Course overview

“The digital revolution has not just arrived, it has well and truly settled in.” (Connolly, 2008)

Since the development of the world wide web, the way people and organisations bring their products to market has changed – almost beyond recognition. In the not too distant past, the town square was where farmers and traders sold their produce and wares on a weekly, if not daily basis and the High Street was teaming with shops covering everyone’s basic needs.  The new technologies of today allow marketers to engage with a vast number of people but these new connections also bring organisations and products “face-to-face” with competitors from all over the globe. As Professor Cor Molenaar of Erasmus University Rotterdam so succinctly stated “A paradigm shift has occurred which will forever change the way marketers and marketing managers work.”

As these 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. A laptop with all the necessary software you require for your studies is provided and which is yours to keep on successful completion of the course.

Graduates of this programme have gone on to successful careers in web 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.

Find out more

For further information, please contact our Admissions Team. We hold regular postgraduate and part-time open evenings at which you can see our facilities, enjoy a guest lecture and meet the academics and current students over drinks and canapés. Applicants will be interested to know that each year Portsmouth Business School offers a number of scholarships for self-funding students.

Course content

The aim of this programme is to make you aware of the current practices relating to digital media 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 followed by 2-3 months of independent study during which time you complete a practical project.

Teaching Period 1

Marketing Essentials

This will provide you with a solid foundation for the advanced study of marketing. No prior knowledge of marketing is assumed but you will be expected to assimilate information rapidly and reflect upon the concepts discussed.

Digital Media - Analysis and Design

This covers the fundamentals of systems analysis and design applied to digital media development within marketing. You will apply a range of analytical and conceptual models - from the technical and creative aspects of design to digital media marketing.

Teaching Period 2

Emerging Issues in Marketing

You will examine the impact of emerging themes and issues in marketing. We draw extensively on the expertise of industry experts and you will be expected to engage with the issues that contemporary marketing managers are dealing with.

Digital Media - Development and Application

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 media marketing campaign.

Digital Media Marketing Development Project

Enables you to demonstrate and showcase what you have learnt during the taught programme. The project consists of:

• Systems specification for a digital media 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.

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.

Career prospects

In this exciting and fast-moving field there are plenty of career opportunities for skilled digital marketers.  Students graduating from this programme will be very well placed to compete for jobs which demand knowledge of marketing and digital media. This combination of skills is in short supply with thousands of jobs advertised daily ranging from digital marketing manager, account manager, social media analyst, digital producer and insight marketing specialists to web communications roles.

Our graduates have moved into a variety of interesting digital marketing related careers including running their own businesses.  They are highly employable and their transferrable skills, knowledge and experience have allowed them to step into this rewarding and challenging environment.

Facilities and features

• Provision of a laptop with the appropriate software to complete all necessary coursework. Upon successful completion of the programme the student will own the laptop.
• An extensive and friendly induction programme will introduce you to the University, its learning resources and your programme.
• Each student has a Personal Tutor, responsible for pastoral support and guidance.
• Special Academic English for Postgraduate students - free, dedicated and professional help for those whose first language is not English is timetabled into your marketing programme.
• University support services include professional and friendly advice on careers, finance, disability and housing and a free counselling service is also available.
• A new Student Centre incorporating Students Union and Student Services.
• Excellent library facilities. The University Library is just a few minutes walk away from the Richmond Building. It is open in term time from 0800 - 2400, seven days a week and provides extensive study and IT facilities. You will have 24 hour internet access to leading databases bringing you a wealth of data and information, including academic and practitioner publications.
• Student programme and unit handbooks provide information about the programme structure, regulations etc.
• Written feedback is provided for all coursework assessments.
• Extensive computer facilities including personal email accounts and access to the internet.
• Academically qualified and enthusiastic staff with relevant experience including research, consultancy and links with industry.
• Wide links with companies and organisations willing to provide opportunities for invited speakers and live case studies.
• Access to learning support facilities.

Entry requirements

The entry requirements for MA Digital Marketing are shown above, for more detailed information please contact:

Department: Portsmouth Business School
Tel: +44 (0)23 9284 8200
Email: pbs.postgradadmissions@port.ac.uk