Program Overview

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Digital Marketing (MSc)

About this course

Develop the skills you need for a career in digital marketing on this specialist UK master’s course. Our academics combine research with expert knowledge, to incorporate the latest developments from the field into your learning. You’ll be well prepared to enter the industry, equipped with the skills that are most in demand.

This course is ideal if you’re a business, economics, management or marketing graduate and want to specialise in the digital marketing field. It’s also a great opportunity if you have professional experience and want to expand your knowledge to benefit your career.

MSc Digital Marketing is created and taught by industry experts and informed by our Business School and the Web Science Institute (centre for web research).

This is a hands-on digital marketing course, including a real business marketing project and simulated consultancy exercise. You’ll learn concepts, discuss trends and analyse techniques in an interactive environment.

The course covers topics such as:

• Emerging digital communication techniques
• Web analytics and insights into user behaviour
• Impact of online and multi-channel retailing
• Technology underpinning digital marketing
• Advertising, public relations (PR) and sponsorship
• Project design and management

Compulsory modules provide a balanced grounding in the skills of the subject, and optional modules will let you broaden your understanding or specialise in specific areas.

In addition, you'll be visited by guest speakers leading in the sector.

Being a student here brings you opportunities to grow your networks. The university operates a DigiChamps (Digital Champions) initiative. This is a paid project to support teams across the community who need digital marketing expertise.

We are a community. You’ll be encouraged to join online discussions and have support from peers and academics from around the world to set up blogs and work on building your online profile and grow your professional network.

Studying MSc Digital Marketing will prepare you to work in a range of sectors, with graduates going on to work for organisations such as Hootsuite, L’Oreal and EDF Energy.

This programme is accredited by The Institute of Data and Marketing (IDM). The IDM has over 30 years of experience helping marketers reach the next level in their careers by offering a portfolio of qualifications and training courses, all informed by industry and underpinned by core principles and best practice.

Our Marketing students who are part of an IDM-accredited course are eligible to sit a 2-hour online exam to achieve the IDM Certificate in Digital and Data-Driven Marketing. IDM Tutor for this programme: Dr Monica Mihalache

We regularly review our courses to ensure and improve quality. This course may be revised as a result of this. Any revision will be balanced against the requirement that the student should receive the educational service expected. Find out why, when, and how we might make changes.

Our courses are regulated in England by the Office for Students (OfS).

Course lead

Your course leader is Dr Tugra Akarsu, Lecturer in Marketing at the Southampton Business School. Visit Dr Akarsu’s staff profile to find out more about her work.

Accreditations

• Association to Advance Collegiate Schools of Business (AACSB)
• The Institute of Data and Marketing

MSc Digital Marketing Taster Lecture

Experience a taster lecture on 'Marketing in a Digital World: Trends, Innovations, and Implications for Small to Medium-Sized Enterprises'.

Learn more about this subject area

• Business, accounting, finance and marketing

Learn to succeed in business and shape industry practice. At Southampton Business School you'll develop the skills to understand the real-world issues facing businesses, organisations and government.

Facilities

• Business study spaces

Explore our dedicated spaces where business students can study, independently or in groups, or catch up over a coffee. This includes our MBA suite, an exclusive teaching space for our students.

• Course location

This course is based at Highfield.

• Awarding body

This qualification is awarded by the University of Southampton.

• Download the Course Description Document

The Course Description Document details your course overview, your course structure and how your course is taught and assessed.

Entry requirements

You’ll need a 2.1 degree in business, management, marketing or a degree subject that includes some marketing modules.

Find the equivalent international qualifications for your country.

We do not accept the following subjects:

• Language Studies – degrees that focus on learning a language or how to translate, such as 'Business English', 'Applied English', or 'Translation', are not acceptable. However, this restriction does not apply to ‘English’ and ‘English literature’ degrees of the kind taught in the UK.
• Art/Design/Vocational Studies – degrees that focus on learning a particular form of art, craft or vocation. These include degrees in art, graphic design, photography, television broadcasting, script writing, or performance/dance.

English language requirements

If English isn't your first language, you'll need to complete an International English Language Testing System (IELTS) to demonstrate your competence in English. You'll need all of the following scores as a minimum:

• Overall score: 6.5
• Reading: 6.0
• Writing: 6.0
• Speaking: 6.0
• Listening: 6.0

If you do not meet the English language requirements through a test or qualification, you may be able to meet them by completing one of our pre-sessional English programmes before your course starts.

If you don’t meet the English language requirements, you can achieve the level you need by completing a pre-sessional English programme before you start your course.

Pre-masters

If you don’t meet the academic requirements, you can complete a pre-master's programme through our partnership with OnCampus. Learn more about the programmes available.

Recognition of professional experience

If you don't have the exact entry requirements, but you have significant work experience in this sector we’ll assess your relevant professional experience, your subject knowledge and your aptitude for learning.

Your application will be considered on individual merit and you may be asked to attend an interview.

Got a question?

Please contact us if you're not sure you have the right experience or qualifications to get onto this course.

Course structure

You'll study this digital marketing master’s degree over 12 months.

In the first 9 months (semesters 1 and 2) you'll study the taught part of your course. This is made up of modules that everyone on the course takes, and modules we’ll ask you to choose from a list of options.

During semester 2 you’ll begin preparing for your dissertation.

For the last 3 months, over the summer, you’ll work independently to research and write your dissertation. You’ll have one-to-one meetings with your supervisor during this time to discuss your progress.

Want more detail? See all the modules in the course.

Modules

The modules outlined provide examples of what you can expect to learn on this degree course based on recent academic teaching. As a research-led University, we undertake a continuous review of our course to ensure quality enhancement and to manage our resources. The precise modules available to you in future years may vary depending on staff availability and research interests, new topics of study, timetabling and student demand. Find out why, when and how we might make changes.

For entry in academic year 2025 to 2026

Year 1 modules

You must study the following modules:

• Building Customer Insight
• Contemporary Marketing Practice: Ethics, Innovation, and Social Responsibility
• Digital Analytics
• Digital Marketing Strategy
• Integrated Marketing Communication Design
• Research Methods for Marketing

You must also choose from the following modules:

• Digital Marketing Applications
• Dissertation for Marketing
• Managing Digital Design and Web Development
• Marketing Practice-based Project
• Services Marketing

Learning and assessment

Learning

This course has an interactive learning style, often using group discussions, seminars and problem-solving activities to critically assess industry related topics and case studies.

You’ll explore core concepts in lectures and computer lab sessions, linking theory to practical insights from the industry.

By working regularly work in groups, you’ll develop vital team working skills. Independently, you’ll have reading assignments and be encouraged to blog and join online discussions.

Some modules include talks by industry speakers, sharing insights into careers and current issues. Speakers include former Southampton graduates who work in digital roles in organisations including Microsoft and the National Trust.

Assessment

Assessment methods include:

• Coursework
• Presentations
• Exams
• Group assignments
• Reports
• Dissertation

Dissertation

You’ll need to use the methods and skills learnt as part of this programme to write a 15,000-word dissertation. Your dissertation is an opportunity to study an area of interest in depth and can be academic or practical.

For example, you could look for a relevant real-world project within a local organisation, such as the development of an online marketing campaign.

Academic Support

We’ll assign you a personal tutor, and you’ll have access to a senior tutor.

Careers and employability

Employability skills

This degree will allow you to develop and evidence subject-specific and targeted employability skills. This includes the required skill set for a range of future careers, further study, or starting your own business.

The skills you can expect to focus on and gain from this course include:

• Research
• Critical thinking
• Commercial awareness
• Self-management
• Confidence
• Leadership
• Communication
• Teamwork
• Creativity
• Adaptability
• Problem solving

The employability and enterprise skills you'll gain from this course are reflected in the Southampton skills model. When you join us you'll be able to use our skills model to track, plan, and benefit your career development and progress.

Download skills overview

Career pathways

Graduates commonly work in a range of organisations or sectors including:

• Specialist marketing, advertising and PR agencies,
• Marketing departments within other organisations in all sectors.

Careers directly related to this course:

• Advertising account executive
• Advertising art director
• Digital marketer
• Market researcher
• Marketing executive
• Media buyer
• Sales promotion account executive
• Social media manager
• Public relations officer
• Fundraiser

See more

Wider career opportunities:

• Business adviser
• Business development manager
• Digital copywriter
• Event manager
• Product manager
• Retail merchandiser
• Talent agent
• UX designer
• Web content manager
• SEO specialist

See more

Example job titles of Southampton MSc Digital Marketing graduates*:

• Marketing executive
• Account manager
• Project manager
• Teacher
• Application engineer
• Brand marketing manager
• Digital Marketing consultant
• Digital research manager
• Marketing strategist
• Media planner

See more

Job prospects for MSc Digital Marketing graduates

• Average professional salary: £33k
• In a skilled profession or further study: 81%
• Graduate employment rate: 95%

Source

*Example graduate job titles and job prospect statistics taken from The Graduate Outcomes Survey, which gathers information about the activities and perspectives of graduates 15 months after finishing their course.

Work experience opportunities

Choosing to do work experience is a great way to enhance your employability, build valuable networks, and evidence your potential. Learn about the different work and industry experience options at Southampton.

Read more

Careers services and support

We are a top 20 UK university for employability (QS Graduate Employability Rankings 2022). Our Careers, Employability and Student Enterprise team will support you. This support includes:

• Work experience schemes
• CV and interview skills and workshops
• Networking events
• Careers fairs attended by top employers
• A wealth of volunteering opportunities
• Study abroad and summer school opportunities

We have a vibrant entrepreneurship culture and our dedicated start-up supporter, Futureworlds, is open to every student.

Your career ideas and graduate job opportunities may change while you're at university. So it is important to take time to regularly reflect on your goals, speak to people in industry and seek advice and up-to-date information from Careers, Employability and Student Enterprise professionals at the University.

More about careers support

Fees, costs and funding

Tuition fees

Fees for a year's study:

• UK students pay £15,800.
• EU and international students pay £31,500.

Check fees for other versions of this course.

Deposit

If you're an international student on a full-time course, we'll ask you to pay £2,000 of your tuition fees in advance, as a deposit.

Your offer letter will tell you when this should be paid and provide full terms and conditions.

Find out about exemptions, refunds and how to pay your deposit on our tuition fees for overseas students page.

What your fees pay for

Your tuition fee covers the full cost of tuition and any exams. The fee you pay will remain the same each year from when you start studying this course. This includes if you suspend and return.

Find out how to pay your tuition fees.

Accommodation and living costs, such as travel and food, are not included in your tuition fees. There may also be extra costs for retake and professional exams.

Explore:

• Accommodation costs
• Living costs
• Budgeting advice
• Fees, charges and expenses regulations

10% alumni discount

If you’re a graduate of the University of Southampton, you could be eligible for a 10% discount on your postgraduate tuition fees.

Postgraduate Master’s Loans (UK nationals only)

This can help with course fees and living costs while you study a postgraduate master's course. Find out if you're eligible.

Southampton Business School Postgraduate UK Scholarship

A scholarship is available to home fee paying students studying an eligible postgraduate master's at Southampton Business School.

Find out more about the Southampton Business School Postgraduate UK Scholarship, including eligibility and conditions.

Other postgraduate funding options

A variety of additional funding options may be available to help you pay for your master’s study. Both from the University and other organisations.

Funding for EU and international students

Find out about funding you could get as an international student.

How to apply

1. Use the blue 'apply for this course' button on this page to take you to our postgraduate admissions system.
2. Create an account which gives you access to your own application portal.
3. Search for the course you want to apply for.
4. Complete the application form and upload any supporting documents.
5. Pay the £50 application assessment fee, (there are some exemptions, check terms and conditions).
6. Submit your application.

For further details of our admission process, read our step by step guide to postgraduate taught applications.

Application deadlines

UK students

The deadline to apply for this course is Tuesday 9 September 2025, midday UK time.

We advise applying early as applications may close before the expected deadline if places are filled.

International students

The deadline to apply for this course is Tuesday 26 August 2025, midday UK time.

We advise applying early as applications may close before the expected deadline if places are filled.

Application assessment fee

We’ll ask you to pay a £50 application assessment fee if you’re applying for a postgraduate taught course.

This is an extra one-off charge which is separate to your tuition fees and is payable per application. It covers the work and time it takes us to assess your application. You’ll be prompted to pay when you submit your application which won’t progress until you've paid.

If you're a current or former University of Southampton student, or if you’re applying for certain scholarships, you will not need to pay the fee. PGCE applications through GOV.UK and Master of Research (MRes) degree applications are also exempt. Find out if you’re exempt on our terms and conditions page.

Supporting information

When you apply you’ll need to submit a personal statement explaining why you want to take the course.

You’ll need to include information about:

• Your knowledge of the subject area
• Why you want to study a postgraduate qualification in this course
• How you intend to use your qualification

References are not required for this programme.

Please include the required paperwork showing your first degree and your IELTS English language test score (if you are a non-native English speaker) with your application. Without these, your application may be delayed.

What happens after you apply

You'll be able to track your application through our online Applicant Record System.

We receive a high volume of applications for this course. This means you may not receive a response to your application for up to 12 weeks.

If we offer you a place, you will need to accept the offer within 30 working days. If you do not meet this deadline, we will offer your place to another applicant.

Unfortunately, due to number of applications we receive, we may not be able to give you specific feedback on your application if you are unsuccessful.

Equality and diversity

We treat and select everyone in line with our Equality and Diversity Statement.

Got a question?

Please contact us if you're not sure you have the right experience or qualifications to get onto this course.

Related courses

Digital Marketing (MSc) is a course in the Business, accounting, finance and marketing subject area. Here are some other courses within this subject area:

• MSc Accounting and Finance
• MSc Accounting and Management
• MSc Business Analytics and Finance
• MSc Business Analytics and Management Science
• MSc Business and Heritage Management
• MSc Business Strategy and Innovation Management
• MSc Digital Business
• MSc Digital Strategy and Information Systems
• MSc Finance
• MSc Finance and Econometrics
• MSc Finance and Economics
• MSc Human Resource Management
• MSc International Accounting and Governance
• MSc International Accounting and Sustainability
• MSc International Banking and Financial Studies
• MSc International Entrepreneurship and Management
• MSc International Financial Markets
• MSc International Management
• MSc Logistics and Supply Chain Analytics
• MSc Management
• MSc Management and Artificial Intelligence
• MSc Marketing Analytics
• MSc Marketing Management
• MBA Master of Business Administration
• MSc Operational Research
• MSc Operational Research and Finance
• MSc Project Management
• MSc Risk and Finance
• MSc Risk Management
• MSc Shipping Finance
• MSc Strategic Operations and Supply Chain Management
• MSc Sustainable Finance