Program Overview

MSc Digital Marketing with Advanced Practice

The MSc Digital Marketing with Advanced Practice provides students with the opportunity to transition to a digital marketing career by combining an accelerated introduction to marketing with a detailed consideration of digital marketing concepts and techniques.

Key Information

• Level: Postgraduate Taught
• Delivery type: Full Time
• Degree qualification: MSc
• Mode of delivery: On-Campus
• Duration: 2 years
• Location: Edinburgh
• Start date: September

The MSc Digital Marketing with Advanced Practice programme has been specifically designed to meet the current and emerging demands of the growing digital economy, ensuring graduates are highly sought after upon graduation. This programme is centred on employability and professional career readiness. If the first year is completed at an appropriate level, students progress to year two, which includes a year-long company placement. This placement helps students develop and reflect on their learning in a workplace setting, applying their knowledge in practice and gaining real-world digital marketing experience.

Course Content

The programme covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. Students gain a critical understanding of general marketing theories, principles, concepts, and applications, as well as specialist knowledge of Digital Marketing theories, concepts, and principles relating to product and service marketing and consumer behaviours. They develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography, and psychology.

Through lecture activities, independent research, coursework, and the dedicated Research Methods Philosophy and Practice course, students develop research-informed learning skills. This enables them to apply critical analysis, evaluation, and synthesis to problems at the forefront of digital marketing. Students can identify, conceptualise, and define new and abstract problems and issues related to digital marketing and apply a range of standard and specialised instruments and techniques to mitigate such issues.

Each course equips students with highly employable expertise and skills across digital marketing. There are optional courses such as digital marketing analytics, social media marketing, psychology for marketing, e-commerce technology, and others, allowing students to customise their learning and develop specific marketing interests. The digital marketing dissertation course involves a company project, enabling students to engage in an independent in-depth investigation of an organisational problem in the field of digital marketing.

Your Student Experience

The learning environment is informed by the expertise of research-active academics whose work covers four key areas:

• Employment, Work and the Professions
• Logistics and Sustainability
• Networks and Enterprise Excellence
• Social and Economic Data Analysis

Course Structure

September Intake - Edinburgh

Year 1

• Mandatory September:
  • Contemporary Consumers
  • Digital Customer Experience
  • International Strategic Marketing
• Optional September:
  • Management Consultancy
  • Strategic Innovation Management
  • Databases and Information Systems
• Mandatory January:
  • Research Philosophy and Practice
  • Branding and Communications
  • Digital Marketing Analytics
• Optional January:
  • Social Media Marketing
  • Psychology for Marketing
  • e-Commerce Technology
• Mandatory May:
  • Digital Marketing Dissertation

Year 2

• Mandatory September: Industry Placement 1
• Mandatory January: Industry Placement 2
• Mandatory May: Industry Placement 3

Fees and Funding

• September 2026 intake tuition fees:
  • UK: £12,744
  • International: £24,952
• Fees are payable for each year of this degree.
• Year 2 (Industry placement): £3,000 for both UK and International students.

Scholarships and Bursaries

The university offers a wide variety of scholarships and bursaries, with over £6 million worth of opportunities available in fee and stipend scholarships, benefiting more than 400 students.

Entry Requirements

• A minimum of honours degree at 2:2 or non-UK equivalent in any academic subject, provided that it includes evidence of critical thinking. Digital experience may be helpful.
• Applicants with relevant education and work experience may also be considered.
• English language requirements: IELTS 6.0 (or equivalent) with no score lower than 5.5, except for writing which must be at 6.0 minimum.

The MSc Digital Marketing with Advanced Practice has been awarded the Chartered Institute of Marketing's (CIM) Employability Programme Award, recognising the programme's emphasis on employability and professional career readiness. Upon completion, graduates will be able to use a significant range of professional skills, techniques, practices, and materials to develop original, creative, and practical responses to commercial and digital marketing problems and issues.