MSc in Digital Marketing
Oxford Brookes University
Key Information
Campus location
Headington, United Kingdom
Languages
English
Study format
On-Campus
Duration
1 - 2 year
Pace
Full time, Part time
Tuition fees
GBP 16,200 / per year *
Application deadline
Request info
Earliest start date
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* UK students full-time: £10,400 | International/EU students full-time: £16,200
Scholarships
Explore scholarship opportunities to help fund your studies
Introduction
Our MSc in Digital Marketing enables you to specialise in planning and applying digital marketing strategies.
The specialist digital marketing knowledge we teach helps you to understand and create digital marketing solutions. During your studies you will develop:
- a strong foundation in marketing theory and practice
- a specialist perspective on digital marketing and how it integrates into an overall marketing framework
- the skills to analyse complex marketing situations in the digital environment and develop solutions and actions.
The work placement option, available if you start the course in September, prepares you for your future career. View our work placement FAQs here.
In addition, you have the opportunity to take the Institute for Direct and Digital Marketing (IDM) Certificate level exam. IDM student members benefit from digitally focused job opportunities through the IDM digital hub.
After graduating you will be ready for a range of careers including:
- Digital Marketing Analyst
- Social Media Manager
- Communities and Social Media Specialist.
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Admissions
Scholarships and Funding
Curriculum
Study modules
Compulsory modules
- Introduction to the Principles of Marketing
You will be introduced to the key principles of marketing by studying the theories that underpin the subject. You will explore the roles of buyers, the marketing environment, and the ways in which marketers plan, manage, implement and monitor marketing programmes in the context of the international environment of the 21st century. - Understanding Customer Behaviour
You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practices. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example, neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research. - Research Methods for Events and Marketing
You will develop the skills to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. It is important that you are exposed to a range of methodological issues, data collection techniques and study skills. In addition, this Research Methods module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management. - Professional and Academic Development
This module will help you to become a lifelong learner and enhance your employability. Starting with a focus on how to achieve your best academically, you will then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally. - Digital Marketing Analytics
You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign including ethical issues. In addition, you will examine ways in which digital information is used to make strategic marketing decisions and evaluate and improve marketing performance. You will develop skills in problem-solving, critical reasoning, market research design, qualitative and quantitative data analysis, the use of technology in marketing management, and the analysis and interpretation of marketing. - Customer Insight and Engagement
This module explores how to acquire and retain the appropriate share of good customers, as well as how to prioritise customers. It is based on the premise that customers are the essence of the organisation, as, without customers, the organisation would fail. The module takes a customer-centric approach and acknowledges the hyper-connected environment in which organisations operate today. Technologies and methodological approaches to obtain customer insight and to build detailed customer profiles are discussed. Moreover, the module considers how to engage with customers in ways that add value to both parties. The module uses real case studies, as well as students' own experiences as customers. - Digital and Social Media Marketing Strategy
Digital technologies have transformed marketing, they offer new sources of customer insight, they have dramatically changed customer behaviour, enabled new business models and impacted how organisations interact with their customers and key stakeholders. This module aims to take a strategic perspective of the digital and social media environment. It focuses on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web-based media, mobile platforms, social media and digital tools are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies. - Global Marketing Strategy
You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.
Final project- choose one:
- Dissertation
The dissertation is an opportunity for you to explore and develop expertise in digital marketing. You are encouraged to choose a topic that will be valuable in your future career. This is a self-managed activity, with you driving your own research project, with guidance and advice by a supervisor, based on the proposal developed in the Research Methods in Events and Marketing module. - Client Project
You have the opportunity to link theory to practice by analysing a real organisational issue. Having identified a project (with the approval of both the client company and the Module Leader) you investigate a particular issue, one that can be supported through the relevant literature and by conducting primary research with the client. This module is not an internship but can be taken in conjunction with an internship you have identified and are participating in. The 'issue' in question may be a current management problem for the client organisation or related to future strategic choices. The Client project provides you with a significant learning and personal development experience.
Work placement
- Marketing Practice (sandwich mode)
This module is a great opportunity to gain one year’s supervised full time paid work experience in the UK or internationally in a marketing role. You will investigate a digital marketing challenge in a commercial or non-profit organisation. Throughout this module, you apply the practical concepts you have learned in the course. When you are working for the organisation, you will be responsible for managing a large proportion of your own learning, including tracking and recording your progress.
We provide lots of support to help you find paid work experience and gain connections with various organisations. Our placements team (WAVES) has a database that records work placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a work experience placement is your responsibility and does take a lot of effort, but this gives you valuable experience. You would need to cover your own living and travel costs throughout this duration.
Learning and teaching
Most of the teaching on this course takes the form of interactive workshops. You will strengthen your practical analysis and decision-making skills with:
- lectures
- discussions
- role-play exercises.
These are linked with selected case studies and assessments.
Structured group assignments and an online group-based marketing simulation will develop your skills in working as part of a team.
By undertaking live research projects for an organisation you’ll gain practical experience. This allows you to put your knowledge of marketing approaches and theories into practice. In addition, you will benefit from the insight of teaching staff at the Business School. They are engaged in academic research or come from an industry background.
You’ll participate in leading-edge discussions and specialist events due to the input of visiting speakers from the world of business, consultancies and research bodies.
A voluntary International Business in Practice study trip module is included.
Program Tuition Fee
Career Opportunities
Graduates of this course will gain the knowledge and skills for future roles in digital marketing, such as:
- digital marketing analyst
- social media manager
- communities and social media specialists.
In addition, graduates from our portfolio of courses are employed in marketing roles throughout the world; these include jobs in media, digital, brand and communications agencies, as well as in-house marketing management positions in areas as diverse as fast-moving consumer goods, retail, luxury retail and hospitality, travel, publishing and manufacturing. Employers include:
- Johnson & Johnson
- Hitachi
- DK
- Avis
- PWC
Examples of our graduates’ positions in digital marketing include:
- marketing managers
- social media community managers
- marketing planners
- brand managers
- corporate communication managers.
In addition, some of our students go on to start their own companies.
Marketing at Oxford Brookes University has strong relationships with several companies in a range of industries. These inform the programme design and delivery and provide opportunities for placements and employment. In addition to the professional career development support provided within the programme, the University has an active and enthusiastic Careers Service. This service helps you gain the ‘competitive edge’ when applying for jobs by offering help with CVs, and mock assessment centres and interviews.