Combine marketing insight with a true understanding of digital media
Why take this course?
As technologies continue to develop in terms of availability and functionality, even greater opportunities will arise for those individuals who are able to combine traditional marketing insight with a true understanding of digital technology, capturing these benefits and articulating them at both an academic and vocational level. These individuals will be at the forefront of the on-going “digital revolution”.
If you have a good undergraduate degree in business, technology, computing, design, psychology or other relevant subject, this course will allow you to build on your previous degree providing you with knowledge, technical skills and practical experience of digital media and marketing concepts.
What will I experience?
You will be taught by academically qualified and enthusiastic staff with relevant experience including, research, consultancy and links with industry.
You will also benefit from our wide links with companies and organisations willing to provide opportunities for invited guest speakers and live case studies.
What opportunities might it lead to?
Graduates of this programme have gone on to successful careers in digital marketing, social media, e-commerce and mobile advertising in all types of businesses around the world. In addition, this programme provides a solid basis for entrepreneurial-minded students who wish to start their own digitally-based businesses.
I chose this particular degree because I liked the link between the technical and the business side of the course.
Melanie Retzlaff, MA Digital Marketing student
- 1 year full time
- A second-class honours degree or equivalent professional experience and/or qualifications. English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.
UK/EU/Channel Islands and Isle of Man students
2016/17 entry: full time: £6,400
2017/18 entry: full time: £6,400
Full-time course is eligible for Government Postgraduate Loan
2016/17 entry: full time: £12,700
2017/18 entry: full time: £13,300
*Tuition fee is subject to annual increase
+44 (0) 23 9284 2991
- Marketing and Sales
- Programme specification
Structure & Teaching
The aim of this programme is to make you aware of the current practices relating to digital marketing. You will become aware of the latest developments in the field and you will also be equipped with the practical skills to implement them.
MA Digital Marketing includes two teaching periods and is followed by 2-3 months of independent study during which time you complete a practical project.
Teaching Period 1
Essentials of Marketing
This will provide you with a solid foundation for the advanced study of marketing. No prior knowledge of marketing is assumed but students will be expected to assimilate information rapidly and reflect upon the concepts discussed.
Contemporary Issues in Marketing
This unit will examine a number of contemporary issues related to marketing theory and practice. The unit will draw extensively on the expertise of industry experts and students will be expected to engage with the issues that marketing managers are dealing with.
Digital Marketing Strategy
The unit focuses on examining the strategies and methods used to design and manage digital media based marketing campaigns. An intrinsic part of this unit is to develop an understanding of the importance of applying a range of analytical and conceptual models to the technical and creative aspects of design of digital media marketing
Teaching Period 2
Digital Communication and Media Development
You will review the digital media development process, assess the potential of a range of applications and use software and multimedia-authoring tools to develop a digital marketing campaign.
Digital Media Marketing Development Project
The project enables you to demonstrate and showcase what you have learnt during the taught programme. The project consists of:
- Systems specification for a digital marketing campaign
- Functional model/prototype developed from the above, using appropriate software tools
- Critical assessment of the project in terms of design, functionality and end user interface
Teaching and Assessment
Teaching methods range from tutor-led presentation of material, in-class exercises to case study analysis, problem solving exercises, student presentation and in-class discussion. There will be significant use and exploration of marketing software systems and media application software.
How are you assessed?
Assessment will take the form of coursework assignments which may involve group work, presentations, case study analyses or reports and examinations which may be closed or open book. You will be allocated a personal tutor for the duration of their programme to offer you help and advice during your studies. A project supervisor is allocated to each student in April/May and provides support throughout the project period.
Facilities & Features
We organise a lively programme of visiting speakers and encourage a vibrant culture of debate and industry contact. Providing you with the opportunity to attend and contribute to topical debates, receive business updates and gain a first-hand perspective on emerging technologies within the field of digital marketing.
Students benefit from web, email or phone access to many of our facilities and services. Our student website will be your one-stop shop for all news, information and links to other services. All students have access to the University’s Virtual Learning Environment (VLE) Moodle to support your studies.
University support services include professional and friendly advice on careers, finance, disability and housing and a free counselling service is also available. We offer a free, dedicated and professional service for those whose first language is not English – the Special Academic English for Postgraduate students, is timetabled in your marking programme.
Modern, comfortable and a great learning environment, our library offers a wealth of information including 400,000 books, DVDs, maps and thousands of online ejournals and newspapers. Many electronic resources are available anywhere, 24/7 and our friendly staff are always on hand to help.
Budgeting for your studies
There may be extra costs arising from your studies which you will need to consider when planning your expenditure.
Some are common costs to all courses of study. These may include the cost of study texts, reference books, photocopying and computer supplies. Others relate to specific courses and may include field trips, materials and specialist equipment.
Careers & Opportunities
On graduating from this course, you will possess the knowledge and practical skills to utilise digital media in the marketing environment. Research indicates that this combination of skills is in short supply and so highly sought after by many companies and organisations. You will have a distinct marketing speciality that will enable you to differentiate yourself in the employment market.
One of the benefits of studying at Portsmouth is the support that we provide to our Master's and Research Degree students in career planning. Our careers and recruitment service can assist you in career research and finding employment opportunities. Help is also available if you wish to find a part-time job while studying your degree.
We offer our postgraduate students and alumni one-to-one appointments with a careers adviser, or an online service for those not able to travel back to the University. Our alumni can call on our career services for five years after graduation.
In addition, regular employability events offer you the chance to meet employers, find out about different career sectors and improve your applications or CV. The Graduate Summer Programme provides a range of guidance and employability seminars and workshops.
Benefits of Postgraduate Study
Regardless of whether you are seeking to build on your studies, further your career or pursue a career change, a postgraduate qualification adds to your achievement record.
- Postgraduate study may greatly improve your chances of getting that first break.
- Many graduate employers prefer the higher intellectual rigour displayed in postgraduate students.
- Recruiters for roles requiring specialist knowledge or research particularly target those with higher level qualifications.
- Postgraduate study shows you can take the challenge of in-depth study; acquiring transferable skills in team working and problem solving techniques.
- If you have a passion for a particular subject, postgraduate study can also be something undertaken as part of your own development at an appropriate time in your life.
I set up a photography business as part of my final year project. I graduated from Portsmouth Business School in 2011 and now work on the business full time - I can't believe how fast the business has grown!
Gemma Austin, MA Digital Marketing graduate
Online application form
Apply direct using our online form
Your application will be received by the University's Admissions Team before being transferred to individual departments for consideration and processing.
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Postgraduate Information Days
Our Postgraduate Information Days for 2016 entry have now finished.
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Fees and Funding
Find out more about fees and funding available to you at Portsmouth.