Digital Marketing MSc

In this module you’ll use industry-focused techniques to develop a critical understanding of B2B, B2C and broader market characteristics, exploring how they can inform strategic decision making.

By integrating advanced analytical approaches and innovative methodologies, you’ll acquire the practical skills and theoretical knowledge to design and implement effective, evidence-based marketing strategies.

By building an awareness of the beliefs, habits and thought processes of consumers, you will be able to ensure that organisational objectives are correctly focused. 

On this module you will explore the integration of behavioural science principles to understand the digital market environment, customers and marketing. 

This module examines performance marketing in the data-driven digital landscape. 

You will critically engage with the data and performance indicators that inform marketing and wider strategic business decisions. 

Using industry-based sources and analysis methods, you will develop the knowledge and skills to design, evaluate and optimise creative marketing activity, driving measurable campaign performance. 

You will critically investigate the evolving social media marketing landscape, with a focus on ethical content creation and influencer engagement.

You will explore the reach and operational value of social media platforms within digital marketing strategies, while engaging with ethical considerations around communication and persuasion, data governance and reputation. 

The final major project focused on your subject, industry or area of interest. This is differentiated from a traditional written dissertation to support many different routes and approaches – both practical and/or research based.  

Supervisors may be drawn from across the whole University, depending on selected topic area. 

You’ll learn through a series of seminars, workshops, discussions, lectures and research activities, alongside your peers.  

This course gives a unique approach to developing your expertise in Digital Marketing. Taught in our Penryn Campus, you will experience two distinct approaches to marketing, both as a business and strategic channel, and a creative practice.  

To succeed on this programme, you will need to attend campus for approximately two ‘taught’ days per week, though this can increase or decrease pending the teaching week. The rest of the time you will engage in independent research or study; either using the extensive facilities available on campus, or from your own home, studio or workplace. 

All assessments on this course are coursework based. There are no exams a part of this course.  

Assessment methods can include:  

• Presentations 
• Strategic plans  
• Written reports  
• Data analysis and interpretation  
• Research analysis  
• Team working assessments  

We welcome and encourage students from varied backgrounds to join this course.  

While some experience of marketing, business or strategy may be of benefit, the course is specifically designed to be a rich, rewarding programme broadening and developing your experience of digital practice, including for students from non-marketing backgrounds. 

We welcome applications from those with relevant equivalent Level 6 qualifications. Our typical applicants hold an undergraduate degree of 2:2 or above, or equivalent experience and a demonstrable interest in the subject. 

We'll also welcome your application if you have formal or 'certified' learning (such as training courses not run by universities or colleges) and learning from work experience or self-study. This is called Accreditation of Prior Learning (APEL), and should have been gained within the last five years, and be equivalent to the learning outcomes of our minimum entry qualifications. 

APEL applicants using experience to apply should note there is an application fee for entry with advanced standing or with exemption from specific modules or credit. 

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 Speaking and a minimum of 5.5 in Reading, Writing and Listening.