MSc Digital Marketing Communications

Digital marketing communications are essential to the success of modern businesses. Get sought after expertise and an industry recognised qualification.

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The way we communicate, advertise to and reach customers has changed dramatically in the digital age. This new area of marketing is rapidly expanding and opportunities for employment are growing all over the world.

Accredited by the Institute of Data and Marketing, this is a specialist course designed to develop your knowledge and skillset in evidence-based, applied digital marketing strategy and campaign planning. We welcome students from all over the world, who have a passion for digital and want to develop their professional practice and enhance their marketing career prospects.

You’ll develop your knowledge and skills through a mix of collaborative teaching and group workshops with industry-skilled, research-active academics, live client briefs and specialist guest lectures.

The latest insights from industry

This course is designed around the latest advancements in the digital environment with units that allow you to develop specialist digital marketing skills sought after by employers.

Taught by experienced digital experts, you’ll gain unique insights and the vital skills needed to succeed in this rapidly expanding sector.

A world of opportunity

Outside the course, our internship and networking opportunities will offer you the chance to put your skills to the test and to make valuable contacts.

Whatever your preferred career direction, in-house, agency or freelance, studying with us will help you find your passion and ensure you have the knowledge and skills to succeed as a strategic digital marketer.

*From September 2020 this course will offer an internship route

Features and Benefits

  • An accessible masters degree – Suitable whatever your level of marketing experience.
  • Triple crown - study in a Business School that has prestigious triple accreditation from EQUIS, AACSB and AMBA.
  • Industry connections – Learn from our team of experienced marketing professionals and take advantage of their links within the global digital and social media community.
  • Study in Manchester – one of the UK’s most exciting digital cities is packed with creative companies on the lookout for talented graduates.
  • No Exams – Finish your degree without taking pressurised exams. Assessment is 100% coursework.
  • Applied learning - Put your newly acquired digital skills into practice working on a live client brief. You’ll gain real-world experience and begin building your professional portfolio.
  • Internships – Explore internship opportunities with agencies and industry partners in the region. This allows you to test possible career paths and build your work experience.
  • Employability – Graduate with an industry recognised qualification that will allow you to compete for wide range of senior roles in the digital environment.
  • Academic expertise - you will taught by experienced academics, in the fields of research, analysis and publication. 
“I was able to improve my digital skills and enrich my portfolio. Each unit, in fact, represents a component of a complete online marketing strategy, giving me a full overview of the best tools currently available within the sector. I learned practically how a digital marketing strategy can be applied in a real business." Aniello Vallefuoco, Italy, MSc Digital Marketing Communications

Accreditations, Awards and Endorsements

"You will work closely with your teaching team, who all come from practitioner backgrounds, on coursework that is highly practical and applied. You'll develop qualities that will make you attractive to employers from day one."

David Edmundson-Bird, Principal Lecturer in Digital Marketing.

Career Prospects

By the time you graduate, you’ll have developed valuable skills and the critical knowledge to succeed in this exciting, constantly evolving industry.

Digital marketing now touches most sectors. Employment opportunities are expanding globally. Finding roles as a digital marketing executive, digital brand manager, social media or digital account executive or manager, or as a content creator or manager are just some of your options, you’ll also be able to explore roles in exciting new areas of this industry such as:

High-level operational and strategic planning roles could also be within your reach, where you may work on evolving digital campaigns. With your newly acquired knowledge and skills, you will also be able to pursue a freelance career in digital marketing communications, or even create your own agency.

Our graduates are working in exciting roles all over the world, with companies including:

Learn more about graduate careers

Entry requirements

You'll need a good UK honours degree - at least a 2:2 - or the international equivalent. While we'll consider any discipline, this is a course that's ideal for graduates of a marketing or business-related subject.

Overseas applicants will require IELTS with an overall score of 6.5 with no less than 5.5 in any category, or an equivalent accepted English qualification. Accepted English qualifications can be viewed here.


“It's very important to have employer partners as part of the curriculum because students need to be able to gain theoretical knowledge, but also understand how that's applied in the workplace…”
Listen to what Dr Steven Rhoden, Head of Department, has to say about studying at Manchester Metropolitan University…

Course details

The digital era has transformed our lives – and marketing has changed with it, keeping pace and making the most of every innovation. It’s a rapidly evolving world and, with the right skills, one that’s full of opportunity.

It’s a course that will help you discover what it takes to deliver, monitor and measure targeted digital marketing campaigns. Crucially, you’ll also get the chance to apply the theory in practice, whether working on a live client brief or taking on an internship.

Home to a flourishing creative and digital sector, Manchester is an ideal location to develop your professional portfolio. In short, there are few better locations to pursue a career in digital marketing.

You’ll study nine core topics in total, covering areas including Strategy for Digital and Digital Measurement and Evaluation. From there, you’ll move onto masters-level study skills you’ll need to tackle a major piece of work, before going on to complete your dissertation project. You will also be able to tailor your studies with a choice of option unit.

The units below indicate the course content for entry in September 2020.

Read more about this year of study

Core Units

Strategy for Digital

Digital marketing never stays still. Learn about emerging techniques and best practice in the industry. You’ll develop the skills to create a winning digital communications strategy, measure your success and create a seamless experience for clients.

Applied Research Proposal

You’ll create an advanced proposal for a research project. This substantial brief is where you’ll identify and structure the complex issue you’ll explore in your applied research project.

Applied Research Project

Now you’ve completed your proposal, it’s time to write your research project. You’ll investigate the issue you identified earlier, and present your conclusions and reflections.

Content Strategy

With various digital channels, influencers and user-generated content at your disposal, you can create exciting content for your audiences. Learn the theory and techniques behind what it takes to create, measure and optimise digital content. 

Digital Measurement and Evaluation

You’ll never improve your campaigns if you don’t understand what’s working and what isn’t. Using an evidence-based approach to measure performance, you’ll evaluate communications strategies and use analytics to gauge success. 

Organic and Paid Digital Practice

To succeed in digital marketing you need to understand the nuances of its different channels. Explore social media, video, search engines and email marketing. Learn how to use these channels to create cost-effective organic and paid campaigns. 

Rich User Experience

A rich user experience can capture people’s attention and build trust. You’ll explore this emerging concept, learning the methods and models you need to create and test a digital communications experience. 

Digital Masters Level Learning

Studying at an advanced level means you’ll need strong critical thinking and study skills. You’ll learn methodology, analysis and referencing, all in the context of digital marketing communications. 

Marketing in Practice

Go beyond the theory and look at marketing in its practical context. We’ll explore the different principles and models of strategic marketing and examine how they work in a competitive business. 

Assessment weightings and contact hours

10 credits equates to 100 hours of study, which is a combination of lectures, seminars and practical sessions, and independent study. A masters qualification typically comprises of 180 credits, a PGDip 120 credits, a PGCert 60 credits and an MFA 300 credits. The exact composition of your study time and assessments for the course will vary according to your option choices and style of learning, but it could be:


Placement options

You can gain useful work experience through the Business School’s Postgraduate Internship Programme. With a short-term internship, you’ll not only show potential employers that you’re ready to get to work, you’ll also gain some vital experience and make some valuable connections for your professional network.

While an internship involves at least 100 hours of work – starting any time between November and early August – how you do those hours is flexible. You could work full time during a break in your studies, or you might do a day or two a week throughout term time, fitting it around your studies.

Optional internship year (from September 2020)

When you have successfully completed your taught units, you will have the opportunity to undertake a 36-48 week internship. You will be supported by our Placement Office, who have extensive contacts with the industry and over 25 years of experience of helping students to find placements.

The Placement Office advertise a variety of opportunities, support and advise on the application and recruitment process and continue to support you whilst you are away from the University. 

An additional fee applies to this internship.

Department of Marketing, Retail and Tourism

Our Marketing, Retail and Tourism Department is one of the UK’s largest providers of education in marketing, digital marketing, advertising and branding, public relations, retail management, place management and tourism management. The department’s mission is to develop its students into highly employable, socially and environmentally responsible professionals, delivering educational and research excellence, through courses accredited by key industry bodies.

More about the department

Taught by experts

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.

Meet our expert staff


UK and EU students

UK and EU students: Full-time fee: £9,250 per year. Tuition fees will remain the same for each year of your course providing you complete it in the normal timeframe (no repeat years or breaks in study).

Non-EU and Channel Island students

Non-EU international and Channel Island students: Full-time fee: £17,000 per year. Tuition fees will remain the same for each year of your course providing you complete it in the normal timeframe (no repeat years or breaks in study).

Additional Information

A Masters qualification typically comprises 180 credits, a PGDip 120 credits, a PGCert 60 credits, and an MFA 300 credits. Tuition fees will remain the same for each year of study provided the course is completed in the normal timeframe (no repeat years or breaks in study).

Additional costs

All of the books required for the course are available from the library. The University also has PC labs and a laptop loan service. However, many students choose to buy some of the core textbooks for the course and/or a laptop. Students may also need to print their assignments and other documents. Campus printing costs start from 5p per page. Estimated costs are £300 for a laptop up to £100 for books and printing. Total optional cost: £400

Postgraduate Loan Scheme

Loans of up to £10,906 for many Postgraduate Courses

Find out more

Alumni Loyalty Discount

Rewarding our graduates

Learn more

Want to know more?

How to apply

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 postgraduate 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.

You can review our current Terms and Conditions before you make your application. If you are successful with your application, we will send you up to date information alongside your offer letter.


Programme Review
Our programmes undergo an annual review and major review (normally at 6 year intervals) to ensure an up-to-date curriculum supported by the latest online learning technology. For further information on when we may make changes to our programmes, please see the changes section of our Terms and Conditions.

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. Please check back to the online prospectus before making an application to us to access the most up to date information for your chosen course of study.

Confirmation of Regulator
The Manchester Metropolitan University is regulated by the Office for Students (OfS). The OfS is the independent regulator of higher education in England. More information on the role of the OfS and its regulatory framework can be found at

All higher education providers registered with the OfS must have a student protection plan in place. The student protection plan sets out what students can expect to happen should a course, campus, or institution close. Access our current Student Protection Plan.