Postgraduate MSc/PgDip/PgCert

Digital Marketing

Salford Business School

Attendance

Full-time

With placement

Course

One year

Two year

Next enrolment

January 2021

Introduction

In a nutshell

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?  Master's 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.

International students should apply for the MSc route.

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

You will:
  • Explore digital marketing strategy
  • Develop a critical understanding of consumer behaviour
  • Expand your knowledge of search and social media marketing
  • 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. 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 lectures to support you as you prepare for your Paid Industry Placement or Industry Collaboration Project (depending on which you choose). During this period, you will also undertake independent study in your own time with online support through the University’s virtual learning environment, Blackboard.

All students will initially be registered onto the MSc Digital Marketing programme.  On successful completion of the taught elements, you will progress onto work experience. You can choose to follow the Industry Collaboration Project (3-6 months) or the Paid Industry Placement module (9-12 months).  If you choose the Paid Industry Placement option and are accepted on to this, your registration will be transferred to the MSc Digital Marketing with Industry Placement programme.

Work experience accounts for the final 60 credits of your degree. All placements are competitive and you can expect to apply for a number of jobs and be interviewed. You will need to meet the employer's entry criteria in order to be accepted on any placement route. We will support you through the process. You will be allocated a supervisor who will mentor you through the placement or project. You will also have the opportunity to engage with the Student Hub and askUK. askUK can help with pre project/placement support for students and opportunities for those going on placement to participate in training workshops to ensure best practice. The Student Hub can help you to find placements, internships and live projects. 

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

Modules

Search and Social Media Marketing

This module aims to develop core skills in social media-based targeting and communication strategies. The module covers a host of topics that looks at the strategic analysis of social media platforms from a communications perspective, key metrics, tools, techniques and strategy development frameworks. The module also aims to develop capabilities in search engine optimisation and search engine marketing, site audit, content optimization etc. A comprehensive coverage of marketing communication through social media is achieved through intensive case discussion sessions, group activities, practitioner lectures and insightful study materials. This module is accredited by the Institute of Direct and Digital Marketing (IDM). 

Digital Marketing Analytics and Strategy

The module combines two interesting topics in the field of digital marketing: (i) Digital Marketing strategies and (ii) Marketing/Digital Analytics.  The first part of the module looks at digital marketing strategy development, the critical components of a digital marketing strategy and its strategic significance. Interesting topics like buyer persona development, customer journey mapping etc. will form this part of the module. At the end of the first part of the module you will be required to develop a digital marketing strategy for a firm of your choice. This ties into what you have learned and provides a platform to apply the principles and frameworks that you have learned. The second part of the module looks at digital analytics. In this part we work on a google analytics data set and try to conduct advanced data analysis to bring out interesting patterns and messages. Ultimately all marketing is data driven and hence a marketer should have a good grasp for data analysis.  The main aim of this part of the module is to develop an ability to spot patterns in data, conduct basic data analysis and to appreciate how data analysis could inform and enrich marketing decision making. 

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. The module is assessed by a 2,500 portfolio report as well as a 2,500 word group project, each counting for 50% of your mark, that will require of 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.  The module is taught by Dr Effi Raftopoulou and Dr Agata Maccarrone-Eaglen. 

Digital Marketing Communications

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.

Work experience: choose one of

Industry Placement

The paid industry placement gives you the chance to undertake 9 - 12 months' employment with an organisation located regionally, nationally or internationally.  

You will obtain your own placement but the Business School will support you with industry contacts as well as preparatory lectures in study skills, action planning, consultancy and more.  You will be allocated a supervisor to support you throughout the placement, from preparing your learning agreement and action plan with your employer through to delivery of your outcomes.

For the final three months of your programme you will return to campus to reflect on and write up about your experience.

Assessment:

Portfolio – 8,000 to 10,000 words
Reflection - 2000 words

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 six month paid 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.

You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment: 10% project proposal / 80% portfolio / 10% presentation

ICP internship – the three-month unpaid internship 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. You will work alongside an organisation to identify and explore a real organisational issue.  You will have specified learning goals and will need to actively reflect on what is being learned throughout the experience.

You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment: 10% project proposal / 80% portfolio / 10% presentation

ICP dissertation - an advanced-level applied research pathway based on a real-world business problem and examining an issue important to an organisation.   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.  It is an excellent option if you are considering moving into academic research and PhD studies.

You will create an initial 1,500 word research proposal consisting of research questions, aims and objectives, and the rationale for undertaking the study.  The 12,000 – 15,000 word dissertation will include literature review, research methodology, analysis of findings, conclusions, recommendations and a critical reflection of your learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment:  10% project proposal / 80% portfolio / 10% presentation

ICP entrepreneurship - through this option you will apply the theory and concepts you have learnt from the taught elements of your programme. With the help of mentors you will develop the skills and thinking that supports entrepreneurial action will working on the development of your own innovative business idea.

You will horizon scan for business opportunities, assess the external challenges and consider available strategies that will support your aim of establishing a new businesses, or let you incorporate entrepreneurial thinking into an existing organisation.

Assessment: Initial Business Proposal and an 8,500 word Comprehensive Business Proposal accompanied by a 30 minute presentation.

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?

TEACHING

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

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.

Salford Business School

Salford Business School aims to be the most business-informed, industry-relevant business school in the UK. Industry shapes everything we do, from informing our students’ learning to providing work placements, driving our research and influencing our academic staff.

We want you to gain the best academic and personal experience possible. As a student here, you’ll have access to a range of experiences and opportunities, including internships and work placements in the UK or internationally so you graduate with much more than a degree.

Facilities

Salford Business School is located at the heart of the University’s 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. A dedicated Employability team will help you with work placements and access to work skills. 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. There's a wealth of support for you too, especially if it's been a while since you've studied and you want to brush up on your study skills. Find out how to make the best start on their website.

Interested in starting your own business? Launch@ Salford is the incubation centre for business start ups providing a reception area, hot desk office space, private meeting rooms – and a networking lounge where you can grab a coffee and make those business connections.

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

If you’re planning on commuting, both our MediaCityUK and Peel Park campuses are perfectly placed. Whether by bus, rail, bike or car, we’re easily accessed from all over Greater Manchester, Lancashire and beyond. 

Get more information about your options for commuting, or hear about the experience from current students
 

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

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. The guest lecture series allows you the chance to mix with professionals from industry, make connections, set up placements and conduct research.

The Industry Collaboration Project or Industry Placement year, which form the final part of your study, are designed to give you real-world experience so you can apply the theory you have learned.

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.

ENGLISH LANGUAGE REQUIREMENTS

Normally IELTS 6.0 with no individual element below 5.5, or equivalent recognised Secure English Language Test, (SELT). 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.

We accept a range of qualifications as proof of English language. For more information go to English Language Requirements.

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.

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 2020/21 £7,920per year
Full-time international 2020/21 £14,670per year
Part-time 2020/21 £1,320 per 30 credit module
Full-time home 2021/22 £8,100per year
Full-time international 2021/22 £15030per year
Part-time 2021/22 £1,350 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 (approximate based on 2019/20 rates and subject to change):

  1. Tier 4 visa application fee: £475
  2. Tier 4 biometrics enrolment fee: £19.20
  3. Immigration Health Surcharge fee for 12 months: £300

However, during the industry placement, you will earn a salary for the work you do. 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 2020/21

International applicants to Salford Business School postgraduate master’s programme may be eligible for the Salford Business School International Postgraduate Excellence Scholarship worth £3,500, or the Salford Business School Silver Award worth £2,500. 

For more information go to 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 Paid 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/EU applicants): enquiries@salford.ac.uk

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

By phone:  +44 (0) 161 295 4545

Enrolment dates

January 2021

June 2021

September 2021