Postgraduate MA

Digital Video Production and Marketing

Salford School of Arts, Media and Creative Technology




One year

Next enrolment

September 2022


In a nutshell

Digital video is the driving force of the digital marketing and e-commerce businesses, which are large and growing employers of media graduates who have a knowledge of both the practical and theoretical side of how video content sells. 

On this course you will gain a unique blend of the theory of digital marketing, analytics and e-commerce with practical experience of filmmaking and influencer marketing to be gained in producing and distributing actual content for brands. 

By directly pointing your career at what is a vibrant, fast-growth job market, the University of Salford offers you a perfect and 2020-relevant skillset to directly design your career for current and future opportunities.

You will: 
  • Experience a blend of theoretical and practical approaches to digital marketing and video production 

  • Dissect the key tenets of the role of a digital video marketing professional, moving on to apply these to real-life industry scenarios 

  • Study at MediaCityUK, one of the country's key digital and creative hubs 

Find out more by signing up to our upcoming Open Day, or if you have any generic questions please contact course enquiries. For specific questions you can contact the programme leader: Sarah Hodgetts

You can also find helpful FAQs, learn more about student life at Salford or explore all our Film, TV and Media courses. Continue reading to understand more about this MA Digital Video Production and Marketing course. 


students accepted

Course details

All about the course

MA Digital Video Production & Marketingis a balanced course - half theoretical/analytical, and half practice-based.  This balance reflects the nature of the career itself, where data-driven content is rooted in both creativity and analysis.

Each intensive module will tackle different aspects of either the analytical or practical side of the skillset.  

Heavily informed by industry practice and professionals, students will dissect the key tenets of the role of a digital video marketing professional, moving on to apply these to real-life industry scenarios.

Problem-based learning and collaboration will be central to this programme, which mirrors industry practice. Students will develop their communication skills, and will develop and acquire new skills as each module progresses.

To complement the focus on analytics and practice-based learning, students will also develop autonomous learning skills through theoretical classwork, individual and group-based production practice and real-world industry experience.  

Video – from Instagram to Amazon - is the new mainstream, for the millennial and post-millenial generations, in both their editorial enjoyment and retail use of technology.  This course will therefore be conducted with strong industry engagement and visitors at its core.  Guest speakers will be drawn in from major social providers within Manchester, such as The LADBible, one of the world’s major social video channels, and Money Supermarket, Auto Trader,, Missguided, Manchester United FC and other major users of social video. 

Meanwhile the final trimester will be specifically built around a piece of industry work by the students, where they will be given the opportunity to work with a specific company and product.  They will get to the heart of both its marketing analytics and its creative needs, in order to produce a well-planned piece of creative work.  The process will directly replicate the actual job they would be doing in industry after leaving for digital video marketing jobs.  Further, their wider study of marketing analytics will give them the basics of a toolkit which is directly used by technology driven media producers such as BBC iPlayer and Channel 4 within the north of England.

Just as in the real world, marketers and creatives need to collaborate, so that will be the case on this course. 

Trimester one

Search and Social Media Marketing

Social/Advertising Video

Trimester two

Digital Marketing and Analytics

Creation of Video for E-commerce

Trimester three

Digital Video Production and Marketing in Practice

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?


Practical projects


Reflective writing and essays


Group presentations and productions


You will be assessed throughout the course on:

  • Digital marketing/analytics skills learned, written and articulated
  • Body of video marketing work produced in a variety of real world simulations and situations
  • Verbal presentations made around practical and theoretical questions of digital video production and digital marketing
  • Client feedback on practical projects
  • Teamwork, which is a fundamental element in any marketing or production job.



This course uses a range of teaching and learning settings including lectures, seminars/workshops, tutorials, situated learning (e.g. ‘live’ projects) and independent learning.

The combination of these aims is to develop an environment that allows students to progressively take ownership and direction of their learning so that they may develop as independent, life-long learners.

The process of Masters level study, relating to an individual and independent arts practice, is one of dense critical self-reflection; this is achieved by including self-directed projects where students have the opportunity to negotiate their learning and assessment requirements.

Indicative to the course are:

  • formal lectures
  • seminar presentations
  • workshops including digital marketing exercises
  • critical analysis and independent learning.
  • Production of case study video outputs
  • Work on a live industry brief for the final module, from both an analytic and production standpoint

Award-specific learning activities include exercises, team and peer-based learning, studio practice and critical seminar-events, site visits, visiting professionals, work placements, online activities and critical debates.


All our Film, TV and Media courses are delivered by the Salford School of Arts, Media and Creative Technology

Our School and University have strong and long-lasting relationships with local and national industry. 

Once you graduate with us, you’ll join a thriving alumni community in Greater Manchester and beyond. 


The three video modules in the MA in Digital Video Production and Marketing is based at the MediaCityUK campus. Students working on site have access to TV, digital video and podcast-recording studio space. The two digital marketing modules are taught within the Business School at Salford University’s main campus, where students will also have access to facilities in New Adelphi Building including

  • Photography studio which includes a lighting set-up
  • Computer suites

Staff Profile - Dr Alex Connock

Dr Alex Connock is an entrepreneur and academic in digital media - with a particular specialisation in video and e-commerce.

In 2018 he founded Missile Digital Studios, having previously built production companies Endemol Shine North and Ten Alps (now Zinc Media) which he co-founded with Bob Geldof.  He has six times been shortlisted as Entrepreneur of the Year.

Academically he is Associate Fellow at Oxford University’s Said School of Business, Senior Tutor at the National Film and Television School in creative entrepreneurship, entrepreneur in residence at European business school INSEAD, visiting professor at Salford, Sunderland, universities and creative leader in residence at UCLAN.  He has a PhD in video optimisation for e-commerce. 

He is also board director at UK5G, UNICEF UK and The Halle Orchestra and an Academy full member at BAFTA.

Employment and stats

What about after uni?

Students will receive direct induction into a vibrant and growing industry.  As this list of the top e-commerce companies in the North demonstrates, the industry is particularly strong in this region -

There is strong, double digit growth in this market at the moment, much of it at the expense of linear TV advertising, which declined in 2018 by over 10%.   E-commerce as a whole is a $2.3 trillion industry this year, enjoying double digit growth.  Students will gain valuable overview and insight into the field.

Already in Manchester there are hundreds of jobs in the field of e-commerce-driven content, since Manchester is a strong hub for e-commerce as a whole.  Channel 4 have stated that they are creating their Digital Production Unit in Leeds, with a thrust towards social and digital content.  The Hut Group are creating an e-commerce content production centre in Manchester.  BBC Sport and BBC iPlayer are both on site at MediaCityUK.

A taste of what you could become

A digital marketer

A video producer

A social media manager

And more...

Career Links

This course is designed to put students into direct contact with companies that are pioneering this new form of video output.  That can include the traditional media employers – BBC, Channel 4 – as they pivot to new forms of output. It can also be new fast-growth digital players like The Hut Group, and other fast-fashion companies, major charities, and major commercial companies like  

The course will strive to put students into the contemporary forefront of the field, both regionally in the North West, and globally.


What you need to know

This course is for committed video or marketing practitioners who wish to develop their personal practice to a higher, professional level. Whilst it focuses on delivering a core skillset, equally it actively encourages the pursuit of individual agendas for study and for personal choice of marketing projects to study and shoot.  All students joining this course need to demonstrate a commitment to an ongoing career as a practicing digital marketeer and/or video producer.

Applicants will be invited to interview, and you will need to demonstrate evidence of engagement with and/or work in the digital video production, advertising, TV or digital marketing spheres.


Standard entry requirements

Standard entry requirements

A relevant undergraduate degree, normally at 2:1 or above, and supporting portfolio of practice.

Applicants with an undergraduate degree of 2:2 will be considered where a high quality portfolio of practice is presented.

International applicants will be required to show a proficiency in English. An IELTS score of 6.5, with no element below 5.5, is proof of this.

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 2021/22 £8,100per year
Full-time international 2021/22 £15,030per year
Full-time home 2022/23 £8,280per year
Full-time international 2022/23 £15345per year
Additional costs

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

Scholarships for international students

If you are a high-achieving international student, you may be eligible for one of our scholarships.
We have a range of scholarships available for students applying for courses in 2020-2021 and 2021-2022. Our Global Gold Excellence Scholarship is worth £3,500 and our Global Silver Excellence Scholarship is worth £3,000 - both are available for students studying in our 2021/22 intakes.

We also offer the Salford International Excellence Scholarship which offers up to £5,000 discount on tuition fees. As this is a prestigious award we have a limited number of these scholarships available.

See the full range of our International Scholarships.

Apply now

All set? Let's apply

Enrolment dates

September 2022