Course overview

Our Digital Marketing MSc gives you the core knowledge and skills required to excel in high-level digital marketing positions, which are among the top ten fastest-growing job titles and span many industrial sectors, so you will have far-reaching career options.

The course is taught in collaboration with digital marketing agencies. The modules cover the essential analytical and creative elements required by professional digital marketers and will allow you to adapt to the fast-changing digital marketing environment. You will be working on key platforms, real-life case studies, and will gain a strong theoretical foundation to inform decision-making in big data environments.

This is a conversion course that is not designed for students with an extensive background in marketing. However, students with some marketing background can benefit from the specialised modules in semester two.

Why choose this course?

Triple accredited

Part of an elite group of business schools worldwide to gain ‘triple crown’ accreditation

EQUIS, AMBA and AACSB accredited

Real-life project work

in collaboration with Digital Marketing agencies

Gain digital skills

Business School students have the opportunity to gain digital skills with industry-recognised Microsoft and SAP certifications

Top 60

in the world and Top 20 in the UK

More than 27,000

Business School alumni connect you to a powerful global network of business contacts

Course content

Across the autumn and spring semesters, you will take 120 credits of taught modules spread across six core modules. Each module typically consists of 10 two- to three-hour sessions.

You will complete a 60-credit Digital Marketing Challenge Project over the summer and will be allocated an appropriate supervisor who will oversee your progress.


Core modules

Semester one

Consumer Behaviour and Analytics

The module interrogates the concept of 'the consumer' and 'consumption'. It examines behaviour across the consumption cycle (through production, acquisition, use and disposal) addressing individual and contextual factors that shape behaviour at micro and macro levels.

It reviews the roots of research into consumer behaviour and consumption, covers particular theories and bodies of literature (for example, decision making, learning, habits, socio-cultural processes). It provides opportunities to apply theory to consumer behaviour and consumption in a variety of context and to assess the implications for commercial and non-profit organisations, public policy and consumers themselves.

Marketing Management in the Digital Economy

The module covers operational perspective on:

  • nature of marketing in the global economy
  • managing products, services and brands
  • new product development
  • pricing
  • integrated marketing communications
  • internal marketing
  • managing distribution channels
  • experience marketing
  • sustainable marketing
Digital Marketing Strategy

The module covers key components of marketing strategy with an emphasis on digital marketing domains. Teaching will be complemented by the Simulation Digital MarkStrat which shifts the focus of traditional strategy to a variety of digital marketing initiatives through the perspective of customer centricity such as: Influencer Content Marketing, Paid Advertising, Organic Channels, Mobile App Building, Retargeting, Email Marketing, Performance Marketing, and Cross Selling.

Semester two

Please note: teaching in semester two follows a blocked delivery format, i.e., each module will be covered within three weeks, followed by an assessment week (all coursework).

Generating Customer Insights and Analytics

The module will develop the knowledge and understanding required for data-driven decision-making in the area of digital marketing. It will cover methods and techniques to develop analytical skills and approaches to integrate and interpret data to generate impactful insights for firms in a digital marketing environment.

Digital Marketing Communication

This module will develop the skills required to conceive, scope, design, and deliver a digital marketing communications campaign. It will integrate learning from other modules relating to analytics, user engagement, and strategy, to provide a compelling presentation across multiple digital platforms of the organization’s marketing offering.

Digital Customer Experience and Applications

This module will develop the knowledge and skills required to understand digital customer journeys and provide a data-enriched customer experience (CX). It covers the principles and components of digital experience and the techniques to prepare and manage customer data for optimizing customer journeys and meeting strategic aims.


Digital Marketing Challenge Project

In this module, students apply learning on taught modules to investigate and analyse a real-world marketing issue.

Drawing on knowledge from across all modules in the taught programme, this final 60-credit module provides students with the opportunity to investigate, analyse, and apply learning to complex, real-world marketing challenges. Students will work individually on a challenge, introduced by a company/organisation, to offer insight and propose options or recommendations for effective solutions to complex issues. The outcome will be guided by the nature of the challenge.

The above is a sample of the typical modules we offer but is not intended to be construed and/or relied upon as a definitive list of the modules that will be available in any given year. Modules (including methods of assessment) may change or be updated, or modules may be cancelled, over the duration of the course due to a number of reasons such as curriculum developments or staffing changes. Please refer to the module catalogue for information on available modules. This content was last updated on Friday 24 May 2024.

Due to timetabling availability, there may be restrictions on some module combinations.

Learning and assessment

How you will learn

  • Lectures
  • Workshops
  • Seminars
  • Group study

Digital professional skills certifications

We offer the opportunity for you to take industry-recognised Microsoft and SAP certifications alongside your degree programme. This will enhance your digital capability, differentiate your CV and help you stand out to future employers. Find out more on our digital professional skills website.

How you will be assessed

  • Group report submission
  • Essay
  • Project work
  • Reports

Modules are assessed by a combination of individual assessment and group work at the end of semester one. In semester two, the assessment will take place at the end of each teaching block.

Contact time and study hours

20-credit taught modules will consist of 200 student learning hours, of which around 36 hours are associated with face-to-face lectures, workshops, and seminars. The rest of the time will consist of assessment preparation, class preparation, group work, and private study.

Entry requirements

All candidates are considered on an individual basis and we accept a broad range of qualifications. The entrance requirements below apply to 2024 entry.

Undergraduate degree2:1 (or international equivalent) in any discipline
Additional information

Preferred disciplines: business, management, economics, psychology, media and communications, computer science, and languages.

This is a conversion course and not designed for students with an extensive background in marketing. However, applicants with some marketing background will be allowed onto the programme.


You are required to submit a personal statement and a list of modules being studied in the final year (for applicants who have not yet completed their undergraduate degree).

This is a conversion course which is not designed for students with an extensive background in marketing. If your undergraduate degree contains modules with a marketing focus, please be aware that it is highly likely there will be an overlap with your prior study. This should be carefully considered before applying.

Please note: this is a highly competitive course and there are a limited number of places available. The school reserves the right to close applications when capacity is reached – this may be ahead of the advertised closure date for PGT courses. Early applications are encouraged to avoid disappointment.

Our step-by-step guide covers everything you need to know about applying.

How to apply


Qualification MSc
Home / UK £14,000
International £27,200

Additional information for international students

If you are a student from the EU, EEA or Switzerland, you may be asked to complete a fee status questionnaire and your answers will be assessed using guidance issued by the UK Council for International Student Affairs (UKCISA) .

These fees are for full-time study. If you are studying part-time, you will be charged a proportion of this fee each year (subject to inflation).


There are many ways to fund your postgraduate course, from scholarships to government loans.

We also offer a range of international masters scholarships for high-achieving international scholars who can put their Nottingham degree to great use in their careers.

Check our guide to find out more about funding your postgraduate degree.

Postgraduate funding


We offer individual careers support for all postgraduate students.

Expert staff can help you research career options and job vacancies, build your CV or résumé, develop your interview skills and meet employers.

Each year 1,100 employers advertise graduate jobs and internships through our online vacancy service. We host regular careers fairs, including specialist fairs for different sectors.

International students who complete an eligible degree programme in the UK on a student visa can apply to stay and work in the UK after their course under the Graduate immigration route. Eligible courses at the University of Nottingham include bachelors, masters and research degrees, and PGCE courses.

Graduate destinations

Our in-house Postgraduate Careers Team provides expert advice and guidance so that you can make an informed decision about the right career path for you.

Prior to commencing your course you can take part in pre-entry careers discussions and once on programme our MSc Accelerated Career Leader Programme is complemented by one to one career coaching.

Increasingly, graduates are required to be cloud and data-ready for the workplace with 66% of employers wanting to see graduates achieve professional qualifications as well as their main degree (CMI 21st Century leaders report). The school works with some of the world’s leading business software providers including SAP and Microsoft, offering the option to take their globally recognised professional digital qualifications alongside your course. Our Digital Centre of Excellence will support you so that you can develop the digital skills necessary to pursue your chosen career and stand out to future employers.

Our support continues throughout your time at Nottingham and after you graduate. Business School postgraduates also have access to events and resources provided by the Careers and Employability Service.

Career destinations for our postgraduates include:

  • accountants
  • finance and investment analysts
  • higher education teaching professionals
  • investment bankers
  • IT business analysts
  • management consultants
  • marketing professionals
  • public relations professionals
  • university researchers

Some MSc graduates have gone on to doctoral studies, others have become entrepreneurs. Our Ingenuity Lab has supported a number of our MSc graduates in starting their own company.

Career progression

86.2% of all postgraduates from Nottingham University Business School secured graduate level employment or further study within 15 months of graduation. The average annual salary for these graduates was £31,419.*

* HESA Graduate Outcomes 2019/20 data published in 2022. The Graduate Outcomes % is derived using The Guardian University Guide methodology. The average annual salary is based on graduates working full-time within the UK.

Two masters graduates proudly holding their certificates

Related courses

This content was last updated on Friday 24 May 2024. Every effort has been made to ensure that this information is accurate, but changes are likely to occur given the interval between the date of publishing and course start date. It is therefore very important to check this website for any updates before you apply.