Taught course

Digital Marketing

Manchester Metropolitan University · Faculty of Business and Law

Entry requirements

Normally a good honours degree (minimum 2:2), or equivalent, in any subject. We also consider applicants who have significant relevant experience or degree equivalent professional qualifications. Exemptions from certain modules may be available under the prior accredited learning scheme.

Months of entry

September, February

Course content

Devised by the Business School in partnership with MMC Learning, a leading digital marketing company, this course provides an industry-recognised qualification for digital professionals looking to take on a more strategic leadership role or develop their own business. On completion, you will have the insight and leadership skills to effectively drive digital marketing activity as well as work-based experience of implementing and critically evaluating innovative approaches to maximise performance.

The syllabus draws on the success and established reputation of the UK’s first MSc in Digital Marketing Communications, originally launched in 2007. The syllabus has been developed to combine an examination of current industry concerns and considerations with a robust academic approach. The programme is specifically designed for those with significant industry experience, equipping you with practical, immediately applicable skills for the workplace and the long term ability to assess and critique digital marketing practice and implementation to support ongoing career development.

Taught part-time, each unit is comprised of 6-8 face-to-face classroom days and extensive collaborative learning and self-study conducted online. Face to face days are delivered in Manchester at the business school and are usually scheduled in two blocks per term. Candidates commit to one stage at a time, with stage one conferring a Postgraduate Certificate, stages one and two a Postgraduate Diploma and all three stages leading to the achievement of the full MSc.

The Course


  • Digital Strategy: Planning in 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

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

  • Lifecycle One: Content Strategy for customer engagement

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.

Career Prospects
Digital marketing is one of the world's fastest growing new media marketing disciplines, and one of the most dynamic employment markets in the UK today. Current evidence indicates substantial growth in the sector.

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.

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.

Information for international students

For more information to support your studies in the UK, including course details, how to apply, and living in the UK visit www.mmu.ac.uk/international

Fees and funding

UK students
The fees are set by our partner company MMC Learning. Please visit the website for further information.
International students
The fees are set by our partner company MMC Learning. Please visit the website for further information.

For more information about funding your postgraduate study, visit www.mmu.ac.uk/study/postgraduate/scholarships/

Qualification and course duration


part time
30 months


part time
24 months


part time
12 months

Course contact details

MMC Learning
+44 (0)207 269 1478