Plymouth Business School

MSc Digital and Social Media Marketing

Duration

1 year
Course type

Full-time, Part-time route available
Study location Plymouth
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With companies investing more than ever in digital strategies, businesses must adapt to survive—and thrive. This MSc immerses you in the real-world dynamics of digital and social media marketing, equipping you with hands-on experience that goes far beyond textbooks.

  • H

    Start this programme in January or September.

Careers with this subject
Graduates enter a workplace in which digital marketing graduates are highly sought after. Opportunities exist within multinationals (for example Google, Amazon and Facebook), small businesses, the public sector and not-for-profit organisations/charities.

Careers service

The University of Plymouth has a dedicated careers service supporting you from the moment you start your degree, to three years after graduation.
Careers advice is embedded into your academic programme through workshops, events, placements, networks - working with the academic staff teaching on your course. We also offer materials, networks and resources online through our 24/7 portal, and a wide-range of activities, opportunities and support centrally in the Careers Service space within the Student Hub.
We are here to help you to explore, connect and succeed.

Key features
This programme is designed to equip you with the skills and knowledge needed to not just understand digital marketing strategies but to lead in real-world applications, fostering responsible and impactful digital marketing professionals.
  • Industry-focused, practical experience: From day one, you’ll bridge the gap between theory and practice by engaging with real businesses, working on live campaigns, and responding to today’s market challenges. Through interactive workshops and real-world projects, you'll gain hands-on experience while working alongside industry professionals.
  • Work on real challenges: You’ll solve actual business problems, partnering with real firms and real clients. This means developing core skills and competencies through direct, practical engagement, ensuring that you’re prepared to thrive in a competitive, fast-paced environment.
  • Develop responsible digital marketers: In today’s world, ethical and sustainable practices are critical to long-term success. This programme is designed to nurture responsible digital marketers, emphasising the importance of integrity, transparency, and sustainability in your campaigns. You'll learn how to create impactful marketing strategies that are not only innovative but also socially and ethically responsible - an increasingly essential skill in the modern marketplace.
  • Global exposure through collaborative learning: The programme combines dynamic lectures, high-energy seminars, and small-group work that can take you across borders. By engaging with diverse, global perspectives, you’ll be equipped to manage international digital marketing challenges with confidence and responsibility.

Course details

  • Year 1

  • Assessment against learning outcomes is conducted predominantly through completion of coursework. You are introduced to and explore a diverse range of topics and perspectives that examine business and society’s relationship with digital marketing. In addition, you develop personal skills that are vital for individuals seeking to work in this field.
    The design of our postgraduate programmes focuses on four taught modules and a capstone project. We believe that simplicity in programme design provides you with a better learning experience. The dynamic and challenging nature of contemporary business does not isolate concepts into small packages – and neither do our programmes. This approach links concepts together as they are in the real world, and enables you to focus in on what really matters.

    Core modules

    MKT7001
    Marketing and Strategy

    In this module, you will develop an understanding of the role of marketing and strategy in a range of contemporary organisations, examining the major themes within the marketing arena to enable you to evaluate and recommend appropriate actions to fulfil objectives. The module introduces key concepts and frameworks of strategy which will develop your ability to apply appropriate analytical techniques used in strategic decision-making. You will explore the relationships between marketing and strategy and other business functions, using case studies to provide an integrative perspective on aspects of marketing and strategy within organisations.

    MKT7002
    Digital Marketing

    You will examine the constantly changing nature of digital marketing, looking at the origins of the discipline in the context of early e-commerce and moving into the current day. Focusing on the leading edge of technology and practice, you will explore how digital marketing impacts on a whole range of other disciplines, such as “traditional” marketing, management, international business and business strategy.

    MKT7003
    Digital Analytics and Marketing Research

    In this module you will learn how to deploy and evaluate data analytics and develop expertise to be able to engage in effective market research.

    MKT7004
    Social Media Theory and Practice

    This module exposes students to key concepts and theories relating to online communities and social networking. The module will provide the academic and conceptual basis for the development of effective social media engagement strategies such as, social media user behaviour, online community and personalisation.

    PBS7000
    Capstone Project

    In this capstone project, you will synthesise and apply learning from the taught element of the programme to a project of your choosing. There is scope for you to undertake a broad range of project types, including consultancy, business analysis, business development or academic study.

The modules shown for this course or programme are those being studied by current students, or expected new modules. Modules are subject to change depending on year of entry.

Every postgraduate taught course has a detailed programme specification document describing the programme aims, the programme structure, the teaching and learning methods, the learning outcomes and the rules of assessment.

The following programme specification represents the latest programme structure and may be subject to change:

MSc Digital and Social Media Marketing programme specification_5346

Entry requirements
A good honours degree, first or second class, or equivalent, in any discipline.
We welcome applicants with international qualifications. To view other accepted qualifications please refer to our tariff glossary.
If English is not your mother tongue 6.5 IELTS with a minimum of 5.5 in any element in a secure English language test. English language requirements.
The University of Plymouth offers pre-sessional English language courses if you do not have this.
We welcome students from a broad range of disciplines who are keen to place their undergraduate discipline knowledge into the context of digital and social media marketing.

Fees, costs and funding
Student 2024-2025 2025-2026
Home £11,600 £11,950
International £18,400 £18,950
Part time (Home) £640 £660
Full time fees shown are per annum. Part time fees shown are per 10 credits. Please note that fees are reviewed on an annual basis. Fees and the conditions that apply to them shown in the prospectus are correct at the time of going to print. Fees shown on the web are the most up to date but are still subject to change in exceptional circumstances. More information about fees and funding.

Postgraduate scholarships for international students

We offer several scholarships for international students who wish to study postgraduate taught (PGT) degree programmes.

How to apply

Apply online

When to apply

Most of our taught programmes begin in September. Applications can usually be made throughout the year, and are considered until programmes are full.

Before you apply

Familiarise yourself with the information required to complete your application form. You will usually be required to supply:
  • evidence of qualifications (degree certificates or transcripts), with translations if not in English, to show that you meet, or expect to meet the entry requirements
  • evidence of English language proficiency, if English is not your first language
  • a personal statement of approximately 250-400 words about the reasons for your interest in the course and outlining the nature of previous and current related experience. You can write this into the online application form, or include it as a separate document
  • your curriculum vitae or résumé, including details of relevant professional/voluntary experience, professional registration/s and visa status for overseas workers
  • proof of sponsorship, if applicable.
If you require further information take a look at our application guidance.

Disability Inclusion Services

If you have an impairment, health condition or disability, learn about the additional support the University provides .

International students

Support is also available to overseas students applying to the University from our International Office. Take a look at our how to apply information or email admissions@plymouth.ac.uk.

Submitting an application

Once you are happy that you have all of the information required you can apply using our online postgraduate application form (the blue 'Apply' icon on this page).

What happens after I apply?

You will normally receive a decision on your application within four weeks of us receiving your application. You may be asked to provide additional information; two academic/professional references, confirming your suitability for the course; or to take part in an interview (which in the case of overseas students may be by telephone or video conference) and you will be sent a decision by letter or email.
We aim to make the application procedure as simple and efficient as possible. Our Admissions and Course Enquiries team is on hand to offer help and can put you in touch with the appropriate faculty if you wish to discuss any programme in detail.
If you would like any further information please contact the Admissions and Course Enquiries team:
Telephone: +44 1752 585858
Email: admissions@plymouth.ac.uk

Admissions policy

More information and advice for applicants can be referenced in our admissions policy which can be found on the student regulations, policies and procedures page. Prospective students are advised to read the policy before making an application to the University.

Progression routes

International progression routes

The University of Plymouth International College (UPIC) offers foundation, first-year and pre-masters programmes that lead to University of Plymouth degrees. Courses are specially designed for EU and international students who are missing the grades for direct entry to the University, and include full duration visa sponsorship. You can start in January, May or September, benefitting from small class sizes, top-quality tuition and 24/7 student support.
Find out more at plymouth.ac.uk/upic or contact our team at info@upic.plymouth.ac.uk

 
 
Imagine yourself working on live campaigns, directly collaborating with real businesses, from start-ups to established brands, crafting strategies that make an impact in today’s marketplace. You won’t just learn about digital marketing - you’ll do digital marketing. From planning to execution, you'll be at the forefront, helping businesses navigate the complexities of modern marketing - all while building a portfolio of real-world accomplishments that will set you apart in the competitive job market.
With direct industry engagement, you’ll network with leading professionals, work with actual clients, and experience firsthand how digital campaigns are developed, tested, and refined. The result? You'll graduate not just with knowledge, but with practical expertise and a deep understanding of how to drive success in a digital-first world. This is the future of marketing education - dynamic, hands-on, and designed to prepare you to lead in a constantly evolving industry.

Accreditation

This programme is accredited by the Institute of Data and Marketing (IDM) an entity of the Data and Marketing Association (DMA). Students who pass the MKT7002 Digital Marketing module will be exempt from two parts of the IDM’s Certificate in Digital Marketing. To fully qualify for the honorific Cert DigM, students must sit an additional external voluntary IDM exam which can be taken online from anywhere in the world.
This programme is also accredited by both the Chartered Institute of Marketing (CIM) and the Australian Marketing Institute (AMI), two of the most esteemed organisations in the marketing field. Accreditation from these institutions not only enhances the programme’s credibility but also ensures that the curriculum aligns with industry standards and best practices.
IDM - Institute of Data and Marketing - logo new
Students benefit immensely from these accreditations, gaining access to a wealth of resources, networking opportunities, and professional development tools that can significantly enhance their career prospects. Being part of an accredited programme signals to employers that graduates possess a high level of knowledge and competence in marketing principles, making them more competitive in the job market. Furthermore, these accreditations facilitate ongoing professional learning, enabling students to stay updated on the latest marketing trends and practices.

On this course you will

Woman using smart phone, social media and digital marketing concept.
Harness the power of digital marketing
You will learn how significant brand awareness contributes to a successful business.
Designers, marketers and developers in a planning meeting.
Understand social media in theory and practice
Build the skills to bridge the gap between theoretical knowledge and its practical application. You will work alongside real businesses building your skills in a competitive sector.
Modern digital marketing on the tablet in vintage style, charts and analytical data on the tablet screen.
Focus on digital analytics and marketing research
Knowledge of analytics and research will help you understand and unlock the power of marketing within the strategic outlook of organisations.

Meet our experts

  • Lecturer in Marketing
    Programme Leader, highly experienced in research and sustainability marketing
  • Lecturer in Marketing
    Taught extensively across marketing, management and strategy disciplines
  • Lecturer in Marketing (Education)
    Extensive industry experience with connections to local businesses
  • Lecturer in Marketing (Education)
    Teaching interests include online consumer behaviour and corporate culture
  • Associate Professor (Senior Lecturer)
    Research interest include brand building, retro-branding and agri-food marketing

Plymouth Business School

  • ?Accredited by the International Accreditation Council for Business Education (IACBE)

  • ?Committed to social, economic and environmental responsibility

  • ?Supporting the internationally recognised focus on sustainability and social purpose of the University

  • ?Leading business ready graduates onto a successful career and happy life

  • ?Supporting graduates to make informed choices based on current economic and market trends

  • ?Building students resilience and confidence

  • ?Promoting practical skills development

A new home to cultivate business leaders

Work is underway on the exciting new space for the Plymouth Business School.
When the new building opens, it will include an upgraded Bloomberg Interactive Learning Suite, where you learn how to analyse financial markets, as well as a Maritime Suite and a Language Lab.
Watch our video visualising what the new building will look like.