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Digital Marketing MSc

Master the art of modern marketing and conquer the digital age. Develop essential expertise to lead with confidence and thrive in today's business landscape.

You are currently viewing course information for entry year:

Start date(s):

  • September 2024


Marketing is the practice of identifying and satisfying customer needs. It has been transformed through:

  • digitalisation
  • electronic devices, such as computers
  • the widespread availability of the internet

The demand for knowledge, skills, and expertise in digital marketing is high. This programme aims to bridge the gap.

The Digital Marketing MSc gives you a comprehensive and up-to-date critical understanding of digital marketing. It focuses on:

  • strategic and tactical digital marketing in the modern business environment
  • how research-led digital marketing informs business decisions
  • how effective digital marketing responses are scoped, planned, and developed

The programme is built on the expertise of our leading scholars. It gives you essential knowledge, skills and expertise. It also includes practical elements that will prepare you for the modern business environment.

Course features

The programme is built on research-led content, developed by leading digital marketing academics.

It combines theory, methods, practical understanding and critical perspectives

There are close links with practitioners through guest lectures and field trips.

The dissertation module allows you to complete an individual piece of supervised research. This can be on a specific area of interest to you.


Important information

We've highlighted important information about your course. Please take note of any deadlines.

What you'll learn

This programme focuses specifically on key aspects of marketing in a digital context. It does not simply focus on marketing with some digital examples.

Over the course of the programme you will:

  • develop your digital marketing skills and practice
  • consider digital marketing in a range of contexts
  • use a wide range of analytical and creative tools
  • develop a critical perspective that will support a professional career
  • engage in academic research within digital marketing
  • be able to put theory into practice
  • learn to consider the ethical implications of digital marketing
  • engage with digital marketing professionals and professional bodies

A range of bespoke modules cover:

  • digital consumer behaviour
  • digital marketing communications
  • digital marketing strategy
  • omnichannel retailing
  • social media marketing

Optional modules cover:

  • marketing analytics
  • customer-relationship management


You will study modules on this course. A module is a unit of a course with its own approved aims and outcomes and assessment methods.

How you'll learn

Your development

Practical skills

You will learn how to:

  • understand digital consumers by developing personas and customer journeys
  • manage digital campaigns
  • develop social media campaigns
  • use data effectively to understand consumer habits

Research skills

You will take a research-led approach to solve a practical business challenge.

Professional skills

You will be able to engage with professional bodies to develop your skills with data and metrics.

Your future


The programme will prepare you for a wide range of digital marketing roles, including:

  • Digital Marketing Manager
  • Search Engine Optimisation (SEO) Specialist
  • Social Media Manager
  • Email Marketing Specialist
  • Content Marketing Manager
  • Pay-per-Click (PPC) manager

You will be able to undertake roles in:

  • digital marketing/marketing agencies and consultancies
  • start-ups (your own or those founded by others)
  • small to medium-sized organisations
  • large corporates

Further study

The programme also provides a foundation for further study, such as:

  • academic research (e.g. PhD)
  • professional digital marketing courses

Our Careers Service

Our award-winning Careers Service is one of the largest and best in the country, and we have strong links with employers. We provide an extensive range of opportunities to all students through our ncl+ initiative.

Visit our Careers Service website

Quality and ranking

All professional accreditations are reviewed regularly by their professional body


Newcastle University Business School is one of the largest Schools in the University. We have over 3,500 students representing over 80 nationalities. This valuable network extends beyond our current students to include:

  • regional, national and international leaders
  • over 34,000 alumni in our network, spanning over 150 countries
  • leading professionals and practitioners from industry

The Business School is the gateway to Newcastle Helix - an innovation hub and community that brings together industry leaders, businesses and top researchers.

Our facilities include:

  • flexible conference room with panoramic views across the city
  • Wi-Fi enabled connectivity throughout the building, including three computer clusters housing over 120 PCs
  • four large lecture theatres and over 25 seminar and teaching spaces, providing comfortable teaching and group study space
  • dedicated Student Hub and Quiet Space, providing a balanced mix of study space for group work or quiet, individual study
  • contemporary café
  • employability hub to support your career aspirations
  • Bloomberg Room to give you a real feel for the trading room floor
  • Experimental and Behavioural Economics Lab, a state-of-the-art research facility for conducting studies in experimental economics and economic psychology

The Frederick Douglass Centre at Newcastle Helix also offers further study and learning spaces. This includes a 750 seat auditorium – the largest in the University.

Find out more about Newcastle University Business School

Main Newcastle University Business School building viewed from St James' Park

Fees and funding

Tuition fees for 2024 entry (per year)

What you're paying for

Tuition fees include the costs of:

  • matriculation
  • registration
  • tuition (or supervision)
  • library access
  • examination
  • re-examination
  • graduation

Find out more about:

Search for funding

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Entry requirements

The entrance requirements below apply to 2024 entry.

Qualifications from outside the UK

English Language requirements

Admissions policy

This policy applies to all undergraduate and postgraduate admissions at Newcastle University. It is intended to provide information about our admissions policies and procedures to applicants and potential applicants, to their advisors and family members, and to staff of the University.

Download our admissions policy (PDF: 201KB)
Other policies related to admissions

Credit transfer and Recognition of Prior Learning

Recognition of Prior Learning (RPL) can allow you to convert existing relevant university-level knowledge, skills and experience into credits towards a qualification. Find out more about the RPL policy which may apply to this course

INTO International Pre-Master's - Pathway course

Our Business and Humanities Pre-Master's will prepare you for Master's study at Newcastle. If you're successful then you're guaranteed a place on this Master's course. 

How to apply

Using the application portal

The application portal has instructions to guide you through your application. It will tell you what documents you need and how to upload them.

You can choose to start your application, save your details and come back to complete it later.

If you’re ready, you can select Apply Online and you’ll be taken directly to the application portal.

Alternatively you can find out more about applying on our applications and offers pages.

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Open days and events

You'll have a number of opportunities to meet us throughout the year including:

  • campus tours
  • on-campus open days
  • virtual open days
  • webinars

Find out about how you can visit Newcastle in person and virtually

Overseas events

We regularly travel overseas to meet with students interested in studying at Newcastle University.

Visit our events calendar for the latest events

Get in touch

Questions about this course?

If you have specific questions about this course you can contact:

Kirk Dodds
Degree Programme Director
Newcastle University Business School
Telephone: +44 (0) 191 208 2806
Contact Newcastle University Business School


For more general enquiries you could also complete our online enquiry form.

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