Manchester Metropolitan University


Digital Marketing Communications

2017 entry

Features and benefits of the course

  • You will be taught in the internationally recognised multi-award-winning Business School on All Saints Campus. Watch the video to find out more.
  • We have conducted extensive research within the digital and social media communications community to articulate the precise design of this programme and the specified units for the award have been tightly defined to encompass the views of the sectors.
  • The teaching team have significant links into the national and global digital and social media communications community and combine practitioner insight with employer demand to create this curriculum.
  • This programme is based on our extensive experience of running the UK’s longest running part-time Masters in Digital Marketing – this experience has highlighted specific new developments and concepts that have been incorporated into the design of this course.
  • For students who do not come with any marketing experience or learning (non-cognate applicants), we ensure parity of knowledge as those students who do by offering the option to study Integrated Communications. This ensures they are able to operate with the same level of confidence as their peers who have knowledge and experience of marketing.
  • Students (cognate applicants) with previous marketing learning and experience are able to build on their existing communications background by accessing the option unit on Rich User Experience.
  • The curriculum is designed to introduce cognate and non-cognate graduates into this specialised discipline. Based on our part-time experience with our MSc Digital Marketing, we ensure that all learners are able to operate at postgraduate level through the Digital Masters Level Learning unit, allowing all learners to participate in an informed way in postgraduate learning.

Adding value to your employability skills

Throughout your studies there is strong provision for employability and gaining graduate employment through our Careers and Employability Hub and a range of additional activities that include:

Behind-the-scenes business visits

As a Masters student of the Business School, you have the opportunity to participate in a number of free business visits that allow you to see behind the scenes of real companies and learn about how these businesses are structured and operate. The business visit programme varies each year, the following are indicative of the type of business visits that are available:

  • Manchester United Football Club – museum and stadium tour plus guest speaker on business operations
  • Robinson’s Brewery – tour of 175 year old family run brewery and guest speaker
  • BBC at MediaCityUK - tour of BBC studios at MediaCityUK with an insight into how TV broadcasting works.
  • Jaguar LandRover - tour of the LandRover factory including every stage of the assembly process to the finished product.

Professional development weeks

The Faculty of Business and Law hosts two Professional Development Weeks annually. Free and open to all students, this includes a festival of skills-development activities, practical support in developing your CV and employability skills, and the opportunity to network with actively recruiting graduate employers. 

Consultancy dissertation 

The dissertation unit is your chance to undertake a consultancy dissertation, which could be based on a current or potential employer and aligned to your career goals in a specific sector, organisation or industry. This would involve identifying and structuring an investigative managerial or business issue, producing a substantial written document of your conclusions and recommendations. 

Expert guest lectures

A number of guest lectures take place each year with leading speakers from industry. The Business School shares extensive links with over 25 professional bodies including the Chartered Institute of Marketing and the Chartered Institute of Public Relations. We invite speakers from various industries onto campus as guest lecturers to share their knowledge with current Masters students. 

Placement options

Postgraduate internship programme

Employers look favourably on candidates who can demonstrate relevant and practical work experience. All Masters students at the Business School are encouraged to undertake an optional, short-term internship with a real business in order to develop relevant experience relating to their studies. 

The Postgraduate Internship Programme is an optional unit which allows you to gain up to fourteen weeks of work experience in a business environment; putting your studies into practical application, at the same time as gaining practice credits, which are recorded on your degree qualification transcript. 

A dedicated Placement and Project Coordinator will guide you through this process, by sourcing and advertising suitable roles throughout the year, offering 1-2-1 application advice, and supporting you to make speculative applications to source your own Internships. 

Internships can be part-time or full-time but must fit around your scheduled classes.

About the course

Core units:

  • Digital Masters Level Learning

    This unit will develop your critical thinking, reflective writing and other advanced study skills, including analysis and referencing, to successfully operate at Masters level. 

  • Strategy and Planning for Digital and Social Media Communications

    This unit introduces you to the strategic thinking required to develop ideas for campaign planning. The unit will assess the various digital and social media communications channels and the advantages and disadvantages for using each different type of digital platform.

  • Organic and Paid Digital and Social Media Practice

    This unit ensures that you are current and confident in your capability to develop operational campaigns around contemporary digital communications.

  • Content Strategy

    This unit introduces you to core concepts of content planning for delivery outside of traditional models of marketing. The unit will allow you to explore how you can plan and implement a content marketing strategy to best effect. 

  • Digital Measurement and Evaluation

    This unit aims to provide understanding of the nature and role of metrics in digital marketing.  You will be able to learn about the process of measuring success of digital campaigns, which metrics are available and most favored by the industry and how best to use these metrics to evaluate digital campaigns. 

  • Digital Masters Level Methodology Design and Practice

    This unit allows you to gain methodological skills in the development of research techniques from an academic and practitioner perspective, with a specific focus applied to newer, contemporary digital methodology issues, allowing you to move towards a successful engagement with your Digital Marketing Dissertation. 

  • Digital Marketing Dissertation

    For your dissertation, you will pursue an empirical or consultative individual piece of research, allowing you to explore an issue or interest within digital marketing communications, and develop a specialism that you see as appropriate to your future career.

Option units

  • Integrated Communications

    This unit aims to develop your understanding of broader integrated marketing communications and how best you can integrate digital elements with more traditional forms of marketing communications.

  • Rich User Experience

This unit is your opportunity to develop higher-level skills in the emerging discipline of rich user experience design, where you can apply existing knowledge of marketing communications to areas of user experience.


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 is based on the development of mixed coursework portfolios and a final dissertation.
  • Portfolio development in the taught programme are focused on developing high level employability skills in digital communications, giving you experience in developing strategic, tactical and operational skills in contemporary digital marketing applications.
  • The dissertation is focused on creating a commercially relevant empirical study, designing a digital market research study, or developing a consultancy intervention in an organisation.
  • Assessments for all units can be based in the workplace, whether at a current or former employer/client, or within a case study organisation (such as a potential employer or client) chosen by the student.
  • Skills of analysis, report writing, presentation and the production of digital media artefacts are all explored, along with field research skills, gist creation, leadership and critical thinking.
  • All units are assessed through work-based style assignment (rather than essay writing), which will include the creation of a research plans, digital communications strategies, digital communications practice, either an integrated communications plan or a rich user experience plan (dependent on option taken), a content strategy, and a measurement strategy.
  • All students will conduct a significant practitioner research exercise based on an empirical study or consultancy brief.
  • Students will be encouraged and expected to share their insights during the production of their assignment work with other students on the programme and a strong peer group of support will develop as a result.
  • The assessment strategy allows for a range of assessment techniques and assignment delivery methods to be applied. New platforms and delivery methods for students in this sector will inevitably emerge so the assessment team will use flexibility to introduce new and innovative ways of managing assessment rather than be locked into the traditional essay or report format.
  • The practitioner nature of this programme means that the assessments allow students to look at and engage with tools and communications approaches associated with the profession. Students are able to develop a portfolio of practice as each assessment is completed. Each unit assessment produces reported output based on practice, and this practice can be used to develop a portfolio – this is particularly important where practice use of tools and approaches can be viewed publicly. It is widely expected by the practitioner community in this field that ‘work’ is visible, and so we will encourage students to manage and maintain their professional, public profile in appropriate networks.

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

You will have a minimum 2:2 degree, or equivalent, from marketing or business subjects, or from any discipline in the humanities, science or technology. 

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?

The quickest and most efficient way to apply for this course is to apply online. This way, you can also track your application at each stage of the process.

Apply online now

If you are unable to apply online, you can apply for full- and part-time taught courses by completing the postgraduate application form. There are exceptions for some professional courses – the course information on our on-line prospectus will give you more information in these cases.

Please note: to apply for this course, you only need to provide one reference.

Career options after the course

The Digital Communications sector requires a talent pool of highly qualified digital communications professionals ready and able to work, manage and lead within the digital and social media communications context.

Graduates of this course can go on to work in a variety of contexts, both agency and client-side. Work can be high-level operational, or strategic planning in nature. It is expected that many graduates will go on to work in expansive and evolving digital communications campaigns within organisations, and ultimately lead the development of new campaigns for clients and employers alike.

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, David Edmundson-Bird.


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.