Manchester Metropolitan University


Digital Marketing

2017 entry

Features and benefits of the course

  • This course has been developed and taught by the UK’s leading industry practitioners.
  • There is a strong emphasis on new practice, with a course structure that allows for content flexibility to ensure material remains current in this fast moving industry.
  • Assessments are based on the application of learning to your own business or that of a client, allowing your study to deliver immediate value to your business
  • The course is managed by MMC Learning, a professional qualification provider with an excellent reputation for ensuring programmes are delivered with the needs of busy professionals firmly at front of mind.
  • Enrolment on the MSc will entitle you to access a vast number of resources, including webinars and keynotes from leading industry experts as well as extra-curricular events to support wider exploration of the issues that matter to you. 
  • Networking, contemporary industry experience and practice are key features of the programmes as you will come into contact with professionals from across their respective sectors, industry trainers and practitioners and leading academics from the Business School.

About the course

The syllabus draws on the success and established reputation of the UK’s first MSc in Digital Marketing Communications, originally launched in 2007.  It combines expert teaching and top quality academic guidance with considerable online support for each study unit. This course is designed specifically to give you work-based skills and fit around your current employment.

There are a range of flexible study options, and candidates can choose to take breaks between stages to accommodate career or family commitments, as long as the entire qualification is completed within five years of initial enrolment.

Core units

  • Masters Level Thinking

This unit will develop your critical thinking, reflective writing and other advance study skills, including analysis and referencing, to successfully operate at Masters level. In particular the unit will introduce you to the general research methods needed to successfully underpin knowledge and to develop a research proposal or brief.

  • Digital Strategy: Strategy and Planning for Integrated Digital Communications

Examining the role and opportunities for digital in a wider communications context. Themes will include reviewing the market, channel-specific best practice, strategic planning techniques and effective measurement.

  • Digital Strategy: Thinking and Innovation (Strategic Leadership for Digital Marketing)

Looking at how to align digital operations and business objectives and manage the tensions introduced by the disruptive influence of innovation. Themes will include the principles of strategic leadership and the operationalization of strategic thinking

  • Customer Lifecycle one: Content Strategy for Customer Engagement (Aquisition, Conversion and Retention Channels)

An exploration of driving customer engagement through effective content production and management. Themes will include understanding customer needs,  proposition management, content planning and distribution and auditing and evaluation techniques

  • Lifecycle two: Growth and Performance Management

Investigating how effectively leveraging customer insight can lead to greater relevancy and efficiency in campaigns to improve results and lead to a cycle of continuous improvement. Themes will include CRM and eCRM, campaign planning, operational optimisation and collection and interpretation of insight.

  • Dissertation

The dissertation stage lasts for seven months, throughout which you will have regular meetings with your supervisor either online or face to face. You will also attend two initial training days to help you scope and structure your research.

Typical units of study may include

Year 1

Core Units
Customer Lifecycle 1: Content Strategy for Customer Engagement

This unit explores how content marketing creates customer engagement to achieve business objectives. It does this by mapping the needs of the consumer at different stages of their lifecycle to the most appropriate digital communication channels.

Customer Lifecycle 2: Performance and Growth Management

This unit will outline the key functional components of a CRM strategy and show you how to tailor the different organisational and marketing contexts to specific scenarios. Key topics of the unit include: CRM & eCRM; Campaign Management; Channel Strategy and Insight, Analytics & Measurement. 

Digital Marketing Dissertation

In this unit you are expected to identify, structure, frame and investigate a complex digital marketing issue and produce a substantial written document of their achievements and conclusions.

Digital Strategy, Thinking and Innovation

This unit gives focus to the alignment of digital operations with the direction and vision of the business, allowing the business to escape from the notion of a strict top-down hierarchical organisation. It focuses on the dynamic tension between management of business ‘as usual’ versus innovation and disruption.

Masters Level Thinking

This unit will develop your critical thinking, reflective writing and other advance study skills, including analysis and referencing, to successfully operate at Masters level. In particular the unit will introduce you to the general research methods needed to successfully underpin knowledge and to develop a research proposal or brief.

Strategy and Planning for Integrated Digital Communications

This unit integrates digital & traditional communications to create a plan in
order to exploit the opportunities of digital media and technology. It reviews
emerging techniques and assesses their impact within integrated digital

Programme Review

Each programme of study that we offer undergoes an annual review to ensure an up-to-date curriculum supported by the latest online learning technology. In addition, we undertake a major review of the programme, normally at 6-yearly intervals, but this can take place at a more frequent interval where required. Applicants should note that the programme currently provided may be subject to change as a result of the review process. We only make changes where we consider it necessary to do so or where we feel that certain changes are in the best interests of students and to enhance the quality of provision. Occasionally, we have to make changes for reasons outside our control. Where there are changes which may materially affect the current programme content and/or structure, offer holders will be informed.

Assessment details

Assessment for the five units is by assignment only. The programme is assessed by context-based formative projects within candidates’ own organisations or a client’s organisation. Each taught unit is assess through an individual report of around 3,000 words and the dissertation stage is assessed through a consultancy based-project of around 12-15,000 words.

Teaching Staff

Your studies are supported by a team of committed and enthusiastic teachers and researchers, experts in their chosen field. We also work with external professionals, many of whom are Manchester Met alumni, to enhance your learning and appreciation of the wider subject. Details of departmental staff can be found at:

Typical entry requirements

A good British honours degree (or equivalent) in any subject. Students who wish to apply for exemption from particular modules can apply to have their experience (academic or professional) assessed under the prior accredited learning scheme.

There’s further information for international students on our international website if you’re applying with non-UK qualifications.

How do I apply for this course?

To request an application form please contact MMC Learning:

Tel: 0161 247 6052


Career options after the course

Upon completion of the qualification, you will be equipped with a thorough knowledge of the digital marketing landscape and have the practical skills to evaluate and implement digital communication techniques in the workplace.

Digital marketing communications is an expanding new media and marketing area and currently the evidence is that the number of job opportunities and newly created roles are being increasingly advertised. Previous graduates have been offered significant promotions or new job opportunities as a consequence of completing the MSc. 

Digital Marketing is a growth sector in the UK, Europe and worldwide. The industry has a need for senior talent that exceeds the current supply. Predictions regarding the digital marketing employment market have growth figures for the next 3 years at around 750,000 new employees.

Dedicated career and employability support

The Faculty of Business and Law’s dedicated Careers and Employability Serviceis at your disposal during, and up to three years after you graduate.  With a focus on developing and enhancing your employability skills, there is a range of careers support services on offer during your time here including Professional Development Weeks twice a year, where a festival of skill building activities, training and employer networking takes place.

Course Enquiries

For general enquiries, entry requirements, fees, accommodation and more, please contact the course enquiries team.

Questions about the course content can be answered by the course leader, MMC Learning.

Email or find out more about the course leader

Confirmation of Regulator

The Higher Education Funding Council for England is the principal regulator for the University.

Important Notice

This online prospectus provides an overview of our programmes of study and the University. We regularly update our online prospectus so that our published course information is accurate and up to date. Please note that our programmes are subject to review and development on an ongoing basis. Changes may sometimes be necessary. For example, to comply with the requirements of professional or accrediting bodies or as a result of student feedback or external examiners’ reports. We also need to ensure that our courses are dynamic and current and that the content and structure maintain academic standards and enhance the quality of the student experience.

Please check back to the online prospectus before making an application to us.

The provision of education by the University is subject to terms and conditions of enrollment and contract. The current Terms and Conditions Applicable to the provision of the University’s Educational Services are available online. When a student enrolls with us, their study and registration at the University will be governed by various regulations, policies and procedures. It is important that applicants/students familiarize themselves with our Terms and Conditions and the Key Contract Documents referred to within. Applicants will be provided with access to an up to date version at offer stage. This can be found within the Information for Offer Holders document.