Close

Digital Marketing

MSc

Find out more about our courses by joining a live master’s webinar

Start dates: January 2025 / September 2025 / January 2026 / September 2026

Full time: 1 year or 2 years in sandwich mode which includes 1 year's full-time paid supervised work experience (work placement).

Part time: 24 months for UK/EU students (teaching normally structured to provide 1 whole day or 2 half days each week in the semester).

Location: Headington

Department(s): Oxford Brookes Business School

Overview
Course details
Careers
Entry requirements
How to apply
Tuition fees

Find a course

Expand

Overview

Choosing the most effective influencers and Social Media tactics can transform a brand while the smart use of Artificial Intelligence has changed the way we analyse and choose marketing actions. On the MSc Digital Marketing, you’ll learn how to take advantage of these and other contemporary marketing opportunities and how ideas can drive profits for businesses and make a positive contribution to society and the planet at the same time.

Whatever you want to do after studying or coming from the world of work, you’ll gain the necessary skills and experience to build your future career within the large spectrum of digital marketing applications.

Marketing theory is key and we know that combining it with practical experience is the most valuable approach. You’ll have the opportunity  to focus on digital analytics or content marketing management, according to your preferences. Also, you’ll learn digital marketing and practice with real business contexts, state-of-the-art platforms and tools in our Social Media Marketing Lab, to give you a competitive advantage in your employability. 

Attend an open day or webinar Ask a question Order a prospectus

Why Oxford Brookes University?

  • Business Challenge Week

    Cross-faculty student teams working with local companies to address real-world business challenges.

  • Social Media Marketing Lab

    Apply your learning in real business contexts with advanced tools to create, plan and manage digital channels, analyse results and develop strategies for improvement.

  • Responsibility at the heart, employability throughout

    The course aligns with UN SDGs, so you’ll help employers tackle global challenges, use practical skills in data analysis, customer engagement, tools and crafting a standout CV.

  • Marketing and Social Media Lab

    Work on real-world marketing projects. Develop the skills that employers are looking for and become confident using industry software such as Brandwatch, Sprout Social and Adobe Creative Cloud.

  • A great location

    Oxford is home to many exciting businesses, as well as historical and cultural sites like Blenheim Palace. You’ll experience these throughout the course.

  • Accreditation(s)

    Chartered Institute of Marketing, Institute of Direct and Digital Marketing

    • Chartered Institute of Marketing
    • Institute of Direct and Digital Marketing

Course details

Course structure

Your modules focus on essential marketing skills applicable to any role, while specialist modules dive into areas like social media marketing, analytics and content creation. You'll use our Social Media Lab with industry-standard tools like Adobe Cloud, Brandwatch, Sproutsocial, Google Analytics and AI platforms.

The course is globally oriented, teaching skills relevant worldwide. You'll study with an international cohort and be guided by a teaching team with diverse organizational experience. 

The Professional Development for Marketers module includes experiential events and personalized reflection for career action planning. Part-time students should note the module's immersive, two-week mid-semester attendance requirement in Autumn and Spring.

This course aims to develop responsible digital marketing practitioners who can transform businesses, improve lives, and protect the planet. Content aligns with UN Sustainable Development Goals to address current global challenges.

Two Students Listening to a Lecture

Learning and teaching

You will strengthen your practical analysis and decision-making skills with:

  • lectures
  • Workshops
  • real business activities
  • 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 the 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. 

Assessment

You will be assessed in a number of ways which will encourage your creativity. These include: 

  • individual and group reports and presentations
  • portfolios
  • reflective statements 
  • examinations
  • open briefs. 

Classroom activities will prepare you for the assessment process.This is through structured engagement with both peer and tutor feedback. You will be supported by a tutor in a supervisor role, who will provide regular feedback on your progress. 

The dissertation and client project allow you to focus on a marketing communications management topic. Both activities are self-managed. 

Field Trips

The International Business in Practice Study Trip module allows you to experience ideas and practices of global business. During the trip, you will have direct interaction with management executives and practices. You will: attend presentations from local management executives and experts and go on site visits to major corporations and agencies. This study trip is voluntary and you will need to fund all costs associated with the trip. It is not linked to university assessments in any way.

If you successfully complete this non-credit-bearing module, it will be recorded on your transcript as International Business in Practice: Study Trip.

Start this course in January or September

You have the option to start this course in January. You will study a range of modules between January and May. During the summer months of June, July and August you will study further modules and begin work on your capstone project (either a dissertation, client project, or group consultancy project). Between September and December, you will complete your final modules and focus on your capstone 

Study modules

Be industry ready when you graduate

By undertaking an optional work placement you can gain valuable and relevant industry experience and develop transferable skills such as communication, teamwork, networking and problem solving. A work placement can help you decide on your long-term career objectives and may lead to a job offer after graduation (would require visa sponsorship for international students).

The WAVES (Work and Voluntary Experience Service) or Careers Office will provide you with support and advice to get ahead in your career, and help you with your CV and applications. The team has access to a wide range of small, medium and large employers that offer postgraduate student work placements.

If you wish to pursue a placement at a particular company, our WAVES team can support you in making an approach to the company. Our Careers Office can also provide you with advice on how to use professional social media channels to pitch yourself to prospective employers.
 

Taught modules

Compulsory modules

  • 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, including AI latest applications, are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies.

  • 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 like AI and Big-data, and methodological approaches to obtain customer insights 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, and a wide range of analytical approaches to obtain insights from datasets but also students' own experiences as customers.

  • Professional 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.

  • 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.

  • Responsible Marketing in a Global World

    This module introduces the key principles of responsible marketing by studying the theories that underpin ‘Better Marketing for a Better World’ which works towards achieving the UN Sustainability Goals. The module will explore the marketing environment including the changing needs of customers, and how brands make choices about the marketing mix to meet those needs in a long-term sustainable way. This includes the ways in which marketers plan, manage and implement marketing programmes in the context of the international interconnected global environment of the twenty first century.

  • Sustainable Consumer 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 a module that utilises research evidence to inform evaluation, behavioural and communications research.

  • Sustainable 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.

  • Enterprise Work Placement

    You'll expand your enterprise skills in the context of the workplace. The focus will be on building your intrapreneurial mindsets during your placement, helping you to develop the curiosity, creativity, vision and resilience to be successful in a variety of organisations. You'll draw on the OBBS Golden Thread and Brookes attributes embedded within your degree, for you to be a change agent on your placement, so you drive innovation in one or more of the following areas: ethical business behaviour, inclusivity, responsible management, sustainability, digitalisation and internationalisation. Drawing on on your research skills you'll propose evidence based innovative solutions to your placement organisations’ challenges.

Optional modules

International Business in Practice: Study Trip

This elective study trip will give you a hands-on, intensive experience with the ideas and practices of global business. You’ll meet with leaders of global firms, receive presentations from global academic experts, and tour company facilities. You’ll also have direct interaction with management executives and practices through site visits to major corporations and agencies. 

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 it recorded on your transcript. As the destination and therefore precise costs vary from year to year, the programme fee of the study trip will be communicated to students before the application deadline.

Digital Content Marketing Management

It explores digital content marketing as a new managerial approach in creative and digital marketing communications. Working with a real-life company, students will learn about all the key stages of digital content marketing management. This entails processes such as developing an in-depth understanding of the brand and its digital target audiences. The module also helps students to develop specific content marketing objectives and strategies, and then to create engaging branded content with the help of AI and social media influencers. Furthermore, students learn how this content is then distributed and promoted via relevant digital communications channels. 
 

Digital Marketing Analytics

You will explore different analytical approaches to address marketing problems and find optimal solutions . You will use digital technologies for marketing management and for 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 marketing.

Academic English for Postgraduate Research

You'll develop the academic writing knowledge and skills required when undertaking postgraduate level research in a business context.

You'll focus on research writing skills relevant to a range of texts, particularly on 
  • research articles 
  • business research reports
  • case studies
  • critical reviews
  • and dissertations.
It is particularly suitable for those of you who are postgraduate students of business with limited experience in a UKHEI.

Academic English for Postgraduate Studies

You'll develop the academic writing and reading knowledge and skills required when undertaking postgraduate level study in a business context. You'l focus on skills relevant to a range of texts, including 
  • business research articles 
  • case studies
  • essays 
  • and critical reviews. 
It is designed to help you develop the academic literacy communication skills required on other modules across programmes.

It is particularly suitable for those of you who are postgraduate students of business who have had little or no previous academic English training or study experience.

Final project

Compulsory modules

  • Marketing Research Project

    This is your opportunity to undertake a substantial independent marketing research project by applying and extending your study, knowledge and practical skills that you've gained in other modules. You will be able to demonstrate a wide range of skills such as research, critical thinking, project planning, problem-solving and writing/presentation skills. You will choose from four different research project options, so you have the opportunity to explore in detail a particular area that interests you . Your options are;
    • Dissertation
    • Client Project
    • Group Consultancy (places limited)
    • and Synoptic Enquiry.

Optional Work Placement year

Optional modules

Marketing Work Placement

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 on 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 a paid work experience and gain connections with various organisations. Our placements team (WAVES) has a database which 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.

Please note: As our courses are reviewed regularly as part of our quality assurance framework, the modules you can choose from may vary from those shown here. The structure of the course may also mean some modules are not available to you.

Research

Studying for your MSc in Digital Marketing at Oxford Brookes Business School offers you a first-class experience to engage with our excellent researchers. They investigate core challenges facing contemporary societies, ranging from modelling consumers’ digital behaviour, use of Machine Learning to make sentiment analysis of Social Media, content marketing optimisation and ethical use of AI to generate compelling content. We also have expertise in influencer marketing and omnichannel retailing and are keen to include students in our projects where possible. In addition to the digital contents, you can visit our research pages to learn about more research centres (Research in the Oxford Brookes Business School). Being a master's student at Oxford Brookes University offers great opportunities to be part of a research culture and to discuss your research ideas with us.

Researcher with laptop and notes

Careers

Your business skills and specialist digital marketing knowledge will be valuable for an exciting career in areas such as:

  • Digital marketing
  • Social media marketing/management
  • Brand management
  • Content analysis/development
  • Market research
  • Marketing analytics.

Our graduates work at major organizations and agencies worldwide, including LEGO, Mediacom, Lidl, LinkedIn, and Leo Burnett. Roles include:

  • Content planning/marketing manager
  • Digital channels strategist
  • SEO and SEM
  • Marketing automation
  • Social media executive
  • Owned, earned and paid media manager
  • Campaigns specialist
  • Account manager.

This course includes an optional placement year, offering a great opportunity to apply your skills with support from Oxford Brookes staff.

Many students join with specific career goals, while others seek a versatile Master’s in digital marketing and content analysis. If you're not ready to specialise, consider our MSc Global Marketing course, which shares some modules with MSc Digital Marketing but has a broader focus.

Student profiles

Jamila Okoro

"So it was nice to know that I'd be joining a course where the lecturers not only share their passion for marketing, they also want to make sure that you achieve the very best that you can. "

Read more about Jamila
Left
Right

Related courses

Related course
Global Marketing
Left
Right

Entry requirements

International qualifications and equivalences

How to apply

Application process


Apply now

Tuition fees

Please see the fees note
Home (UK) full time
£11,350
Home (UK) part time
£5,675
Home (UK) sandwich (placement)
£2,100
International full time
£17,650
International sandwich (placement)
£2,100
Home (UK) full time
£11,950
Home (UK) part time
£5,975
Home (UK) sandwich (placement)
£2,200
International full time
£18,950
International sandwich (placement)
£2,200

Questions about fees?

Contact Student Finance on:

financefees@brookes.ac.uk

Tuition fees

2024 / 25
Home (UK) full time
£11,350
Home (UK) part time
£5,675
Home (UK) sandwich (placement)
£2,100
International full time
£17,650
International sandwich (placement)
£2,100
2025 / 26
Home (UK) full time
£11,950
Home (UK) part time
£5,975
Home (UK) sandwich (placement)
£2,200
International full time
£18,950
International sandwich (placement)
£2,200

Questions about fees?

Contact Student Finance on:

+44 (0)1865 534400

financefees@brookes.ac.uk

The full-time fees quoted are for the taught Year 1. Fees will be charged for the placement year in Year 2 and are available on request from finance-fees@brookes.ac.uk. For approximate fee levels of the placement year see the placement fee above.

The following factors will be taken into account by the University when it is setting the annual fees: inflationary measures such as the retail price indices, projected increases in University costs, changes in the level of funding received from Government sources, admissions statistics and access considerations including the availability of student support. 

How and when to pay

Tuition fee instalments for the semester are due by the Monday of week 1 of each semester. Students are not liable for full fees for that semester if they leave before week 4. If the leaving date is after week 4, full fees for the semester are payable.

  • For information on payment methods please see our Make a Payment page.
  • For information about refunds please visit our Refund policy page

Additional costs

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course are detailed below.

Funding your studies

Financial support and scholarships

Featured funding opportunities available for this course.

Postgraduate Master's Loan - England International Student Scholarship - CAS ready

All financial support and scholarships

View all funding opportunities for this course

Programme changes:
On rare occasions we may need to make changes to our course programmes after they have been published on the website. For more information, please visit our changes to programmes page.