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Digital Marketing

MSc

Key facts


Start dates

September 2019 / January 2020 / September 2020

Location

Headington

Course length

Full time: 1 year or 2 years in sandwich mode which includes one year's full-time paid supervised work experience (a work placement). Sandwich mode is only available for September entry.

Part time: 24 months for UK and EU students (teaching normally structured to provide one whole day or two half days each week in the semester)

Department

Oxford Brookes Business School

Accreditation(s)

Chartered Institute of Marketing, Institute of Direct and Digital Marketing

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

Overview


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.

How to apply


Entry requirements

Specific 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.

International qualifications and equivalences

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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 enrolment. You should therefore read those conditions before accepting the offer.

Pathways courses for international and EU students

We offer a range of courses to help you meet the entry requirements for your postgraduate course and also familiarise you with university life in the UK.

Take a Pre-Master's course to develop your subject knowledge, study skills and academic language level in preparation for your master's course.

If you need to improve your English language, we offer pre-sessional English language courses to help you meet the English language requirements of your chosen master’s course.

Terms and Conditions of Enrolment

When you accept our offer, you agree to the Terms and Conditions of Enrolment. You should therefore read those conditions before accepting the offer.

Application process

Tuition fees


Please see the fees note
Home/EU full time
£8,490

Home/EU part time
£5,200

International full time
£14,880

Home/EU full time
£10,000

Home/EU part time
£5,000

Home/EU sandwich (placement)
£2,550

International full time
£15,400

International sandwich (placement)
£4,600

Questions about fees?

Contact Student Finance on:

Tuition fees


2019/20
Home/EU full time
£8,490

Home/EU part time
£5,200

International full time
£14,880

2020/21
Home/EU full time
£10,000

Home/EU part time
£5,000

Home/EU sandwich (placement)
£2,550

International full time
£15,400

International sandwich (placement)
£4,600

Questions about fees?

Contact Student Finance on:
+44 (0)1865 483088

Fees quoted are for the first year only. If you are studying a course that lasts longer than one year your fees will increase each year.

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 below.

Financial support and scholarships

For general sources of financial support, see our Fees and funding pages.

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, if any, are detailed below.

We offer an International Business in Practice Study Trip module. This study trip is voluntary and all costs associated with the trip will need to be funded by you. 

The destination varies from year to year, so it is not possible to give a precise cost. As an example, the fee for the Boston USA field trip in July 2019 was £1580 and included: accommodation for 7 nights in the Boston area insurance company visits (e.g. Facebook, Dunkin Brands, Trip Advisor, Microsoft, Bank of America) group transportation for all activities and some of the meals. This fee did not include international airfare, visa application fee (if relevant), dinners and activities during your free time.

Learning and assessment


You will study eight compulsory modules including one which helps develop your professional and academic skills. You’ll choose either a dissertation or client project. 

If you start in September, you can choose the sandwich mode, which gives you the opportunity to apply for a one year paid work placement in a digital marketing role.

Student studying with laptop and headphones

Study modules

Taught 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 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 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 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 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 of:

Compulsory modules

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 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

Optional modules

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 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 that shown here. The structure of the course may also mean some modules are not available to you.

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. 

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 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.

We also run a study trip to Chengdu, China. If you choose the study trip (which runs in July), we will give you all the details by March so that you can make your decisions ahead of the trip in July.

If you successfully complete this non-credit bearing module, it will be recorded on your transcript as P58335 International Business in Practice: Study Trip.

Assessment

Assessment methods used on this course

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 allows you to focus on a marketing communications management topic.Both activities are self-managed. 

After you graduate


Career prospects

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 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 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.

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.