Taught course

Digital Marketing

Oxford Brookes University · Business School
MScMSc sandwich

Entry requirements

Applicants are welcome from any academic discipline. Admission is normally open to those with: a minimum of a good second-class honours degree; or equivalent overseas degree from a recognised institution; or equivalent professional or other qualification. Those who do not meet any of the above criteria may be eligible for entry, provided they have compensatory work experience.

Months of entry


Course content

The MSc in Digital Marketing enables you to specialise in planning and applying digital marketing strategies. You will develop a strong foundation in marketing theory and practice, combined with a specialist perspective on digital marketing and how it integrates into an overall marketing framework.

You have the choice of taking a one-year work placement or a work-based project instead of a dissertation. By gaining this professional experience you will be well prepared for your future career.

Your individual employment prospects will be enhanced through knowledge of marketing and digital marketing theory and practice. In addition, you will have the opportunity to sit the Institute for Direct and Digital Marketing (IDM) Certificate level exam. IDM student members also benefit from digitally focused job opportunities available through the IDM's digital hub.

The current fast-changing media and technology environment presents many challenges to marketers. You will develop the skills to analyse complex marketing situations in the digital environment, and reach decisions on solutions and actions. You will acquire the specialist digital marketing knowledge needed to understand and create digital marketing solutions, preparing you for a number of marketing roles including Digital Marketing Analyst, Social Media Manager, Communities and Social Media Specialist.

Compulsory Modules

Introduction to the Principles of Marketing:
You will be introduced to the key principles of marketing by studying the theories that underpin the subject.

Understanding Customer Behaviour:
You will critically appraise the behaviours of customers and their interactions with marketing.

Research Methods for Marketing:
You will develop the skills to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework.

Professional and Academic Development for Marketers:
This module will help you to become a lifelong learner and enhances your employability.

Digital Marketing and Analytics:
You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign.

Customer Insight and Engagement:
This module explores how to acquire and retain the appropriate share of good customers, as well as how to prioritise customers.

Digital and Social Media Marketing Strategy:
This module builds on the work undertaken in Customer Insight and Engagement and takes a strategic perspective of the digital and social media environment.

Global Marketing Strategy:
You will build on the Principles of Marketing module, and explore the global marketing environment.

Elective Modules

you will also choose one of the following:

  • Work Based Project
  • Work Placement
  • Dissertation

Qualification and course duration


part time
24 months
full time
12 months

MSc sandwich

full time
17 months

Course contact details

Business School Enquiries
+44 (0)1865 485858