Search and Social Media Marketing
Postgraduate
MSc/PgDip/PgCert
Digital Marketing
Salford Business School
Attendance
Full-time
With placement
Part-time
Course
One year
Two year
Two year
Next enrolment
November 2023
In a nutshell
For September 2024 and later intakes to this programme, please see MSc Digital Marketing.
International applicants: please check the international intakes page for the latest information and application dates.
With the growth of online activity in many areas of life, outstanding digital marketing competency is needed across all business sectors. On this CIM-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.
Why is Manchester a great place to study Digital Marketing? Digital Marketing student Simge Vurtak says:
“I think I made a perfect decision coming to the University of Salford. Location-wise, Manchester offers digital sectors a great hub for growth and innovation and Salford gives students and graduates advantageous access to key businesses, projects, and people in related sectors.”
You will be taught by internationally recognised experts based in the Salford Business School. 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.
The programme is highly industry-focused and culminates in a period of time on work experience. You can choose between a 9-12 month paid placement or the 3-6 month Industry Collaboration Project. Whichever you choose, you will put into practice the knowledge that you've learned.
Six good reasons to choose Salford Business School:
- Salford is a city focused on using digital technologies to transform lives
- We have excellent industry links with digital and marketing companies in the dynamic Greater Manchester business community
- Real-world learning on the unique Industry Collaboration Project
- Multiple start dates to fit with your life priorities
- Our beautiful campus just minutes from Manchester city centre
- Focus on the digital, ethical and sustainability business challenges of the 21st century.
International students should apply for the MSc route.
Find out more, register for one of our Open Days, explore the Salford campus on our virtual tour or learn more about our master's courses in business and management, finance, and law.
You will:
- Explore digital marketing strategies based on marketing data and analytics
- Develop a critical understanding of consumer behaviour
- Expand your core skills in social media-based targeting and communication strategies
- Look at integrated marketing communications in the 21st century marketplace
- Put your learning into practice through either a paid Industry Placement or the Industry Collaboration Project
Placement
options available
International
students accepted
Course accreditations
This is for you if...
1.
You have an interest in all things digital
2.
You are keen to evaluate different digital marketing channels
3.
You are interested in critically exploring theories on consumer behaviour
4.
You aspire towards a career in digital marketing
5.
You want to gain practical digital marketing skills
6.
You are analytical and enjoy working with data
All about the course
This programme is block delivered and there are several entry points throughout the year. You will study the modules below in a sequence dependent on your start date.
The course is delivered in four blocks of intensive study periods. For each block, you study a single module for a six-week period. Teaching is delivered for six hours each week (at present, this is made up of three hours of face-to-face teaching + three hours of online lectures). In addition, you will attend lectures to support you as you prepare for your Paid Industry Placement or Industry Collaboration Project (depending on which you choose). During this time, you will also undertake independent study in your own time with online support through the University of Salford’s virtual learning environment, Blackboard.
Part-time students study alternate modules (one module on, one module off) to complete their degree in two years.
Interested in MSc Digital Marketing with Industry Placement?
You should apply for - and will initially be registered onto - MSc Digital Marketing. On successful completion of the taught elements, you can choose the Industry Placement option and, if you are accepted on to this, your registration will then be transferred to the MSc Digital Marketing with Industry Placement programme.
“In the coming years, digital marketers are expected to take complete control over customer experiences, a critical impact factor for all businesses. Graduates of our MSc in Digital Marketing can expect to be gainfully employed in any of a wide variety of businesses as marketing and the digital economy is embedded in every corner of our lives.
At Salford Business School, we endeavour to continually update our MSc Digital Marketing programme content and delivery to keep pace with the continually evolving business environment and aim to provide students on the programme with the requisite knowledge and skills to actively contribute to the burgeoning digital economy.” Dr Violet Justine Mtonga, Programme Lead, MSc Digital Marketing
Download our course brochure
Modules
This module aims to develop your core skills in social media-based targeting and communication strategies. We will consider a host of topics that look at the strategic analysis of social media platforms from a communications perspective, key metrics, tools, techniques and strategy development frameworks.
You will look at search engine optimisation and search engine marketing, site audit, content optimization etc. We will use intensive case discussion sessions, group activities, practitioner lectures and insightful study materials to look at how marketing communication through social media is achieved. This module is accredited by the Institute of Direct and Digital Marketing (IDM).
Teaching and learning reflect real-world industry needs and offer you the opportunity to practise your skills on your own digital profiles as well as mini projects. You will learn through:
- Interactive lectures and seminars
- Small group learning sets will be used as the basis for problem-based learning scenarios designed to include case studies, class-based activities, research articles and web-based materials
- Guided personal study supported by associated reading list, lecture notes and relevant research articles
Assessment:
25 minute video presentation
Digital Marketing Analytics and Strategy
The module combines two interesting topics in the field of digital marketing:
(i) Digital Marketing strategies
(ii) Marketing/Digital Analytics.
To start the module, we look at digital marketing strategy development, the critical components of a digital marketing strategy and its strategic significance. Interesting topics like digital marketing intelligence, social media and search analytics, big data, customer centric digital strategy etc. will form this part of the module. You will be required to develop a digital marketing strategy for a company of your choice. This provides a platform to apply the principles and frameworks that you have learned.
Next you will work with business simulation as part of your learning process for strategic decision making. Working in a group of fellow students, you will act as an entrepreneur of your own company and, as a group, will actively make strategic decisions on a weekly basis for all components of business. Your decision-making will include digital elements to ensure they align with the overall strategy.
Teaching: you will learn through:
- Interactive lectures, seminars and business simulation activities
- Group working on a case study or article with group presentation of solutions
- Industry guest speakers and live project case studies to develop campaigns for
- Guided personal study supported by associated reading list, lecture notes and relevant research articles
Assessments:
40% Group Simulation Performance score
60% Individual Strategic Marketing Plan
Online and Offline Consumer Behaviour
This module focuses on understanding Consumer Behaviour, both in Online and Offline (Brick-and-Mortar) settings. You will examine a range of relevant consumer behaviour theories and their implications for marketing managers in relation to understanding consumers. You will also enhance your understanding of contemporary issues that influence consumers and how these impact marketers in designing, implementing and evaluating marketing strategies.
Assessment:
5,000-word individual portfolio report
These will allow you to demonstrate your critical understanding of the concepts, theories and debates that inform consumer behaviour and their practical implications for marketers, policy makers and consumers themselves.
Digital Marketing Communications
Digital Marketing Communications is concerned with the critical analysis of integrated marketing communications and associated consumer behavioural foundations. Looking at the 21st century marketplace, you will explore issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers.
You will consider a range of digital MarComms channels including display advertising, digital PR, email marketing and website effectiveness and how they affect global communications.
Teaching:
- Interactive lectures and seminars
- Group working on a case study or article with group presentation of solutions
- Industry guest speakers and live project case studies used to develop campaigns
- Guided personal study supported by associated reading list, lecture notes and relevant research articles
Assessment:
5,000-word individual assignment
.
Work experience: choose one of
Industry Placement
This is a paid industry placement and provides you with the opportunity to undertake 9-12 month employment with an organisation located regionally, nationally or internationally.
You will source your own placement; however, you will have lots of support from the University of Salford and the Business School employability hub and from your current industry contacts. You will also benefit from preparatory lectures in study skills, action planning, consultancy and more.
As part of your placement, you will analyse a ‘live’ business opportunity. This will include critical reflection on opportunities that allow you to apply the theoretical skills you have learned on your programme to an existing business issue; along with how you will develop and use appropriate problem-solving skills in a real-world environment. You will work on an organisational issue, working with the client on a full-time basis.
You will be allocated an academic supervisor to support you throughout your placement, from preparing your proposal and applying for ethical approval in your data collection, to field work and supporting the delivery of your proposed outcomes.
For the final three months of this module, you will return to the University of Salford Business School to write up and finalise your dissertation ready for final submission.
The module will be assessed in the form of a 10,000-word dissertation that should demonstrate the work you have undertaken for your placement. Your dissertation will explain the deliverables created, the theories and concepts applied, the data-gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 10,000-word dissertation (100%)
Industry Collaboration Project
On the Industry Collaboration Project, you will enhance your professional experience, working with your own or another organisation on a live brief. You can choose from:
ICP work placement - a paid industry placement that provides you with the opportunity to undertake 6-month employment with an organisation located regionally, nationally, or internationally.
You will source your own placement; however, you will have lots of support from the University of Salford and the Business School employability-hub and from your current industry contacts. You will also benefit from preparatory lectures in study skills, action planning, consultancy and more.
As part of your placement, you will analyse a ‘live’ business opportunity. This will include critical reflection on opportunities that allow you to apply the theoretical skills you have learned on your programme to an existing business issue; along with how you will develop and use appropriate problem-solving skills in a real-world environment. You will work on an organisational issue, working with the client on a full-time basis.
You will be allocated an academic supervisor to support you throughout your placement, from preparing your proposal and applying for ethical approval in your data collection, to field work and supporting the delivery of your proposed outcomes.
The ICP work placement will be assessed in the form of a 10,000-word dissertation that should demonstrate the work you have undertaken for your placement. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 10,000 word dissertation
ICP internship – a paid or unpaid internship that provides you with the opportunity to undertake 3-month internship with an organisation located regionally, nationally, or internationally.
You will source your own internship; however, you will have lots of support from the University of Salford and the Business School employability-hub and from your current industry contacts. You will also benefit from preparatory lectures in study skills, action planning, consultancy and more.
As part of your internship, you will analyse a ‘live’ business opportunity. This will include critical reflection on opportunities that allow you to apply the theoretical skills you have learned on your programme to an existing business issue; along with how you will develop and use appropriate problem-solving skills in a real-world environment. You will work alongside an organisation to identify and explore a real organisational issue up to 20 hours per week.
You will be allocated an academic supervisor to support you throughout your internship, from preparing your proposal and applying for ethical approval in your data collection, to field work and supporting the delivery of your proposed outcomes.
The ICP internship will be assessed in the form of a 10,000-word dissertation that should demonstrate the work you have undertaken for your internship. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 10,000 word dissertation
ICP applied dissertation - a 3-month applied dissertation provides you with a unique opportunity to examine an issue important to you and this should fit in with your programme of study. This is an advanced-level applied research pathway that can be based on a real-world business problem and examining an issue important to an organisation. The Applied Dissertation route provides you with the opportunity to apply the theoretical and practical knowledge you have gained from the taught elements of your course to a current organisational issue. You will implement and effectively use appropriate problem-solving skills through critical self-reflection and methodical, systematic research. It is a very good option to choose if you are considering moving into academic research or PhD upon completion of your master’s programme.
You will be allocated an academic supervisor to support you throughout your Applied Dissertation, from preparing your proposal and applying for ethical approval in your data collection, to field work and supporting the delivery of your proposed outcomes.
The Applied Dissertation will be assessed in the form of a 10,000-word dissertation that should demonstrate the work you have undertaken. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection.
Assessment: 10,000 word dissertation
ICP entrepreneurship - a 3-month entrepreneurship dissertation involves analysing business opportunities and writing a business plan including critical reflection on opportunities, challenges and strategies. This will lead you on to establish a new business or incorporate your entrepreneurial thinking into the management of existing organisations. You should demonstrate an understanding through the development of an enterprise idea in a specific sector or industry, together with evidence of critical and analytical evaluation. You may find the entrepreneurship dissertation both challenging and rewarding, as it is a practical module in an area which you should have an interest in.
You will be allocated an academic supervisor to support you throughout the entrepreneurship dissertation route. They will assist you in developing your skills and reasoning to support entrepreneurial action while working on the development of your own innovative business idea. In doing this, you will prepare a proposal, ethical considerations for your data collection and field work to support the development of your business plan.
The Entrepreneurship route will be assessed in the form of an 8,500-word dissertation that should demonstrate the work you have undertaken for your entrepreneurial business idea. Your dissertation will explain the deliverables created, the theories and concepts applied, the data gathering activities you have undertaken and the impact achieved. You will also include an appropriate level of critical reflection. Assessment:
Assessment: 8,500 word dissertation
Please note that it may not be possible to deliver the full list of options every year as this will depend on factors such as how many students choose a particular option. Exact modules may also vary in order to keep content current. When accepting your offer of a place to study on this programme, you should be aware that not all optional modules will be running each year. Your tutor will be able to advise you as to the available options on or before the start of the programme. Whilst the University tries to ensure that you are able to undertake your preferred options, it cannot guarantee this.
Why choose Salford Business School
Salford Business School aims to foster the next generation of leaders and create a new vision of innovative and entrepreneurial leadership. We are integrated into the local business community as a hub for knowledge creation and exchange.
This means that our teaching is highly practical and your learning is informed by our industry partners. Every postgraduate course includes a work placement or work experience project in the UK or internationally so you can put your learning into practice before you graduate. We are proud that our industry collaborations and partnerships benefit students, businesses and the community.
With multiple start points for our degrees, you can choose when to start your studies so that they fit with your life priorities. We want you to succeed in your studies and in your profession so we provide the support you need to achieve your aims.
Our goal is to prepare you for a fulfilling life and professional career. Along the way, you’ll learn to be curious, adaptable and confident, ready to meet the digital, ethical and sustainability challenges of the 21st century.
Is Business a Science or an Art?
At Salford Business School, our postgraduate degree award is the Masters of Science (MSc) to reflect our approach to business knowledge. We believe that business decisions should be data-driven and evidence-based – even when the outputs are innovative and creative.
Where will I learn?
Salford Business School is located at the heart of the University’s beautiful Peel Park campus and just minutes from Manchester city centre. Teaching facilities include Lady Hale and Chapman buildings, which offer stylish modern spaces with lecture theatres equipped with the very latest technology and large screen displays. Throughout campus, there is a choice of individual study areas, communal learning and breakout spaces, plus a selection of food outlets.
The University library isn’t just for reading books. The ‘library in the park’ is a fresh, modern learning space with PC suites, Mac computers, bookable working rooms and café. It's open 24/7 everyday of the year (except Christmas Day!) so you can study when it suits you. It'll be an important place for you; in 2020, 100% of students asked agreed that the library resources have supported their learning (University of Salford analysis of unpublished NSS 2020 data).
You will have access to a range of study skills sessions to help you get ready for postgraduate learning and be successful in your studies and in your work. These include academic writing, research and digital skills.
A dedicated Business School Employability team will help you with work placements and work skills. You can access our professional, on-campus employability services at any time – even after you graduate. We can help you to create the perfect CV and LinkedIn page, as well as practice interview techniques and offer career advice.
Getting Here
University of Salford is easy to get to with Salford Crescent train station right in the centre of our main campus. Whether by bus, rail, bike, car or plane, Peel Park campus is easily accessed from all over Greater Manchester, Lancashire and beyond. For international students, Manchester airport is a short ride away and offers regular flights from London and many international airports.
Get more information about your options for commuting.
What about after uni?
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.
Ryan's work placement led to a full-time job. Read about the experience for Ryan and for his employer at the Made in Salford blog.
Career Links
Many employers are looking for graduates with strong and current digital marketing experience. This course will put you at the forefront. 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.
Find out more about the future of work, jobs and skills in this report from the UK Commission for Employment and Skills
What you need to know
APPLICANT PROFILE
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.
The MSc is the only route available for international students. Find out more about the dedicated support for international applicants.
ENGLISH LANGUAGE REQUIREMENTS
All of our courses are taught and assessed in English, so as an applicant you must meet our minimum English language entry requirements. If you are an international student and not from a majority English-speaking country, you will need IELTS 6 with no element below 5.5.
We also accept a range of other English language qualifications. If you do not have the English language requirements, you could take our Pre-Sessional English course.
Standard entry requirements
Undergraduate degree
Normally a minimum 2:2 honours degree or equivalent.
A wide range of professional qualifications are also accepted either in partial or complete fulfilment of entry requirements.
Where a student has gained a recognised 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 an acceptable level of responsibility.
International Students
We accept qualifications from all around the world. Find your country to see a full list of entry requirements.
Alternative entry requirements
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).
How much?
| Type of study | Year | Fees |
|---|---|---|
| Full-time home | 2024/25 | £8,550.00per year |
| Full-time international | 2024/25 | £16,560.00per year |
| Part-time | 2024/25 | £1,425 per 30 credit module |
Fees for PgDip (4 x 30 credit modules) and PgCert (2 x 30 credit modules) are based on the fee shown above for part-time per 30 credit module.
Additional costs
You should also consider further costs which may include books, stationery, printing, binding and general subsistence on trips and visits.
MSc Digital Marketing with Industry Placement
All applicants
Admin fee for Industry Placement - £1,700. Remember, during the industry placement, you will earn a salary for the work you do.
International applicants only
If you are applying from overseas, and are accepted onto a placement, there will be additional costs associated with visa extensions for your work placement. These include:
- Extend your student visa fee (visit here and look for Fees. Note, this is additional to your original student visa fee)
- Tier 4 biometrics enrolment fee
- Immigration Health Surcharge fee for 12 months (visit here for information)
You can apply for your visa extension from the UK. You should do this three months before the placement is due to start so that you have enough time for your visa to be processed. Find more information on our Immigration and Visa FAQ page here – read the section on extending your Tier 4 visa.
Scholarships for international students
If you are a high-achieving international student, you may be eligible for one of our scholarships. Explore our international scholarships.
All set? Let's apply
All students will register onto the MSc Digital Marketing programme. If you choose to follow the Industry Placement option and are accepted on to this, your registration will be transferred to the MSc Digital Marketing with Industry Placement programme.
Still have some questions? Contact us:
By email: enquiries@salford.ac.uk
By phone: +44 (0)161 295 4545