Postgraduate MSc

Digital Marketing

Salford Business School




One year

Next enrolment

September 2024


In a nutshell

This programme will run from September 2024. For earlier intakes, please speak to our Enquiries team.

International applicants: please check the international intakes page for the latest information and application dates.

Digital marketing covers lots of different areas, including campaign metrics and research, content marketing, copywriting, database management and analysis, digital analytics and strategy, email and mobile marketing, Pay-Per-Click (PPC), Search and Social Media Marketing (SSMM), Search Engine Optimization (SEO), video production/podcasting, web design and development, blogging, and much more. Crucially, it involves any content in an online environment that is designed to engage a specific audience. This course is appropriate for both home and international students, and individuals who are members of, or associated with, UK-based professional bodies. 

There is an emphasis in all our courses on understanding, responding to, and shaping the dynamic and changing nature of business, as well as consideration of the future of organisations within the global business environment, the responsible adoption of AI and other emerging technologies, and environmental sustainability.  

Throughout the programme, you will be provided with opportunities to apply your theoretical knowledge to real-world problems and live business projects in collaboration with external partners. You will also develop a range of skills and attributes particularly relevant to business and management such as commercial acumen, analytical thinking and problem solving, critical thinking, entrepreneurial mindset, ability to innovate, awareness of risk, and the ability to influence and work with others. In doing so, you develop into enterprising and responsible leaders who are globally, socially, and ethically aware of the contemporary business environment within which businesses operate. 

Why choose Salford Business School?

  1. We provide practical teaching, informed by our industry partners, so you develop the skills employers are looking for.
  2. You can make the programme fit around your life priorities with multiple start dates and a choice of full or part-time study.
  3. We're based on a beautiful, green campus, just minutes from Manchester city centre.
  4. We have excellent industry links with the dynamic Greater Manchester business community.
  5. We focus on the digital, ethical, and sustainability business challenges of the 21st century.

To find out more, register for one of our Postgraduate Open Days or learn more about our postgraduate courses in business, finance and law.

You will:

  • Develop knowledge and understanding of theories, concepts, and principles applicable to marketing that could lead to entrepreneurship.
  • Study an industry-informed course that will enable you to develop the knowledge and skills mostly sought after by employers.
  • Study for a Chartered Institute of Marketing (CIM) accredited degree with automatic recognition by the Australian Marketing Institute (AMI).
  • Have the opportunity to complete additional digital certifications that enhance your employability, such as: Simulation certification, Carbon Literacy certification, Microsoft certification.
  • Experience real-world experience through consultancy or work-based projects.
  • Become an enterprising and responsible marketer or leader who is socially and ethically aware of the contemporary issues in the marketing environment within which businesses operate.

options available


students accepted

Course accreditations

Australian Marketing Institute logo
CIM (accreditation degree) logo

This is for you if...


You have an interest in all things digital


You are keen to evaluate different digital marketing channels


You are interested in critically exploring theories on consumer behaviour

Course details

All about the course

This course has three entry points per year: January, June, and September. The first intake will be September 2024 (subject to final approval).

You will complete 180 credits in total, comprising core and optional modules. Following completion of the core modules listed below, you will select one elective module as your final piece of work.

"I would encourage and recommend the University of Salford to any and everybody who truly values being a part of a splendid community and would love to experience togetherness. The university is my home and could be yours too!" - Sneha, MSc Digital Marketing

Read Sneha's experience of studying MSc Digital Marketing

Discover Chidera's thoughts on how studying MSc Digital Marketing has prepared her for a career in industry

Core modules

Digital Marketing Strategy & Globalisation

The module explores the intersection between digital marketing and the global business landscape. Students will gain a deep understanding of how to navigate the complexities of digital marketing in a global context. The module covers external and internal digital marketing analysis, enabling students to evaluate market dynamics, competitor strategies, and internal capabilities to align with firm positioning and ideal customer sets. Students will learn digital marketing planning techniques, including goal setting, audience segmentation, and resource allocation providing students with essential skills to gather insights for strategic decision-making. A customer-centric digital marketing strategy will be emphasized to enhance global customer engagement and firm success. 

The Digital Customer

This module examines the key factors which influence the digital customer through consideration of key consumer behaviour theories and frameworks. It focuses on how digital customers browse, share, compare, and shop online through digital channels such as websites, mobile applications, social media platforms, and other digital touchpoints - from owning to renting! You will also examine cultural diversity, and ethical and environmental sustainability issues, and their implications for organisations with online presence and explore the various strategic decisions organisations must make to successfully engage with different market audiences. The module concludes by evaluating the use and impact of digital tools in digital marketing.

You will learn how to:

1. Critically analyse and apply the core concepts and theories about decision-making, behaviour, and sustainable consumption, from both an individual and organisational perspectives.

2. Evaluate customers’ online behaviours and characteristics.

3. Critically examine the key factors that influence the digital consumer, including social networks and virtual communities.

4. Critically assess how purchase and consumption decisions are made and the influential factors that affect decision-making process and subsequent behaviours.

5. Analyse how the knowledge of consumer behaviour advances seeking employment after graduation.


User & Customer Experience

This module explores the importance of user and customer experience in digital marketing. Students will gain a comprehensive understanding of the principles, strategies, and techniques involved in creating exceptional user experiences and building customer loyalty online. Through a combination of theoretical knowledge and practical applications, students will develop the skills necessary to design and optimise user-centric digital marketing campaigns. 

Campaign Management

This module equips students with the essential professional skills required for effective client and digital marketing campaign management. It provides practical development and application of key employability skills such as professionalism, time management, and teamwork in the digital marketing context. 

Content Creation Marketing

This module aims to unlock the power of content and captivate to help students target consumer audiences. This module focuses on content creation marketing, where we explore the considerations required to develop a winning content strategy and equip students with the core technical skills needed to create and publish engaging content. Content is key to launching successful marketing campaigns and this module will look at existing social media platforms and what it takes to engage audiences. Whether an aspiring marketer, creative professional or entrepreneur, this module will empower students to harness the full potential of content marketing in the context of marketing and advertising. 

Web Analytics & Data-Driven Marketing

This unit explores the fundamentals of web analytics and its application in data-driven marketing strategies. Students will develop a comprehensive understanding of how to collect, analyse, and interpret data to drive marketing decision-making and optimise digital marketing campaigns. Through theoretical learning and practical exercises, students will gain the necessary skills to effectively leverage web analytics tools to improve marketing performance and achieve business objectives. 

Search & Social Media Marketing

This module is an intense and practically focused delivery, preparing you to be able to develop online marketing strategies and utilise social media, as part of a corporate communications strategy and in order to develop a personal professional brand. 

Research Methods for Managers

This an applied module that focuses on practical research methodologies and techniques for preparing you to conduct research within the workplace, in order to prepare you for your final elective module and future workplace research. 

Following completion of the core modules, you will select one of the following elective modules as your final piece of work:

Work Placement

A full time placement of up to 12 months in a project management related role within a workplace (subject to availability and visa compliance). 

Business Consultancy Project

An experiential opportunity where you will work with clients to solve live business problems.   

Entrepreneurial Development Project

An experiential learning opportunity where you will conduct market and business environment research to identify a business idea or venture and develop a business plan.  

Business Internship

A 3-month experiential opportunity within an organisation, focusing on real-world project management issues.  

Business Dissertation

You will select a particular topic you are interested in for further in-depth study.   

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?


The course’s teaching and learning strategies are based on the following principles:  

  • Global thinking  
  • Sustainable practice  
  • Professional success
  • Developing the next generation of manager and leaders who is able to identify and define the information required on a given topic, use research skills to identify relevant information resources and manage and critically evaluate the information found and reference appropriately. 

All teaching for this course will take place face-to-face on university campus in order to comply with UK Visa and Immigration requirements.  

  • We use a wide range of approaches to teaching to help you learn. You will be supported throughout the learning hours via the Virtual Learning Environment which will host all teaching and learning materials and activities. 

 Typically, a module will include a mixture of activities:  

  • Lectures will introduce and explain key concepts and learning points and will be interactive in encouraging you to ask questions, engage in discussion, and offer examples from your own personal and professional experiences. 
  • Seminars and workshops will provide you with the opportunity to apply and reflect upon the knowledge gained in lectures to a range of scenarios, enabling you to develop your critical thinking and problem solving and to receive tutor feedback. Seminars may also include the use of simulations and skills development courses that have micro-certification where available. 


Assessment is 100% coursework (there are no exams). The types of assessment used may vary according to each module, but you can expect to undertake a combination of the following during the course: 

  • Group presentations/posters/infographics 
  • Individual written assignments/projects 
  • Creating digital marketing campaigns 
  • Video production and podcasting 
  • Simulation exercises 
  • Designing websites 
  • Building portfolios 
  • Case studies 


Taking the leap from undergraduate study? Returning after a study break? Joining us as an international student? Whatever your circumstance, we’re committed to supporting you throughout your studies. Find out more about our support for postgraduate students.

Why choose Salford Business School

Situated at the heart of Greater Manchester's £5 billion-pound business, finance and digital sector, Salford Business School stands as a dynamic hub for the development and exchange of knowledge. We combine cutting-edge learning with strong industry connections, preparing you to lead change in the fast-paced world of business and management. 

Our expert-led and industry-informed programmes provide highly practical teaching enriched with real-world learning opportunities. Most of our programmes offer various work placements locally, nationally, and internationally, allowing you to practice and develop your learning. 

Throughout your journey, we will equip you for a fulfilling life and professional career, fostering curiosity, adaptability, and confidence to tackle 21st-century challenges. 

Business: Science or art?
Our postgraduate degree award is a Masters of Science (MSc), reflecting our commitment to data-driven, evidence-based business decisions, even in innovative and creative endeavours. 

Where will I learn?

You will study at our green Peel Park campus, just a short five-minute journey from central Manchester with close transport links, and our state-of-the-art campus at MediaCity is just a short bus ride away. 

Our dedicated student hub on the sixth floor of the Maxwell Building provides areas for collaborative and independent study and break-out spaces. Additionally, here you can find our in-school progression and careers teams to support your journey. 

Getting here
Our campuses are easily accessible, with Salford Crescent train station at the centre of our Peel Park campus. Whether travelling to us by bus, rail, bike, car, or plane, our campus is easily reached 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. 

Dedicated support

Starting or continuing to study at university is a big decision, and we are committed to supporting you throughout your time with us. 

Our in-school Student Progression Assistants address programme and workload matters, whilst the Careers and Employability team, along with in-school advisors, offers personalised career support. The Library provides diverse learning support beyond your course, and for non-course matters, our university-wide support service, askUS, assist with topics from financial management to wellbeing. 

If entrepreneurship appeals to you, Launch @Salford, our start-up incubator, offers expert insight and support. Additionally, our Business School's Postgraduate Mentoring Scheme connects new master's students with existing ones, providing valuable guidance during your transition. 

These integrated support methods aim to help you seamlessly transition into your postgraduate course and ensure success during your time with us. 

A global community

Salford Business School is home to a diverse global student-staff community. Our teaching team consists of active researchers, academics, and industry experts who offer the latest in theory, research, and industry expertise. 

Furthermore, our diverse student community brings together individuals from various backgrounds and experiences, providing you with a well-rounded perspective, knowledge, and friendships that will shape you into a future leader and global citizen. This equips you to thrive in life and your career, instilling curiosity, adaptability, and confidence to confront the digital, ethical, and sustainability challenges of the 21st century. 

Programme Leader

Dr Violet Justine Mtonga

Dr Violet Justine Mtonga is the MSc Digital Marketing programme leader and has been an educator for over 14 years. She holds an active interest in the role of relationship marketing within the retail sector, focusing on studying the issue of gambling and gamification, and shedding light on how online and offline social gaming impacts young and vulnerable populations. Her research interests also lie especially in exploring the generation of prosumers and how sociocultural dynamics and emerging disruptive technologies drive the consumption cycle. She is particularly interested in the nuances of consumer psychology, examining how supply chain activities, ethics, and legislation can have the potential and capability to influence and impact individual decision making (especially in relation to risk), mental health, and societal well-being.  

Violet is a qualified former banker. She has a wealth of knowledge and progressive experience in commercial banking operations including account and portfolio development, relationship building, retention and management, loans, credit, mortgage assessment and lending, fraud, and risk management. Her hobbies include organising and managing charity events, attending music and sports events, landscaping, reading, and mentoring.  

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.

A taste of what you could become

A digital marketing manager

A social media manager

An SEO specialist

A market researcher

A creative director

An advertising art director

Career Links

The University of Salford grew out of the institutes of the late 19th century that provided a talented, technically proficient and professional workforce to support the UK’s rapidly growing industries. In the 21st century, this still holds strong. Whilst industry has changed significantly, the need for industry-focused education is equally relevant today.

We teach the skills that employers need and as a result, our graduates enjoy excellent international career prospects.

The curriculum across our postgraduate courses balances academic teaching and professional experience. Our industry partners give us their input into the curriculum so that the teaching reflects industry’s current and future needs and you develop the skills that employers want. 


What you need to know


We are looking for candidates who can demonstrate some of the following: 

  • Relevant work experience and qualifications
    • You should possess a minimum of a 2.2 or international equivalent at BSc/BA level. Alternatively, having prior work or research experience, publications, or a strong interest in research can be considered when you apply.  
  • Clear goals and purpose
    • You should have a well-defined purpose for pursuing a digital marketing master's degree, be able to articulate your career goals, and explain how the programme aligns with your goals. 
  • Fit with MSc Digital Marketing programme
    • Demonstrating that you have thoroughly researched the programme, understand its curriculum and faculty, and can articulate how it aligns with your academic and career goals is crucial. 
  • Diversity and inclusivity
    • We value diversity and seek candidates who can contribute to our diverse and inclusive learning environment. 
  • Extracurricular activities and leadership
    • Involvement in extracurricular activities, leadership roles, or volunteer work can demonstrate your well-roundedness and commitment to the university community. 


International applicants will be required to show a proficiency in English. An IELTS score of 6.0 (with no element below 5.5) is proof of this. If you need to improve your written and spoken English, you might be interested in our English language courses.

Find out about dedicated support for international applicants.

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.

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
Full-time home 2025/26 £8,550.00per year
Full-time international 2025/26 £16,560.00per year

Additional costs

You should also consider further costs which may include books, stationery, printing, binding and general subsistence on trips and visits. For more information please see our funding section.

International applicants 

If you are applying from overseas and are accepted onto the programme with placement, there will be additional costs associated with visa extensions. These include:

  1. Extending your student visa fee (visit for more information). Please note, this is in addition to your original student visa fee.
  2. Tier 4 biometrics enrolment fee.
  3. Immigration Health Surcharge 12 month fee (visit for more information).

Visit Immigration and Visa FAQ and read the section on extending your Tier 4 visa for further information.

International scholarships

If you are a high-achieving international student, you may be eligible for one of our international scholarships.

Apply now

All set? Let's apply

Still have some questions? Contact us:

By email:
By phone:  +44 (0) 161 295 4545

Enrolment dates

September 2024

January 2025

September 2025