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.

There are a range of situations and contexts when digital marketing can play a role in driving performance and creating competitive advantage. This module will introduce students to real life marketing problems across different industries and contexts. To provide solutions to those problems, students will acquire problem solving and marketing planning skills.

The unit aims:
(1) to explore some of the key trends in current and future digital marketing.
(2) to equip students with the tools to utilise these current techniques as solutions to real-world business problems
 

Knowledge and understanding

Utilise current digital marketing techniques and problem solving skills to develop well informed solutions to real business problems [A1]

Intellectual skills

Evaluate the latest research developments in digital marketing, taking account of the limits of current knowledge and the effects of this on analyses and interpretation [B2]
Show understanding and appreciation of how automation is applied in digital marketing [B7]

Practical skills

Show understanding and appreciation of how automation is applied in digital marketing [C4]

Transferable skills and personal qualities

Deliver practitioner focused oral presentations, participating effectively in such contexts [D2]

1 x 2 hour lecture per week, 1 x 1 hour workshop per week
 

Group Presentation 30%
Individual Coursework 70%

Formative
Opportunity for 1-1 feedback on both group presentation and individual coursework
Oral feedback in lectures and seminars
Weekly knowledge check quizzes

Written feedback provided 15 working days after submission

Core Textbooks:

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: strategy, implementation & practice. Pearson uk.

Tuten, T. L., & Solomon, M. R. (2020). Social media marketing. Sage.

Further Readings:

Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864-877.

Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The rise of new technologies in marketing: a framework and outlook. Journal of Marketing, 86(1), 1-6.

Martínez-López, F. J., & D'Alessandro, S. (Eds.). (2020). Advances in Digital Marketing and eCommerce. Springer.

Huang, M., Rust, R.T. (2021) A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science. 49, 30–50.

Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An emerging theory of avatar marketing. Journal of Marketing, 86(1), 67-90.

Wichmann, J. R., Wiegand, N., & Reinartz, W. J. (2022). The platformization of brands. Journal of Marketing, 86(1), 109-131.

Raisch, S., & Krakowski, S. (2021). Artificial intelligence and management: The automation–augmentation paradox. Academy of Management Review, 46(1), 192-210.

Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.

Stackpole, T. (2022). Exploring the Metaverse. Harvard Business Review, 100(4), 146–147.

Davenport, T. H., Guha, A., & Grewal, D. (2021). How to Design an AI Marketing Strategy. Harvard Business Review, 99(4), 42–47.