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MSc Digital Marketing

Course Overview

Whether you are a business student looking to build your knowledge and specialise in the digital domain or looking to join the marketing world, this MSc Digital Marketing programme has been designed to accelerate your career potential in a rapidly developing sector.

From the study, you will learn how to integrate new tactics and strategies with traditional marketing tools and practices; develop your understanding of leadership and management.

Newcastle Business School is one of only 1% of the world’s business schools to hold the prestigious AACSB accreditation. Upon completion of your programme, you will be eligible for our Professional Pathway programmes which will enable you to further develop your skills, delivered by QA, one of the UK’s largest providers of IT and project management training.

Key information

    Course name

    MSc Digital Marketing

    Total academic credits

    180 credits

    Qualification awarded


    Awarding body

    Northumbria University

    Professional recognition

    The Association to Advance Collegiate Schools of Business (AACSB), Chartered Institute of Marketing (CIM) & Institute of Direct and Digital Marketing (IDM)

    Academic level

    Postgraduate (QCF_NQF Level 7)

    Study mode

    Full time


    1 year

    Tuition fees

    £13,500 – Scholarship or bursaries available


    September, January, May (New course starting from January 2017 – subject to validation)

    Work placement


    Course location


Academic entry requirements

Minimum 2:2 honours degree from a UK university or equivalent in a business related discipline.

English entry requirements

IELTS 6.5 (or above) with no single element below 5.5, or equivalent.

Progression route

Upon successfully completing your course, you will be eligible to join one of the Professional Pathway programmes to continue your professional development and training. Each Pathway is worth a minimum of £3,000 and offered to graduates for free, from the university’s partner, QA. You can also study further academic course of MPhil and PhD degrees by research or enter into professional career.

Career opportunities

Graduates are expected to attain senior positions in the digital marketing industry, including roles within major commercial organisations or senior roles with digital marketing agencies, either locally, nationally or internationally. Other posts related to the sector include events, offline marketing and PR. A significant number of graduates have gone back to work for a family business or even started up their own businesses.



  • Marketing Metrics and Analysis (20 credits)
  • Strategic Marketing in the Digital Era (20 credits)
  • The Digital Customer Journey: Data, Profiling and CRM (20 credits)
  • Digital Campaign Management and Media (20 credits)
  • Dissertation Preparation and Research Methods (0 credits)
  • Developing Global Management Competencies I (20 credits)
  • Developing Global Management Competencies II (20 credits)
  • Academic and Professional Development (0 credits)

Plus one of the following:

  • NBS Masters Consultancy Project (60 credits)
  • The Newcastle Business School Masters Dissertation (60 credits)


Teaching & assessment methods

You will be taught through a mix of lectures, seminars and workshops to enable you to grow your knowledge of the business world.

Assessment for this programme takes place through group work, assignments and presentations giving you multiple methods for you to show your understanding of the course material.


What you will study

Northumbria marketing subject area has established working relationships with key bodies such as the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM) allowing the course content to be reflective of their syllabus. This is particularly of value if you are intending to progress on to a professional qualification with either body upon successful completion of your Masters.

The MSc Digital Marketing programme demonstrates how new digitally-focused tactics and strategies integrate with more traditional marketing tools and practices to capture new customers, build customer loyalty and provide superior customer service. You will understand the value of, and methods for, determining return on investment of Internet marketing programs, as well as online visitor and buyer behaviour, customer journey mapping, mobile marketing and social media.

You will also have the opportunity to develop a wider understanding of the principles and practice of leading and managing organisations and develop a range of applied research skills.