MSc Digital Marketing | Part-time
- Entry year:
- 2026/27
- Start date:
- September
- Study mode:
- Part-time
- Course duration:
- 2 years
- Campus:
- Mount Pleasant
About this course
The MSc Digital Marketing at LJMU will extend your traditional marketing knowledge and equip you with new knowledge and approaches to reach digital audiences.
- Learn from staff with strong links to professional bodies
- Study on a cutting-edge course, accredited by the Institute for Direct and Digital Marketing
- Benefit from course content which is of a professional standard relevant to potential marketeers
- Winner! Business School of the Year, Times Higher Education Awards 2025
- Winner! Business School of the Year, Educate North Awards 2025
Informed by current industry best practice, this masters-level degree is aimed at graduates interested in pursuing a career in digital marketing, and professionals who may already be in a marketing role and would like to diversify into the digital arena.
As the digital economy continues to grow, businesses need to develop a multi-channel digital presence to reach customers. Your postgraduate study on this specially designed course at LJMU will place you at the leading edge of creative strategy in this exciting area of the marketing industry.
The programme is designed to meet industry demands by equipping the next generation of digital marketing professionals with the knowledge and practical skills to develop, manage and lead a digital marketing campaign.
It enables students to develop key skills in areas such as website development, social media management, content marketing, web analytics, user journey analysis, the effects of multi-screen usage, SEO and mobile integration.
Initially you will explore digital marketing principles and practices, emerging technologies and consumer behaviour in the digital age. You will develop a good understanding both of traditional marketing and of new ways of working in a digital environment, making the programme relevant to those who have studied marketing and those who are from technology backgrounds.
Liverpool Business School at Liverpool John Moores University is a member of AACSB International The Association to Advance Collegiate Schools of Business.
AACSB International is a global association of leaders in education and business dedicated to supporting and advancing quality business education worldwide. Through membership, accreditation, research, thought leadership, professional development, and advocacy, AACSB partners with over 1,500 organizations, from more than 90 countries globally. Membership or participation in the Global Education Alliance does not imply accreditation.
Natalie Taylor, Programme Leader for MSc Digital Marketing
Domingo's story
Originating from Seville, Domingo studied a Masters in Digital Marketing.
"I first came to Liverpool on an exchange programme as part of my undergraduate degree. I wanted to step outside of my comfort zone, improve my English and experience a new culture. It seems ironic then that eight years later, this is the place I think of as my home from home, a place that will launch my career and provide the openings I am looking for.
I decided to return to education after a few years working in marketing because I felt that improving my academic skills would drive my career forward. The course is giving me a broader vision of marketing, showing me what marketing can be and how it can enhance my career. The level of study is just challenging enough. I am working alongside entrepreneurs and business owners and they are impressed with the level of learning on offer. I think that taking time out of the workplace gives you the space to research and really think about your subject.
The support on offer at LJMU is massive. There is always someone to help you, no matter what your questions. Staff are always in touch with you offering support via email and there's the website and social media channels to help keep you connected. I think that sense of community is something you feel all over Liverpool. The people here are a real asset to the city, they want to help you, they believe in you and, in terms of kick-starting your career, they give you opportunities. Liverpool is a thriving, developing city which is even flourishing in the current economic climate and that makes it the perfect place to study and to work."
LJMU Liverpool Business School
Course modules
Discover the building blocks of your programme
Further guidance on modules
Modules are designated core or optional in accordance with professional body requirements, as applicable, and LJMU’s Academic Framework Regulations. Whilst you are required to study core modules, optional modules provide you with an element of choice. Their availability may vary and will be subject to meeting minimum student numbers.
Where changes to modules are necessary these will be communicated as appropriate.
Core modules
Experiential Marketing in the Digital Era
20 credits
20 credits
Learn how to critically evaluate the role of UX within organisations. Throughout the module, students will learn to critically analyse and understand the online customer experience through group discussion, theoretical analysis and live lab sessions.
Digital Marketing Communications
20 credits
20 credits
Critically apply various digital communication tools and learn how to create digital content to address specific objectives. Learn how to critically evaluate best practice methods for online presence.
Campaign Management and Analytics
20 credits
20 credits
This module enables students to develop, monitor and evaluate a live campaign for a real client brief. This allows students to gain practical skills and knowledge in campaign management and data analysis.
Digital Marketing Strategy and Planning
20 credits
20 credits
Learn how to design, deliver and manage a strategic digital campaign. Evaluate the various factors which influence strategic marketing decisions in the digital context.
Digital Consumer Psychology
20 credits
20 credits
Gain a critical understanding of the psychological elements of human cognition, such as attention and memory, in order to understand the behaviour of consumers in a digital marketing context.
Data Collection and Research Insights
10 credits
10 credits
This module equips students with the knowledge they need to identify the data requirements to make informed management decisions in regard to an organisation's marketing activities.
Marketing Project
60 credits
60 credits
Develop and execute a research project with guidance and supervision. Apply concepts from both digital and wider marketing literature, along with research methodology concepts and techniques, to a specific problem or scenario.
Digital Industry Masterclass Series
10 credits
10 credits
Learn from industry professionals in a four-hour evening workshop which runs over four weeks in semester 2. The workshops will teach you to use a range of software that is currently used in industry so that you are equipped with relevant practical skills for this ever evolving sector.
Professional body recognition
This course is accredited by the Institute of Data and Marketing.
Your Learning Experience
An insight into teaching on your course
Study hours
Part-time study is 2 evening sessions per week, likely to be Tuesday evenings, 5.30-8.30pm and Wednesday evenings, 5.30-8.30pm.
The Digital Industry Clinic runs for four weeks during the second semester at a slightly longer time of 4 hours from 5:00-9:00pm. Please note that these times may be subject to change.
Beyond this, students should leave adequate time for independent study, preparation and assignment development as this is vital for success at Masters level.
Teaching methods
The key concepts and trends of digital marketing will be introduced via case studies and hands-on practical work. You will be prepared for management and leadership roles via a taught module in semester one and hands-on experience of campaign management in semester two.
Next, you will work to plan a digital marketing campaign. This will demand both innovative and creative thinking, and a good understanding of current and emerging technologies as well as practical project management techniques using an industry standard methodology, such as Agile.
To help you appreciate the challenges faced by digital marketing practitioners, we will invite guest speakers to deliver seminars based around their own professional experiences. Previous guest speakers have included Amanda Dolan from BoohooMAN, Andi Jarvis from Eximo Marketing, Paul Corcoran from Agent Marketing, Rob Manning from Reckitt and Josh Beale from Mapp Digital.
Applied learning
The business consultancy project that you will undertake in the second year of study will enable you to gain practical skills and work with students from your course as a team of consultants. You will apply the theoretical knowledge you have gained by undertaking a project for a business, enabling you to gain real workplace skills. You will undertake group tutorials and study in our dedicated Management Development Suite, based in a listed building in Liverpool's historic Georgian Quarter.
How learning is monitored on your programme
To cater for the wide-ranging content of our courses and the varied learning preferences of our students, we offer a range of assessment methods on each programme.
Assessment methods on this programme include: presentations, reports and portfolio assessments. There are no formal examinations.
Where you will study
The School is based in the Redmonds Building, in the heart of the bustling Mount Pleasant Campus and Liverpool’s growing Knowledge Quarter. The building is home to high quality lecture theatres and seminar rooms, social spaces, and a café. It is only a short walk from LJMU’s Mount Pleasant Campus Library, which contains all the resources you will require for your studies, and is open seven days a week.
Course tutors
Natalie studied BA Marketing and Advertising at Hull University, graduating in 2007, and then continued her studies in higher education by completing her PhD at The University of Central Lancashire. After lecturing for several years, Natalie developed a keen interest in digital marketing so expanded her skill base by completing the Chartered Institute of Marketing Professional Diploma in Digital Marketing and Web Analytics. Over the last few years, Natalie has been managing the MSc in Digital Marketing along with teaching digital marketing modules at postgraduate and undergraduate level.
Students on the programme will use their new skill base and apply it to their own strategic marketing plan.
Postgraduate research opportunities
At LJMU, you can take the next step in your academic journey with a PhD or MPhil, available on a full-time or part-time basis. International students also have the option to study remotely.
- PhD duration: Up to 4 years full-time, or up to 7 years part-time
- Funding options: Choose between funded projects (with supervisors already in place) or self-funded study
Our Doctoral Academy is here to support you every step of the way—from your first enquiry through to successful completion—working closely with Schools, Faculties, and Professional Services.
For more details on postgraduate research and full details on how to apply, visit the Doctoral Academy website.
Career paths
Further your career prospects
LJMU has an excellent employability record with 97% of our postgraduates in work or further study fifteen months after graduation (Graduate Outcomes Survey, 2025). Our applied learning techniques and strong industry connections ensure our students are fully prepared for the workplace on graduation and understand how to apply their knowledge in a real world context.
The programme offers opportunities to gain professional certification awards and will prepare you for roles in digital agencies, large companies and SMEs or for self-employment. Many of our graduates have secured exciting positions in the field of digital marketing following graduation. Some have even secured employment before they graduated or started up their own digital agency.
As a digital marketing graduate you will be equipped for roles such as: Analytics Manager, CRM and Email Marketing Manager, Digital Agency, Account Manager, Content Creator, Digital Marketing Manager, Web Manager, eCommerce Manager, Pay per Click Manager, Search Engine Optimisation (SEO) Manager, Social Media Manager, and a host of other roles.
Tuition fees and funding
- Part-time per credit:
- £60
Fees
The fees quoted above cover registration, tuition, supervision, assessment and examinations as well as library membership and student IT support with access to printed, multimedia and digital resources including programme-appropriate software and on campus wifi.
Financial Support
There are many ways to fund postgraduate study for home and international students. From loans to International Scholarships and subject-specific funding, you’ll find all of the information you need on our specialist postgraduate funding pages. The University offers a range of financial support for students. You'll find all the information you need on our specialist financial support pages including details of the Student Support Fund and other activities to support with the cost of living.
Additional Costs
In addition to fees, students should also keep in mind the cost of:
- Accommodation
- Travel costs and field trips unless paid for by LJMU
- Stationery, IT equipment, professional body membership and graduation gown hire
Entry requirements
You will need:
Qualification requirements
Undergraduate degree
A good second class honours degree in any relevant discipline
Further information
-
Extra Requirements
- IDM and CAM qualifications will be considered alongside relevant industry experience
- Exceptionally, the requirements of a second class honours degree may be waived where applicants have a minimum of five years' experience working in a marketing-related area
-
RPL
RPL is accepted on this programme
International requirements
IELTS
IELTS 6.0 (minimum 5.5 in each component)
Further information
-
Extra Requirements
- IDM and CAM qualifications will be considered alongside relevant industry experience
- Exceptionally, the requirements of a second class honours degree may be waived where applicants have a minimum of five years' experience working in a marketing-related area
-
RPL
RPL is accepted on this programme
Please Note: All international qualifications are subject to a qualification equivalency check.
How to apply
Securing your place at LJMU
To apply for this programme, you are required to complete an LJMU online application form. You will need to provide details of previous qualifications and a personal statement outlining why you wish to study this programme.
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