Plymouth Business School

MSc Digital and Social Media Marketing

With companies spending more of their budgets than ever before on digital marketing, and brands like Google, Amazon and Facebook continuing to grow their user base, digital and social-media marketing is changing the rules of competition, giving customers ways to directly influence modern businesses. With this MSc you’ll learn how to succeed in this new reality of marketing, actively participating in the planning, development and deployment of real digital and social media marketing campaigns.

Careers with this subject

Key features

  • This course is designed to keep you at the forefront of modern marketing practices and will equip you with an advanced knowledge of in digital marketing strategy and planning.
  • Build the skills to bridge the gap between theoretical knowledge and its practical application in business situations with hands-on experience through practical workshops and real-world projects working alongside industry professionals on genuine digital marketing campaigns.
  • Work with real projects, real firms, real challenges, real skills and competencies and build your skills ready to succeed in this increasingly competitive sector.



Course details

  • Year 1
  • Core modules
    • HRL710A Leadership and Management Essentials

      This module will provide learners with a rigorous framework of knowledge, skills and understanding concerning leadership and management that they will need whatever the degree of specialisation they later elect to follow.

    • MKT700A Marketing and Strategy

      The purpose of this module is to develop an understanding of the role of marketing and strategy in a range of contemporary organisations. It examines the major themes within the marketing arena and equips participants with the ability to evaluate and recommend appropriate actions to fulfil their objectives. Further to this, the module introduces key concepts and frameworks of strategy and develops students¿ abilities to apply appropriate analytical techniques used in strategic decision-making. The relationship between marketing and strategy and other business functions is explored. The module uses case studies to provide an integrative perspective on aspects of marketing and strategy within organisations.

    • MKT704 Branding and Marketing Communications

      The module analyses the key elements of the marketing communications¿ mix, and outlines and assesses their role and significance in developing and maintaining brands. The main themes of customer-based brand equity, brand positioning, managing brand elements, using integrated marketing communications to build brand equity and secondary brand associations are introduced and critically appraised through reference to contemporary journal academic literature.

    • MKT713 Digital Marketing

      This module exposes students to the constantly changing nature of digital marketing. It looks at the origins of the discipline in the context of early e-commerce and move into the current day. It examines the leading edge of technology and practice and how it impacts on a whole range of other disciplines, such as ¿traditional¿ marketing, management, international business and business strategy.

    • MKT715 Relationship Marketing and CRM

      This module provides theoretical and practical insights into the importance and relevance of relationship marketing in both a B2B and B2C context. It identifies how such relationships can be a source of competitive advantage, add value, and impact on marketing and management decisions.

    • MKT716 Analytics and Databases

      This module provides students with knowledge of the analytics and data management associated with digital media, and its application to business and social practice and how they are used within the broader organizational context.

    • MKT717 Research Methods for Decision Making

      This module focuses on the application of common approaches to researching brands, markets and customers. It will introduce you to the research approaches utilised by professionals in the brand value management field to gather evidence to help inform decision making on market position of a brand and the relationship and understanding of the brand to the consumer. The module emphases the importance of collecting and analysing, appropriate, accurate and relevant information to support these decision-making processes. There is an emphasis on acquiring practical research skills throughout the module that can be transferred to a variety of research settings.

    • MKT718 Social Media Theory

      This module exposes students to key concepts and theories relating to online communities and social networking. The module will provide the academic and conceptual basis for the development of effective social media engagement strategies such as, social media user behaviour, online community and personalisation.

    • MKT719 Social Media in Practice

      This module will expose students to the complexities of developing and practical implementing a social media plan. Students will be expected to utilise relevant theory gained on the programme to develop appropriate objectives and Key Performance indicators, apply the necessary strategy and effectively publish relevant content on social media platforms.

Every postgraduate taught course has a detailed programme specification document describing the programme aims, the programme structure, the teaching and learning methods, the learning outcomes and the rules of assessment.

The following programme specification represents the latest programme structure and may be subject to change:

MSc Digital and Social Media Marketing programme specification 5346

The modules shown for this course or programme are those being studied by current students, or expected new modules. Modules are subject to change depending on year of entry.

Entry requirements

A good honours degree, first or second class, or equivalent, in any discipline.

If English is not your mother tongue 6.5 IELTS with a minimum of 5.5 in any element in a secure English language test.

Plymouth University offers pre-sessional English language courses if you do not have this.

We welcome students from a broad range of disciplines who are keen to place their undergraduate discipline knowledge into the context of digital and social media marketing.

Fees, costs and funding

New Student 2018 2019
Home/EU £9,500 To be confirmed
International £14,000 To be confirmed
Part time (Home/EU) £500 To be confirmed
Full time fees shown are per annum. Part time fees shown are per 10 credits. Please note that fees are reviewed on an annual basis. Fees and the conditions that apply to them shown in the prospectus are correct at the time of going to print. Fees shown on the web are the most up to date but are still subject to change in exceptional circumstances.

How to apply

Applying for postgraduate taught study

The University aims to make the application procedure as simple and efficient as possible. Our Postgraduate Admissions and Enquiries team are on hand to offer help and can put you in touch with the appropriate faculty if you wish to discuss any programme in detail. If you have a disability and would like further information about the support provided by University of Plymouth, please visit our Disability Services website. Support is also available to overseas students applying to the University from our International Office via our how to apply webpage or email international-admissions@plymouth.ac.uk.

If you would like any further information please contact the Postgraduate and Enquiries team:

Telephone: +44 (0)1752 585858

Email: admissions@plymouth.ac.uk 

Submitting an application

Apply for postgraduate study using our online postgraduate application form.

Alternatively you can download a copy of the application form to be submitted by hand, by post or via email with accompanying attachments.

Additional guidance information can also be downloaded on how to fill in the postgraduate application form.

Applying for postgraduate research study

The University aims to make the application procedure as simple and efficient as possible. The Doctoral College is available to answer any queries on our postgraduate research degrees.  If  you have a disability and would like further information about the support provided by University of Plymouth, please visit our Disability Services website. Support is also available to overseas students applying to the University from our International Office via international-admissions@plymouth.ac.uk

If you would like any further information please contact the Doctoral College:

Telephone: +44 (0)1752 587640

Email: doctoralcollege@plymouth.ac.uk

Submitting an application

Apply for postgraduate study using our online postgraduate application form.

Alternatively you can download a copy of the application form to be submitted by hand, by post or via email with accompanying attachments.

Additional guidance information can also be downloaded on how to fill in the postgraduate application form.

Accreditation

This programme is accredited by the Institute of Direct and Digital Marketing (IDM). Students who pass the Digital Marketing module will be exempted from two parts of the IDM’s Certificate in Digital Marketing. To fully qualify for the honorific Cert DigM, students must sit an additional external IDM exam which can be taken at the University of Plymouth.

Find out more about the IDM

Marketing and branding with University of Plymouth

This masters suite will show you the increasing importance of innovation and how it holds the key to sustainable business growth. You will be at the forefront of modern practices, and it will equip you with an advanced knowledge of marketing strategy and planning as well as many transferable skills to kickstart your career in business.

Find out more about MSc Brand and Design Management and MSc Digital and Social Media Marketing

Master Your Future – Faculty of Business Professoriate Scholarships

The Faculty of Business Professoriate Scholarships of £1,000 are awarded to selected students undertaking postgraduate study each year.

The opportunity to apply for a professoriate scholarship is available to applicants currently in receipt of an offer for postgraduate study.

Find out more and how to apply

Postgraduate loans

You may now be eligible for a government loan of over £10,000 to help towards the cost of your masters degree.

The loans will be available for both taught and research masters programmes across all disciplines and subject areas.

Find out more about your eligibility for a postgraduate loan

Postgraduate students

Postgraduate study in the Faculty of Business can help you realise your ambitions and develop your potential as a manager and leader of the future. Whether you come to us as a newly qualified graduate or after a successful track record in industry we provide high quality, professionally accredited postgraduate programmes, and PhD and professional doctorate supervision.

International community

Play your part in out thriving international community of 3,000 students from over 100 countries studying full and part time programmes at the University.

We'll help you at every step of your journey from applying to settling in, during and after your postgraduate studies.

International study pathways with the University of Plymouth International College

The University of Plymouth International College (UPIC) offer university foundation, first year degree and pre-masters pathways to a range of undergraduate and postgraduate degrees within the Faculty of Business. With 96 per cent of all students progressing on to their chosen Plymouth University degree, the UPIC pathways are an excellent alternative entry point for international students.

Find out more about your study opportunities with PUIC

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