The MSc Digital Marketing degree is taught within Middlesex University’s Marketing, Branding and Tourism Department in the Business School. This is an exciting programme that will give students the opportunity to explore Digital Marketing theory and tools within an established and intellectually rigorous context and framework. It will provide a diverse range of knowledge, competencies and skills required to become Professional Digital Marketers. In response to the need for Digital Marketing professionals in the contemporary world, the MSc programme combines conceptual and theoretical thinking with the opportunity to develop practical insight and application.
This course offers a comprehensive take on digital marketing with a strong emphasis on the application of theory to practice, in subject areas such as e-marketing, social media, analytics, consumer psychology and digital advertising. It has been designed for graduates who have studied in fields such as marketing, media, management and social sciences, as well as professionals working in marketing across public, private and voluntary sectors seeking specialist knowledge and career development.
Embedding an understanding of Digital Marketing strategies, dynamics and platforms, you will take the knowledge and skills developed on the course and apply them to a variety of practice-based activities, including the use of real-life case studies, and a residential week with industry professionals. There is also the opportunity to incorporate a 6-month industry placement into your learning, enhancing the opportunity to integrate theory and practice
Why Study MSc Digital Marketing?
The MSc Digital Marketing aims to prepare students for successful employment by encouraging the development of a range of skills that will enable them to work effectively, both collaboratively and individually. It is designed to develop students’ understanding of Digital Marketing and its integration into an organisation’s overall marketing strategy.
The MSc Digital Marketing will help students with no or limited knowledge of Digital Marketing to develop an advanced level of understanding and critical reflection of the key marketing and Digital Marketing theories, frameworks and tools across a diverse range of industry sectors. Students will learn to apply this knowledge to complex strategic issues based on leading-edge research and practice in the field.
On successful completion of this programme, graduates will be able to critically evaluate particular situations, problem solve, write clearly and analytically, work together and independently and communicate. They will be able to retrieve and synthesise information from a diverse range of sources to develop well-informed and justified solutions to marketing and Digital Marketing challenges.
The achievement of these aims will provide our MSc Digital Marketing graduates with the knowledge and skills required to build a career in Digital Marketing. Whether our graduates wish to work as Digital Marketing Managers or Digital Campaign Managers or Social Media Analysts or Digital Entrepreneurs, the programme will allow them to acquire both general and specialised knowledge required to start building their chosen careers. The choice of the dissertation will provide students with an opportunity to further develop specialist skills and knowledge in a field they are particularly interested in. For those students intending to further their education, the MSc Digital Marketing will equip them with the range of skills required for Doctoral-level study.
Chartered Institute of Marketing
This programme is accredited by the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide. Middlesex University has joined forces with CIM to give our students the opportunity to gain CIM professional qualifications by taking advantage of exemptions provided through the Graduate Gateway programme. CIM qualifications are highly sought after by employers, and map alongside our own degrees, ensuring we are equipping our students with the best opportunities for a successful marketing career.
Middlesex University Dubai is also one of the few CIM Accredited Study Centres in Dubai, offering students the opportunity to complete the remaining CIM modules required to earn their CIM qualification.
Chartered Management Institute (CMI)
Your programme is dual accredited by the Chartered Management Institute, the only professional body able to award Chartered Manager status - the ultimate management accolade. Dedicated to promoting the highest standards in Management and Leadership excellence, all students will have CMI Affiliate Membership throughout their study giving them access to a range of benefits. Upon completion of your degree you will also walk away with a CMI Level 7 Professional Qualification in Strategic Management and Leadership Practice.
The MSc Digital Marketing programme will be offered in full-time (lasting 1 year) and part-time (2 years) study modes. The programme will consist of four compulsory modules that students will complete over an academic year. Yearlong modules will provide students with more time to assimilate the subject matter in each module. A range of 15 credit modules will be available as optional modules. These will typically last for one term. In addition to these modules, candidates will complete a 60 credit contextual research methods and dissertation module that will result in the submission of a research report on an approved topic.
A variety of learning, teaching and assessment strategies are employed in order to enhance the student experience and ensure that as wide a range as possible of appropriate skills and learning outcomes are met.
Module and programme information is indicative and may be subject to change.
Research Methods and Dissertation (60 Credits) - Compulsory
Digital Advertising (15 Credits) - Compulsory
Digital and Social Media Analytics (15 Credits) - Compulsory
E-Marketing and Social Media Management (30 Credits) - Compulsory
Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory
Professional Practice (15 Credits) - Optional
Internship in the Digital Sector (15 Credits) - Optional
Innovation-Driven Marketing (15 Credits) - Optional
Multichannel Marketing Management (15 Credits) - Optional
Entrepreneurship in the Digital Sector (15 Credits) - Optional
Consumer Psychology (15 Credits) - Optional
Headway / Unsplash
Applicants should normally have:
A second class honours degree or above in marketing, communications, or a business-related field
We will also accept a professional qualification of an equivalent standard
Those without formal qualifications but have extensive marketing experience, are welcome to apply.
English Language Requirements (Postgraduate)
All programmes at Middlesex University Dubai are taught in English and applicants with previous education outside of English-speaking countries (such as the UK, the United States, Canada, England, Ireland, Australia, New Zealand), must demonstrate English language proficiency as follows:
IELTS Academic: 6.5 (minimum 6.0 in each band)
TOEFL Internet-based: 87 (21 in listening & writing, 22 in speaking and 23 in reading)
PearsonPTE Academic: 58
Future Careers and Employability
The programme is designed to equip students with the skills and knowledge to pursue successful careers in digital marketing roles across a wide range of different industry sectors and types of organisation. This MSc is for those who wish to develop their skills and acquire knowledge to build or further their career in private, public or charitable organisations. Graduates will be equipped with general and specialised knowledge to become Digital Entrepreneurs or pursue a career in a range of digital marketing positions such as that of Digital Marketing Consultant, Digital Campaign Manager and Social Media Analyst. For those students intending to further their education, the MSc in Digital Marketing will equip them with a range of skills required for Doctoral-level study.
The University Employability Service offers postgraduate students support in planning their career. The Chartered Institute of Marketing, Institute of Direct Marketing, Institute of Practitioners in Advertising and many other professional bodies offer career support to members and highlight job opportunities for all graduates.