Strategic Digital Marketing MSc

This contemporary course will equip you with the creative and strategic skills needed to work in Digital Marketing. The emergence of the circular economy and digital transformation has led to the creation of significant career opportunities worldwide ranging from small business to larger enterprise level. The dual qualification from Aston Business School and the Digital Marketing Institute offers significant added value to students who aspire to become digital professionals and transformational leaders of the future.

Course type

Full-time

Course format

Duration

1 year (Full-time)

UCAS code(s)

N/A

Start date

Course outline and modules

This degree will lead to a dual award as follows:

  1. MSc Strategic Digital Marketing.
  2. A Certified Digital Marketer professional award from the Digital Marketing Institute (DMI). Please visit the Digital Marketing Institute webpage for further details. Please note this is included in your overall MSc course fee.

DMI Accredited logo

This means every graduate will obtain a leading academic qualification from a triple accredited Business School and a professional qualification from the leading global professional body in digital marketing.

In the 21st century, digital marketing has become be one of the primary areas of businesses, not for profit, public sector institutions, and eGovernment. The recent innovations in disruptive technologies and digitalisation have created new opportunities to reach different audiences in a much more interactive way. The exponential growth in e-commerce, new business models, and digital communications requires a whole new range of skill sets. Big data and digital analytics also open new horizons in machine learning and artificial intelligence that can create more intelligent marketing strategies.

Digital marketing requires creative, analytical, and strategic skill sets which have been used as the foundations for the MSc Strategic Digital Marketing degree. It is designed to meet the needs of the global marketplace and employers from a wide range of sectors. There is considerable demand for digital marketing graduates in different countries across the world. In the UK alone, there is a digital skills shortage, and it is a similar situation in many countries. In emerging nations, rapidly growing businesses require students with digital marketing knowledge and skills to leverage new opportunities in both domestic and international markets. A specialist masters degree in this area can provide added value for students seeking new career opportunities in the UK and worldwide.

How will my skills develop?

You will develop demonstrate critical awareness of current and future trends in the digital marketing environment and the ability to identify key issues relating to organisational contexts in different sectors. You will also attain a conceptual understanding of the latest research relating to digital marketing theory and practice.

  • Foundation skills in digital marketing tools.
  • Creative skills in digital communications & digital branding.
  • Analytical skills using digital data and feedback metrics.
  • Research skills to help you understand key digital developments.
  • Strategic skills do lead digital transformation into the future.


You will apply rigorous analytical research methodologies and skills to conduct individual or team based research that identifies and solves digital marketing problems. You will communicate your findings/results of research effectively either individually or as part of a team and demonstrate essential skills in project management, self-organisation, and time management.

You’ll also study The Aston Global Advantage module which focuses on professional development and employability, helping you to apply the key skills that you will gain throughout the year.

During The Aston Global Advantage, you’ll also have the opportunity to study abroad with one of our international partners, undertake an internship placement in the UK or overseas or get involved in a global business challenge simulation. Finally, you will undertake the DMI Certified Digital Marketer exam and qualification.

How will this course help my career?

This course is designed to enhance your employability prospects. As well as being developed with industry experts through our advisory board, we also ensure you gain exposure to opportunities throughout your studies. In your third term you will have the choice of studying abroad or pursuing an internship.

Our courses offer a range of opportunities to gain practical experience, such as through consultancy projects or entrepreneurial opportunities. Find out more here.

The programme concludes with a Business Project or Dissertation, giving you the opportunity to analyse a digital business problem and practically apply the knowledge and skills developed during the course to outline your recommendations. This will also help to show prospective employers how you are able to impact their business.

During the Aston Global Advantage Programme, you will be given the opportunity for continuous professional development to enhance your future career prospects.

This course offers an opportunity to study a second degree at one of our international partner institutions once you have completed your year at Aston. Find out more here.

Modules

You will study the following modules as part of this course, ranging from the fundamentals to advanced-level digital marketing.

Integrated Communications & Digital Strategy

This module is about developing an overall strategic mindset in digital transformation. Students will learn how to analyse critical issues, provide suitable strategic solutions, and drive innovative change in a brand or organisation from a digital marketing perspective.

Digital Advertising

This module is about the theory and practice of advertising across various types of digital platforms. This includes websites, social media and mobile. Students will not only learn about the nature of digital advertising but also how to improve the choice of digital channels and the effectiveness of the creative content.

Content Marketing for Digital Media

This module will explore the importance of content marketing for digital media. It is designed to help students to develop an effective content marketing strategy across different digital platforms using an integrated approach. Students will also learn how to develop creative and engaging content for different digital media.

Digital Analytics & Artificial Intelligence

This module explores the role of big data and artificial intelligence (AI) in digital marketing practice. It also covers the key digital metrics and analytical processes involved in assessing digital marketing performance and what actions need to be taken based on the resultant data.

Digital Psychology & Buyer Behaviour

This module is about understanding the underlying processes of customer psychology, behaviour, and choice in the online digital environment. It will help students to improve digital marketing communications at various critical touchpoints in the customer journey of different target groups.

Social Selling & E-Commerce Management

This module covers the important aspects of direct marketing, online selling, and digital point of sale. It will help students critically examine the different aspects of e-commerce and sales across social media, website, and online marketplaces.

The Digital Marketing Environment

This is an introductory module which will provide students with a critical understanding of the current issues in digital including ethics and cybersecurity. It will also explore the role of disruptive technologies across different industry sectors and the major changes happening in the digital marketing landscape.

Ethics in Academic Practice

This module involves the completion of an ethics approval form for your proposed research and the completion of an online quiz to ensure your awareness of key research ethics.

Analysis for Dissertation Research

This module involves the critical exploration of different research methods and how to prepare an effective research proposal.

The Aston Global Advantage

The Aston Global Advantage is our professional development programme that runs throughout all MSc programmes at Aston Business School. Focusing on professional development and employability, this integrated module gives you the opportunity to identify, develop and apply the key transferrable skills you will gain throughout the year. This will also be the route for obtaining the professional digital marketing qualification and award from the Digital Marketing Institute (DMI).

Business Project or Dissertation

This module is designed to be the major capstone at the end of the programme and involves a student choosing a contemporary research topic in digital marketing. The project involves undertaking extensive primary and secondary research. Students will learn to apply contemporary academic theories and develop meaningful research findings/recommendations that can contribute to the understanding of digital marketing practice.

 

Entry requirements

Entry Requirements
  • A good UK honours degree (at least a 2:2) in marketing or a degree which contains relevant marketing subjects.
  • Equivalent overseas degree recognised by Aston University. There must also be evidence of some marketing related subjects.

Please note: If you do not have the academic qualifications in marketing related subjects, we will consider relevant professional marketing experience. This can include 2 years professional marketing experience which can include a full one-year internship in a marketing related role.

In addition we require:

  • Two professional references – at least one must be from an academic referee.
  • An official academic transcript of your university grades to date.
  • A completed application form.

International

  • An official academic transcript, with an official English translation, of your university grades to date.
  • Students whose native language is not English will also need to satisfy our English language requirements Pre-sessional English language programmes are available for good applicants whose English qualification falls just short of these requirements.
  • Postgraduate masters students enrolling with Aston Business School with a 5.5 in one of the four IELTS sections will be required to engage with English language tuition as part of our professional development programme, The Aston Global Advantage. There will be no extra cost to the student.
  • Aston University provides a range of opportunities for international students to join our community and study on our campus. A key part of our strategy is our relationships with teaching partners, providing multiple pathways to Aston. Find out more.
  • For more information about qualifications, view our Aston in your country webpage.

The information contained on this website details the typical entry requirements for this course for the most commonly accepted qualifications. Applicants with alternative qualifications may wish to enquire with the relevant admissions teams prior to application whether their qualifications are deemed acceptable. For less commonly encountered qualifications this will be judged on a case-by-case basis in consultation with the academic admissions tutor.

 

Learning, teaching and assessment

This course will provide you with an excellent learning experience that draws on the research and consultancy of Aston academic staff, utilising the University’s links with business, professional and public sector organisations. It offers you the opportunity to enhance your employability by developing life-long learning and personal development skills.

Our innovative virtual learning environment, Blackboard, will support and enhance your learning experience. This online platform has a wealth of resources to help you make the most of your course such as lecture slides and other study materials. Aston University also has extensive physical and virtual library resources with access to leading textbooks, academic journals, business, and marketing databases. It also leading practitioner resources such as The Economist and Financial Times with full access to their current and previously published articles.

A variety of assessment methods, including exams, coursework, and practical sessions are designed to test your understanding of key topics. Every assessment is designed to combine leading theoretical and practical aspects of digital marketing.

International students

Aston University is a diverse, close community and welcomes international students on many of our postgraduate programmes. Students from over 120 different countries chose to study with us every year and Aston is not only a great place to study, based in the centre of Birmingham it’s also a great place to live.

Post-study work visa

Aston University welcomed the creation of a new immigration route which will enable international students to remain in the UK for two years after they have completed their studies to find work. The new post-study work visa will apply to international students starting undergraduate and postgraduate courses from 2020. Visit this webpage for more information on post-work visas.

Student experience and employability

Overseas opportunities

We benefit from an extensive network of partner institutions, including some of the highest ranked business schools in the Europe, such as Kedge Business School in France. Your options are not just limited within Europe, we also have partnerships with universities worldwide, from Australia to China and USA to Singapore.

You’ll be pleased to know that all our overseas study programmes are all tuition-free and you’ll study and be assessed in English.

Placements

We believe that a work placement taken as part of your Masters programme can be hugely beneficial to your career prospects. It will enhance your CV and can give you a competitive advantage when applying for graduate roles.

As part of this course you’ll have the opportunity to undertake a work placement. Choose a company of your choice, in the UK or overseas, and spend from one month to 12 months gaining valuable work experience. You’ll apply what you’ve learnt daily and develop a deeper understanding of your subject area.

Our students have been successful in gaining work placements in a wide variety of business sectors, both in the UK and internationally. You’ll also have the unique opportunity to support start-up businesses and a local SMEs with real-life business projects through our Aston Business Clinic. You can work to solve strategic problems and making a real positive impact to growing businesses.

Our award-winning careers team will be on hand to help you find work placements and graduate positions. The team are also available to assist you with your CV and interview technique. Find out more here.

Placement case studies

Find out about Ememobong Etim’s placement as a Business Strategist and Development Analyst with Vitabonna Development Limited.

Find out about Suzhen Ye’s placement as an Assistant Marketing Director with First Plus Education.

Find out about Chloe Chan’s, Health Tech Services Internship at Holland & Barrett.

Find out about Piyushi Pawan’s placement as a Regional Marketing Coordinator for India, Aston University.

Universities Business Challenge Global Masters

All Aston University Business postgraduate students have the opportunity to take part in the Universities Business Challenge (UBC) Global Masters. The UBC Global Masters is a team-based business simulation event that provides participants with the opportunity to act as a board of directors, who have taken responsibility for improving the performance of a company. Find out more here.

Trips and visits

Your lecturers will arrange for guest speakers to visit and deliver the course content. This will give you with the chance to learn from experienced business analytics professionals. You’ll gain an insight into how different companies operate and the challenges faced in this area of business.

Graduate employers visit campus during the year. There are careers fairs, networking events and much more. You’ll have the chance to discover a wide range of graduate opportunities and speak with companies to see where’s the best place for you to start your career. 

Fees and scholarships

UK students (2022/23): £11,500

International/EU students (2022/23): £21,250

Tuition fees for students are reviewed annually and may increase in subsequent years in line with inflation linked to the Retail Price Index (RPI) to take account of the University’s increased costs of delivering the Programme. Any such increase shall always be in accordance with the law. When undertaking a placement year a placement year fee applies.

More information on fees

Scholarships

At Aston University we are committed to supporting the most talented and hardworking students to achieve their potential by providing a range of scholarships to help lower tuition and living costs. Find out more about our scholarships here.

20 per cent postgraduate alumni scholarship


 

 

 

 

 

Cost shouldn't limit your career aspirations, which is why we are delighted to offer all Aston graduates (including exchange students) a 20% loyalty scholarship in standard taught MA, MSc and Full-time MBA course fees.

This means that as an Aston graduate applying to our MSc Strategic Digital Marketing course, you could save...

£2,300

UK students
(Total saving equivalent to 20% of the annual tuition fee)

£4,250

International/EU students
(Total saving equivalent to 20% of the annual tuition fee)

As an Aston graduate, you will automatically qualify. For more information visit our webpage.

Career Prospects

This course will develop the specialist skills and knowledge in digital marketing to enhance your personal career development the needs of future employers.  

The dual award will enhance your career prospects across a wide variety of industries in the private, public, and not-for-profit sectors. There are significant employment opportunities in the UK, international, and global labour markets. If you choose to start up your own enterprise, or are already involved in an expanding small business, this postgraduate programme will enable you enhance the digital marketing strategies and drive business growth.

Career options include professional roles in organisations and marketing agencies such as:

  • Social Media: Being involved in the management of a social media portfolio for social selling, branding, and customer engagement.
  • Content Marketing: Developing organic content strategies across the entire digital portfolio of a brand or organisation for customer engagement and organic search optimisation.
  • Digital Analytics: Working as an analyst interpreting off-site and on-site user/customer data for marketing intelligence purposes.
  • Digital Advertising: Working in the creation and deployment of digital advertising for a brand in-house or through an agency.
  • Digital Public Relations: Working in-house or in an agency managing digital PR and online reputation.
  • Search Marketing: A dedicated role in-house or in a specialist agency managing paid and organic search marketing and liaising with content marketers.

Integrated Digital Communications for example:

  • Digital Consultancy: Working in a digital marketing consultancy or as a freelancer in digital marketing strategy.
     
  • Digital Transformation & Strategy: Managing digital change in a business or organisation.
     
  • Digital Marketing for SME: Helping a small business grow by managing its entire digital portfolio and digital marketing strategy.
     
  • E-Commerce: Managing digital selling and transactions through website, social selling, and direct marketing.


International students

Aston University is a diverse, close community and welcomes international students on many of our postgraduate programmes. Students from over 120 different countries chose to study with us every year and Aston is not only a great place to study, based in the centre of Birmingham it’s also a great place to live.

Post-study work visa

Aston University welcomed the creation of a new immigration route which will enable international students to remain in the UK for two years after they have completed their studies to find work. The new post-study work visa will apply to international students starting undergraduate and postgraduate courses from 2020. Find out more information on post-work visas.

Aston University was recognised as the 'Best University Careers/Employability Service'.

The Careers and Placements team at Aston University won the 'Best University Careers/Employability Service' category at the National Undergraduate Employability (NUE) Awards 2020 for its use of innovative ideas to engage a high number of students with the service in order to support them with their career planning.

Aston University has strong links with national and international organisations with over 200 employers interacting with students on campus each year.

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