Plymouth Business School

MSc Digital and Social Media Marketing

With companies spending more of their budgets than ever before on digital marketing, and brands like Google, Amazon and Facebook continuing to grow their user base, digital and social-media marketing is changing the rules of competition, giving customers ways to directly influence modern businesses. With this MSc you’ll learn how to succeed in this new reality of marketing, actively participating in the planning, development and deployment of real digital and social media marketing campaigns.

Careers with this subject

Graduates enter a workplace in which digital marketing graduates are highly sought after. Opportunities exist within multinationals (for example Google, Amazon and Facebook), small businesses, the public sector and not-for-profit organisations/charities.

Key features

  • This programme is designed to keep you at the forefront of modern marketing practices. It equips you with an advanced knowledge of digital marketing strategy and planning to build core competence and deep specialisation
  • Build the skills to bridge the gap between theoretical knowledge and its practical application in business situations with hands-on experience through practical workshops and real-world projects working alongside industry professionals on genuine digital marketing campaigns.
  • Work with real projects, real firms, real challenges, real skills and competencies and build your skills ready to succeed in this increasingly competitive sector.
  • The programme comprises an intensive series of stimulating lectures, energetic seminars and small group work which can take you anywhere in the world.

Course details

  • Year 1
  • The programme comprises nine modules. Assessment against learning outcomes is conducted predominantly through completion of coursework. You are introduced to and explore a diverse range of topics and perspectives that examine business and society’s relationship with digital marketing. In addition, you develop personal skills that are vital for individuals seeking to work in this field.

    Core modules
    • MKT700A Marketing and Strategy

      The purpose of this module is to develop an understanding of the role of marketing and strategy in a range of contemporary organisations. It examines the major themes within the marketing arena and equips participants with the ability to evaluate and recommend appropriate actions to fulfil their objectives. Further to this, the module introduces key concepts and frameworks of strategy and develops students¿ abilities to apply appropriate analytical techniques used in strategic decision-making. The relationship between marketing and strategy and other business functions is explored. The module uses case studies to provide an integrative perspective on aspects of marketing and strategy within organisations.

    • MKT704 Branding and Marketing Communications

      The module analyses the key elements of the marketing communications, mix, and outlines and assesses their role and significance in developing and maintaining brands. The main themes of customer-based brand equity, brand positioning, managing brand elements, using integrated marketing communications to build brand equity and secondary brand associations are introduced and critically appraised through reference to contemporary journal academic literature.

    • MKT713 Digital Marketing

      This module exposes students to the constantly changing nature of digital marketing. It looks at the origins of the discipline in the context of early e-commerce and move into the current day. It examines the leading edge of technology and practice and how it impacts on a whole range of other disciplines, such as ¿traditional¿ marketing, management, international business and business strategy.

    • MKT716 Analytics and Databases

      This module provides students with knowledge of the analytics and data management associated with digital media, and its application to business and social practice and how they are used within the broader organizational context.

    • MKT717 Research Methods for Decision Making

      This module focuses on the application of common approaches to researching brands, markets and customers. It will introduce you to the research approaches utilised by professionals in the brand value management field to gather evidence to help inform decision making on market position of a brand and the relationship and understanding of the brand to the consumer. The module emphases the importance of collecting and analysing, appropriate, accurate and relevant information to support these decision-making processes. There is an emphasis on acquiring practical research skills throughout the module that can be transferred to a variety of research settings.

    • MKT718 Social Media Theory

      This module exposes students to key concepts and theories relating to online communities and social networking. The module will provide the academic and conceptual basis for the development of effective social media engagement strategies such as, social media user behaviour, online community and personalisation.

    • MKT720 Digital Marketing Capstone Project

      This module provides students with an opportunity to synthesise and apply learning from the taught element of the programme to a project of their choosing. There is scope within this module for students to undertake a broad range of project types, including consultancy, business analysis, business development or academic study.

Every postgraduate taught course has a detailed programme specification document describing the programme aims, the programme structure, the teaching and learning methods, the learning outcomes and the rules of assessment.

The following programme specification represents the latest programme structure and may be subject to change:

MSc Digital and Social Media Marketing programme specification 5346

The modules shown for this course or programme are those being studied by current students, or expected new modules. Modules are subject to change depending on year of entry.

Entry requirements

A good honours degree, first or second class, or equivalent, in any discipline.

If English is not your mother tongue 6.5 IELTS with a minimum of 5.5 in any element in a secure English language test.

Plymouth University offers pre-sessional English language courses if you do not have this.

We welcome students from a broad range of disciplines who are keen to place their undergraduate discipline knowledge into the context of digital and social media marketing.

Fees, costs and funding

EU applicants should refer to our dedicated Brexit webpage for details of the implications of the UK’s plans to leave the European Union.

New Student 2019 2020
Home/EU £9,500 £8,800
International £14,400 £14,800
Part time (Home/EU) £500 £500
Full time fees shown are per annum. Part time fees shown are per 10 credits. Please note that fees are reviewed on an annual basis. Fees and the conditions that apply to them shown in the prospectus are correct at the time of going to print. Fees shown on the web are the most up to date but are still subject to change in exceptional circumstances.

Postgraduate scholarships for international students

We offer several scholarships for international students who wish to study postgraduate taught (PGT) degree programmes.

Find out about the postgraduate scholarships available to you as an international student

How to apply

When to apply

Most of our taught programmes begin in September. Applications can usually be made throughout the year, and are considered until programmes are full. 

Before you apply

Familiarise yourself with the information required to complete your application form. You will usually be required to supply:
  • evidence of qualifications (degree certificates or transcripts), with translations if not in English, to show that you meet, or expect to meet the entry requirements
  • evidence of English language proficiency, if English is not your first language
  • a personal statement of approximately 250-400 words about the reasons for your interest in the course and outlining the nature of previous and current related experience. You can write this into the online application form, or include it as a separate document
  • your curriculum vitae or résumé, including details of relevant professional/voluntary experience, professional registration/s and visa status for overseas workers
  • proof of sponsorship, if applicable.
If you require further information take a look at our application guidance.

Disability services

If you have a disability and would like further information about the support provided by University of Plymouth, please visit our Disability Services website. 

International students

Support is also available to overseas students applying to the University from our International Office via our how to apply webpage or email international-admissions@plymouth.ac.uk.

Submitting an application

Once you are happy that you have all of the information required you can apply using our online postgraduate application form (the blue 'Apply now' icon on this page).

What happens after I apply?

You will normally receive a decision on your application within four weeks of us receiving your application. You may be asked to provide additional information; two academic/professional references, confirming your suitability for the course; or to take part in an interview (which in the case of overseas students may be by telephone or video conference) and you will be sent a decision by letter or email.

We aim to make the application procedure as simple and efficient as possible. Our Admissions and Course Enquiries team is on hand to offer help and can put you in touch with the appropriate faculty if you wish to discuss any programme in detail.

If you would like any further information please contact the Admissions and Course Enquiries team:

Telephone: +44 (0)1752 585858
Email: admissions@plymouth.ac.uk 

Admissions policy

More information and advice for applicants can be referenced by downloading our Student Admissions Policy Prospective students are advised to read the policy before making an application to the University.

Accreditation

This programme is accredited by the Institute of Data and Marketing (IDM). Students who pass the Digital Marketing module will be exempted from two parts of the IDM’s Certificate in Digital Marketing. To fully qualify for the honorific Cert DigM, students must sit an additional external IDM exam which can be taken at the University of Plymouth.

Find out more about the IDM

Marketing and branding with University of Plymouth

This masters suite will show you the increasing importance of innovation and how it holds the key to sustainable business growth. You will be at the forefront of modern practices, and it will equip you with an advanced knowledge of marketing strategy and planning as well as many transferable skills to kickstart your career in business.

Postgraduate students

Postgraduate study in Plymouth Business School can help you realise your ambitions and develop your potential as a manager and leader of the future. Whether you come to us as a newly qualified graduate or after a successful track record in industry we provide high quality, professionally accredited postgraduate programmes, and PhD and professional doctorate supervision.

International community

Play your part in out thriving international community of 3,000 students from over 100 countries studying full and part time programmes at the University.

We'll help you at every step of your journey from applying to settling in, during and after your postgraduate studies.

International study pathways with the University of Plymouth International College

The University of Plymouth International College (UPIC) offer university foundation, first year degree and pre-masters pathways to a range of undergraduate and postgraduate degrees. With 96% of all students progressing on to their chosen University of Plymouth degree, the UPIC pathways are an excellent alternative entry point for international students.

Find out more about your study opportunities with UPIC

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