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One of just a few specialist MSc Digital Marketing courses in the UK, this masters will bring you up to date with the latest digital marketing concepts and techniques, equipping you for a career in this exciting and dynamic industry.

Introducing your degree

Digital marketing techniques have become an integral part of organisations’ marketing strategies, generating demand for graduates who can make effective use of new and emerging platforms. On this specialised masters degree, taught in only a few UK universities, you’ll have the opportunity to focus on digital marketing concepts and techniques, and gain an understanding of the technologies that underpin them. You’ll develop your skills through real-world marketing projects and simulated business exercises. In addition, there are plenty of opportunities outside the course to practise your skills and grow your networks. One example is the innovative Digital Champions initiative, through which you could undertake paid digital projects on behalf of the University. You’ll be taught by academics who are active researchers with links to the University’s Web Science Institute, a world-leading centre for interdisciplinary Web research. Their expertise ensures the course reflects the latest developments in the field.


Digital marketing techniques have become an essential element within organisations’ marketing strategies, creating a demand for graduates with an understanding of the latest trends and techniques in this area. This specialised MSc in Digital Marketing will give you the knowledge and practical techniques that employers in a wide range of sectors are looking for. 

The course reflects the latest thinking in the field, informed by expertise within the Business School and our cross-disciplinary links with the University’s Web Science Institute, a globally renowned centre for Web research. The curriculum is regularly updated to keep pace with new developments.

We emphasise a critical approach to marketing that will stand you in good stead throughout your career.For example, you’ll be encouraged to evaluate whether emerging digital trends are likely to stand the test of time, and how your marketing activities will impact on your business and consumer stakeholders. We also encourage you to consider how marketing principles can be harnessed for the benefit of society as a whole.

Throughout your time with us you’ll be encouraged to set up blogs, contribute to the course Facebook group and work on your own online profile and networks. This will give you experience of building an online community, using principles that you can apply within a business. Learning about the effective use of platforms such as Twitter can also enhance your career prospects, as employers are increasingly using these networks to identify potential recruits.

This masters programme will suit graduates who have undertaken some marketing or business studies and who want to gain more specialist skill, or those with professional experience in a digital or marketing field who want to update their knowledge and advance in their career, or change their career direction. We attract talented students from many different countries, so you’ll learn about diverse cultural perspectives on digital issues.

View the programme specification document for this course.

Career Opportunities

Whether you are looking for your first job when you graduate, or want to advance your existing career, the MSc in Digital Marketing will equip you for success in a range of sectors. You might choose to work within a company’s digital marketing team, or take on a consultancy role. Or you could use your professional marketing skills to help grow a small enterprise or family business. Graduates have gone on to work for organisations such as Hootsuite, EDF Energy, L’Oreal, ROKE and McCaan.


Compulsory modules include: Advanced Digital Communications; Building Customer Insight; Marketing Communications and Media Management; Design Thinking in Marketing; Marketing in the 21st Century; Retailing in the Digital Age; Web Analytics; Web Applications; Designing and Managing Research Projects, Plus dissertation

Visit the Digital Marketing - MSc page on the University of Southampton website for more details!






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Recipient: University of Southampton

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