Program Overview

MSc Digital Marketing | Part-time

About this course

The MSc Digital Marketing at LJMU will extend your traditional marketing knowledge and equip you with new knowledge and approaches to reach digital audiences.

• Learn from staff with strong links to professional bodies
• Study on a cutting-edge course, accredited by the Institute for Direct and Digital Marketing
• Benefit from course content which is of a professional standard relevant to potential marketeers

Informed by current industry best practice, this masters-level degree is aimed at graduates interested in pursuing a career in digital marketing, and professionals who may already be in a marketing role and would like to diversify into the digital arena.

As the digital economy continues to grow, businesses need to develop a multi-channel digital presence to reach customers. Your postgraduate study on this specially designed course at LJMU will place you at the leading edge of creative strategy in this exciting area of the marketing industry.

The programme is designed to meet industry demands by equipping the next generation of digital marketing professionals with the knowledge and practical skills to develop, manage and lead a digital marketing campaign.

It enables students to develop key skills in areas such as website development, social media management, content marketing, web analytics, user journey analysis, the effects of multi-screen usage, SEO and mobile integration.

Initially you will explore digital marketing principles and practices, emerging technologies and consumer behaviour in the digital age. You will develop a good understanding both of traditional marketing and of new ways of working in a digital environment, making the programme relevant to those who have studied marketing and those who are from technology backgrounds.

Liverpool Business School at Liverpool John Moores University is a member of AACSB International The Association to Advance Collegiate Schools of Business.

AACSB International is a global association of leaders in education and business dedicated to supporting and advancing quality business education worldwide. Through membership, accreditation, research, thought leadership, professional development, and advocacy, AACSB partners with over 1,500 organizations, from more than 90 countries globally. Membership or participation in the Global Education Alliance does not imply accreditation.

Course modules

Core modules

• Digital Marketing Communications (20 credits)
  • Critically apply various digital communication tools and learn how to create digital content to address specific objectives. Learn how to critically evaluate best practice methods for online presence.
• Digital Consumer Psychology (20 credits)
  • Gain a critical understanding of the psychological elements of human cognition, such as attention and memory, in order to understand the behaviour of consumers in a digital marketing context.
• Digital Industry Clinic (10 credits)
  • Learn from industry professionals in a four-hour evening workshop which runs over four weeks in semester 2. The workshops will teach you to use a range of software that is currently used in industry so that you are equipped with relevant practical skills for this ever evolving sector.
• Experiential Marketing in the Digital Era (20 credits)
  • Learn how to critically evaluate the role of UX within organisations. Throughout the module, students will learn to critically analyse and understand the online customer experience through group discussion, theoretical analysis and live lab sessions.
• Data Analysis and Application (20 credits)
  • This module looks at data analysis as a technology-driven process for analysing data and presenting actionable insight to marketing professionals and experts. Build awareness of the importance of data for marketing and learn about the novel approaches that are revolutionising the marketing industry (Data Science, Big Data, Machine Learning, Internet of Things, Artificial Intelligence etc.). Learn basic concepts of contemporary data analysis and master tools for transformation of structured data into actionable information.
• Digital Marketing Strategy and Planning (20 credits)
  • Learn how to design, deliver and manage a strategic digital campaign. Evaluate the various factors which influence strategic marketing decisions in the digital context.
• Research Methods for Digital Marketing (10 credits)
  • Gain a deeper understanding of research competencies with specific reference to digital marketing and the data collection methods that can be utilised. Research philosophies, strategies and methods associated with research within business and marketing are critically examined.
• Research Project (60 credits)
  • Develop and execute a research project with guidance and supervision. Apply concepts from both digital and wider marketing literature, along with research methodology concepts and techniques, to a specific problem or scenario.

Professional accreditation

This course is accredited by the Institute of Data and Marketing.

Your Learning Experience

Teaching Assessment

An insight into teaching on your course

• Study hours: Part-time study is 2 evening sessions per week, likely to be Tuesday evenings, 5.30-8.30pm and Wednesday evenings, 5.30-8.30pm.
• Teaching methods: The key concepts and trends of digital marketing will be introduced via case studies and hands-on practical work. You will be prepared for management and leadership roles via a taught module in semester one and hands-on experience of campaign management in semester two.

Career paths

Further your career prospects

LJMU has an excellent employability record with 94% (HESA 2022) of our postgraduates in work or further study fifteen months after graduation. Our applied learning techniques and strong industry connections ensure our students are fully prepared for the workplace on graduation and understand how to apply their knowledge in a real world context.

The programme offers opportunities to gain professional certification awards and will prepare you for roles in digital agencies, large companies and SMEs or for self-employment. Many of our graduates have secured exciting positions in the field of digital marketing following graduation. Some have even secured employment before they graduated or started up their own digital agency.

As a digital marketing graduate you will be equipped for roles such as:

• Analytics Manager
• CRM and Email Marketing Manager
• Digital Agency
• Account Manager
• Content Creator
• Digital Marketing Manager
• Web Manager
• eCommerce Manager
• Pay per Click Manager
• Search Engine Optimisation (SEO) Manager
• Social Media Manager
• and a host of other roles.

Tuition fees and funding

Home

• Part-time per credit: £51.15

Fees

The fees quoted above cover registration, tuition, supervision, assessment and examinations as well as library membership and student IT support with access to printed, multimedia and digital resources including programme-appropriate software and on campus wifi.

Financial Support

There are many ways to fund postgraduate study for home and international students. From loans to International Scholarships and subject-specific funding, you’ll find all of the information you need on our specialist postgraduate funding pages. The University offers a range of financial support for students. You'll find all the information you need on our specialist financial support pages including details of the Student Support Fund and other activities to support with the cost of living.

Additional Costs

In addition to fees, students should also keep in mind the cost of:

• Accommodation
• Travel costs and field trips unless paid for by LJMU
• Stationery, IT equipment, professional body membership and graduation gown hire

Entry requirements

You will need:

Home International

Qualification requirements

• Undergraduate degree: a good second class honours degree in any relevant discipline

Further information

• Extra Requirements: IDM and CAM qualifications will be considered alongside relevant industry experience
• Exceptionally, the requirements of a second class honours degree may be waived where applicants have a minimum of five years' experience working in a marketing-related area
• RPL: RPL is accepted on this programme

International requirements

• IELTS: 6.0 (minimum 5.5 in each component)

Further information

• Extra Requirements: IDM and CAM qualifications will be considered alongside relevant industry experience
• Exceptionally, the requirements of a second class honours degree may be waived where applicants have a minimum of five years' experience working in a marketing-related area
• RPL: RPL is accepted on this programme

How to apply

To apply for this programme, you are required to complete an LJMU online application form. You will need to provide details of previous qualifications and a personal statement outlining why you wish to study this programme.