Marketing and Digital Communications MA (online)
Become a master strategist and innovative creator. Immerse yourself in the ever-evolving landscape of marketing and digital communications.
|Course Duration||2 years|
Start dates: January / May / September
(Three intakes per year)
On this course, you’ll learn not just to react to the changing digital landscape, but to use emerging technologies to innovate and lead marketing transformations for international audiences.
You’ll build a comprehensive working knowledge of marketing and branding strategy and learn how to recognise and adapt to the demands of client-led and agency-led perspectives. This includes understanding returns on investment, accountability and future planning, as well as how to use data-driven marketing insights in a professional, ethical and regulated process.
- Deepen your cultural knowledge and bring greater diversity to your practice in order to face the opportunities and challenges presented by an increasingly global market
- Future-proof your skills by developing the ability to embrace new marketing and digital communications approaches, as well as new and emerging ways of doing business
- Learn how to embed sustainability into everything you do, considering the environmental impact of your work
- Use your professional experience and cultural knowledge to develop concepts, plans, and campaigns that you can immediately use in your current work and as you progress in your career
- Graduate as a forward-thinking marketing professional, ready to embrace change on a global scale
What our students do
Studying Marketing and Digital Communications online means you'll be part of our vibrant School of Communication. Take a look at the stories below to discover more about this amazing community.
Meet the Creative Advertising graduate who’s disrupting the industry
Students publish Cornish skating magazine, 48to1
Falmouth lecturer launches follow up to Man Booker long-listed novel
Literary criticism, poetic exploration and Grand Theft Auto: Guest lecture with Calum Rodger
The Creative Writing lecturer reclaiming Venezuelan history
Graphic Design: Professional Practice Week
Adland: Creative Advertising students create in-house newspaper
Creative collaboration: Jessica Kielstra & Nina Forbes
Real-world journalism collaboration between Falmouth University and the Rory Peck Trust
English lecturer releases two new books
Poems Singing About Melons
All Things CAST
Waad Al-Kateab speaks to Falmouth MA Journalism
Staff Celebrated in Cornish Awards Ceremony
Emerging Talent Celebrated at Global Awards
Students Storm The South West Digital Design Awards
Students Explore Place and Identity
Student Wins Prestigious Design Award
Students Publish Insect Love Songs
Filming on the Frontline
What our graduates do
As a graduate of this MA you could go into roles such as:
- Marketing officer or manager
- Account handler or planner
- Content planner
- Media planner
- Consumer or market researcher
- Data communications manager
- SEO/SEM manager
- Social media producer
- Digital marketing executive
Research skills embedded throughout the modules and with the Major Project could allow you to successfully progress into postgraduate research programmes and PhDs in the areas of marketing, branding and digital communications.
What you'll learn
Throughout this master’s degree course, you’ll work independently and in teams on challenge-led projects. Following the latest industry practices and insights, you’ll create marketing plans, prepare briefs, craft content for a range of digital platforms and learn how to deliver a successful pitch to potential clients. You’ll also discover new marketing technologies and learn to research online audiences using digital ethnographies. At the end of the course, you’ll establish yourself as an expert on a theme, sector or trend through the development of your final major project.
Marketing and Digital Communications MA is comprised of five modules, four 30-credit modules and one 60-credit project (180 credits in total). The modules have been specifically designed to be studied in a non-linear order. You'll begin the course with Module 1 and end the course with your Final Major Project (MA only). The order in which you'll study modules 2-4 will depend on when you begin the course.
You will need to complete four 30-credit modules and one 60-credit project (180 credits in total). All modules on the course are compulsory and must be passed in order to complete the award.
You will need to complete four 30-credit modules (120 credits in total). All modules on the course are compulsory and must be passed in order to complete the award. A dissertation (major project) is not required.
In this module, you’ll interrogate how geography, globalisation and digital transformation impacts all areas of the marketing planning process. You’ll revisit the basic frameworks of marketing planning; updating the traditional practices to bring plans in line with the needs of a technology-aware audience. Using a variety of analytical and development tools, you’ll work through the process of marketing goal setting, strategy and planning.
This module is designed to help you explore digital opportunities for creative content creation and dynamic storytelling. You’ll identify ways of generating insights into your audience and their digital and analogue touchpoints. You’ll then examine how you can maximise the reach and impact of your campaign by using mediums such as user-generated content, social media, influencers, viral tactics, SEO, microsites and landing pages, user experience, artificial intelligence, virtual and augmented reality, and big data.
Here, you’ll explore media strategy and planning in a global context, examining traditional and digital media channels. You’ll get up to speed with the latest industry insights and practices in communication strategy, media planning and performance monitoring. You’ll examine ‘Paid, Earned and Owned’ models, Google Ads and Analytics, PPC, as well as media-specific data analysis.
You’ll learn to innovate and problem-solve for brands, audiences and communication strategies. You’ll pitch a new idea or concept to a professional audience, taking well informed risks with creative concepts and presenting these in an imaginative way that makes the most of the digital technologies available.
You’ll also develop a portfolio of case studies and examples of legal and ethical issues affecting your sector of interest.
For your final major project, you’ll choose an area of digital marketing communications to specialise in. You may have a new business idea to launch with a digital marketing campaign. You could solve a business problem associated with your current work or use a case study. You could extend a business opportunity for an existing company or respond to a gap in the market. Whatever you choose, your project is the final stage in your transformation into an adept, articulate marketing and digital communications innovator.
The modules above are those being studied by our students, or proposed new ones. Programme structures and modules can change as part of our curriculum enhancement and review processes. If a certain module is important to you, please discuss it with the Course Leader.
From module information to course aims and assessment criteria, discover the full course details below.
How you'll learn
You'll learn through a blend of lectures, webinars, guest talks, tasks and discussion forums, which you'll access via our dedicated virtual learning environment. This is also where you'll find all key documentation, get course announcements and access extensive learning resources.
You'll be supported academically by Online Tutors, who will also deliver weekly webinars and facilitate the online forums. If you need assistance with anything that isn't directly related to course material, a dedicated Student Advisor team will be on hand to help. You'll also have access to Falmouth University's excellent employability service, RealWORKs.
We incorporate optional face-to-face events for all our online students. There will be up to two per year and will typically run over weekends, to fit around your other commitments.
Assessment provides the course team with a means of offering tailored guidance alongside advice on how to progress knowledge and skills in key areas that relate to the course Learning Outcomes. The course team will identify your strengths and weaknesses as an individual and discuss them with you throughout your time on the course.
Assessments are 100% coursework, submitted in an electronic format to the virtual learning environment, and designed to reflect professional practice. Assessment methods include:
- Academic essays
- Reports and plans
- Blogs and infographics
- Pitches and presentations
You’ll be taught by an extensive network of industry practitioners and leaders. As well as drawing on their experience of teaching marketing theory and practice, they can share insights on career opportunities, current industry trends and the challenges facing the sector.
Amber is a seasoned practitioner and academic in the marketing, advertising and digital...
Dr Alex Lambley
Following graduation Alex embarked on a career in Marketing, Communications, and Events, first at...
Lecturer, module leader, freelance senior copywriter and fiction writer.
I've spent 15 years in marketing, working in travel and tech-based start ups. Following my BSc at...
Debbie's commercial background is in telecommunications. She has worked in various sales and...
Judit Soria Diaz
Having joined Falmouth University in December of 2020, I graduated from Washington and Lee...
It all started for me at Falmouth University, where I was part of the Creative Advertising BA(Hons...
- Dedicated easy-to-use virtual learning environment (VLE)
- Study alongside students from around the world
- Accessible online audio / visual content
- Optional face-to-face events*
- Invitation to attend alumni events
- 24/7 access to Falmouth's extensive online library of contextual books, journals and resources
- Access to online software tutorials at LinkedIn Learning
- Students' Union community
- A Student Advisor to support you throughout your studies and access to our Student Support Services
- Access to our Careers and employability service RealWORKS
*Please bear in mind that the Covid-19 pandemic may impact these events. You can view the latest information here.
How to apply
Talk to us
To find out more about this course, how you'll learn or what funding is available, get in touch with our Course Advisors. Click below to submit a form and we'll get back to you as soon as we can.
An honours degree or Level 6 equivalent qualification is desirable. However, candidates without a degree or formal qualification are still encouraged to apply. If you'd like to discuss our entry requirements, speak to an advisor.
For more information regarding equivalent international qualifications and Accreditation of Prior Learning (APL) either request information with our easy online form, or read about it on our apply page.
If English isn't your first language, you'll need to demonstrate English language skills that are sufficiently developed for successful completion of your studies. We accept a range of recognised English language qualifications that are equivalent to the International English Language Testing System (IELTS) Academic minimum score of 6.5 overall, with a minimum of 6.0 in Reading, Writing, Speaking and Listening.
This course has three intakes per year: January, May and September.
We are currently taking applications for June 2021. The application deadline for this intake is 10 May.
Discounts may be available for early applications. To discuss all our discount opportunities, contact an advisor.
Fees, costs & funding
Online tuition fees for courses commencing in 2021
Tuition fees for the academic year 2021-22 for new online students from September 2021 onwards:
- MA / MSc course, 2 years part time: £11,300 total fee (incl. acceptance fee)
- PGDip course: £7,600 total fee (incl. acceptance fee)
Tuition fees are set annually and are subject to review each year. The University may therefore raise tuition fees in the second or subsequent years of a course, in line with inflation and/or the maximum permitted by law or Government policy. Students will be notified of any changes as soon as possible.
For information on fees, get in touch using our online form.
Find out more about our Graduate Loyalty Discount for Falmouth alumni, which offers a reduction in course tuition fees.
Typical course costs
As part of studying Marketing and Digital Communications MA you will require:
A desktop/laptop at an expense of around £1,300, capable of running our virtual learning environment.
Optional face-to-face events
You will be expected to cover your own travel, accommodation and subsistence costs to attend these events.
Ask a student
What better way to find out about life at Falmouth University than by asking our current students?
From course details, to our online community and managing your study time around work commitments, our students are ready and available to answer any questions you might have. Simply set up your account, send them a question and they'll get back to you within 24 hours.
You can submit our simple online form and a Course Advisor will get in touch with you. They'll be able to answers questions about how you'll study, what to expect from the course, and the next step to take on your application journey.Get in touch