MSc Digital Marketing

For entry in the academic year beginning September 2026, the tuition fees are as follows:

• MSc (full-time)
  UK students (per annum): £18,400
  International, including EU, students (per annum): £33,100

Further information for EU students can be found on our dedicated EU page.

The fees quoted above will be fully inclusive for the course tuition, administration and computational costs during your studies.

Refund Policy

Due to the competition for places and limited availability, our courses require a deposit of £1000 to cover non-recoverable costs and secure your place. The deposit will be deducted from your tuition fees when you register on the course.

The deposit is non-refundable, except in the following situations:

• you fail to meet the conditions of your offer (see below for further information); and/or
• you are refused a visa or entry clearance to enter the UK (proof must be submitted)

If an offer has been made specifying an English Language condition which you do not meet, the Admissions Team will require the official certificate of an English Language test taken after the date of offer as evidence that you have attempted to meet your offer conditions for a refund to be approved. The English Language test certificate provided with your application documents will not be accepted as proof that you have attempted to meet your offer conditions as such a certificate will predate the offer.

If an offer has been made specifying an academic condition, the Admissions Team will require the official university documentation showing that you have not met this academic condition from the institution at which you have studied, as evidence for a refund to be approved.

The Admissions Team reserves the right to refuse to refund of any deposit that does not meet with the requirements outlined above.

All students should normally be able to complete their programme of study without incurring additional study costs over and above the tuition fee for that programme. Any unavoidable additional compulsory costs totalling more than 1% of the annual home undergraduate fee per annum, regardless of whether the programme in question is undergraduate or postgraduate taught, will be made clear to you at the point of application. Further information can be found in the University's Policy on additional costs incurred by students on undergraduate and postgraduate taught programmes (PDF document, 91KB).

Scholarships will be available for 2026 entry, information will be updated on our scholarships page.

This elective provides detailed coverage of marketing theory, processes and outcomes pertaining to sustainable co-creation of service(s). Key topics in this course include evolution of the services sector and theories pertaining to contemporary services marketing, specifically: service management, managing people (employees) responsibly, service quality and equitable service recovery, customer behaviour issues in services, service design for well-being and inclusivity, management of long-term relationships and customer experience, conscientious use of technology in services delivery (AI and service robots), and socially responsible services marketing designed to improve sustainability of services.

To achieve learning outcomes, students are encouraged to engage in the critical evaluation of theoretical literature and key texts, and secondary data available from service organizations.  

In terms of employability, students intending to collaborate with service organisations, work in the service sector (e.g., information technology, advertising and marketing research, hospitality and retailing, management consultancy, charity and public services) or for an organisation with a strong commitment to service management or customer service, will find this course relevant. 
 

BMAN70252 Programme Req: BMAN70252 is only available as an elective to students on MSc Marketing and MSc Digital Marketing

Programme Requirements: BMAN70252 is available as an elective to students on MSc Marketing or MSc Digital Marketing who have completed the core semester 1 courses for these programmes.  

Students on other PGT courses can join the course ONLY with written permission from ALL THREE of the following: (1) Their own programme director, (2) The programme director of either the MSc Marketing or the MSc Digital Marketing (3) One of the Course Directors of BMAN70252. In order to gain this permission, you will need to present a CV or evidence demonstrating significant experience of Marketing either in a work context or via previous study of relevant marketing courses.

To provide an appreciation of the challenges inherent in managing and co-creating services, the fastest growing sector in most economies amidst the grand challenges facing organizations and individuals.

To provide an understanding of some of the state-of-the-art service tools (key theory and processes) that help address these problems; key aspects of management and strategy in the services sector to include: value co-creation, managing people responsibly, service quality and equitable recovery, inclusive service design, management of customer relationships, customer experience management, socially responsible services and digital interactions in service design and delivery.  

To sensitise students to a customer-oriented, sustainable, service logic thinking, delivering customer experience solutions (outcomes).  

This elective provides detailed coverage of marketing theory, processes and outcomes pertaining to sustainable co-creation of service(s). Key topics in this course include evolution of the services sector and theories pertaining to contemporary services marketing, specifically: service management, managing people (employees) responsibly, service quality and equitable service recovery, customer behaviour issues in services, service design for well-being and inclusivity, management of long-term relationships and customer experience, conscientious use of technology in services delivery (AI and service robots), and socially responsible services marketing designed to improve sustainability of services. 

Lectures.  These consist of a mix of traditional lecture style teaching; exercise and case discussion.

Online Discussion Board

• Explain how the characteristics of services differ from tangible goods, and how these impact on the design and execution of sustainable marketing strategies for services. 
• Define and illustrate the main components of service(s) marketing and management theory/frameworks 

• Analyse services marketing problems and develop responsible processes and ultimately sustainable solutions for contemporary market contexts
• Critically apply service marketing and management tools to improve employee and customer engagement and customer experience, sustainably, in order to deliver customised customer experience solutions (outcomes) in specific contexts.

• Integrate sustainable customer and employee engagement techniques during problem-solving, showcasing evidence-based solutions.
• Develop critical self-reflection skills to inform implementation of sustainable service marketing practices

• Communicate services marketing insights effectively, both verbally or in writing. 
• Evaluate the effectiveness of your teamwork and your personal role in identifying and implementing services marketing strategies and techniques.

Group Coursework (Presentation with optional peer assessment) 50%
Individual Coursework (Report/reflections and recommendations) 50%

Summative feedback will be provided in the form of a mark and comments.

Core Textbook:  

 

Wirtz, J. and Lovelock, C. (2022) Services marketing: People, Technology, Strategy, 9th edition, NJ, USA: World Scientific Publishing

 

 

Reading List available through the university library:  

https://www.readinglists.manchester.ac.uk/leganto/public/44MAN_INST/lists/345511900850001631?auth=CAS