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

January 2023

Introduction

In a nutshell

This course is currently closed to 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-focussed 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:

  1. Salford is a city focussed on using digital technologies to transform lives, as represented by #DigitalSalford
  2. We have excellent industry links with digital and marketing companies in the dynamic Greater Manchester business community
  3. Real-world learning on the unique Industry Collaboration Project
  4. Multiple start dates to fit with your life priorities
  5. Our beautiful campus just minutes from Manchester city centre
  6. 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 Masters courses in business, finance and law.

The course also offers a distance learning option through our official franchise partner, Digital Marketing Institute

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

CIM logo

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

Course details

All about the course

The 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 face to face teaching + three hours 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 Sean Chung, Programme Lead, MSc Digital Marketing

Download our course brochure

Modules

Search and Social Media Marketing

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 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:

Dissertation – 10,000 words (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.

What will I be doing?

82%

Pass rates, 2020-21

43%

Merit

43%

Distinction

TEACHING

The teaching on all our postgraduate programmes is based on the following principles:

  • Developing the leader/manager of the future
  • Professional competence
  • Global thinking
  • Ethical, responsible and sustainable practice.

We use a wide range of approaches to teaching to help you learn. Typically a module will include a mixture of activities: generally based around interactive lectures, dealing with a number of specific topics. The tutor introduces and explains key concepts and learning points, which are examined in detail through class discussion. You will on occasion work in small groups on case studies or articles and the group will present their solutions for wider discussion. You will be encouraged to offer examples from your own experience of work.

In addition, you will get an outline syllabus content and associated reading list at the start of the module which will be the basis for your self-directed study.

An important principle of the learning and teaching strategy is to develop you as a reflective practitioner able to understand your own motivations and abilities.

International student? Returning to study? Making the leap from undergraduate study? Whatever your circumstance, we will support you to move into postgraduate study. Find out more.

ASSESSMENT

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.

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.

Programme Leader

Dr Sean Chung

I joined Salford Business School in 2015.  Before that, I completed my PhD in Marketing at Manchester Business School, having studied for my Masters in the Caribbean and my undergraduate degree in the USA. I have over 15 years teaching experience, both in the UK and at other universities internationally with specialisms in Digital Marketing Communications, Marketing Management, Strategic Marketing Planning & Control and Services & Relationship Marketing.

Beyond academia, I have several years of senior managerial and supervisory experience in retail & services management, and business consultancy. 

My research interests include Online and Offline Customer Experience, Internal & External Service Quality, Relationship Marketing, Digital Technology and Services (e-service, e-quality, e-loyalty, e-marketing.) 

As digitization continues across industries, companies across the world from start-ups to established businesses require digital professionals with relevant experience.  As programme leader for our MSc Digital Marketing, I would like to thank you for your interest in our programme and look forward to seeing you soon.

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

Employment and stats

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.

Quote from Ryan G

A taste of what you could become

A digital marketing manager

A social media manager

An SEO specialist

A market researcher

A creative director

And more...

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.

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.

Find out more about the future of work, jobs and skills in this report from the UK Commission for Employment and Skills

Requirements

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 or successful completion of the Graduate Certificate.

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 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 2023/24 £8,550per year
Full-time international 2023/24 £15,750per year
Part-time 2023/24 £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:

  1. Extend your student visa fee (visit here and look for Fees. Note, this is additional to your original student visa fee)
  2. Tier 4 biometrics enrolment fee
  3. 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.

Apply now

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 (UK applicants): enquiries@salford.ac.uk
By email (international applicants): international@salford.ac.uk

By phone:  +44 (0) 161 295 4545

Enrolment dates

January 2023

June 2023

September 2023