Course summary
The world of marketing has been transformed by digital technology, making it easier and cheaper to target customers and track buyer behaviour online. Employers need graduates ready to work in data analysis, marketing automation, user experience and content creation, some of the key skills you’ll learn on the Digital Marketing Management MSc.
Whether you are already a marketer seeking to specialise in this fast-changing area or perhaps graduated in a different discipline and are now looking to change careers, this exciting course explores the theory, skills and attributes to prepare you for a career in digital marketing management.
A digital marketing bootcamp during induction helps to bring everyone up to speed with key media, marketing tools and emerging trends in areas such as content marketing, machine learning and AI, before studying the psychology of the digital consumer, exploring customer journeys and experiences and taking disruptive innovative approaches.
Later, you’ll learn how to track campaigns through analytics, develop multi-channel marketing communications and craft digital strategies with the benefit of hands-on experience in our state-of-the-art digital marketing lab, Switch 23, which features the same Adobe Creative Cloud applications used in top agencies.
You also have the opportunity to further enhance your employability by studying an optional two-day short course to prepare you to sit and pass the first level of professional Scrum Master certification. You will be introduced to Scrum, one of the leading agile project management frameworks, in the Web Design and Analytics module. Widely used by organisations throughout the world, it can support the iterative development and delivery of websites and other digital applications.
Top reasons to study with us
- Strong industry links provide industry-led activities such as guest lectures and live briefs set with businesses and marketing agencies
- Practise on the same Adobe Creative Cloud applications used in top agencies in our dedicated digital marketing lab, Switch 23
- Focus on practice-based assessment with flexible final project of a dissertation or consultancy report that plays to your strengths and interests
- Optional placement to gain valuable work experience. For example, one previous marketing student spent six months working as a podcast assistant for Mail Online, while another worked at IBM
- Hear from experts and mingle with marketing students by joining the student-run Westminster Marketing Society or gain experience with the student-run Westminster Business Consultants (WBC)
Course structure
This course aims to prepare you to specialise in planning and applying digital marketing strategies and solutions, combining user-centred, creative, media and marketing communications with strategic marketing, analysis and management. A digital bootcamp kickstarts the course in induction week, helping you get to know your fellow students and understand the role digital plays in contemporary marketing. The course also has its own media channels for which you will create content both individually and collaboratively (social media adverts, landing pages on websites, apps, blogs and user experience designs) to reach and engage audiences as part of your learning and assessment.
We first introduce aspects of consumer psychology in the context of greater consumer choice, the changing face of technology, and globalisation. We go on to focus on the digital behaviour of consumers and how organisations use digital in disruptive innovation to anticipate and meet their needs.
You put into practice techniques and theories in relation to new approaches for acquisition, conversion, user experience, campaign planning, multi-channel marketing and measurement. You will build and test prototype websites to understand how to measure performance, and what tactics drive traffic and engagement.
The final project plays to your strengths, experiences and interests: a dissertation or consultancy report for a business identified by us or you, here in the UK or abroad. Creative or analytical, you could create a video or digital campaign, for example, or study a website to understand different user groups or country-specific content.
The following modules are indicative of what you will study on this course.
Professional accreditation
The Digital Marketing Management MSc is accredited by the Chartered Institute of Marketing (CIM) with a Graduate Gateway programme status. After graduating, you’ll be exempt from the Level 4 “Applied Marketing and Planning Campaign” module towards the CIM Level 4 Certificate in Professional Marketing / Professional Digital Marketing qualification, and from the Level 6 “Marketing & Digital Strategy” module towards the CIM Level 6 Diploma in Professional Marketing qualification.
The course is also accredited by the Institute of Data and Marketing (IDM).
CAREERS
Digital marketing is fast becoming one of the most important skills demanded by employers as opportunities for customisation and personalisation provide new opportunities for businesses to offer greater value to customers.
Our course prepares you to create and execute digital marketing strategy. During your study, as in the workplace, you will identify business opportunities and customer needs using social media, websites, email and content.
This helps you stand out when applying for jobs in digital marketing communications, analytics, e-commerce and content marketing, in-house or in agencies. You may choose to specialise in areas such as Pay-Per-Click (PPC) or Search Engine Optimisation (SEO) or pursue continued professional development with the CIM.
The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.
Course designed in consultation with industry, preparing you to take the lead in digital marketing strategy.
Develop your cultural intelligence studying alongside students from over 100 different countries.
Learn to think critically and make evidence-based decisions using solid marketing metrics and analytics.
Industry links
Many of the staff who currently teach on this course have extensive professional experience in a range of business sectors and many maintain links with industry through consultancy and training work.
Through our Alumni Voices series, you’ll also hear from former postgraduate Marketing students, who will share experiences, including those who work for global media groups or have established their own marketing consultancies.
Job roles
The course will prepare you for a wide variety of roles in business.
- Content marketing executive
- Digital marketing account manager
- Digital marketing analyst
- Digital marketing campaign manager
- Digital marketing manager
- Digital producer
- Display advertising executive
- E-commerce marketing specialist
- Pay-per-click analyst
- Programmatic executive
- Search engine optimisation executive
- Social media specialist
WESTMINSTER EMPLOYABILITY AWARD
Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.
The award is flexible and can be completed in your own time, comprising a set of core and optional extracurricular activities.
Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.
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