Postgraduate MSc

Digital Marketing

Salford Business School

Full-time

Part-time

Attendance

One year

Two year

Course

March 2019

Next enrolment
Introduction

In a nutshell

With the growth of online activity in many areas of life, outstanding digital marketing competency is needed across all business sectors. On this CIM and IDM - approved and accredited programme, developed in consultation with our industry partners, you will extend your existing skills while gaining the digital and social media marketing knowledge needed in today’s demanding digital global economy.

You will look critically at current literature on a wide range of digital marketing theories and issues but the programme is also highly practical. You will work on live case study assignments and group projects while running real-life digital marketing campaigns, applying search and social media marketing techniques to support competitive marketing strategies.

You will be taught by internationally recognised experts based in the Salford Business School.  Looking at the challenges faced by organisations in a dynamic and competitive global environment, you will learn to understand the role that digital marketing plays in addressing these challenges. You will also look at relevant ethical issues, issues of sustainable development, and how digital marketing can support a wider commitment to social justice. In particular, you will develop the range of skills needed to plan, manage and implement a digital marketing plan to support a business strategy.

The programme is highly industry-focussed and culminates in the Industry Collaboration Project.  You will choose one of four options to look at a real industry problem and provide researched solutions, helping you put your learning into practice.

You will:
  • Explore digital marketing strategy
  • Develop a critical understanding of consumer behaviour
  • Expand your knowledge of search and social media marketing
Placement

options available

International

students accepted

Course accreditations
CIM logo
IDM logo

This is for you if...

1.

You have an interest in all things digital

2.

You are keen to evaluate different digital marketing channels

3.

You are interested in critically exploring theories on consumer behaviour

4.

You aspire towards a career in digital marketing

5.

You want to gain practical digital marketing skills

6.

You are analytical and enjoy working with data

Course details

All about the course

The programme is block delivered and there are several entry points throughout the year. Students will take the modules below in a sequence dependent on their start date.

The course is delivered in four blocks of intensive study periods. For each block, you study a single module for a 6-week period. Face-to-face teaching is delivered on campus for 6 hours each week. In addition, you will attend the taught element of the Industry Collaboration Project one afternoon a week during the 6-week blocks.  During this period, you will also undertake independent study in your own time with online support through the University’s virtual learning environment, Blackboard.

Part time students study alternate modules (one module on, one module off) to complete their degree in two years.

For the final third of your studies, you will work on your Industry Collaboration Project, working with your own or another organisation on a live brief.

Semester one

Search and Social Media Marketing

This module aims to develop core skills in social media-based targeting and communication strategies. The module covers a host of topics that looks at the strategic analysis of social media platforms from a communications perspective, key metrics, tools, techniques and strategy development frameworks. The module also aims to develop capabilities in search engine optimisation and search engine marketing, site audit, content optimization etc. A comprehensive coverage of marketing communication through social media is achieved through intensive case discussion sessions, group activities, practitioner lectures and insightful study materials. This module is accredited by the Institute of Direct and Digital Marketing (IDM). 

Digital Marketing Analytics and Strategy

The module combines two interesting topics in the field of digital marketing: (i) Digital Marketing strategies and (ii) Marketing/Digital Analytics.  The first part of the module looks at digital marketing strategy development, the critical components of a digital marketing strategy and its strategic significance. Interesting topics like buyer persona development, customer journey mapping etc. will form this part of the module. At the end of the first part of the module you will be required to develop a digital marketing strategy for a firm of your choice. This ties into what you have learned and provides a platform to apply the principles and frameworks that you have learned. The second part of the module looks at digital analytics. In this part we work on a google analytics data set and try to conduct advanced data analysis to bring out interesting patterns and messages. Ultimately all marketing is data driven and hence a marketer should have a good grasp for data analysis.  The main aim of this part of the module is to develop an ability to spot patterns in data, conduct basic data analysis and to appreciate how data analysis could inform and enrich marketing decision making. 

Semester two

Online and Offline Consumer Behaviour

This module focuses on understanding Consumer Behaviour, both in Online and Offline (Brick-and-Mortar) settings.  You will examine a range of relevant consumer behaviour theories and their implications for marketing managers in relation to understanding consumers. You will also enhance your understanding of contemporary issues that influence consumers and how these impact marketers in designing, implementing and evaluating marketing strategies. The module is assessed by a 2,500 portfolio report as well as a 2,500 word group project, each counting for 50% of your mark, that will require of you to demonstrate your critical understanding of the concepts, theories and debates that inform consumer behaviour and their practical implications for marketers, policy makers and consumers themselves.  The module is taught by Dr Effi Raftopoulou and Dr Agata Maccarrone-Eaglen. 

Digital Marketing Communications

Digital Marketing Communications is concerned with the critical analysis of integrated marketing communications and associated consumer behavioural foundations. You will explore issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers.

Semester three (Industry Collaboration Project (ICP) - choose from:)

Work Placement

The paid Work Placement gives you the chance to undertake a six month project with an organisation located regionally, nationally or internationally. By exploring a key issue impacting an organisation, you will apply the theoretical knowledge gained through your studies and develop and use appropriate problem-solving skills in a real-world environment.

You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment:
10% project proposal
80% portfolio
10% presentation

Internship

The unpaid Internship option of the Industry Collaboration Project aims to equip you with the relevant practical skills to critically identify and evaluate key issues impacting organisations and their environments either in the UK or overseas.

Over a three month period, you will work alongside an organisation to identify and explore a real organisational issue.  You will have specified learning goals and will need to actively reflect on what is being learned throughout the experience.

You will create an initial 1,500 word research proposal then compile an 8,500 – 10,000 word portfolio of evidence that shows the work undertaken, the deliverables created, the impact achieved, the theories and concepts applied, the data gathering activities undertaken and a critical reflection by the student of their work practices and learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment:

10% project proposal
80% portfolio
10% presentation

Dissertation

An advanced-level applied research pathway based on a real-world business problem and examining an issue important to an organisation.   The Dissertation path gives you the opportunity to apply the theoretical and practical knowledge gained from the taught elements of the programme to a current organisational issue and deploy and effectively use appropriate problem-solving skills through critical self-reflection and methodical, systematic research.  It is an excellent option if you are considering moving into academic research and PhD studies.

You will create an initial 1,500 word research proposal consisting of research questions, aims and objectives, and the rationale for undertaking the study.  The 12,000 – 15,000 word dissertation will include literature review, research methodology, analysis of findings, conclusions, recommendations and a critical reflection of your learning. In addition, you will share your findings with key stakeholders. This will generally be a presentation to an audience but might be a poster presentation or a video recording.

Assessment:

10% project proposal
80% portfolio
10% presentation

Entrepreneurship

Please note, this option is available from September 2019
Through this option, along with applying your theoretical knowledge from the taught elements of the programme, you will develop the transferable skills and qualities required for entrepreneurial behaviour and work on your own innovative business idea. You will reflect on business opportunities, challenges and strategies with the aim of establishing a new businesses, or incorporating entrepreneurial thinking into the management of an existing organisation. The three month Entrepreneurship path will be assessed through the development of an Initial Business Proposal and an 8,500 word Comprehensive Business Proposal accompanied by a 30 minute presentation.

What will I be doing?

Teaching is delivered through a combination of lectures, seminars and tutorials, using a wide range of learning activities.

ASSESSMENT

Over the duration of your course a range of assessment techniques will be used. Types of assessment include; essays, assignments, exams, multiple choice tests, online tests, group reports, and portfolio work. The weighting between exams and coursework varies between modules and years.

Salford Business School

Salford Business School aims to be the most business-informed, industry-relevant business school in the UK. Industry shapes everything we do, from informing our students’ learning to providing work placements, driving our research and influencing our academic staff.

We want you to gain the best academic and personal experience possible. As a student here, you’ll have access to a range of experiences and opportunities, including internships and work placements in the UK or internationally so you graduate with much more than a degree.

Our facilities

Salford Business School is located at the heart of the University’s Peel Park campus and just minutes from Manchester city centre. Teaching facilities include Lady Hale and Chapman buildings, which offer stylish modern spaces with lecture theatres equipped with the very latest technology and large screen displays. A dedicated Employability team will help you with work placements and access to work skills. 

Throughout campus, there is a choice of individual study areas, communal learning and breakout spaces, plus a selection of food outlets.
 

Programme Leader

Professor Sunil Sahadev

Prof. Sunil Sahadev completed his PhD in Marketing from the Indian institute of Technology, Chennai. He worked at the Indian Institute of Management, Kozhikode and School of Management, University of Sheffield before joining Salford Business School as a Professor in Marketing. He has more than twelve years of experience teaching and conducting research in Marketing. He has taught a variety of courses both in UK and in India including Principles of Marketing, Sales and Distribution Management, High-technology Marketing, B2B Marketing International Marketing and Marketing Research.

Employment and stats

What about after uni?

You will gain a highly regarded formal qualification, as well as personal and organisational management skills that will enhance your career prospects. Our graduates have gone on to gain employment in a wide range of organisations, working in areas including brand management, marketing communications, social media marketing and heritage marketing.

Become

A digital marketing manager

A social media manager

An SEO specialist

A market researcher

A creative director

And more...

Career Links

Our course team maintains excellent relations with local, national and international organisations, commentators and employers.

Our teaching is industry-led, inspired by contemporary practice and developed in partnership with business leaders. Our academics are experts in their field and work closely with industry to ensure that our courses reflect the needs of business and provide our students with that extra edge when it comes to securing a job.

Our students are drawn from a wide range of public, private and third sector organisations, allowing you to enjoy highly valuable networking opportunities.

Salford Business School also operates a guest lecture course which allows you the chance to mix with professionals from industry, make connections, set up placements and conduct research.

Requirements

What you need to know

This course is ideal for graduates who want to establish a career in digital marketing or for existing managers who wish to enhance their skills and future career prospects. You will ideally be a graduate in a business or related field. Alternatively you may have been involved in related areas of marketing or digital marketing and want to strengthen your capabilities.

Digital marketers need to be outward looking, be interested in the world around them. You should also be self-motivated and have good written and verbal communication skills.

Standard entry requirements

Undergraduate degree

Normally a minimum 2:2 honours degree or equivalent or successful completion of the Graduate Certificate.

A wide range of professional qualifications are also accepted either in partial or complete fulfilment of entry requirements.

Where a student has gained a recognised honours degree but does not meet the normal entry qualification requirement, they may still be considered for entry if they can demonstrate relevant work experience of a minimum two years duration post study and acceptable level of responsibility.

Alternative entry requirements

Accreditation of Prior Learning (APL)

We welcome applications from students who may not have formal/traditional entry criteria but who have relevant experience or the ability to pursue the course successfully.

The Accreditation of Prior Learning (APL) process could help you to make your work and life experience count. The APL process can be used for entry onto courses or to give you exemptions from parts of your course.

Two forms of APL may be used for entry: the Accreditation of Prior Certificated Learning (APCL) or the Accreditation of Prior Experiential Learning (APEL).

How much?

2019 fees are for programmes starting in March, June and July.  Fees for programmes starting in September 2019 and after will be published in late spring.

Type of study Year Fees
Full-time home/EU 2019 £8,550per year
Full-time international 2019 £14,400per year
Part-time 2019 £1,425 per 30 credit module
Additional costs

You should also consider further costs which may include books, stationery, printing, binding and general subsistence on trips and visits.

Apply now

All set? Let's apply

Enrolment dates

March 2019

June 2019

July 2019

September 2019

November 2019

January 2020

March 2020

June 2020

July 2020

September 2020

November 2020