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Growth in Digital Marketing drives new course

Tuesday 11 June 2019

MANCHESTER is leading the world in a tidal wave of digital marketing content – and now a new master’s degree at the University of Salford will produce experts in how to make and distribute it.

Companies like, Missguided,, AutoTrader,, The Hut Group, Mediacom, Beauty Bay, Social Chain, Channel 4, Manchester City and LadBible are transforming the way users interact with brands and shop online – all with big footprints in the city centre among its 68,000 digital jobs.

Salford’s new cutting-edge master’s course is about creating the digital content that powers brands, and its distribution with the latest tools in digital marketing.

The course aims to help build on the exciting possibilities of this relatively new industry and to provide much-needed talent for it to continue to grow. 

The new MA in Digital Video and Production and Marketing will start in September 2019.   Students will combine a blend of digital marketing and analytics theory, with social and ecommerce video production skills and industry experience - to ensure they are fully equipped for a successful career in this fast-growing industry.

Salford Visiting Professor Alex Connock, who has developed the new programme said: “Every retailer is now a content company and every content company is now a retailer.

“That means video – from Instagram to Amazon - is the new mainstream, for the millennial and post-millenial generations, in both their viewing and shopping. To help companies reach this market, we need a new breed of analytics-savvy filmmaker.”

Beth Hewitt, Director of Broadcast Media at the University of Salford, said: “This is an exciting time to be a video producer. There is a real need for the talent who can understand filmmaking, but also are able to deal with the analytics and hit the right markets. There are huge job opportunities here in the North West which this course will lead into as what we are offering will provide these much sort after skills. This is a very exciting new venture for the School of Arts and Media and we are delighted to be launching this new and extremely relevant programme.”

As part of the course, guest speakers will be drawn in from major social content providers, fast fashion and production companies within Manchester.  

Sam Jones, Managing Director, Tunafish Media and a graduate of Salford, said: “The MA in Digital Video Production & Marketing course is one that is vital as our industry continues to evolve. Video is more important that ever to the marketing mix  - and as an employer we have struggled to hire graduates with an understanding of both video production and how that can be used to generate sales and drive growth.”  
Jones is himself a graduate of Salford’s Arts and Media faculty which is teaching this course.

Justin Cooke, Chairman of advertising industry publication The Drum, said: “Ten years ago we talked about coding being a life skill. Tomorrow the same will be said about digital video. Everywhere you look from digital video production, marketing, analytics to social media and streaming media platforms we are seeing exponential growth and there are no signs of that slowing down. Digital video is the medium of choice of the global consumer in the new economy. It delivers 10 times higher reach and 12 times higher engagement than images and words. The art is not enough, we have to understand the science and I am delighted to see that this course does that in droves. There is more demand for talent than the world can supply.”

Find out more

Sam Wood

0161 295 5361