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MSc Digital Marketing

Course Overview

MSc Digital Marketing course has been developed in response to the realisation that digital marketing is now established as a priority for local, national and international businesses because of the ever increasing digitalisation of consumer activities, and the business opportunities that arise in a dynamic online marketplace.

The MSc in Digital Marketing will have a strong focus on the practical requirements currently expected of digital marketing graduates, underpinned by relevant academic theory. The programme gives you an opportunity to build a successful career in this fast-growing global sector.

Key information

    Course name

    MSc Digital Marketing

    Total academic credits

    180 credits

    Qualification awarded

    MSc

    Awarding body

    University of the West of Scotland

    Professional recognition

    No

    Academic level

    Postgraduate (QCF_NQF Level 7 / SCQF Level 11)

    Study mode

    Full time - Classroom

    Duration

    12 months

    Tuition fees

    £11,000 (Scholarship available)

    Intakes

    September and February

    Work placement

    No

    Course location

    Paisley, Scotland

Academic entry requirements

Bachelor degree or relevant academic, vocational or professional qualifications including significant work experience in the digital marketing/marketing sector.

English entry requirements

IELTS score of 6.0 overall with no less than 5.5 in any subcomponent. UWS will also consider applicants who have previously studied at degree level, taught and assessed in English, in what UKVI define as a majority English-speaking country.

Assessment methods

Combination of examination, coursework and a supervised independent business research project & live case studies - a range of practically focused assignments, such as case studies, portfolios, presentations and other assessment formats which will replicate the types of practice graduates will be expected to undertake in their typical working life upon completion of the programme.

Progression route

Further academic study of DBA, PhD or other research degree or 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.

Modules

There are three routes available:

  • Route 1 – for those with little or no prior grounding in digital marketing
  • Route 2 – aimed at those who already have a qualification in digital marketing
  • Route 3 – a work-based learning pathway for those in paid employment within the sector who wish to enhance their knowledge (one third of the programme will be completed in the workplace, with the remaining modules delivered via blended learning)

 

Trimester 1

Core modules

  • Branding People, Places and Spaces (20 credits)
  • Digital Marketing Practice (20 credits)

 

Optional modules - choose one from

Route 1

  • Strategic Marketing: Markstrat (20 credits)

 

Route 2

  • Creative Branding: Principles and Practice (20 credits)
  • Practical Issues in Events (20 credits)
  • Practical Issues in Tourism (20 credits)
  • Integrated Marketing Communications (20 credits)

 

Route 3

  • Professional Practice Development 1 (20 credits)

 

Trimester 2

Core modules

  • Creative Research (20 credits)
  • Digital Marketing Theory (20 credits)

 

Optional modules - choose one from

Route 1

Content and Media Management (20 credits)

 

Route 2

  • Building Iconic Brands (20 credits)
  • Experiential Branding (20 credits)
  • Experiential Branding (20 credits)

 

Route 3

  • Professional Practice Development 2 (20 credits)

 

Trimester 3

  • Marketing, Events and Tourism Masters Dissertation (60 credits)

 

Reasons for choosing this course

  • Designed in line with current industry practice to meet the growing demand for digital marketing professionals, this programme gives you an opportunity to build a successful career in this fast-growing global sector
     
  • 71% of global businesses plan to increase their investment in digital marketing, compared with 20% looking to increase their offline marketing spend*. The surge in demand for digital marketing specialists from companies looking to quickly step up their game in this area has led to a skills shortage within the sector. This programme will equip you with the skills, knowledge and practical experience to meet this demand
     
  • With a strong focus on the practical skills expected of digital marketing graduates, which are underpinned by relevant theory, you’ll gain a deep insight into the issues facing companies, ensuring that you will be highly employable within the digital marketing sector
     
  • Teaching methods will incorporate many aspects of the digital world and the programme will utilise both online and offline marketing tools to deliver module material. The learning experience is intended to be interactive, flexible and student centred, thus deviating from traditional teaching approaches
     
  • The programme makes use of a range of practically focused assignments, such as case studies, portfolios, presentations and other assessment formats which will replicate the types of practice graduates will be expected to undertake in their typical working life upon completion of the programme