• Postgraduate

Digital Marketing MSc

Overview

Overview

UWL’s MSc Digital Marketing is a multi-dimensional and dynamic course designed to deliver a challenging learning experience which will equip you with the knowledge and skills required to become future strategic decision-makers and creative problem-solvers in digital marketing.

Throughout this course, you will learn how to effectively analyse, communicate and operate in competitive local and global contexts, preparing you to be a highly successful digital marketing professional within a rapidly evolving industry.

Through a series of specifically designed, practical hands-on workshops, expert guest speakers, simulations, and industry “live briefs”, we provide:

  • a modern approach to the teaching of digital concepts, from a broad range of avenues including strategic marketing, leadership, e-commerce, consumer behaviour, social media marketing and designing new paths to purchase on innovative digital platforms
  • a thorough curriculum aimed at the optimal utilisation of digital tools, to enhance data analysing and research skills, along with providing insights to improve marketing performance
  • hands-on practical learning through modern assessments and industry-inspired projects
  • the opportunity to develop and further enhance skills like creative problem solving, innovative thinking, and the ability to work independently and as a team to formulate ideas and opinions that drive effective marketing proposals and add value to any global organisation or marketing team
  • knowledge of how the digital customer experience is integral to marketing
  • well-structured and carefully curated course content to enhance different levels of understanding and learning styles.

CIM Accreditation

The Chartered Institute of Marketing (CIM) has approved this degree for exemptions on CIM qualifications. UWL has developed strong links with CIM and our teaching content has been developed alongside CIM’s learning outcomes to ensure that course content is aligned to industry requirements.

Extended Masters and Enhanced Extended Masters options

If you have an undergraduate degree but do not meet the entry criteria for this course, you may qualify for our Extended Masters or Enhanced Extended Masters courses.

These courses feature four specially designed modules which will improve your academic and English skills. Once completed you can progress directly onto the regular Masters course. See below for more information.

Select your desired study option, then pick a start date to see relevant course information:

Study options:
We support flexible study by offering some of our courses part-time or via distance learning. To give you real world experience before you graduate, we also offer some courses with a placement or internship. All available options are listed here. Your choices may affect some details of your course, such as the duration and cost per year. Please re-check the details on this page if you change your selection.

Start date:

If your desired start date is not available, try selecting a different study option.

Why study Digital Marketing with us?

Why study Digital Marketing with us?

What our students say…

UWL has a great community feel and I love my course. It's the place to be.

Kyle Birch
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CIM
50% of the world's top 300 companies are located within 15 miles of our campus
Access to Perlego
Specialist careers advice
Course detail & modules

Course detail & modules

This course will enable students to master the critical analysis of data and the application of appropriate digital tools and technologies to provide creative and strategic digital marketing solutions and strategies.

Each module contains the latest content relevant to present-day practice within the digital marketing industry and embeds key skills required for digital marketing practitioners, such as management skills for marketing professionals and research methods in marketing.

This dynamic course has a very strong focus on integrated learning, where the teaching and assessments will simulate real-life marketing situations with industry client-inspired digital marketing projects, to prepare students to pursue a successful career in digital marketing.

Duration: 12-16 months

Please note, the MSc course will be taught over a typical 12 month academic year, however, students who wish to do the Digital Marketing Consultancy Project but are unable to find a Consultancy Project during the summer (due to the seasonal nature of the demand for digital marketing consultancy projects), can attempt the module during the following September semester extending the study period up to 16 months.

Extended Masters and Enhanced Extended Masters

Our Extended Masters and Enhanced Extended Masters courses are intended for students who already have an undergraduate degree but don't meet the entry requirements to study for a Masters degree.

Over a full-time semester, you will study four modules specially designed to improve your academic and English language skills:

  • Advanced Study Skills
  • Critical Thinking, Analysis and Evaluation
  • Statistics
  • English (Business English on the Enhanced course)

Once completed, you will progress directly onto the core Masters course.

What's the difference between an Extended Masters and an Enhanced Extended Masters? The Enhanced Extended Masters is similar to the Extended Masters but with a greater focus on improving your English skills. It also includes a Business English module which will allow you to gain a full understanding of this critical subject area.

For more information on our Extended Masters and Enhanced Extended Masters, please visit our Extended Masters courses page.

CIM Accreditation

This course is accredited by the Chartered Institute of Marketing. When you graduate, provided you have passed specific accredited modules on your course, you will be exempted on an Accredited Prior Learning (APL) basis from the CIM modules ‘Applied Marketing' and 'Planning Campaigns’. You will be required to pass one further elective module to obtain the CIM Certificate in Professional Marketing or the CIM Certificate in Professional Digital Marketing qualification.

You may also be exempted on an Accredited Prior Learning (APL) basis from the CIM module 'Marketing and Digital Strategy'. You will be required to pass two further CIM modules, including 'Innovation in Marketing' and an elective module of your choice to obtain the CIM Diploma in Professional Marketing. Alternatively, if you pass the CIM modules 'Digital Optimisation' and 'The Digital Customer Experience', then you would be able to obtain the CIM Diploma in Professional Digital Marketing; if you pass the CIM module ‘Innovation in Marketing and Sustainability’, then you would be able to obtain the CIM Diploma in Sustainable Marketing. 

*Eligibility for the CIM exemptions would be conditional upon attempting and passing the relevant modules on this UWL course and graduating with a degree classification of 2:2 or higher. CIM also requires that you send evidence of graduation to the CIM Qualifications Team, sign up to study with CIM and pass the additional units within five years of graduation for exemptions to be valid.

Compulsory modules

You will study all compulsory modules plus one of the optional modules.

Optional modules: To progress to the Digital Marketing Consultancy Project or Digital Marketing Dissertation, successful completion or recognition of prior learning (or a combination thereof) for at least 5 modules (100 credits) is required.

Please note, the MSc course will be taught over 12 months, however, students who wish to do the Digital Marketing Consultancy Project but are unable to find a Consultancy Project during the summer (due to the seasonal nature of the demand for digital marketing consultancy projects), can attempt the module during the following September semester, or do the Digital Marketing Dissertation instead. 
  • Global Brand Management and Leadership

    This module aims to introduce the context of global branding and brand development, in correlation with the complex dynamics of global marketing. You will learn how to adopt a strategic approach to branding and communication in a global digital context, defining the concepts of brand architecture, brand growth to measurements of brand equity and evaluating brand performance.

  • Strategic Marketing and Psychology in a Digital Era

    This module aims to create a productive discourse on contemporary marketing challenges and future digital marketing trends and their impact on marketing, industry, consumers and the environment. You will gain the knowledge and skills required to develop and provide an industry-standard, consultative approach to defining and delivering effective marketing projects.

    Through this module, you will also gain a valuable portfolio of marketing and research skills which would enable you to critically reflect on the role and responsibilities of contemporary marketers, develop effective marketing proposals and gain an in-depth understanding of conducting research in marketing.

  • Digital Retail Environments – New Paths to Purchase

    This module covers understanding, measuring and evaluating the online consumer journey, exploring how customer relationship management (CRM) is an effective technique in planning long-term customer retention and growth, and how to further enhance your ability to develop and propose consultative recommendations for new approaches covering social media marketing platforms, multichannel and omnichannel marketing strategies.

    The module comprehensively presents concepts and theories of evolving consumer behaviour and new paths to purchase in the digital retail environment. It illustrates the dimensions of social psychology and its relationship to brands and branding, and also the way in which an emotional attachment with a brand influences the decision-making process.

  • Digital Tools

    The module is designed to help you develop the ability to assess the potential of digital tools for acquiring, converting and retaining customers and develop channel-specific testing and search engine optimisation strategies that maximise return on marketing investment.

    You will assess the way in which digital channels provide marketers with unique opportunities to improve the effectiveness of campaigns through continuous testing, analysis and optimisation throughout the module with a blend of theoretical models and hands-on practice.

  • Content Marketing and Campaign Management

    This module aims to explore the central role of content marketing within the context of the explosive growth of “the creator economy” in modern marketing communications.

    The rapid expansion of creative content, posted by consumers, influencers to global companies via social media digital channels, (i.e. Instagram, YouTube, Facebook, TikTok, LinkedIn, Twitter etc) combined with the use of mobile devices, broadband and Wi-Fi, has brought added complexity to the work of marketing strategists and planners.

    Understanding consumer contexts and leveraging defining customer preferences have become critical parts of the decision-making process in order for marketers to deliver engaging content for marketing campaigns. Through this module, you will be able to gain an in-depth understanding of data-driven marketing and explore effective campaign development and management.

    It would also enable you to further develop strategic thinking, planning, creative, and research skills.

  • Innovation, Creativity and Digital Futures

    This module aims to provide a comprehensive guide to digital product and services creation in a marketing context.

    Through this module, you will also gain a range of valuable skills including project management, innovation and collaboration and research skills, which will enable you to explore a marketing idea through analysing the market and develop the concept for a minimum viable product along with a product/service launch marketing proposal.

Optional modules

  • Digital Marketing Dissertation

    This is a student-led independent academic research module where you (with support from allocated tutor/supervisor) will be able to apply the knowledge and skills gained from all other modules on this course (such as management, marketing and research skills) to understand digital marketing research and contemporary issues, and produce an academic dissertation which identifies, critically analyses and provides strategic solutions to challenging digital marketing issues.

    In doing so, you will also be able to make a useful contribution to the existing academic and professional knowledge base.

  • Digital Marketing Consultancy Project

    This module is neither a taught module in the same way that any of the other modules are taught nor a traditional research-based project. It is a student-led consultancy project where you (with support from allocated tutor/supervisor) will have the opportunity to work with, though not necessarily in, a company on a clearly defined project addressing a real issue set by the organisation.

    Through this module, you will be able to gain practical experience and apply and develop a range of skills including analytical, communication, project management, consultancy, research and other transferable skills. The module also enables you to apply the knowledge and skills gained from previous modules on this course to solve a real business problem or explore a real business opportunity, and in doing so, you will be able to reflect on your personal learning journey, gaining vital experience as a digital marketer and also making a valuable contribution to the business.

    Please note, the MSc course will be taught over 12 months, however, students who wish to do the Digital Marketing Consultancy Project but are unable to find a Consultancy Project during the summer (due to the seasonal nature of the demand for digital marketing consultancy projects), can attempt the module during the following September semester, or do the Digital Marketing Dissertation instead.

Entry requirements

Entry requirements

You should have an honours degree (2:2 or above) from a UK university or equivalent or a Chartered Institute of Marketing (CIM) Professional Diploma.

UWL also considers applications from those who do not have a formal qualification but have extensive marketing experience. In this case, the applicant would be invited to interview and may also be required to undertake a short-written paper in order to assess their suitability for the academic demands of the course.

All applications are considered on an individual basis.  

Find out more about our processes for recognising previous experience

Extended Masters Degree

To study the Extended Masters programme you will need:

  • a Bachelor's degree
  • international students need to meet our English language requirements of IELTS 6.5 or above and a minimum of 5.5 for each of the individual components (Reading, Writing, Speaking and Listening).
Enhanced Extended Masters Degree

To study the Enhanced Extended Masters programme you will need:

  • a Bachelor's degree
  • international students must meet our English language requirements at IELTS 6.0 or above, and a minimum of 5.5 for each of the individual components (Reading, Writing, Speaking and Listening).

Please note: If you qualify for a regular Masters, you will not be accepted on the Extended Masters or Enhanced Extended Masters course.

6.5 IELTS or above

You need to meet our English language requirement of 6.5 overall score for IELTS, with a minimum of 5.5 for each of the 4 individual components (Reading, Writing, Speaking and Listening). Visit our English language requirements page for information on other English language tests we accept.

You also need academic qualifications at the same level as UK applicants. In some countries where teaching is in English, we may accept local qualifications. Check for local equivalents.

We offer pre-sessional English language courses if you do not meet these requirements. Find out more about our English Language courses.

Extended Masters Degree

To study the Extended Masters programme you will need:

  • a Bachelor's degree
  • international students need to meet our English language requirements of IELTS 6.5 or above and a minimum of 5.5 for each of the individual components (Reading, Writing, Speaking and Listening).
Enhanced Extended Masters Degree

To study the Enhanced Extended Masters programme you will need:

  • a Bachelor's degree
  • international students must meet our English language requirements at IELTS 6.0 or above, and a minimum of 5.5 for each of the individual components (Reading, Writing, Speaking and Listening).

Please note: If you qualify for a regular Masters, you will not be accepted on the Extended Masters or Enhanced Extended Masters course.

Fees & funding

Fees & funding

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The fee above is the cost per year of your course.

If your course runs for two years or more, you will need to pay the fee for each academic year at the start of that year. If your course runs for less than two years, the cost above is for your full course and you will need to pay the full fee upfront.

Government regulation does affect tuition fees and the fees listed for courses starting in the 2025/26 academic year are subject to change.

If no fee is shown above then the fees for this course are not available yet. Please check again later for updates.

Funding your studies

If you are studying a Masters course you may be eligible to apply for a Postgraduate Loan, this may help contribute towards your course fees and living costs.

Additional funding is available to some types of students, such as disabled students or those with dependants.

We offer a range of scholarships and bursaries, including awards for specific subjects. Awards for business students are also on offer. 

{{ formatCurrencyValue(currentVariantData.field_p_cv_int_main_fee.name) }} per year

The fee above is the cost per year of your course.

If your course runs for two years or more, you will need to pay the fee for each academic year at the start of that year. If your course runs for less than two years, the cost above is for your full course and you will need to pay the full fee upfront.

Government regulation does affect tuition fees and the fees listed for courses starting in the 2025/26 academic year are subject to change.

If no fee is shown above then the fees for this course are not available yet. Please check again later for updates.

International students - funding your studies

We offer scholarships for international students including International Ambassador Scholarships. 

Further information about funding and financial support for international students is available from the UK Council for International Student Affairs.

 

Teaching staff

Teaching staff

Dinusha Weerawardane staff profile

Dr Dinusha Weerawardane

Dr Dinusha Weerawardane is the Subject Head for Accounting and Finance at the Claude Littner Business School, overseeing delivery of accounting and finance courses (UG and PG) in the UK and at overseas partner institutions. She is also a distinguished alumna of the University of West London and currently sits on ACCA’s Global Council, which is the governing body of ACCA.

Dr Dinusha Weerawardane is the Subject Head for Accounting and Finance at the Claude Littner Business School, overseeing delivery of accounting and finance courses (UG and PG) in the UK and at overseas partner institutions. She is also a distinguished alumna of the University of West London and currently sits on ACCA’s Global Council, which is the governing body of ACCA.

Study & career progression

Study & career progression

Three people making notes on a smart board whilst one looks on a laptop

This course is designed to help you become a confident digital marketer. Having a recognised qualification on your CV can improve your chances of finding a digital marketing role or taking the next step on your career progression.

While many roles in digital marketing, such as SEO, PPC, Display, Email and Social, for example, require increasingly specialist knowledge, a digital strategist must be capable of working across all digital channels. As such, the course has the potential to open opportunities in:

  • SEO
  • PPC
  • Mobile
  • Email
  • Content
  • Display
  • Social
  • Analytics
  • ECommerce
  • B2C
  • B2B
  • Web Design UX
  • CX
  • Brand Activation
  • Direct Marketing
  • Research and Analysis
  • Marketing operations
  • Relationships Management
  • Communications.

As businesses around the world continue to develop digital transformation strategies, digital marketing will play an increasingly important role in any marketing mix designed to improve CX (Customer Experience). This process will ensure that the growing demand for strategic digital marketing skills will continue to be a progressive long-term career choice.

You may also decide to study for a doctoral degree.

How to apply

How to apply

News

Important notes for applicants

Disclaimer

*Modern universities - defined as higher education institutions that were granted university status in, and subsequent to, 1992.

**The National Student Survey 2022 and 2023 - Based on an average of all 27 questions. Excludes specialist institutions.

Testimonials - our students or former students provided all of our testimonials - often a student from the course but sometimes another student. For example, the testimonial often comes from another UWL student when the course is new.

Optional modules - where optional modules are offered they will run subject to staff availability and viable student numbers opting to take the module.

Videos - all videos on our course pages were accurate at the time of filming. In some cases a new Course Leader has joined the University since the video was filmed.

Availability of placements - if you choose a course with placement/internship route we would like to advise you that if a placement/internship opportunity does not arise when you are expected to undertake the placement then the University will automatically transfer you to the non-internship route, this is to ensure you are still successful in being awarded a degree.