Digital Marketing - MSc
Build your expertise as a digital marketing professional, forging meaningful connections, crafting compelling narratives, and designing impactful strategies. Creativity and innovation in marketing are continually being transformed by advancements in digital technologies, offering new ways to engage global audiences. Explore specialist areas including emerging trends such as artificial intelligence and effective content strategies while mastering the tools to stay ahead in this ever-evolving industry. Enhance your practical skills through collaboration with organisations, equipping yourself with the knowledge and experience to unlock exciting career opportunities.
Month of entry
- September, January
Mode of study
- Full time
Fees for 2026/27 academic year
- UK - Full time £11,700 per year.
International - £18,200 per year.
Duration of study
- 1 year full-time, or up to 2 years with Placement
This course is no longer accepting applications from international students for the 2025/26 academic year.
Why study Digital Marketing at Keele University?
Course summary
Advancing your digital marketing career in today’s fast-moving global landscape requires creativity, leadership and analytical skills. The aim of our Digital Marketing MSc is to equip you with the skills needed to meet the growing demand for digital marketing professionals across various industries, preparing you for diverse roles such as digital marketing manager, content strategist, or conversion rate manager.
Consumer behaviour is examined in depth, including the psychological, social, and ethical influences that influence consumer decisions. You’ll master data collection and analysis techniques, enabling you to generate valuable consumer insights. The programme also focuses on the potential of digital tools and channels, keeping you informed about the latest industry trends, and digital marketing essentials such as building hands-on skills in creating and managing integrated marketing campaigns, and analysing performance metrics. You’ll also expand your knowledge of the digital customer journey, exploring areas like user experience (UX) design, learn to map customer journeys, touchpoints, and design personalised, impactful content strategies.
Central to this programme is a strong focus on advancing your professional development and providing practical industry engagement opportunities, strategically enhancing your employability. You’ll connect with experienced professionals, gain insights into the latest trends in your chosen field and have the opportunity to work directly with an organisation to develop solutions for a current business issue, gaining valuable real-world skills.
Our programme provides the flexibility to align your studies to your career aspirations through a core Professional Project. You can choose to undertake a research project, consultancy project, or a strategic business proposal.
Sustainability, ethics and responsible business practices are embedded throughout and by completing Keele Business School’s Sustainability Passport you’ll demonstrate your ability to incorporate sustainability practices in a professional context.
Located in an innovation park that fosters collaboration between academia and industry, Keele’s campus offers a supportive learning environment designed to prepare you to excel in the dynamic world of global business.
Other courses you may be interested in:
PROFESSIONAL ACCREDITATION
Professionally accredited by the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide, our master’s degree has been developed alongside CIM’s learning outcomes to ensure that course content is aligned to industry requirements.
Course structure
If you choose the 'with Placement' route, you will complete a 6-12 month placement module after the taught element of your programme.
Modules
The module details given below are indicative, they are intended to provide you with an idea of the range of subjects that are taught to our current students. The modules that will be available for you to study in future years are prone to change as we regularly review our teaching to ensure that it is up-to-date and informed by the latest research and teaching methods, as well as student voice. The information presented is therefore not intended to be construed and/or relied upon as a definitive list of the modules available in any given year.
Digital Marketing module structure
Compulsory modules
Business Consultancy Project
In the Business Consultancy Project, you will build foundational skills and gain practical experience by working directly with a real organisation to develop solutions to real-world challenges. You will learn to engage with businesses, frame organisational issues, and apply creativity and innovation. This module develops core skills in collaboration, communication, and problem-solving, preparing you for the Professional Project and Placement. It provides a strong foundation for success in other areas of the programme.
Professional Development and Industry Insights
This module helps you explore the industry you want to work in, including its structure, recruitment practices, and key trends. You will assess your own skills and experiences, identifying how you align with the industry’s needs and expectations. Through active learning, reflective activities, and guest speaker insights, you will develop practical knowledge and career planning skills. The module supports your progression into the Business Consultancy Project, Professional Project, and Placement, preparing you for future opportunities.
Consumer and Marketing Analytics: From Insights to Action
Unlock the secrets of consumer choices and transform data into actionable insights, with Consumer Behaviour and Marketing Analytics: From Insights to Action. You will explore consumer behaviour, psychological and social influences, and ethical issues. You will also dive into marketing analytics and research, mastering data collection and analysis techniques. You will learn to develop and present valuable consumer insights with confidence.
The Digital Marketing Landscape
This module explores the dynamic digital marketing landscape, covering foundational concepts such as the marketing mix and the digital consumer. You will examine the evolving role of a digital marketeer, addressing sustainability, social, ethical, and legal issues in digital marketing. The course also delves into emerging trends and technologies, equipping you with the knowledge to navigate and innovate in the digital marketing field. Through practical applications and case studies, you will develop essential skills to excel in digital marketing roles.
The Digital Marketing Toolbox
Master the essentials of digital marketing with this comprehensive module. You will learn to create integrated marketing strategies, understand digital consumer behaviour, and utilise a wide range of digital tools and channels. The module covers developing and managing effective marketing plans and campaigns, analysing performance metrics, and presenting actionable insights. By addressing emerging trends and best practices, you will gain the expertise and confidence to thrive in the fast-paced and constantly evolving digital marketing landscape.
Digital Customer Journey
This module provides an in-depth exploration of the digital customer journey, focusing on customer journey mapping, user experience (UX) design, and touchpoints across various channels. You will learn to leverage customer research to inform personalisation and customisation strategies, craft effective content plans, and enhance engagement and retention. The module also emphasises measuring and optimising the customer journey, equipping you with the skills to design seamless and impactful digital experiences that drive business success.
Professional Project
In the Professional Project, you will undertake an independent piece of work that builds on academic and practical skills developed throughout the programme. You can choose from three routes: a research project, a consultancy project, or a strategic business proposal, aligned to your career aspirations. We will support you in preparing for your chosen path with essential research or consultancy skills. The module culminates in a detailed write-up and reflective analysis, showcasing your expertise and professional growth.
"I felt a great sense of belonging that stemmed from the supportive network that the University provides for all of its students. During my studies, I found that my lecturers' were always willing to offer additional help and guidance when asked which helped me, and many others, to flourish and achieve our academic potential. "
PRME Champions
Keele Business School (KBS) has been selected for the 2024-2025 cohort of PRME Champions. Consisting of 47 businesses and management schools from around the world, The Principles for Responsible Management Education (PRME) is an initiative of the United Nations Global Compact, focused on raising the bar for sustainable business education. More information about PRME Champions can be found here.
Entry requirements
The following section details our typical entry requirements for this course for a range of UK and international qualifications. If you don't see your qualifications listed, please contact us to find out if we can accept your qualifications.
Typical offer
Please ensure that you read the full entry requirements by selecting your qualifications from the dropdown menu below. This will include any subject specific, GCSE/Level 2 Maths, and English language requirements you may need.
Please select your country from the drop-down list below for the full entry requirement information
UK
2:2 degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Bangladesh
60% in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a public university or CGPA 2.8 in a 4-year degree or 3-year degree with a 2-year Master's in any subject from a private university
or
demonstrated relevant professional qualifications or experience
We don’t accept degrees from certain universities, please see our Bangladesh Country Page for more information
You will also need: an English language qualification (see below)
Canada
70% or C or a GPA of 2.5 in a degree (Ordinary or Honours) in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
China
70% in a degree in any subject or 65% in a degree in any subject from a '211' university
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Ghana
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
India
55% or CGPA 6/10 in any degree of three years or longer
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Kenya
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nepal
60% / 2.4 in a 4-year Bachelor's degree in any subject
or
65% / CGPA 2.8 in a 3-year Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Nigeria
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pakistan
We accept a range of qualifications from Pakistan. Please visit our Pakistan Country Page for more information
or we will consider demonstrated relevant professional qualifications or experience
You will also need an English language qualification (see below)
South Africa
Second class division 2 / 60% in a Bachelor's degree with Honours in any subject
or
Second class division 1 / 70% in an Ordinary Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Sri Lanka
55% in a Special Bachelor's degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Uganda
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Zimbabwe
Second class degree in any subject
or
demonstrated relevant professional qualifications or experience
You will also need: an English language qualification (see below)
Pre-Master's in Business
The Keele University International College offer a one semester Pre-Master's in Business programme for international students who do not meet the traditional entry requirements for a postgraduate business degree at Keele University.
Please visit the Keele University International College for more information on how to apply, entry requirements and course details.
English language requirements
All of our courses require an English language qualification or test. For most students, this requirement can be met with a 4 or C in GCSE English. Please see our English Language guidance pages for further details, including English language test information for international students. For those students who require an English language test, this course requires a test from Group B.
References
Normally, you will need to provide at least one academic reference to support your application unless you have been out of study longer than two years. If it has been more than two years since you last studied on a degree-level programme, you will normally need to provide an employment reference instead. For more information about Academic References, please see our Postgraduate how to apply web pages.
Personal Statement/Statement of Purpose
Please see our Postgraduate how to apply web pages for guidance on what to include in your personal statement.
Recognition of Prior Learning
The Recognition of Prior Learning (RPL) is a process which enables applicants to receive recognition and formal credit for learning acquired in the past through formal study or work and life experiences.
RPL can also be requested for admission onto the start of a programme in lieu of the admission requirements. For more information, see our Recognition of Prior Learning web pages.
Professional qualifications and work experience
The majority of our courses will consider relevant work experience and/or professional qualifications at the appropriate level, as an alternative to an undergraduate degree for entry. The work experience should be for a sustained period and at a suitable level, based within a relevant sector to your chosen course.
Admissions staff will review your work experience and/or professional qualifications during the assessment of your application to ensure suitability in terms of relevancy, level and appropriate learning outcomes.
General information
The entry grades outlined in this section indicate the typical offer which would be made to candidates, along with any subject specific requirements. This is for general information only. Keele University reserves the right to vary offer conditions depending upon a candidate's application. For international students, find out how we work with approved agents as part of our admissions process.
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Postgraduate funding and scholarships
Funding
Whether you're continuing from undergraduate study or returning to education, our dedicated financial support team is here to help.
Please note, if your course offers a January start date, the January 2026 start date falls in the 2025/26 academic year. Please see the tuition fees archive for the 2025/26 fees.
Planning your funding
It's important to plan carefully for your funding before you start your course. Please be aware that not all postgraduate courses and not all students are eligible for the UK government postgraduate loans and, in some cases, you would be expected to source alternative funding yourself. If you need support researching your funding options, please contact our financial support team.
For continuing students, fees will increase annually by RPIX, with a maximum cap of 5% per year.
Additional costs
You may incur optional costs which can enhance your learning experience (e.g., fieldwork or specialist equipment). Details are outlined below. For general information, see the university's additional costs information.
- travel/subsistence for client visits or business engagement you choose to undertake
- discretionary project expenses (e.g. travel for interviews, data purchase)
- optional UK/international study visits (including travel, accommodation, insurance)
- optional professional memberships/certifications, competitions, conferences, printing, and any premium software or equipment you elect to use are also at your own cost.
Funding or subsidies may occasionally be offered but are not guaranteed and may change vary from year to year. The School may amend or withdraw optional activities if needed necessary.
Co-located with businesses
As a Keele Business School student, you will study alongside innovative companies that are based in the business school building, a hub for fostering networks and linking with industry.
Internships, enterprise and knowledge exchange opportunities
Keele Business School is located at the heart of the Keele University Science & Innovation Park, one of the leading developments of its kind in the UK. The Park offers companies a business environment that provides an innovative research culture, combined with academic expertise and the University’s specialist resources, with a variety of opportunities for students to get involved, from internships, knowledge exchange partnerships, and student enterprise initiatives.
Postgraduate Study at Keele Business School
As a postgraduate student at Keele Business School you will benefit from being taught in small groups by lecturers who are recognised experts in their fields.
Teaching, learning and assessment
How is the programme taught?
Teaching on our Digital Marketing MSc combines interactive and applied learning methods to create a dynamic and engaging experience. You’ll benefit from interactive, in person lectures, small group tutorials, and web-based learning via the Keele Learning Environment (KLE). Independent study is encouraged, allowing you to explore your interests in greater depth, while reflective practice helps you evaluate and enhance your learning journey. Communication and teamwork skills are developed through peer-assisted learning and collaborative projects. Additionally, you’ll engage with real-world scenarios through live business challenges, company visits, and guest lectures, gaining valuable insights directly from industry professionals.
How is the programme assessed?
You will be assessed using a wide variety of methods which reflect the breadth of the knowledge and skills you will have developed on the programme, including creative briefs, essays, group assignments, marketing plans, presentations, research papers, portfolios and reports.
