MSc Digital Marketing

Fees for entry in 2027 have not yet been set. For reference, the fees for the academic year beginning September 2026 were as follows:

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

The fees quoted above are fully inclusive of tuition, administration and computational costs.

Fees for entry are subject to yearly review. The University reserves the right to increase your tuition fee by up to 7% each year for courses lasting more than one year, including to reflect rising costs associated with delivering our educational and wider student experience. Postgraduate fees information .

Always contact the admissions team if you are unsure which fee applies to your qualification award and method of attendance.

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).

We know that student finance can be complicated. The links below provide further information to help guide you.

Learn more about - student finance options for UK students.

Learn more about - fees and finance for international students.

Graduates of The University of Manchester and Manchester Metropolitan University can receive a 10% discount on their master's degree tuition fees as part of our Manchester Alumni Loyalty Discount scheme.

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% - Please note that this assessment requires AI use as part of the assessed task (Category D: AI-integrated).

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.
 

Please note: AI forms part of the assessment method for this course unit.  For more information, please see: AI in Teaching and Learning Policy (using this link: https://documents.manchester.ac.uk/display.aspx?DocID=79331)