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Digital Marketing


School - Salford Business School

Subject area - Business and Management

Start Date(s): September; January; March; June; November; July


MSc (one year full-time or two years part-time)
PgDip (eight months full-time or two years part-time)
PgCert (four months full-time, one year part-time)

Fees 2018-19:

2019-20 fees will be displayed shortly.

Part-time - £1, 425 per 30 credit module

UK - £8,550

International - £14,400

In Brief:

  • Enhance your employability with this CIM and IDM - approved and accredited course
  • Course taught by award winning digital marketing academics
  • Gain industry experience by working on live case study assignments, group projects and internships
  • Part-time study option
  • Overseas study available
  • International students can apply

Course Summary

With the growth of online activity in many areas of life, outstanding digital marketing competency is needed across all business sectors. On this CIM and IDM - approved and accredited programme, developed in consultation with our industry partners, you will extend your existing skills while gaining the digital and social media marketing knowledge needed in today’s demanding digital global economy.

You will look critically at current literature on a wide range of digital marketing theories and issues but the programme is also highly practical. You will work on live case study assignments and group projects while running real-life digital marketing campaigns, applying search and social media marketing techniques to support competitive marketing strategies.

You will be taught by internationally recognised experts based in the Salford Business School and also have the opportunity to shadow the University’s own digital marketing team. Looking at the challenges faced by organisations in a dynamic and competitive global environment, you will learn to understand the role that digital marketing plays in addressing these challenges. You will also look at relevant ethical issues, issues of sustainable development, and how digital marketing can support a wider commitment to social justice. In particular, you will develop the range of skills needed to plan, manage and implement a digital marketing plan to support a business strategy.

Follow us @SalfordBizSch using #passion4digital

The course offers a distance learning option through our official partner, the Digital Marketing Institute.

Many of the people on my course are professionals and have worked a few years in the Marketing industry. This is very beneficial and exciting because they talk about and share their experience. I am very lucky to be on that course because everyone is friendly and we have become good friends.

Another great thing about the course is that Salford Business School has many established relationships with industry and students have the opportunity to get involved in job schemes, work placements and gain hands-on experience.

Anna Ilieva, MSc Digital Marketing, 2016-18

Awards and Accreditation

Course Details

The programme is block delivered and there are several entry points throughout the year. Students will take the modules below in a sequence dependent on their start date.

The course is delivered in four blocks of intensive study periods. For each block, you study a single module for a 6-week period. Face-to-face teaching is delivered on campus for 6 hours each week. In addition, you will attend the taught element of the Industry Collaboration Project one afternoon a week during the 6-week blocks.  During this period, you will also undertake independent study in your own time with online support through the University’s virtual learning environment, Blackboard.

Part time students study alternate modules (one module on, one module off) to complete their degree in two years.

For the final third of your studies, you will work on your Industry Collaboration Project, working with your own or another organisation on a live brief.

Semester 1        

You will learn how organisations communicate with target audiences against the background of dynamic technological and social changes in society. You will also strengthen your understanding of the latest theories, trends and techniques in the use of Search Engine Optimisation (SEO) and Social Media        Marketing.            
During your time with us, you’ll examine products and services, which are highly desirable to consumers online, while running real-life digital marketing campaigns and applying search and social media marketing techniques to support competitive marketing strategies. This is an internationally-focused,        research-informed programme with a highly practical slant.            

Semester 2        

Digital Marketing Communications is concerned with the critical analysis of integrated marketing communications and associated consumer behavioural foundations. You will explore issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers.            
In Online and Offline Consumer Behaviour you will critically explore contemporary issues that influence consumer behaviour and how these impact on organisations, consumers and policy-makers. You will experience a research-led insight into a range of online and offline consumer behaviour theories and        their practical application across a broad range of organisations and global environments.            

Semester 3        

Industry Collaboration Project (ICP)

This module accounts for the final 60 credits of your degree and gives you the opportunity to examine an issue that is important to an organisation. The Industry Collaboration Project offers four different options: a Work Placement, a three month Internship, the applied Dissertation and, from September 2019, the Entrepreneurship path. You will be allocated a supervisor to mentor you through your chosen project and receive support wherever necessary from the Salford Business School Employability Team. For all options students are encouraged to address a real organisational issue, and to disseminate their work to a wider audience, meaning that you can create real impact through your Industry Collaboration Project.

The Work Placement gives you the chance to undertake a six month project with an organisation located regionally, nationally or internationally. By exploring a key issue impacting an organisation, you will apply the theoretical knowledge gained through your studies and develop and use appropriate problem-solving skills in a real-world environment. Your work placement will be assessed primarily through the production of a project proposal and an 8,500 – 10,000 word portfolio.
The Internship option of the Industry Collaboration Project aims to equip you with the relevant practical skills to critically identify and evaluate key issues impacting organisations and their environments either in the UK or overseas. Over a three month period, you will work alongside an organisation to identify and explore a real organisational issue. Through your project, you will apply your theoretical knowledge in the development of solutions to the identified issue, produce a project proposal and finally an 8,500 – 10,000 word portfolio.
An advanced-level research pathway based on a real-world business problem. You will create an initial research proposal then produce a 12,000 – 15,000 word dissertation for assessment.The Dissertation path gives you the opportunity to apply the theoretical and practical knowledge gained from the taught elements of the programme to a current organisational issue and deploy and effectively use appropriate problem-solving skills through critical self-reflection and methodical, systematic research.
Please note, this option is available from September 2019
Through this option, along with applying your theoretical knowledge from the taught elements of the programme, you will develop the transferable skills and qualities required for entrepreneurial behaviour and work on your own innovative business idea. You will reflect on business opportunities, challenges and strategies with the aim of establishing a new businesses, or incorporating entrepreneurial thinking into the management of an existing organisation. The three month Entrepreneurship path will be assessed through the development of an Initial Business Proposal and an 8,500 word Comprehensive Business Proposal accompanied by a 30 minute presentation.

Entry Requirements

Normally a minimum 2:2 honours degree or equivalent or successful completion of the Graduate Certificate International Management.

A wide range of professional qualifications are also accepted either in partial or complete fulfillment of entry requirements.

Where a student has gained a recognized Honours degree but does not meet the normal entry qualification requirement, they may still be considered for entry if they can demonstrate relevant work experience of a minimum two years duration post study and acceptable level of responsibility.

Accreditation of Prior Learning (APL)

We welcome applications from students who may not have formal/traditional entry criteria but who have relevant experience or the ability to pursue the course successfully.

The Accreditation of Prior Learning (APL) process could help you to make your work and life experience count. The APL process can be used for entry onto courses or to give you exemptions from parts of your course.

Two forms of APL may be used for entry: the Accreditation of Prior Certificated Learning (APCL) or the Accreditation of Prior Experiential Learning (APEL).

English Language Requirements

International applicants will be required to show a proficiency in English. An IELTS score of 6.5 (no element below 5.5) is proof of this.
If the English language qualification is slightly below this level candidates may be able to take one of the many English courses available in the University. For more information search for English on Course Finder.

Suitable For

This course is ideal for graduates who want to establish a career in digital marketing or for existing managers who wish to enhance their skills and future career prospects. You will ideally be a graduate in a business or related field. Alternatively you may have been involved in related areas of marketing or digital marketing and want to strengthen your capabilities.

Digital Marketers need to be outward looking, be interested in the world around them. You should also be self-motivated and have good written and verbal communication skills.

Fees 2019-20

Fees for entry in 2019 will be displayed shortly.

Fees 2018-19

Type of StudyFee
Part-time£1, 425 per 30 credit module
Full-time International£14,400

Additional costs

You should also consider further costs which may include books, stationery, printing, binding and general subsistence on trips and visits.

Scholarships and Bursaries

For more information please see our funding section.


Face to face teaching is delivered on campus for two half days each week. In addition, you will attend the taught element of the Industry Collaboration Project each Wednesday afternoon during the 6 week blocks, with independent study completed in your own time through the University’s virtual learning environment, Blackboard.  Individual student timetables will be provided during induction week.

Teaching is delivered through a combination of lectures, seminars and tutorials, using a wide range of learning activities.


Over the duration of your course a range of assessment techniques will be used. Types of assessment include; essays, assignments, exams, multiple choice tests, online tests, group reports, and portfolio work. The weighting between exams and coursework varies between modules and years.

Postgraduate Staff Profile

Professor Sunil Sahadev
Programme Leader for MSc Digital Marketing

Prof. Sunil Sahadev completed his PhD in Marketing from the Indian institute of Technology, Chennai. He worked at the Indian Institute of Management, Kozhikode and School of Management, University of Sheffield before joining Salford Business School as a Professor in Marketing. He has more than twelve years of experience teaching and conducting research in Marketing. He has taught a variety of courses both in UK and in India including Principles of Marketing, Sales and Distribution Management, High-technology Marketing, B2B Marketing International Marketing and Marketing Research.

Digital Marketing Communications does  not, ‘stand alone’ as some separate hallowed hall in which effective marcoms is enshrined. Instead it stands alongside, the older more traditional forms of communication. Both are necessary, but they are not – and may never be – separate and distinct.  Irrespective of whichever type of communication is used, or  believed to work, all are reliant on the underlying dynamics of served markets. And markets are and may never be the same… i.e. bland, homogeneous, etc.  Instead, communication ala promotion is dynamic, contextual, and today.

Prof. Phil Kitchen, Professor of Marketing, Salford Business School

Professor Phil Kitchen is recognised as an authority in marketing communications with wide ranging experience in this field. Prof. Kitchen teaches Digital Marketing Communications in the Msc Digital Marketing Program.


Career Prospects

You will gain a highly regarded formal qualification, as well as personal and organisational management skills that will enhance your career prospects. Our graduates have gone on to gain employment in a wide range of organisations, working in areas including brand management, marketing communications, social media marketing and heritage marketing.

This course will provide you with flexible employment opportunities leading to potential roles with a variety of management-level national and international sectors. Recent Salford Business School graduates have gained employment with leading companies including:

  • Dixons Group plc
  • British Airways
  • BMW
  • American Express
  • BBC
  • Citibank
  • BT
  • DTS Logistics
  • Greater Manchester Police
  • The NHS

Alumni Profile

"I would advise everyone who is considering undertaking MSc Digital Marketing to stop hesitating and apply for the course. It will be a great asset to their professional career, and it will give you the foundations with all the fundamental knowledge about various subjects. What is more, they will get the chance to become a part of a great community."  Anna Ilieva, MSc Digital Marketing, 2016-18

Links with Industry

Our course team maintains excellent relations with local, national and international organisations, commentators and employers.

Our teaching is industry-led, inspired by contemporary practice and developed in partnership with business leaders. Our academics are experts in their field and work closely with industry to ensure that our courses reflect the needs of business and provide our students with that extra edge when it comes to securing a job.

Our students are drawn from a wide range of public, private and third sector organisations, allowing you to enjoy highly valuable networking opportunities.

Salford Business School also operates a guest lecture course which allows you the chance to mix with professionals from industry, make connections, set up placements and conduct research.

"Working with Masumi is a great experience on many levels, but the most important is definitely learning. And it's not just words and theory, it's looking for real-life solutions for real-life problems, on everyday basis.  I feel that my potential is recognized and appreciated, and I know that over time, as the company will make progress, so will I. The overall experience not only boosted my CV but also self-esteem and I know it was a great decision to join the company."  Ada Wielogorska, MSc Digital Marketing, working as intern with Masumi Headwear

Further Study

Find out more information about research opportunities here.

I completed a Digital Marketing placement at Groundwork MSTT, a Manchester-based charity that uses ecological projects to change people’s lives.

I was given lots of responsibility and my main focus was improving the company’s online presence.  A really interesting aspect of the role was using social media to build awareness and learning more about SEO.  This experience was invaluable to my course and to my future. It was a great opportunity for me to gain insight into the type of career I want and to understand the application of the modules I have studied.  

I would definitely recommend choosing a placement to other students. Take advantage of being able to put your knowledge into practice, meet new people and enhance your CV.

Haneen Hassan, MSc Digital Marketing, 2018


Salford Business School is located at the heart of the University’s Peel campus in the newly refurbished Lady Hale Building, and the Chapman Building, offering state-of-the-art facilities for the Business School’s student learning community and just minutes from Manchester city centre. Chapman is a stylish modern space with six lecture theatres equipped with the very latest technology and large screen displays, a series of communal learning and breakout spaces, plus a Fairtrade café with panoramic views across the campus.

Lady Hale is the home to all dedicated business school student support including the school office, an employability hub, a base for the Business School society, and several open study spaces.

All University of Salford students also have access to the MediaCityUK campus including its study facilities.  MediaCityUK is home to major BBC and ITV departments and over 80 businesses across the creative and digital sectors.  It is recognised as one of the most innovative developments in Britain and is a vibrant place in which to live, work, socialise and study.

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