Digital Marketing

Digital Marketing - MSc

Creativity and analysis are at the centre of marketing in the digital age and expertise in digital marketing is a highly valued skill. Our Digital Marketing MSc provides a focused pathway for you to gain the knowledge and aptitude to advance your marketing career in today's fast-paced and global digital marketing environment.

Month of entry

September, January

Mode of study

Full time, Part time

Location

Keele University campus

Subject area

Business and Management

Fees for 2023/24 academic year

UK - Full time £11,500 per year. Part time £6,400 per year.
International - £19,900 per year.

Duration of study

1 year full time or up to 20 months with entrepreneurship or placement pathway. 2 years part time or up to 24 to 36 months depending on pathway.

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Please note: this course is no longer accepting applications from international students for September 2023 entry

Why study Digital Marketing at Keele University?

Taught by leading experts in marketing, branding and strategic management, whose specialist knowledge spans topics such as digital marketing, consumer behaviour, branding and nostalgia marketing

Unique opportunity to study and interact with entrepreneurs and business owners based in the Smart Innovation Hub, the first to be located directly in a Business School

Expand your professional network at the university’s Global Challenge lecture series, where key speakers provide fresh perspectives on the political, ethical and intellectual problems we face as a world today

Professionally accredited by the Chartered Institute of Marketing (CIM)

Course summary

COURSE SUMMARY

Together with established marketing methods, digital marketing techniques play a vital role in organisations achieving their strategic marketing objectives. Current ideas and research in digital marketing are integrated into our programme and the curriculum will provide you with a solid grounding in the contemporary theories and concepts of digital marketing, marketing and consumer behaviour.

What you’ll learn

You will develop a critical understanding of digital marketing’s role within different types of organisations and the range of opportunities digital marketing offers. You will study the various digital marketing tools and channels, investigating how to effectively use them in a creative and organised way to achieve strategic marketing goals and objectives.

The programme will expand your understanding of integrated marketing - incorporating all appropriate marketing channels to achieve campaign success. You will explore how to create integrated digital marketing plans and strategies to communicate successfully with numerous target audiences.

You will study consumer behaviour within the context of the global marketplace, embracing global and localised perspectives as well as exploring consumption and consumer culture, and how consumers are influenced by family, groups and culture. Insights on the subject of consumer behaviour also draw from other disciplines such as sociology, psychology, and anthropology, and you will study concepts and theories underpinning consumer society and how these influence consumer behaviour.

You will explore marketing management in the digital age, developing your skills as a marketing professional enabling you to competently respond to key issues and challenges. Contemporary strategic marketing in a global and digital context is analysed so you can improve your understanding of what is involved in terms of decision making and the processes involved, alongside enhancing your skills in devising appropriate solutions for an organisation's specific environment.

What factors influence creativity in an organisation? Our creativity module will give you the confidence to creatively and successfully solve business problems utilising different techniques to produce and implement solutions.

You will be able to choose from a range of optional modules to adapt your studies to suit your own specific areas of interest. This could include themes such as branding, leadership, communications, accounting for decision making and international operations and supply.

Other courses you may be interested in:

MSc Marketing

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Professional Accreditation

Chartered Institute of Marketing Accredited Degree logo

Professionally-accredited by the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide, our master’s degree has a key aim: to prepare you to make an impact in the real world of work. That’s why, unlike some other courses, the move to digital first and the society-driven demand for increased sustainability and ethical behaviour are embedded into our programme. For those new to marketing, we’ll quickly bring you up to speed with basic and then advanced marketing theory.

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Course structure

Digital Marketing module structure

SEMESTER 1

Compulsory modules

Digital Marketing Tools and Channels
Understanding Consumer Behaviour
Marketing Management in the Digital Age

Optional modules

Contemporary Marketing Research
Accounting for Decision Making
Leadership
International Operations and Supply
International Business Context
Mediated Communications: Theory and Practice

SEMESTER 2

Compulsory modules

Integrated Digital Marketing
Creativity and Personal Development
Strategic Marketing in a Global Context

Optional modules

International Marketing Communications
Entrepreneurship
Contemporary Challenges in Global Business
Branding

SEMESTER 3

Compulsory modules

Research Methods

After you have completed the taught modules of the course, you will undertake a large project to further develop your knowledge in a specific area of marketing. You will choose from one of the pathway options below.

Research dissertation

The research dissertation is a formal written academic project of between 10,000 and 15,000 words, making it ideal preparation for future academic research at MPhil or PhD level or for the report-writing and scrutiny expected of senior management professionals. Taking inspiration from your own interests, and with support throughout from a supervisor with relevant expertise, you’ll choose a topic to research in the field of marketing. To give you an idea, it could be anything from country perceptions of outdoor guerrilla marketing to a comparison between charity and corporate marketing strategies.

Consultancy Project

During June to September, you will spend eight to 12 weeks undertaking a marketing research project on behalf of an organisation (chosen by Keele Business School). You’ll put into practice what you’ve learned, developing and applying your skills to solve a business problem, issue or focus on a specific project. As part of the eventual assessment, you’ll present your findings to the host organisation, exactly as you would do within the workplace. As an example, one student worked with a pet food company to explore new and innovative marketing techniques to promote their brand, while another undertook research and developed a marketing plan and social media campaign for fire training facilities. We also had one student help an online retail company develop and relaunch its brand, with another developing PR and marketing activities for a local arts centre.

Please note that participation in the Consultancy Project is only available after a comprehensive selection process. Please view our terms and conditions to find out more.

Entrepreneurship pathway

An excellent opportunity if you have an idea for a new business venture, this module will provide you with the time, space and expertise to develop it. For between eight weeks to 12 months, you’ll be given the option of a base within the University’s incubator and have access to workshops and guidance from a network of entrepreneurs and business advisers. During this time, you’ll complete a portfolio of evidence on your idea and present this to an external stakeholder. Places are limited, and you will be required to undertake an interview prior to acceptance on this module.

Please note: The Entrepreneurship pathway is available to UK Students only

Placement pathway

In an increasingly competitive job market, employers are looking to recruit employees who have high-level knowledge, skills and workplace experience. With support from the Faculty Placement Officer, you will gain first-hand professional experience on a suitable, paid work placement for between eight weeks to 12 months. During your placement, you will be required to complete an extended project on behalf of the organisation. As part of the eventual assessment, you’ll present your findings to the host organisation, exactly as you would do within the workplace. Your placement can be based anywhere in the UK giving you the opportunity to work with local, national and international organisations.

Students who require a visa to study in the UK may be able to add in a work placement depending upon the programme. The ability to add a work placement is dependent upon the UK Immigration rules at the time of the request. It may be that for some programmes students will not have the option to request a placement period to be added to their programme before they arrive in the UK and would need to apply for a new visa. There is no guarantee that a placement will be provided and that students who have a visa are subject to a number of restrictions on the type of work, including placements they can undertake.

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"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. "

Mairi, MA Marketing Graduate

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Teaching, learning and assessment

How is the programme taught?

Our teaching and learning strategy is wide-ranging and innovative, seeking to give you a rich learning environment that draws actively upon leading-edge research, as well as current professional practice. A key strength to our programme is helping you to develop your critical thinking skills along with the digital marketing knowledge you will need to progress your career. You will be encouraged to apply and evaluate various theories, creative and innovative approaches and technology and techniques. We will encourage you to question and appreciate different perspectives and appreciate the rapidly changing contemporary global and local environment.

Lectures will feature activities such as class discussions, group presentations and exercises which will ensure your understanding of digital marketing.
Tutorials focus on class discussions, group activities, group or individual presentations, case studies, question and answer sessions. Case study workshops may include class participation activities related to presentations by academics and external business speakers.
Essay guidance sessions are an opportunity for you to discuss and receive feedback on essays before submission.
Web-based learning using Keele University's virtual learning environment, the KLE. This will give you access to a wide range of resources and research tools.
You will undertake independent study based on direct reading from a range of sources including research papers, academic journals, business reports and (e)text books.
Work in groups on assessments and other activities to build your team working skills.

How is the programme assessed?

We use a wide variety of assessment methods on this programme which will reflect the breadth of knowledge and skills you will develop on the MSc in Digital Marketing. These methods may include:

Essays, including some based on case study material. These will test the quality and application of your digital marketing subject matter.
Research reports will test your knowledge of different research methodologies and your ability to formulate research questions and appropriately answer them.
Oral presentations will assess your subject understanding and test your team work and communication skills.
Examinations in various formats will evaluate your core and in-depth knowledge and your ability to apply that knowledge. Examinations may consist of essay, short answer and/or multiple choice.
The dissertation will examine your capabilities to work independently, formulate and competently answer a specific research topic that will demonstrate your mastery of digital marketing by applying it to a business context.
If you undertake a Consultancy Project you will be tested on your ability to work independently with business clients on a specific project of benefit to that organisation. You will undertake a final project report and presentation as part of this project's assessment.
Undertake the Work Placement option and your workplace report will assess your ability to work independently with a business on a particular project of benefit to that organisation. You will undertake a final project report and presentation as part of the Work Placement opportunity.
On the Entrepreneurship pathway you will develop a portfolio that will present evidence of entrepreneurial activity that supports the development of your new business venture.

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Keele Postgraduate Association

Keele University is one of a handful of universities in the UK to have a dedicated students' union for postgraduate students. A fully registered charity, Keele Postgraduate Association serves as a focal point for the social life and welfare needs of all postgraduate students during their time at Keele.

KPA interior

Hugely popular, the KPA Clubhouse (near Horwood Hall) provides a dedicated postgraduate social space and bar on campus, where you can grab a bite to eat and drink, sit quietly and read a book, or switch off from academic life at one of the many regular events organised throughout the year. The KPA also helps to host a variety of conferences, as well as other academic and career sessions, to give you and your fellow postgraduates the opportunities to come together to discuss your research, and develop your skills and networks.

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Facilities

The course is run from Keele Business School’s new home – the Denise Coates Foundation Building – a state-of-the-art facility complete with 220-seat lecture theatre, a ‘think lab’ study space, data laboratory, cafe and business lounge.

Home to our accounting, business management, economics, finance, HRM, international business, management and marketing programmes, our Business School is the first to be located on a Science Park. As well as new teaching spaces, our building is unique in that it is also home to the Smart Innovation Hub, a project part-funded by the European Regional Development Fund (ERDF), which includes space and support programmes for innovation-led businesses, providing opportunities for students and staff to work collaboratively with entrepreneurs and business owners, gaining invaluable networks and experience.

If you choose to study business and management modules available, you’ll have access to the Bloomberg Suite with all its economic, financial and business real-time data, world news, analyses and reports from the world’s biggest financial organisations. You can choose to complete the Bloomberg Market Concepts (BMC) certificate free of charge, an eight-hour e-learning, self-paced course which covers economic Indicators, currencies, fixed income and equities.

Based in the heart of England, Keele University is easily accessible by motorway and public transport. You’ll find everything’s on your doorstep, with the most important facilities gathered together at the centre of campus, which, at 600 acres, is one of the biggest in the UK.

80% of our research is deemed world-leading or internationally excellent (REF, 2021). In the global top 20 for campus sustainability, environmental and corporate responsibility underpin the running of our own business and these themes are embedded into our teaching of future professionals and leaders.

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