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MSc Digital Marketing

MSc

Business School

The MSc in Digital Marketing enables you to specialise in planning and applying digital marketing strategies. You will develop a strong foundation in marketing theory and practice, combined with a specialist perspective on digital marketing and how it integrates into an overall marketing framework.

You have the choice of taking a 8 month work placement or a work-based project instead of a dissertation. By gaining this professional experience you will be well prepared for your future career.

Your individual employment prospects will be enhanced through knowledge of marketing and digital marketing theory and practice. In addition, you will have the opportunity to sit the Institute for Direct and Digital Marketing (IDM) Certificate level exam. IDM student members also benefit from digitally focused job opportunities available through the IDM’s digital hub.

The current fast-changing media and technology environment presents many challenges to marketers. You will develop the skills to analyse complex marketing situations in the digital environment, and reach decisions on solutions and actions. You will acquire the specialist digital marketing knowledge needed to understand and create digital marketing solutions, preparing you for a number of marketing roles including Digital Marketing Analyst, Social Media Manager, Communities and Social Media Specialist.

Please come to our Postgraduate Open Day or Master's Online Information Session

Available start dates

September 2017 / September 2018

Teaching location

Headington Campus / Wheatley Campus

Course length

  • Full time: MSc: 12 months or ​17​ months in sandwich mode (to include a full time paid work placement and related project report)
  • Part time: MSc: 24 months for UK and EU students (teaching normally structured to provide one whole day or two half days each week in the semester)

UCAS Postgraduate code

52719

For full application details, please see the 'How to apply / Entry requirements' section.

  • Employability: You have the choice of taking an 8 month work placement or a work-based project instead of a dissertation. By gaining this professional experience you will be well prepared for your future career. This course helps you develop academically and professionally through professional skills workshops held throughout the course. Oxford Brookes is also recognised as an exam centre for the Institute of Direct and Digital Marketing (IDM). You can access the IDM's resources and job website. By focusing on the digital aspects of marketing you will be prepared for a range of careers including digital marketing, customer relationship management and direct marketing.
  • Teaching and Learning: Oxford Brookes University Business School offers a great environment for studying marketing. We have a track record of excellence in teaching, learning and research and you will be supported in your studies and beyond. Oxford Brookes University Business School received the top award from the Higher Education Funding council for England to become a Centre of Excellence in Teaching and Learning.
  • Experiences: Our course is interactive and social. We provide you with the chance to bond with your classmates and get to know your new surroundings. One way in which we do this is through the Oxford Challenge. You will search Oxford for clues and tasks, earning points for completing the challenges on the tablet device, with the winning team announced at the end of the day.
  • Oxford Location: Oxford offers everything you could want as a student and more. It will provide you with a host of learning and employment opportunities with a range of internships and graduate jobs available. Located just over an hour from the hub of business life in London with easy access to international airports, you'll be at the heart of the UK's most successful economic region.
  • Support: You will be assigned to an Academic Adviser who will provide both academic and personal support. Student Support Co-ordinators provide guidance for your course and university-wide administrative issues. They organise a range of events to help you adjust to postgraduate study and are able to help you get advice about any issues you may have during your studies.

For more information about postgraduate study at the Business School, visit one of our Business School Open Days, or visit our web pages.

Compulsory Modules

Please also refer to the course structure chart.

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 practice. 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 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 for Marketers
This module will help you to become a lifelong learner and enhances 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 and 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. 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 the 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
This module builds on the work undertaken in Customer Insight and Engagement and takes 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 and social media are all critically evaluated to identify successful performance and to create insight into contemporary digital marketing.

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.

Elective Modules – Choose 1 of the following

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 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
The work placement is an opportunity to gain 8-months work experience in the UK or abroad in a digital marketing role. You will undertake a major project activity in a commercial or not-profit organisation. You will be embedded in the organisation for up to 8 months and will need to take responsibility for managing a significant proportion of your own learning, including tracking and recording your own progress. In addition, you will be assigned an academic supervisor, based on the proposal developed in the Research Methods in Marketing module.

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 Marketing module.

As our courses are reviewed regularly as part of our quality assurance framework, course content and module choices may change from those listed in the course entry.

Teaching and learning

Much of the teaching on the course takes the form of interactive workshops, but there are also lectures from staff and visiting speakers. Lectures, discussions, role-play exercises and seminars are linked with selected case studies and assessments to strengthen your practical analysis and decision-making skills. You will develop your skills in working as part of a team through structured group assignments and online group-based marketing simulation.

You will gain practical experience and put your knowledge of marketing approaches and theory into practice during live research projects for an organisation. Teaching staff at the Business School are engaged in academic research and/or come from an industry background with in-depth practical experience of business and management issues. Visiting speakers from the world of business, consultancies and research bodies augment the programme through leading edge discussions and specialist events.

Specialist facilities

At Headington we have developed outstanding facilities. Our John Henry Brookes Building is the most significant project in the history of Oxford Brookes University. Set at the heart of our Headington campus, it has been designed for the future of higher education and has transformed the experiences of our students and the entire University community. Find out more about the John Henry Brookes Building.

A new fresh space on the Headington Campus is being created specifically for the Business School and our business students.The Clerici building is being refurbished to accommodate new teaching rooms, a lecture theatre, new social learning spaces, offices and a clear glazed new entrance.

At the current Wheatley campus our Business School Postgraduate Centre offers a state-of-the-art lecture theatre, well equipped seminar rooms and a postgraduate lounge and private study area.

The Wheatley Campus library provides specialist business resources including UK and overseas companies' annual reports, statistics on all aspects of business and management, postgraduate MA, MBA, MSc and PhD theses in marketing and marketing examination papers.

Field trips

We offer an International Business in Practice Study Trip module. The purpose of this study trip is to give postgraduate students a hands-on, intensive experience with the ideas and practices of global business. The programme will include presentations from local management executives and experts. Students will have direct interaction with management executives and practices through site visits to major corporations and agencies.

This study trip is voluntary and all costs associated with the trip will need to be funded by you. It is not linked to university assessments in any way. If you successfully complete this module you will have the following non-credit bearing module recorded on your transcript: P58335 International Business in Practice: Study Trip.

Tuition fees

Home/EU - full time fee: 2017/18: £8,160

Home/EU - part time fee: 2017/18: £5,000

Home/EU - sandwich fee: 2017/18: £8,160 (year 1) no fee to pay for placement in year 2

International - full time: 2017/18: £14,300

International - sandwich fee: 2017/18: £14,300 (year 1) no fee to pay for placement in year

Where part time fees are quoted the same fee will apply in year 2 of study.

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course, if any, are detailed in the 'This course in detail' window above.

Questions about fees?
Contact Student Finance on:
+44 (0)1865 483088
finance-fees@brookes.ac.uk

Funding and scholarships

Entry requirements

The programme is designed to attract students from a wide range of backgrounds, disciplines and nationalities. Applicants are welcome from any academic discipline. Admission is normally open to those with:

  • a minimum of a second-class honours degree
  • or equivalent overseas degree from a recognised institution
  • or equivalent professional or other qualification.

Those who do not meet any of the above criteria may be eligible for entry, provided they have compensatory work experience. This should include, in particular, further professional training and accreditation and the demonstration of appropriate career development.

Entry will also be subject to two satisfactory references (one of these must be an academic reference).

Please also see the university's general entry requirements.

English language requirements

If English is not your first language you will need to satisfy the university's English language requirements:

  • IELTS minimum 6.0 (with a minimum of 6.0 in reading and writing and 5.5 in listening and speaking).
  • If you have completed your undergraduate degree in the UK (at least one full year of study) you will automatically meet our English language requirements

Please also see the university's standard English language requirements

English requirements for visas

If you need a student visa to enter the UK you will need to meet the UK Visas and Immigration minimum language requirements as well as the university's requirements. Find out more about English language requirements.

International applications

When you accept our offer, you agree to the conditions of acceptance. You should therefore read those conditions before accepting the offer.

Preparation courses for International and EU students

We offer a range of courses to help you to meet the entry requirements for this course and also familiarise you with university life. You may also be able to apply for one student visa to cover both courses.

  • If you need to take a pre-master's course to help you to meet both the English language and academic entry requirements for your master's course, you can take our two year master’s course. This course combine the pre-master's diploma and your master's in one application. You can apply for one visa for the two years of study.
  • If you need to improve your English language, we have pre-sessional English language courses available to help you to meet the English language requirements of your chosen master’s.

If you are studying outside the UK, for more details about your specific country entry requirements, translated information, local contacts and programmes within your country, please have a look at our country pages.

How to apply

You apply for this course through UCAS Postgraduate.

Through UCAS Postgraduate, you should use the UKPASS portal to make your application, which will then be forwarded directly to our Admissions Office. You should send supporting documentation to us directly using the email addresses on the UKPASS application form.

Please contact Business School enquiries if you need help with your application or require any further information.

Conditions of acceptance

When you accept our offer, you agree to the conditions of acceptance. You should therefore read those conditions before accepting the offer.

How this course helps you develop

On this programme you will have the opportunity to study for the professional level Certificate in Direct and Digital Marketing via the IDM for which Oxford Brookes is an approved centre.

Class discussions, hands-on projects, consulting assignments and guest talks with marketing professionals from a broad range of organisations create an intellectually stimulating environment. You will learn about digital marketing in practice, about the latest research developments and about what it takes to succeed in a career in marketing. We provide personalised guidance and access to a large range of workshops and networking opportunities

The compulsory Professional and Academic Development for Marketers module enhances your professional career opportunities through structured sessions on personal skills development, developing yourself as a brand and specific marketing-based careers advice. Furthermore, presentation skills workshops are included on the programme to enhance your chances of making a good first impression through the use of an external expert coach and video feedback.

In addition, the careers service at Oxford Brookes runs workshops and a series of events for graduate and international students with bookable appointments to enable one-to-one support for those seeking professional employment.

Careers

Graduates of this course will gain the knowledge and skills for future roles in digital marketing, such as Digital Marketing Analyst, Social Media Manager and Communities and Social Media Specialist.

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 marketing include: marketing managers, social media community managers, marketing planners, brand managers and 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.

Free language courses for students - the Open Module

Free language courses are available to full-time undergraduate and postgraduate students on many of our courses, and can be taken as a credit on some courses.

Please note that the free language courses are not available if you are:

  • studying at a Brookes partner college
  • studying on any of our teacher education courses or postgraduate education courses.

How Brookes supports postgraduate students

We take great pride in the personal, academic and career development support provided to our postgraduate students. Our student support co-ordinators ensure that whatever problem you may have it is addressed rapidly.

Our dedicated careers centre provides advice and workshops to help develop the key skills needed to develop your career and get the right job. The programme lead and all academic staff provide open office hours so that you can walk in without an appointment to discuss academic or personal concerns. A dedicated team of postgraduate programme administrators ensures efficient and effective support of students, delivered in a friendly and approachable manner.

Supporting your learning

From academic advisers and support co-ordinators to specialist subject librarians and other learning support staff, we want to ensure that you get the best out of your studies.

Personal support services

We want your time at Brookes to be as enjoyable and successful as possible. That's why we provide all the facilities you need to be relaxed, happy and healthy throughout your studies.

Research highlights

Research areas covered in the department of Marketing include brand management (including brand equity, branded content, brand personality, political branding, brand mapping and place branding), customer engagement and retention strategies, digital marketing strategies, digital economy and social media.

Research in this department is grouped around three clusters: Brand Strategy, Customer Relationship Management and Digital Marketing.