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Overview
Exploring marketing. Developing your social media skills. Analysing and interpret the world around you using industry data. Imagine doing all that in the epicentre of UK business: London.
Now you can, on our Digital Marketing Master's course.
At our brand-new Waltham Forest campus, you'll train in all aspects of business and marketing, regardless of your background or experience. Use our flexible, technology-enhanced learning spaces to discover marketing concepts and theories, and choose specific marketing topics to specialise in. You’ll also explore other topics shaping the digital sphere, including big data, customer experience, social media marketing, brand identity and reputation, and marketing ethics and sustainability.
Through case studies, simulations, and business projects, you can apply your knowledge to real-world situations and industry problems. You'll use the same professional data sources top marketing agencies and organisations use, such as Mintel, Statista, MarketLine, Euromonitor's Passport, and WARC (World Advertising Research Centre).
With many opportunities to put your knowledge, theory, and skills to industry practice, you'll graduate from this Master's with a powerful boost to your marketing career, in whatever area you choose.
Eligibility
This course accepts UK, EU, and International students.
Your new home at UoP London
Get a feel for our purpose-built UoP London campus in the heart of lively Waltham Forest, the capital's first Borough of Culture.
Course highlights
- Take part in live client projects with local businesses to apply your knowledge to the real-world challenges industries face
- Hear from industry practitioners via guest lecturers to gain insight into current industry practice and issues
- Network with industry professionals and meet business leaders through regular presentations and local business community networking events
- Get exclusive access to valuable business management databases and information sources
Skills and qualities needed for this course
To get the most out of this Digital Marketing Master's, you should be:
- Curious about what's happening in the world and why
- 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 this course and in your career.
Contact information
Modules
What you'll study
All modules on this MA Digital Marketing course are core.
When you complete this module successfully, you'll be able to:
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Critically evaluate key marketing concepts and theories
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Demonstrate understanding of the main influence on and characteristics of the marketing mix in the global context
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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
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Develop essential academic critical thinking and writing skills at the postgraduate level to enhance students' learning in marketing programmes
When you complete this module successfully, you'll be able to:
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Demonstrate knowledge and in-depth understanding of key contemporary issues and debates in both marketing research and practice
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Demonstrate knowledge and understanding of the role of technology in providing insight into customers and marketing innovation
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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
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Identify, analyse and critically evaluate the key issues in contemporary marketing research and practice
When you complete this module successfully, you'll be able to:
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Demonstrate knowledge and understanding of key consumer behaviour theories and their relationships to practice
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Demonstrate understanding of key analytics tools and the role of analytics in different types of online media
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Critically evaluate the benefits and limitations of analytics data compared to traditional insight techniques
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Demonstrate understanding of the key principles of customer insight and how it relates to decision making
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Synthesise information and relevant analytics in a way that utilise knowledge or process from the forefront of consumer research
When you complete this module successfully, you'll be able to:
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Demonstrate knowledge and understanding of core marketing theories and their application within a social media context
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Critically evaluate data and theory to inform and justify social media marketing campaign decisions
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Recognise and differentiate social media platforms by audience use and marketing opportunities & able to demonstrate the ROI for social media campaigns
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Critically evaluate legal, regulatory, cultural, ethical and contextual considerations for socially responsible social media marketing in today's contemporary global era
When you complete this module successfully, you'll be able to:
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Analyse and critically appraise digital marketing concepts and propositions in the context of the digital media landscape
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Conceive, evaluate and apply digital marketing strategies and tactics to real business scenarios, reflecting on implementation issues
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Understand the compliance with legal, ethical and sustainable issues relevant to the practice of digital marketing
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Be able to clearly communicate the complex digital issues and solutions with both marketing experts and non-experts
When you complete this module successfully, you'll be able to:
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Demonstrate knowledge and understanding of key concepts and guidelines around effective user experience (UX)
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Understand key approaches to UX research and their unique applications across various interfaces
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Critically evaluate the concepts and guidelines for designing accessible UX for all consumer segments
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Work effectively with the key principles of customer experience (CX) in the design and evaluation of UX
When you complete this module successfully, you'll be able to:
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Critically apply marketing theories and concepts to analyse and solve a real marketing problem in a live business situation
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Develop project management skills to plan for, and meet, externally driven deadlines
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Build effective relationship with a client; and communicate complex information with the client professionally and clearly
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Work effectively and collaboratively in diverse teams
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Critically evaluate and reflect upon individual learning journey in the operation of professional services firms in marketing
When you complete this module successfully, you'll be able to:
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Demonstrate the ability to plan and design an independent research project based upon a marketing problem
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Critically appraise and analyse relevant theories and studies, and select appropriate conceptual framework
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Demonstrate the ability to choose appropriate research method(s) and systematically organise and interpret data in a clear and consistent manner
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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
With digital technologies transforming how we communicate, almost every industry is investing in digital marketing. According to a January 2022 survey by Statista, digital marketing spending in for-profit companies is expected to increase by 29% by early 2023. This increased investment increases the demand for digital marketing in the workplace and creates more opportunities for digital marketers to work across different sectors.
Digital marketers must adapt to an ever-changing world with ever-changing consumer needs, so need the initiative to find fresh, unconventional solutions to tomorrow’s industry challenges.
Careers this Master's prepares you for
You'll graduate from this Digital Marketing Master's course with strong creative and digital skills, comprehensive marketing knowledge, and business awareness, all of which set digital marketers apart from their peers and are highly valued assets in many industry sectors, including:
- E-commerce
- Marketing
- Advertising
- Social media
Graduate destinations
Graduates of our Portsmouth campus course have worked in areas 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.
Placements and industry connections
The strong ties between this course and industry provide opportunities for you to gain industry experience. While studying, you will complete a Collaborative Marketing Project in a small team where you will work with companies and university departments to understand their situations and recommend marketing improvements.
You'll also have access to resources from the Marketing Industry Advisory Board. The Board may give talks as part of a module, employability events, or judge competitions, or have been involved in designing your course content.
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 local London businesses
- 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 12 months (September start) or 14 months (January start).
Each 15-credit module will include about 150 hours of study time, with roughly 25 scheduled classroom hours.
Each week, you should expect to spend about:
- 10–12 hours in classes
- 21 hours doing your own study, either alone or in a group---this may include research, reading, coursework, and project work
You'll complete your major project during your independent study period.
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
Our collaborative study culture and inclusive teaching environment will help you succeed in postgraduate study.
You'll be taught through:
- workshops
- seminars
- one-on-one tutorials
- practical sessions
- group discussions
There will also be online sessions and materials that blend with the face-to-face teaching to enhance your studies.
Assessment
You’ll be assessed through:
- written reports
- oral presentations
- portfolios
- examinations
- dissertation
During your second semester, you’ll work on your Collaborative Marketing project with other students. You'll start working on your major independent project alongside it.
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 can test your skills informally before any assessments that count towards your final mark, and you'll get feedback on all of your assessments.
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.
Supporting you
You can get guidance and support at any stage of your studies, no matter what your needs are. Here are some of the major services and people you can contact.
Front-of-house staff
Whenever you need help, our front-of-house staff will make sure you're connected with the right person.
London campus support team
We provide dedicated academic support to all students at our London campus. You can reach out to our campus support team for help with:
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Academic writing, such as essays, reports, dissertations, projects, and literature reviews
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Reflective writing skills
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Critical thinking skills
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Delivering presentations, including observing and filming them
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Understanding and using assignment feedback
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Managing your time and workload
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Revision and exam techniques
Personal tutor
Your allocated personal tutor will be there to assist you in all areas of your learning, and can also refer you to pastoral care services throughout the University as needed.
English language courses
If English isn't your first language, you can take one of our English language courses before starting your degree to improve your written and spoken English. You can improve your English further by taking part in our free In-Sessional English (ISE) program once you're here.
Joining us as an international student
You'll feel at home in our international community in London.
Learn more about international student life and how we can help you with visas, applications, arrival and settling in.
Course costs and funding
Tuition fees (September 2024 start)
- £12,000 (may be subject to annual increase)
- £20,800 (may be subject to annual increase)
£20,800 (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.
You may be eligible for a Government Postgraduate Master's Loan, which you can use to help with course fees and living costs.
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.
Entry requirements
Eligibility
This course accepts UK, EU, and International students.
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 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, 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.
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 2023, 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.