MSc Digital Marketing / Course details

Year of entry: 2024

Course description

MSc Digital Marketing gives you exposure to this dynamically changing marketing environment, provides you with a strategic understanding of relevant marketing processes, tools and tactics, and helps you to navigate various challenges by providing you with unique analytical and problem-solving skills developed in an inter-disciplinary context. Enriched with expert insights from the most recent cutting-edge research, the programme will help you to provide innovative solutions and sophisticated justification for any type of marketing decision you are faced with.


  • Build an understanding and a critical appreciation of digital marketing concepts, strategy, techniques, and analytics
  • Develop the ability to capture the full scope of digital marketing processes and relationships systematically and analytically
  • Gain understanding of research methods and analytics, including techniques of data collection and analysis necessary for digital marketing
  • Acquire project management skills
  • Opportunities to apply digital marketing skills in practice

Coursework and assessment

Assessment across the course units varies, and includes a combination of examinations, course work, group project and presentations, individual essay and assignments. A group project is also normally undertaken.

Course unit details

During the course, you will be taking 180 credits in total. The eight taught modules during semesters 1 and 2 will total 120 credits.

Course unit list

The course unit details given below are subject to change, and are the latest example of the curriculum available on this course of study.

TitleCodeCredit ratingMandatory/optional
Integrated Marketing Communication in a Digital Environment BMAN60222 15 Mandatory
Marketing Management in the Digital Age BMAN73991 15 Mandatory
Marketing Strategy and Competitive Advantage BMAN74011 15 Mandatory
Current Topics in Digital Marketing BMAN74801 15 Mandatory
Market Research in Practice in a Digital Context BMAN74811 15 Mandatory
Business to Business Marketing BMAN70152 15 Optional
Retail Marketing BMAN70172 15 Optional
Services Marketing: customer experiences and digital interactions BMAN70252 15 Optional
International Marketing BMAN70402 15 Optional
Digital Business BMAN71702 15 Optional
Financial Data Analytics & AI in Finance BMAN74222 15 Optional
User Experience (UX) Design and Web Analytics BMAN74822 15 Optional
Displaying 10 of 12 course units

Disability support

Practical support and advice for current students and applicants is available from the Disability Advisory and Support Service. Email: