Mode of Study
Full-time, Part-timeDuration
1 year full-time, 2 years part-timeStart date
September 2023, January 2024, September 2024, January 2025Overview
Develop your understanding of marketing, grow your social media skills and use industry data to analyse and interpret the world you work in on this digital marketing Master's.
You can take this course if you have a keen interest in digital marketing and meet our entry requirements, regardless of your original undergraduate degree subject. Discover marketing concepts and theories in classroom sessions and apply your learning and skills with practical industry projects and simulations.
You’ll explore topics including big data, customer experience, social media marketing, brand identity and reputation, and marketing ethics and sustainability.
Learn to apply your knowledge to real world situations through case studies, simulations and business projects. By working with live clients and other students on your Collaborative Marketing Project you'll develop and apply your technical and practical skills to industry problems.
You'll use the same data sources you’ll use in the workplace, with access the data such as Mintel, Statista, MarketLine, Euromonitor International’s Passport and WARC, and graduate ready for your career in marketing.
To get the most out of this course you should be curious about what is happening in the world and why. You'll be interested in people and how they think, what they feel, and how they make decisions. You’ll learn to think like potential customers and consumers, and use this experience to inform your work on the course and in your career.
Accreditation
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.
The University of Portsmouth has joined forces with CIM to give students the opportunity to gain professional qualifications through the CIM Accredited Degree partnership. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.
Eligibility
This course accepts UK, EU, and International students.
Course highlights
- Develop your marketing, social media and digital skills
- Specialise in specific areas of digital marketing
- Explore topics including big data, customer experience, social media, marketing ethics and sustainability
- Access opportunities to gain micro qualifications, such as Google Garage
- Use and analyse the same data as professionals in industry
- Kickstart or boost your marketing career
- Learn from academic staff with relevant experience in the field, including research and consultancy
- Draw on our extensive links with the industry and hear from guest speakers
What you'll study on this MA Digital Marketing degree course
Full-time
All modules on this MA Digital Marketing course are core.
What you'll learn
When you complete this module successfully, you'll be able to:
-
Critically evaluate key marketing concepts and theories
-
Demonstrate understanding of the main influence on and characteristics of the marketing mix in the global context
-
Discuss and reflect upon one or more aspects of an organisation's activities at the forefront of the marketing discipline by using appropriate theoretical models and frameworks from academic literature
-
Develop essential academic critical thinking and writing skills at the postgraduate level to enhance students' learning in marketing programmes
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and in-depth understanding of key contemporary issues and debates in both marketing research and practice
-
Demonstrate knowledge and understanding of the role of technology in providing insight into customers and marketing innovation
-
Appreciate the concepts of globalization, social responsibility and sustainability in marketing research and practice within both the organisational context and society level via different case studies
-
Identify, analyse and critically evaluate the key issues in contemporary marketing research and practice
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and understanding of key consumer behaviour theories and their relationships to practice
-
Demonstrate understanding of key analytics tools and the role of analytics in different types of online media
-
Critically evaluate the benefits and limitations of analytics data compared to traditional insight techniques
-
Demonstrate understanding of the key principles of customer insight and how it relates to decision making
-
Synthesise information and relevant analytics in a way that utilise knowledge or process from the forefront of consumer research
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and understanding of core marketing theories and their application within a social media context
-
Critically evaluate data and theory to inform and justify social media marketing campaign decisions
-
Recognise and differentiate social media platforms by audience use and marketing opportunities & able to demonstrate the ROI for social media campaigns
-
Critically evaluate legal, regulatory, cultural, ethical and contextual considerations for socially responsible social media marketing in today's contemporary global era
What you'll learn
When you complete this module successfully, you'll be able to:
-
Analyse and critically appraise digital marketing concepts and propositions in the context of the digital media landscape
-
Conceive, evaluate and apply digital marketing strategies and tactics to real business scenarios, reflecting on implementation issues
-
Understand the compliance with legal, ethical and sustainable issues relevant to the practice of digital marketing
-
Be able to clearly communicate the complex digital issues and solutions with both marketing experts and non-experts
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and understanding of key concepts and guidelines around effective user experience (UX)
-
Understand key approaches to UX research and their unique applications across various interfaces
-
Critically evaluate the concepts and guidelines for designing accessible UX for all consumer segments
-
Work effectively with the key principles of customer experience (CX) in the design and evaluation of UX
What you'll learn
When you complete this module successfully, you'll be able to:
-
Critically apply marketing theories and concepts to analyse and solve a real marketing problem in a live business situation
-
Develop project management skills to plan for, and meet, externally driven deadlines
-
Build effective relationship with a client; and communicate complex information with the client professionally and clearly
-
Work effectively and collaboratively in diverse teams
-
Critically evaluate and reflect upon individual learning journey in the operation of professional services firms in marketing
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate the ability to plan and design an independent research project based upon a marketing problem
-
Critically appraise and analyse relevant theories and studies, and select appropriate conceptual framework
-
Demonstrate the ability to choose appropriate research method(s) and systematically organise and interpret data in a clear and consistent manner
-
Able to investigate the research topic rigorously and communicate the research output effectively
Part-time
All modules on this MA Digital Marketing course are core.
What you'll learn
When you complete this module successfully, you'll be able to:
-
Critically evaluate key marketing concepts and theories
-
Demonstrate understanding of the main influence on and characteristics of the marketing mix in the global context
-
Discuss and reflect upon one or more aspects of an organisation's activities at the forefront of the marketing discipline by using appropriate theoretical models and frameworks from academic literature
-
Develop essential academic critical thinking and writing skills at the postgraduate level to enhance students' learning in marketing programmes
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and understanding of key consumer behaviour theories and their relationships to practice
-
Demonstrate understanding of key analytics tools and the role of analytics in different types of online media
-
Critically evaluate the benefits and limitations of analytics data compared to traditional insight techniques
-
Demonstrate understanding of the key principles of customer insight and how it relates to decision making
-
Synthesise information and relevant analytics in a way that utilise knowledge or process from the forefront of consumer research
What you'll learn
When you complete this module successfully, you'll be able to:
-
Analyse and critically appraise digital marketing concepts and propositions in the context of the digital media landscape
-
Conceive, evaluate and apply digital marketing strategies and tactics to real business scenarios, reflecting on implementation issues
-
Understand the compliance with legal, ethical and sustainable issues relevant to the practice of digital marketing
-
Be able to clearly communicate the complex digital issues and solutions with both marketing experts and non-experts
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and understanding of key concepts and guidelines around effective user experience (UX)
-
Understand key approaches to UX research and their unique applications across various interfaces
-
Critically evaluate the concepts and guidelines for designing accessible UX for all consumer segments
-
Work effectively with the key principles of customer experience (CX) in the design and evaluation of UX
All modules on this MA Digital Marketing course are core.
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and in-depth understanding of key contemporary issues and debates in both marketing research and practice
-
Demonstrate knowledge and understanding of the role of technology in providing insight into customers and marketing innovation
-
Appreciate the concepts of globalization, social responsibility and sustainability in marketing research and practice within both the organisational context and society level via different case studies
-
Identify, analyse and critically evaluate the key issues in contemporary marketing research and practice
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate knowledge and understanding of core marketing theories and their application within a social media context
-
Critically evaluate data and theory to inform and justify social media marketing campaign decisions
-
Recognise and differentiate social media platforms by audience use and marketing opportunities & able to demonstrate the ROI for social media campaigns
-
Critically evaluate legal, regulatory, cultural, ethical and contextual considerations for socially responsible social media marketing in today's contemporary global era
What you'll learn
When you complete this module successfully, you'll be able to:
-
Critically apply marketing theories and concepts to analyse and solve a real marketing problem in a live business situation
-
Develop project management skills to plan for, and meet, externally driven deadlines
-
Build effective relationship with a client; and communicate complex information with the client professionally and clearly
-
Work effectively and collaboratively in diverse teams
-
Critically evaluate and reflect upon individual learning journey in the operation of professional services firms in marketing
What you'll learn
When you complete this module successfully, you'll be able to:
-
Demonstrate the ability to plan and design an independent research project based upon a marketing problem
-
Critically appraise and analyse relevant theories and studies, and select appropriate conceptual framework
-
Demonstrate the ability to choose appropriate research method(s) and systematically organise and interpret data in a clear and consistent manner
-
Able to investigate the research topic rigorously and communicate the research output effectively
Changes to course content
We use the best and most current research and professional practice alongside feedback from our students to make sure course content is relevant to your future career or further studies.
Therefore, some course content may change over time to reflect changes in the discipline or industry. If a module doesn't run, we'll let you know as soon as possible and help you choose an alternative module.
Careers and opportunities
Companies are always looking for business aware students with a good understanding of marketing and strong digital skills.
Almost every industry needs digital marketing experts and when you graduate, you'll have the knowledge and practical skills to take on roles in areas such as e-commerce, marketing, advertising and social media.
You'll complete a Collaborative Marketing Project during your studies in a small team where you'll work with companies and university departments to understand their situations and recommend marketing improvements and initiatives.
You'll also have access to resources from the Marketing Industry Advisory Board. The Board may give talks as part of a module or employability events, judge competitions, or have been involved in designing your course content.
Graduates of this course have gone onto roles such as:
- Digital marketing
- Social media
- E-commerce
- Mobile advertising
Career outcomes shown are sourced from the latest available graduate outcome surveys. The data shows career outcomes at 15 months after graduation.
You could also decide to start your own digital-based business. We'll be on hand to give you help, support and advice, whatever you decide to do next. You can even access specialist support from our Entrepreneurs in Residence.
You can attend employability events throughout the year to hear recruiters discuss what they look for in graduates and get advice on every aspect of getting a job after you graduate.
Career planning
During your course you'll have expert career support from our Careers and Employability Centre, your tutors and our Business and Law Career-Ready Programme. This support will continue for 5 years after you graduate.
Career support
You'll benefit from:
- Networking events
- Regular emails from the Career Ready Programme sharing job opportunities, application tips and events
- Applied projects with companies such as IBM, Boeing and Hampshire County Council
- Workshops to enhance your employability skills
- Recruitment events including the Student and Graduate Opportunities Fair
- 1-to-1 appointments
- CV and cover letter advice
- Interview preparation and practice
- Support starting your own business
How you'll spend your time
We recognise that you'll probably be juggling more demands when you do your Master's degree, as you may be working or you may have family responsibilities.
We'll give you as much indication here as we can of how much time you'll need to be on campus and how many hours you can expect to spend in self-directed study, but please note that these indications are always subject to change. You should receive your full timetable several weeks before you start with us.
Course structure
You can study this course full-time over one year, or part-time over two years.
Each 15-credit module will include about 150 hours of study time, with roughly 25 scheduled classroom hours.
If you study full-time you should expect:
- two staff-guided teaching semesters, followed by a student-led independent study period
- classes spread over three or four days for the first two semesters
- to study for 30 to 40 hours per week, including independent study time
- about 12 hours of contact time and classes each week
You'll complete your major project during your independent study period.
If you study part-time, you should expect
- to study for 15 to 20 hours per week, including independent study time
Teaching
Master's study is deeper and more specialised than an undergraduate degree. This means you'll focus on something that really matters to you and your career as you work closely with academics committed to the subject.
You'll spend more time in independent study and research than you did for your undergraduate degree, but the majority of your teaching time will be in-person and face-to-face.
Teaching methods on this course include:
- Lectures
- Seminars
- Collaborative sessions with peers in our Technology Enhanced Active Learning (TEAL) room
You can access all teaching resources on Moodle, our virtual learning environment, from anywhere with a web connection.
Assessment
You’ll be assessed through coursework including presentations, assignments and projects.
During your second semester you’ll work on your Collaborative Marketing project with other students. Alongside this project you’ll start working on your major independent project.
With support from your supervisor, you'll research your topic for your independent project and write your submission. You’ll submit this project at the end of your third semester, which will be in either September or May depending on when you started the course.
Throughout the course you'll get feedback on all of your assessments.
Full details of assessment can be found in the modules in the 'What you'll study' section.
Term dates
September start
The Master's academic year runs from September to the following September. There are breaks at Christmas and Easter. Over the summer you'll be writing your project / dissertation.
January start
Courses that start in January have the same amount of teaching as September-start courses, but they normally run over a longer time period.
January-start courses normally run between 14–18 months, beginning in January and ending in the spring / summer of the following year. There are breaks at Christmas, Easter and in the summer. In the last few months you’ll be writing your project / dissertation.
Joining us as an international student
You'll feel at home in our international community and our diverse city. You'll be joining over 5,000 international students from more than 150 countries who are studying with us.
Learn more about international student life and how we can help you with visas, applications, arrival and settling in.
Facilities
Technology Enhanced Active Learning (TEAL) room
Our technology enhanced active learning space promotes social learning.
Business Simulation Suite
Experience the boardroom in our replica business suite.
Supporting your learning
Master's study is more focused on independent learning than undergraduate study, but you'll get lots of support via video, phone and face-to-face from teaching and support staff to enhance your learning experience and help you succeed. You can build your personalised network of support from the following people and services:
Types of support
Your personal tutor helps you make the transition to independent study and gives you academic and personal support throughout your time at university.
As well as regular scheduled meetings with your personal tutor, they're also available at set times during the week if you want to chat with them about anything that can't wait until your next meeting.
In addition to the support you get from your personal tutor, you'll also have access to our student engagement officers. They can give you confidential, impartial advice on anything to do with your studies and personal wellbeing, and refer you to specialist support services if you need extra help or support.
The Maths Cafe offers free advice and help with maths skills in a friendly, informal environment. You can come to our daily drop-in sessions, develop your maths skills at a workshop, or use our online resources.
You'll have help from a team of study support tutors. Based within the Faculty of Business and Law, these tutors are familiar with the specific requirements your assignments and work closely with faculty academics. This means they can give you focused support with the specific study skills you need to be successful on your course. They're available face-to-face, by phone, email, and by video call.
They can help with:
- academic writing (for example, essays, reports, dissertations, projects and literature reviews)
- reflective writing skills
- critical thinking skills
- delivering presentations (including observing and filming presentations)
- understanding and using assignment feedback
- managing your time and workload
- revision and exam techniques
If you're a mature student, specialist support to help you return to learning is available.
As well as support from faculty staff and your personal tutor, you can use the University's Academic Skills Unit (ASK).
ASK provides one-to-one support in areas such as:
- academic writing
- note taking
- time management
- critical thinking
- presentation skills
- referencing
- working in groups
- revision, memory and exam techniques
Library staff are available in person or by email, phone, or online chat to help you make the most of the University’s library resources. You can also request one-to-one appointments and get support from a librarian who specialises in your subject area.
The library is open 24 hours a day, every day, in term time.
Our online Learning Well mini-course will help you plan for managing the challenges of learning and student life, so you can fulfil your potential and have a great student experience.
You can get personal, emotional and mental health support from our Student Wellbeing Service, in person and online. This includes 1–2–1 support as well as courses and workshops that help you better manage stress, anxiety or depression.
If you require extra support because of a disability or additional learning need our specialist team can help you.
They'll help you to
- discuss and agree on reasonable adjustments
- liaise with other University services and facilities, such as the library
- access specialist study skills and strategies tutors, and assistive technology tutors, on a 1-to-1 basis or in groups
- liaise with external services
If English isn't your first language, you can do one of our English language courses to improve your written and spoken English language skills before starting your degree. Once you're here, you can take part in our free In-Sessional English (ISE) programme to improve your English further.
Course costs and funding
Tuition fees (September 2023 and January 2024 start)
- Full-time: £11,400 (may be subject to annual increase)
- Part-time: £5,700 per year (may be subject to annual increase)
- Full time: £11,400 (may be subject to annual increase)
- Part-time: £5,700 per year (may be subject to annual increase)
These figures both include the Transition Scholarship for EU students.
- Full-time: £17,900 (may be subject to annual increase)
- Part-time: £8,950 per year (may be subject to annual increase)
Tuition fees (September 2024 and January 2025 start)
- Full-time: £12,000 (may be subject to annual increase)
- Part-time: £6,000 per year (may be subject to annual increase)
- Full time: £12,000 (may be subject to annual increase)
- Part-time: £6,000 per year (may be subject to annual increase)
These figures both include the Transition Scholarship for EU students.
- Full-time: £18,800 (may be subject to annual increase)
- Part-time: £9,400 per year (may be subject to annual increase)
University of Portsmouth graduates may receive a 20% alumni tuition fee discount.
Fees are subject to annual increase. Read our tuition fees terms and conditions.
You'll be able to pay your fees in instalments. Find out how to pay your tuition fees.
Funding your studies
Explore how to fund your studies, including available scholarships and bursaries.
If you're a UK student, you may be eligible for a Government Postgraduate Master's Loan, which you can use to help with course fees and living costs.
If you're a UK student who achieved a first in your undergraduate degree you may be eligible for a £3,000 University of Portsmouth scholarship.
Loans, scholarships and bursaries
Browse funding such as the Government Postgraduate Loan, our scholarships for new and returning students, and subject specific loans.
Funding for international students
Learn more about sponsorships, scholarships and loans for students applying from outside of the UK.
Fees and funding for Master's courses
Discover how you can fund your Master's study at Portsmouth – including loans, scholarships and bursaries – and read our guidance on topics like how to budget, and how to get support if you're disabled or have dependents.
Additional costs
These course-related costs aren't included in the tuition fees, so you'll need to budget for them when you plan your spending. Additional costs could include:
- Accommodation: Accommodation options and costs can be found on our accommodation pages.
- Recommended reading: You can borrow key texts from the library and if you choose to purchase these texts they may cost up to £60 each.
- General costs: Such as photocopying, memory sticks, printing charges, binding and specialist printing. We suggest budgeting £75 per year.
- Final project transport or accommodation: where necessary, which related to your research activities. The amount will depend on the project you choose.
Read more about tuition fees and living costs, including what your tuition fees cover.
Entry requirements
Eligibility
This course accepts UK, EU, and International students.
September 2023 start
- A second-class honours degree in a business subject or equivalent professional experience and/or qualifications.
You don't need a marketing, computing or maths background to study this course.
Please get in touch if you're not sure if your undergraduate subject is relevant to this degree.
Equivalent professional experience and/or qualifications will also be considered, such as previous study, employment, voluntary work and training courses, including courses and qualifications you didn't complete. Learn more about our Recognition of Prior Learning (RPL).
If you're applying as an international student with a non-UK degree, you’ll need to show you meet the UK entry requirements listed above.
To find out if your non-UK degree or other qualification is accepted, please visit our page for your country and view the UK equivalent of your qualification.
- English language proficiency at a minimum of IELTS band 6.5 (or equivalent) with no component score below 6.0.
You do not need an IELTS or equivalent certification if:
- you have a UK degree
- you have a degree from a majority English speaking country (not taught by Distance Learning)
- you are a national of a majority English speaking country
Degrees taught solely in English from non-majority English speaking countries will be considered on a case by case basis. Find out more about our English language requirements.
If you do not meet the English language requirements yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
September 2024 start
- A second-class honours degree in a Business subject, or equivalent professional experience and/or qualifications.
You don't need a marketing, computing or maths background to study this course.
Please get in touch if you're not sure if your undergraduate subject is relevant to this degree.
Equivalent professional experience and/or qualifications will also be considered, such as previous study, employment, voluntary work and training courses, including courses and qualifications you didn't complete. Learn more about our Recognition of Prior Learning (RPL).
If you're applying as an international student with a non-UK degree, you’ll need to show you meet the UK entry requirements listed above.
To find out if your non-UK degree or other qualification is accepted, please visit our page for your country and view the UK equivalent of your qualification.
- English language proficiency at a minimum of IELTS band 6.5 (or equivalent) with no component score below 6.0.
You do not need an IELTS or equivalent certification if:
- you have a UK degree
- you have a degree from a majority English speaking country (not taught by Distance Learning)
- you are a national of a majority English speaking country
Degrees taught solely in English from non-majority English speaking countries will be considered on a case by case basis. Find out more about our English language requirements.
If you do not meet the English language requirements yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
Apply
Unlike undergraduate applications, which go through UCAS, applications for this Master's course are made directly to us.
There's no deadline for applications to this course. We accept applications right up until the start dates in September and January, as long as there are places available. If you wait until your start month to apply, you may find that the course is full.
If you're applying as an international student, remember that you'll need to leave plenty of time to get your visa organised.
You can find more advice about applying in our Master's application checklist. International students and current students and recent graduates of the University of Portsmouth also have some different application options, which are detailed below.
Extra information for international students
If you're an international student, you can apply directly to us using the same application form as UK students.
You could also get an agent to help with your application. Check your country page for details of agents in your region. To find out what to include in your application, head to the how to apply page of our international students section.
If you don’t meet the English language requirements for this course yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
Ready to apply?
Standard applications
Start this course in September 2023
Start this course in January 2024
Start this course in September 2024
Start this course in January 2025
I'm a current Portsmouth student, or a recent Portsmouth graduate
If you're currently in your final year of study at Portsmouth, or you graduated since July 2022, you're eligible to make a fast track application. You'll have:
- a shorter application form to complete
- access to the 20% Alumni fee discount
- a guaranteed conditional offer, for most Master's courses
After you apply
Once we receive your application, we may ask you for further information. We will then either make you an offer or suggest alternatives if your application is unsuccessful.
You'll usually get a decision within 10 working days, so you shouldn't have to wait too long. Some courses have an interview stage – we'll let you know if you need to prepare for one.
Learn more about how we assess your application.
Admissions terms and conditions
When you accept an offer to study at the University of Portsmouth, you also agree to abide by our Student Contract (which includes the University's relevant policies, rules and regulations). You should read and consider these before you apply.