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Our MSc Digital Marketing course gives you an opportunity to build a successful career in this fast-growing global sector.

With current industry practice in mind, it meets growing demand from companies looking to meet the challenges of a new era of communication and marketing.

71% of global businesses plan to increase their investment in digital marketing, compared with 20% looking to increase their offline marketing spend. The surge in demand for digital marketing specialists from companies looking to quickly step up their game in this area has led to a skills shortage within the sector.

Our course will equip you with the skills, knowledge and practical experience to meet this demand. There are three different pathways for this Masters - (i) for those with little/no digital marketing experience; (ii) for those with a qualification in digital marketing; (iii) a work-based learning pathway for those in paid employment in digital marketing.

Now in partnership with the Digital Marketing Institute (DMI), if you complete our Digital Marketing course you will have the opportunity to receive an internationally and industry-recognised digital marketing qualification. This is in addition to the MSc Digital Marketing upon completion and passing of a Pearson VUE exam.

Digital Marketing Institute (DMI)

The DMI is the global certification standard for digital marketing, certifying digital professionals in over 60 countries and 5 continents across the globe.

Each DMI course syllabus is validated by the DMI’s Syllabus Advisory Council made up of representatives from leading digital giants, including:

  • Google
  • Twitter
  • Facebook
  • LinkedIn
  • Microsoft 

DMI courses are designed and refreshed to equip you with the latest and most in-demand digital marketing skills needed to land your next role in today’s digital driven economy.

Find out more about DMI

MSc Digital Marketing: practical, career-focused learning

The MSc Digital Marketing, in partnership with DMI, is a truly practical Masters course aimed at creating digital marketing professionals who can add value to companies from the outset.

During the course, you will develop essential practical skills as well as develop their theoretical understanding in the field. You will embrace, for example, Google Cloud Services and have the opportunity to use Google Apps such as Blogger, Google Analytics, and Google Webmaster tools. You will also be introduced to popular content management systems and a variety of content development platforms and channels.

Through the variety of modules and assessments on the MSc, you will develop your own creative, digital marketing portfolio which will help you when you graduate to demonstrate your digital marketing skills to prospective employers.

Entry Requirements

What qualifications do you need?

We welcome Scottish, UK and international students and consider all applicants on an individual basis.

Don’t worry if your qualifications are not listed here, we take a range of factors into account when assessing your application and are happy to consider other alternative combinations of qualifications and experience

If you are applying with an EU or non-EU qualification, please check our Postgraduate Entry Requirements page which gives more information about country-specific entry requirements.

English Language Requirements

For applicants whose first language is not English, the University sets a minimum English Language proficiency level. The qualifications below must have been gained within two years of the start of your course.

General English language requirements at UWS: International English Language Testing System (IELTS) Academic module (not General Training)

  • overall score 6.0
  • no sub-test less than 5.5

Equivalent scores in another recognised qualification:

Common equivalent English language qualifications

All stated English tests are acceptable for admission for both home/EU and international students for this programme:

  • CAE (Cambridge Certificate of Advanced English): 176 overall; no sub-test less than 169
  • CPE (Cambridge Certificate of Proficiency in English): 176 overall; no sub-test less than 169
  • Trinity College London Integrated Skills in English: ISEII with the minimum of a Pass in all sub-tests

IELTS Score Exceptions

For our research degrees (MRes, MPhil, PhD, DBA, DProf), applicants are required to have an IELTS score as follows:

  • overall score of 6.5
  • no sub-test less than 6.0

For Health, Nursing & Midwifery courses that lead to professional registration with the Nursing & Midwifery Council, applicants are required to have an IELTS score as follows:

  • overall score of 7.0
  • no sub-test less than 7.0

For our Certificate of Higher Education courses, applicants are required to have an IELTS score as follows:

  • overall score of 5.0
  • no sub-test less than 4.5

Pre-sessional courses

Applicants who do not meet the minimum English language requirements have the option to study one of our preparatory and pre-sessional English courses. The UWS courses available are:

  • 10 week pre-sessional - entry criteria UKVI IELTS 5.0 with no element below 4.5.
  • 5 week pre-sessional - entry criteria UKVI IELTS 5.5 with no element below 5.5.
  • English Language for University Study - entry criteria UKVI IELTS with score of 4.0 in all elements (10 month course), or 4.5 with no score below 4.0 (7 month course).

Course details

To exit with a Postgraduate Diploma you must pass the taught modules. More than likely you will continue to work towards an MSc and complete modules and a dissertation.

To achieve the Postgraduate Diploma your studies will include:

  • Digital Marketing Practice (20 credits, core)
  • Branding People, Places and Spaces (20 credits, core)
  • Digital Marketing Theory (20 credits, core)
  • Creative Research (20 credits, core)

You will also complete an additional 40 credits from a list of option modules which vary depending on the route you select.

Finally, you will have the opportunity to develop, as part of the individual module assessments, an online portfolio of competencies that will sharpen your practical skills.

Route 1 - for those with little/no digital marketing experience

If you choose Route 1 you will be attending:

  • Content & Media Management and Strategic Marketing: MARSTRAT module

This is in addition to your core modules.

Route 2 - for those who already have a qualification in digital marketing

You will have the opportunity to undertake any of the optional modules available inherited by the MSc Suite such as:

  • MSc Creative Branding
  • MSc International Events Management
  • International Tourism Management

This is in addition to your core modules.

Route 3 - work-based learning pathway for those in paid employment in digital marketing

If you choose Route 3 you will be attending:

  • Professional Practice Development I
  • Professional Practice Development II

This is in addition to your core modules.

Teaching and Assessment

Our MSc Digital Marketing course makes use of a range of practically focused assignments, asking you to write:

  • reports
  • case studies
  • portfolios
  • presentations

Teaching methods will incorporate many aspects of the digital world and the course will employ both on-line and offline pedagogic tools to deliver module material. The learning experience is intended to be flexible and student centred, aiming to deliver an interactive learning experience.

The above practical assignments are in addition to other assessment formats which will replicate the types of practice you will be expected to undertake in your typical working life upon completion of the course.

Course Structure

Find out more about the structure, learning outcomes, compulsory and optional modules in this course.

Course Structure (17/18)

Postgraduate Tuition Fees

MSc Digital Marketing with DMI (Scottish Campuses) 2017/18

Scottish & EU

£3,930 per year of study

English, Northern Irish & Welsh

£3,930 per year of study

Channel Islands & Isle of Man

£3,930 per year of study

International (Non-EU)

£12,750 per year of study

More on current & future tuition fees

Additional Costs & Sources of Funding

The cost of attending university is an investment in your future career.

In addition to tuition fees and living expenses, some courses involve extra costs like study materials, field trips, equipment and uniforms.

Fortunately, there is a great deal of financial support available to help students meet the cost of their study. This ranges from:

  • statutory government loans to pay for tuition fees
  • scholarships for Scottish, EU and International (non-EU) students
  • bursaries to help towards living expenses


The sections below provide details of additional costs that your course may involve along with any financial support that may be available.

You can also find additional information in our Postgraduate Money, Fees & Funding section.

Additional Costs

Students on certain degrees will incur some additional costs not covered by their tuition fees. These could be for things like specialist equipment, study materials, work placements, graduation, membership of relevant organisations or costs related to carrying out fieldwork.

For students on course with an element of fieldwork, there may also be extra costs for travel and accommodation.

Please contact the course leader for details of the additional costs associated with this course.

Tuition Fees & Living Cost Support

Tuition Fees & Additional Costs

Tuition fees are calculated based on where you are from and what you are studying. Some courses also involve additional costs, such as mandatory field trips, equipment or studying abroad.

Find out how much it will cost you to study at UWS as a postgraduate student.

Funding for Scottish Students

Scottish students studying at postgraduate level at UWS are entitled to various funds and support towards tuition fees and living costs.

Find out more.

Funding for English, Welsh & Norther Irish Students

English, Welsh and Northern Irish students studying at postgraduate level at UWS are entitled to various funds and support towards tuition fees and living costs.

Find out more.

Funding for EU Students

EU students studying at postgraduate level of UWS may be eligible for SAAS funding, as well as support to meet the costs of childcare and various sources of additional funding.

Find our more.

Funding for International Students

There are several scholarship and incentive schemes available to international students studying at postgraduate level at UWS, as well as support to meet the costs of childcare and various sources of additional funding.

Find out more.

Other Financial Support

Discretionary & Childcare Funds

UWS administer a range of discretionary and childcare funds. These are designed to support students who are experiencing financial difficulty or struggling to meet the costs of childcare.

Find out more.

Benefits & Tax Credits

Becoming a student can have an impact on your entitlement to certain benefits. It may mean you are no longer eligible to claim a benefit you have been receiving, or your new income from student funding may affect the amount you are able to receive.

Find out more.

Additional Financial Support

If there isn’t a statutory source of funding for you or your course, or you are in need of additional financial support, you may wish to consider more alternative sources of funding such as trust funds and scholarships.

Find out more.

Money & Debt Advice

Choosing to become a student can have a big impact on your budget and you may need to reassess your spending to account for a reduced income. We’ve put together some guidance to help you manage your money and make the right financial choices for you and your family.

Find out more.


You should apply for all UWS postgraduate courses using our online application form.


The first stage of the process is to create an profile; you don't have to complete the application in one session - you can complete it in stages by saving what you do each session and return to complete it at a later date.

Most courses don't have a formal closing date, but they will close when they are full; apply early to avoid disappointment. There may also be funding deadlines that apply to you.

You will need to upload documents with your applications, which may include transcripts and degree certificates.

You can find out more here in our Postgraduate Application Guide.

An ATAS certificate is not required for overseas students applying for this course.


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Course Leader

Theo Tzanidis

Business & Enterprise

Research at UWS

With cutting edge facilities, specialist knowledge and world-leading and internationally excellent expertise, we aim to develop research outputs that have a tangible, early and positive impact on society across the globe.


We will always try to make sure that we publish accurate course information but we do not accept responsibility for any mistakes or omissions. We will also try to make sure that we deliver our courses in line with our published information. However, we may not always be able to do so and you can find further information about this in our enrolment terms and conditions.