Overview
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.
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Important information
We’ve highlighted important information about your course. Please take note of any deadlines.
Your course and study experience – disclaimers and terms and conditions
Please rest assured we make all reasonable efforts to provide you with the programmes, services and facilities described. However, it may be necessary to make changes due to significant disruption, for example in response to Covid-19.
View our Academic experience page, which gives information about your Newcastle University study experience for the academic year 2024-25.
See our terms and conditions and student complaints information, which gives details of circumstances that may lead to changes to programmes, modules or University services.
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
Modules
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.
Course content changes
Module information is intended to provide an example of what you will study.
Our teaching is informed by research. Course content changes periodically to reflect developments in the discipline, the requirements of external bodies and partners, and student feedback.
Full details of the modules on offer will be published through the Programme Regulations and Specifications ahead of each academic year. This usually happens in May.
To find out more please see our terms and conditions.
Optional modules availability
Some courses have optional modules. Student demand for optional modules may affect availability.
| Compulsory Modules | Credits |
|---|---|
| Dissertation in Marketing | 60 |
| Marketing Research | 20 |
| Principles of Marketing | 20 |
| International Marketing Ethics | 10 |
| Contemporary Trends in Marketing | 10 |
| Digital Consumer Behaviour | 10 |
| Digital Marketing Communications | 10 |
| Omnichannel Retailing | 10 |
| Social Media Marketing | 10 |
| Digital Marketing Strategy | 10 |
| Optional Modules | Credits |
|---|---|
| Customer Relationship Management | 10 |
| Marketing Analytics | 10 |
How you’ll learn
You’ll be taught through a variety of methods, including:
- lectures
- seminars
- workshops
- interactive projects using real-life examples
- external guest speakers
- experiential learning opportunities
You will also have the opportunity to engage with digital marketing professionals and industry bodies.
Depending on your modules, you’ll be assessed through a combination of:
- Case study
- Dissertation
- Essay
- Report
- Research proposal
- Thesis
- Written examination
Your teaching and learning is also supported by Canvas. Canvas is a Virtual Learning Environment. You’ll use Canvas to submit your assignments and access your:
- module handbooks
- course materials
- groups
- course announcements and notifications
- written feedback
Throughout your studies, you’ll have access to support from:
- peers
- academics
- personal tutors
- our University Student Services Team
- student representatives
You’ll also be assigned an academic member of staff. They will be your personal tutor throughout your time with us. They can help with academic and personal issues.
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
Careers
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.
Quality and ranking
- 42% of our research is classified as 4* world-leading research – Research Excellence Framework 2021
- 65% increase in research power since 2014 – Research Excellence Framework 2021
- Global Top 130 University – QS World University Rankings 2025
- Global Top 170 University – Times Higher Education World University Rankings 2024
- Top 25 in the UK and Top 100 in the world for sustainable development – Times Higher Education Impact Rankings 2024Â
Professional accreditation and recognition
Newcastle University Business School accreditation
Newcastle University Business School is accredited by the:
- Association to Advance Collegiate Schools of Business (AACSB)
- European Quality Improvement System (EQUIS)
- Association of MBAs (AMBA)
Only 1% of business schools worldwide hold this triple crown. Our accreditations reflect the investments we make for our students through providing a high quality teaching environment, innovative programming and active engagement with industry.
All professional accreditations are reviewed regularly by their professional body
Recognition of professional qualifications outside of the UK
From 1 January 2021 there is an update to the way professional qualifications are recognised by countries outside of the UK
Facilities
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.
Entry requirements
The entrance requirements below apply to 2025 entry.
Academic entry requirements
A 2:1 honours degree, or international equivalent, in any subject.
