Course Overview
Course summary
The world of marketing has been transformed by digital technology, making it easier and cheaper to target customers and track buyer behaviour online. Employers need graduates ready to work in data analysis, marketing automation, user experience and content creation, some of the key skills you’ll learn on the Digital Marketing Management MSc.
Whether you are already a marketer seeking to specialise in this fast-changing area or perhaps graduated in a different discipline and are now looking to change careers, this exciting course explores the theory, skills and attributes to prepare you for a career in digital marketing management.
A digital marketing bootcamp during induction helps to bring everyone up to speed with key media, marketing tools and emerging trends in areas such as content marketing, machine learning and AI, before studying the psychology of the digital consumer, exploring customer journeys and experiences and taking disruptive innovative approaches.
Later, you’ll learn how to track campaigns through analytics, develop multi-channel marketing communications and craft digital strategies with the benefit of hands-on experience in our state-of-the-art digital marketing lab, Switch 23, which features the same Adobe Creative Cloud applications used in top agencies.
You also have the opportunity to further enhance your employability by studying an optional two-day short course to prepare you to sit and pass the first level of professional Scrum Master certification. You will be introduced to Scrum, one of the leading agile project management frameworks, in the Web Design and Analytics module. Widely used by organisations throughout the world, it can support the iterative development and delivery of websites and other digital applications.
Top reasons to study with us
- Strong industry links provide industry-led activities such as guest lectures and live briefs set with businesses and marketing agencies
- Practise on the same Adobe Creative Cloud applications used in top agencies in our dedicated digital marketing lab, Switch 23
- Focus on practice-based assessment with flexible final project of a dissertation or consultancy report that plays to your strengths and interests
- Optional placement to gain valuable work experience. For example, one previous marketing student spent six months working as a podcast assistant for Mail Online, while another worked at IBM
- Hear from experts and mingle with marketing students by joining the student-run Westminster Marketing Society or gain experience with the student-run Westminster Business Consultants (WBC)
Course structure
This course aims to prepare you to specialise in planning and applying digital marketing strategies and solutions, combining user-centred, creative, media and marketing communications with strategic marketing, analysis and management. A digital bootcamp kickstarts the course in induction week, helping you get to know your fellow students and understand the role digital plays in contemporary marketing. The course also has its own media channels for which you will create content both individually and collaboratively (social media adverts, landing pages on websites, apps, blogs and user experience designs) to reach and engage audiences as part of your learning and assessment.
We first introduce aspects of consumer psychology in the context of greater consumer choice, the changing face of technology, and globalisation. We go on to focus on the digital behaviour of consumers and how organisations use digital in disruptive innovation to anticipate and meet their needs.
You put into practice techniques and theories in relation to new approaches for acquisition, conversion, user experience, campaign planning, multi-channel marketing and measurement. You will build and test prototype websites to understand how to measure performance, and what tactics drive traffic and engagement.
The final project plays to your strengths, experiences and interests: a dissertation or consultancy report for a business identified by us or you, here in the UK or abroad. Creative or analytical, you could create a video or digital campaign, for example, or study a website to understand different user groups or country-specific content.
The following modules are indicative of what you will study on this course.
Core modules
Customer journeys are characterised by increased use of a range of digital technologies, across multiple media. Due to the increase in digital technologies, there has been an increased emphasis on multiple touchpoints in customer encounters which can divert attention from the customers end to end journey to a focus on the touchpoints. This module refocuses marketer’s attention to the digital customer experience. The emphasis is on the role of digital components in transforming the customer experience.
The Consumer Psychology and Research module draws on psychology, sociology and economics. You'll be exploring the theoretical underpinnings of consumer behaviour and apply these learnings, especially in the context of greater consumer choice, the changing face of technology, media, shopping channels, and globalisation. You will also learn the fundamentals of primary and secondary research to aid better understanding of consumers and the market and apply this to marketing communications decision making.
This module introduces the contemporary digital marketing environment. A range of innovative and disruptive approaches to digital marketing communications are considered in the contemporary business environment in a sustainable business context. You'll engage with material actively as a community of practice through classroom and online engagement, considering strategic, tactical and ethical perspectives and applying these to a range of contexts.
Constantly evolving marketing communications are characterised by increased use of multiple media platforms including a variety of digital and non-digital channels that intersect within ever more complex customer ecosystems, both domestically and internationally. These themes and an exploration of a wide array of marketing communications tools will permeate the module. Teaching will be interactive and will consist of one lecture and one seminar each week. You will be expected to contribute to class discussion.
The module investigates the strategic approach of digital marketing within the business environment. It builds on the understanding of digital marketing context, differences in consumers behaviours and examines how digital marketing analysis, strategies and plans can be developed and implemented in a digital business. The module is focused on innovative changes in communication and engagement with customers in a digital environment and how it affects the development of the digital marketing presence, plan and strategy. A computer-based simulation will be used to aid the development of relevant skills and knowledge.
This module is designed to prepare you for designing user-centred websites and understanding audience behaviour and engagement through web analytics. It introduces agile production methodologies, search marketing, authoring/design tools, optimisation (including mobile marketing) and testing. You'll go on to use web analytics to understand the audience, acquisition, behaviour and conversions to optimise content for a website through web analytics.
This module focuses on the creation of optimised content for social media and content marketing. This includes engaging audiences and incentivising conversion, taking into account paid or organic search strategies. You will be expected to demonstrate awareness of the ethical implications of social media marketing.
The module is the culmination of the Masters’ programme. Much of the learning on the module takes place as you complete a dissertation or negotiate either a project (consultancy project or creative project) addressing a defined business problem. All routes require you to review the literature and to design and carry out primary research to gain insights into the problem prior to defining and developing the solution. This flexible approach to assessment is intended to provide a range of options, reflecting students’ diverse strengths and educational backgrounds.
Professional accreditation
The Digital Marketing Management MSc is accredited by the Chartered Institute of Marketing (CIM) with a Graduate Gateway programme status. After graduating, you’ll be exempt from the Level 4 “Applied Marketing and Planning Campaign” module towards the CIM Level 4 Certificate in Professional Marketing / Professional Digital Marketing qualification, and from the Level 6 “Marketing & Digital Strategy” module towards the CIM Level 6 Diploma in Professional Marketing qualification.
The course is also accredited by the Institute of Data and Marketing (IDM) and the Digital Marketing Institute (DMI). Our marketing degrees have been mapped for DMI certification. The partnership offers DMI professional certification opportunities when students enrol as DMI members.
For more details on course structure, modules, teaching and assessment Download the programme specification (PDF).
To request an accessible version please email [email protected]
Get your copy of the University of Westminster prospectus and browse the range of courses on offer.
Contact us for general course enquiries:
+44 (0)20 7911 5000 EXT 65511
(Mon–Fri, 10am–4pm GMT)
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Join us at an open evening online or on campus. Get a feel for student life at the University of Westminster and talk to course leaders and our support teams.
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Careers
Digital marketing is fast becoming one of the most important skills demanded by employers as opportunities for customisation and personalisation provide new opportunities for businesses to offer greater value to customers.
Our course prepares you to create and execute digital marketing strategy. During your study, as in the workplace, you will identify business opportunities and customer needs using social media, websites, email and content.
This helps you stand out when applying for jobs in digital marketing communications, analytics, e-commerce and content marketing, in-house or in agencies. You may choose to specialise in areas such as Pay-Per-Click (PPC) or Search Engine Optimisation (SEO) or pursue continued professional development with the CIM.
The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.
Get yourself work-ready
Course designed in consultation with industry, preparing you to take the lead in digital marketing strategy.
Develop your CQ
Develop your cultural intelligence studying alongside students from over 100 different countries.
Improve your decision-making skills
Learn to think critically and make evidence-based decisions using solid marketing metrics and analytics.
Industry links
Many of the staff who currently teach on this course have extensive professional experience in a range of business sectors and many maintain links with industry through consultancy and training work.
Through our Alumni Voices series, you’ll also hear from former postgraduate Marketing students, who will share experiences, including those who work for global media groups or have established their own marketing consultancies.
Job roles
The course will prepare you for a wide variety of roles in business.
- Content marketing executive
- Digital marketing account manager
- Digital marketing analyst
- Digital marketing campaign manager
- Digital marketing manager
- Digital producer
- Display advertising executive
- E-commerce marketing specialist
- Pay-per-click analyst
- Programmatic executive
- Search engine optimisation executive
- Social media specialist
Westminster Employability Award
Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.
The award is flexible and can be completed in your own time, allowing you to choose from a set of extracurricular activities.
Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.
Read more about our Westminster Employability Award.
Course Leader
Dr Brenda Patil
Senior Lecturer
Dr Brenda Patil is a Senior Lecturer in Digital Marketing and a Course Leader for the Digital Marketing Management MSc at School of Management and Marketing, University of Westminster. Currently, Brenda teaches and leads a range of digital marketing modules.
Prior to joining Westminster, Brenda worked as a Lecturer in Marketing at University of Lincoln, as a Postgraduate Research Intern at Anglia Ruskin University and with Higher Education sector in London for over 12 years.
Brenda holds a PhD in the field of Digital Marketing and SME Internationalisation from Anglia Ruskin University, a Master’s in Business Administration from the University of Wales and a BSc in Computer Science, Mathematics and Statistics from India. She is a Fellow with the Higher Education Academy (HEA).
Personal highlights of my career have been working with Indian and UK micro and small businesses in designing websites for better user experience and providing consultancy services on adopting digital platforms to drive customer traffic to enhance internationalisation within their business process.
Course Team
Why study this course?
Global city location
Based in our Marylebone Campus in central London, you’ll enjoy the benefits of studying in a major global city.
Build connections
Connect with peers, marketing professionals and future employers through our links with the CIM and IDM.
Be a change maker
Become a responsible business leader who bring positive, ethical, inclusive change.
Entry Requirements
A minimum of a lower second class honours degree (2:2). Relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines such as engineering, environmental sciences, the humanities and languages are also encouraged to apply.
If your first language is not English you should have an IELTS 6.5 overall with 6.0 in each component.
Alternative professional qualifications with at least three years’ relevant professional experience will also be considered. Applicants from different academic backgrounds are welcome.
View more information about our entry requirements and the application process
A minimum of a lower second class honours degree (2:2). Relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines such as engineering, environmental sciences, the humanities and languages are also encouraged to apply.
If your first language is not English you should have an IELTS 6.5 overall with 6.0 in each component.
Alternative professional qualifications with at least three years’ relevant professional experience will also be considered. Applicants from different academic backgrounds are welcome.
More information
University preparation courses
Our partner college, Kaplan International College London, offers Pre-Master’s courses that may help you gain a place on a postgraduate degree at Westminster.
To find out more, visit University preparation courses.
What our students say
Andrea Lin
Digital Marketing Management MSc - 2022
The world of digital marketing is very fast-moving, so we have to keep up with the current trends, news and technologies. Our lecturers have been providing us with real-world knowledge and equipping us with the right tools that would help us become more employable.
Usbah Aamir
Digital Marketing Management MSc - 2022
Choosing this course was one of the best decisions I've ever made. This course not only provides you with the best of studies but also lets you gain hands-on experience of what the professional world holds for you.
Learn new skills
Unleash your creativity
Digital marketing lab, Switch 23, features the same Adobe Creative Cloud applications used in top agencies.
Develop digital skills
Learn to manage clients, understand consumer behaviour, prototype and test creative using analytics.
Improve your problem-solving skills
Improve your problem-solving and business diagnostic skills to better understand and tackle business issues.
Fees and Funding
UK tuition fee: £16,700 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
Paying your fees
If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
Find out more about paying your fees.
Alumni discount
This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.
Funding
There is a range of funding available that may help you fund your studies, including Student Finance England (SFE).
Find out more about postgraduate student funding options.
Scholarships
The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students.
Find out if you qualify for one of our scholarships.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
International tuition fee: £19,500 (Price per academic year)
When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
Find out how we set our tuition fees.
Paying your fees
If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
Find out more about paying your fees.
Alumni discount
This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.
Funding
There are a number of funding schemes available to help you fund your studies with us.
Find out more about funding for international students.
Scholarships
The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students.
Find out if you qualify for one of our scholarships.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
Westminster Business School blog
Read our blog and get an insight into life and studies at Westminster Business School.
Facilities
The Learning Platform
Lecture theatres
Library
Bloomberg Financial Market Suite
Digital Marketing Lab
Meeting spaces
Cafe
Teaching and Assessment
Below you will find how learning time and assessment types are distributed on this course. The graphs below give an indication of what you can expect through approximate percentages, taken either from the experience of previous cohorts, or based on the standard module diet where historic course data is unavailable. Changes to the division of learning time and assessment may be made in response to feedback and in accordance with our terms and conditions.
How you’ll be taught
Teaching methods across all our postgraduate courses focus on active student learning through lectures, seminars, workshops, problem-based and blended learning, and where appropriate practical application. Learning typically falls into two broad categories:
- Scheduled hours: examples include lectures, seminars, practical classes, workshops, supervised time in a studio
- Independent study: non-scheduled time in which students are expected to study independently. This may include preparation for scheduled sessions, dissertation/final project research, follow-up work, wider reading or practice, completion of assessment tasks, or revision
How you’ll be assessed
Our postgraduate courses include a variety of assessments, which typically fall into two broad categories:
- Practical: examples include presentations, podcasts, blogs
- Coursework: examples include essays, in-class tests, portfolios, dissertation
Data from the academic year 2023/24
Supporting you
Our Student Hub is where you’ll find out about the services and support we offer, helping you get the best out of your time with us.
- Study support — workshops, 1-2-1 support and online resources to help improve your academic and research skills
- Personal tutors — support you in fulfilling your academic and personal potential
- Student advice team — provide specialist advice on a range of issues including funding, benefits and visas
- Extra-curricular activities — volunteering opportunities, sports and fitness activities, student events and more
Course Location
Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.
Westminster Business School
Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.
Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).
Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.
Contact us
Call our dedicated team on:
+44 (0)20 7911 5000 ext 65511
Opening hours (GMT): 10am–4pm Monday to Friday
Opening hours (GMT): 10am–4pm Monday to Friday
More information
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