 6th in the UK for research power. Concluding with, 4th among multi-faculty universities for research Impact. The source is research excellence framework 2014

Next steps

View our postgraduate guide

Learn more about postgraduate degree programmes at King's.

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