Digital Marketing

Digital Marketing MSc

Course fees (2018/19 entry)

Option / fee Value
Home/EU full-time annual tuition fee: £6,250
Home/EU part-time tuition fee: £34.75 per credit
International full time annual tuition fee: £13,250

Course type



Liverpool Business School

Study mode

Full Time & Part Time

About your course

The MSc Digital Marketing at Liverpool John Moores University will extend your knowledge of traditional marketing and equip you with the new knowledge and approaches needed to reach digital audiences.

  • Course available to study full time (1 year) and part time (2 years)
  • Programme at the cutting-edge of digital marketing practice, led by staff with strong links to professional bodies
  • Developed in partnership with industry
  • Accreditation by the Institute for Direct and Digital Marketing recognising that course content is of a professional standard relevant to potential marketeers


The MSc in Digital Marketing sets you up perfectly for employment through the knowledge, modules, skills and placements you’ll acquire. I would recommend anyone looking into a career in this area to sign up. LJMU is great and that’s why I chose to stay on after my undergraduate degree.

Cathryn Appleton, Graduate

Thanks to the digital portfolio that I created on the course, I was able to get a better job as a Digital Assistant/Content Editor for the new website at LILA. My new employers congratulated me on my website (digital portfolio) and my blog. They also told me that they liked my website, and that having one is very important when you apply for these kinds of jobs.

Lourdes Villalobos, Graduate

Introduction to the School

Liverpool Business School is a modern, civic and student-centred business school with a track record of serving the regional business community for over 40 years.

The School provides responsive business education that prepares graduates for a wide range of business and management careers. We are proud of our approach to providing business education, which emphasises practical knowledge and its application, delivered by supportive and approachable staff. Throughout its history, the School has served the business needs of the North West through programmes which focus on developing professional capabilities required by a contemporary, dynamic economy. The School emphasises the power of education and practical application of research to improve the employability of people entering private, public and voluntary sectors, boosting the productivity of work forces, generating innovation and growth.

Research excellence    

In the 2014 REF, 81% of research submitted by Communication, Cultural and Media Studies, Library and Information Management at LJMU was either recognised internationally, or considered as internationally excellent. This research helps ensure that our postgraduate courses are positioned at the vanguard of developments in the field and that you have an opportunity to study alongside leading experts.

Top class facilities

The School is based in the Redmonds Building, located in the heart of the bustling Mount Pleasant campus and Liverpool’s growing Knowledge Quarter. The Redmonds Building is shared by three Schools within the Faculty of Arts, Professional and Social Studies – Liverpool Business School, Liverpool Screen School and the School of Law - making for a rich blend of student learning experiences.

As well as high quality lecture theatres and seminar rooms, social spaces, and ground floor cafe, the School has a state-of-the-art professional suite, with the capability to host conferences and seminars plus a dedicated postgraduate and research area.

The Redmonds Building is only a short walk from LJMU’s Aldham Robarts Library, which contains all the resources you will require for your studies, and is open 24 hours a day, seven days a week.

Why study this course at LJMU?

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.

This MSc 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.

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.

Expert guest speakers

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 Paul Corcoran, owner of Agent Marketing, Bill Givens from Concensus UK, Chris Ellerby-Hemmings from Barbellogic, Michael Green from Transactis Media, David Edmundson-Bird from Manchester Metropolitan University and Manchester-based futuroligist, Michael Ryan.

Programme outline and structure

Digital Marketing is one of the biggest growth areas in present times. For those with a talent for understanding brand identity, there are many new and exciting opportunities to explore tone-of-voice, and to make connections through these ever evolving modes of digital communication.

A new breed of marketing professional is in demand, someone who is able to combine traditional marketing methods with new techniques and platforms to reach a digital audience and who is also creative, innovative and responsive.

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.

The IDM accreditation recognises that the course content is of a professional standard relevant to those who want to work in marketing. It gives you the opportunity to take the IDM Certificate in Digital Marketing alongside your studies, a professional qualification widely recognised by employers.

What you will study on this degree

Please see guidance below on modules for further information on what you will study.


  • Digital Marketing in Context

You will develop a critical, theoretical understanding of the field of digital marketing, gaining an in-depth appreciation of the key areas of digital including email marketing, online promotion, social media management, mobile marketing and SEO

  • Digital Marketing (current and emerging technologies)

Explore the key concepts and trends within digital marketing while building confidence to work with some of the significant, emerging technologies in this exciting new field. The module provides hands-on, interactive workshops which will allow you to gain the necessary practical skills for working with the various technologies in the field of digital marketing

  • Marketing, Consumer and Business Insights

By completing this module, you will understand the nature of the marketing function and the importance of marketing within the modern organisation

  • Digital Marketing Strategy and Planning

 This module will provide you with a detailed understanding of how to plan a digital marketing campaign. You will evaluate relevant academic frameworks and up-to-date industry sources will be used to plan a detailed campaign.


  • Digital Marketing Campaign Management
This module complements 'Digital Marketing Strategy and Planning' and allows you to assess a digital marketing campaign.
  • Research Methods for Digital Marketing

Develop an understanding of the key research methods necessary to analyse important consumer and market trends. This module prepares you for your dissertation

  • Dissertation

Complete a 15,000 word research study on a theme of your choice

Further guidance on modules

The information listed in the section entitled 'What you will study' is an overview of the academic content of the programme that will take the form of either core or option modules. Modules are designated as core or option in accordance with professional body requirements and internal Academic Framework review, so may be subject to change. Students will be required to undertake modules that the University designates as core and will have a choice of designated option modules. Additionally, option modules may be offered subject to meeting minimum student numbers.

Please email if you require further guidance or clarification.

How will I be assessed?

 A variety of assessment methods are used including presentations, reports, portfolio assessments and there are no formal examinations

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 in semester one and campaign management in semester two.

Next, you will develop your understanding of planning a digital marketing campaign. This will demand both innovative and creative thinking, and a good understanding of current and emerging technologies.

Staff research interests

Liverpool Business School is home to a vibrant and active research community who are committed to innovation and excellence in research.

Marketing staff research interests include key areas such as social media engagement, online consumer behaviour, multi-screen marketing, big data, and marketing automation.

Liverpool Business School's research is concerned with important contemporary business and management issues, it is multidisciplinary in practice and reflects the School’s areas of special expertise. This approach is evident not only in our research but in PhDs and in some of the taught courses we offer or have designed for clients. Our main areas of research expertise include:

  • Entrepreneurship and small businesses
  • Public management
  • Evaluation research
  • Research with practitioners

Our expertise in Entrepreneurship is based on research specifically in this area, including the specialist topics of rural entrepreneurship, sustainability and graduate start-ups’.

Our Centre for Public Services Management helps us to focus our research expertise in public management, and we work with public bodies regionally and elsewhere to build our research base and put theory into practice.

Entry requirements (Home)

You should have or expect to gain a good second class honours degree. Honours degrees in Marketing, PR, Business, Computing and Media would be useful, however a degree in any relevant discipline will be accepted.

Non-UK applicants will be considered in line with normal entry requirements, and will also be expected to have demonstrated competence in English language equivalent to a minimum of IELTS 6.0 (minimum score of 5.5 in each individual component). If you have studied and successfully achieved a UK degree or degree from a majority English speaking country within 24 months of the start of the MSc are exempt from this requirement.

Entry requirements (International)

LJMU welcomes applications from international students. In addition to normal entry requirements, you will be expected to demonstrate a very good level of English language competence, for example an IELTS score of 6.0-6.5 or equivalent. Please note: specific courses may require higher levels of English language competence. If you have applied to study a full-time taught Masters, MRes, MPhil or PhD at LJMU, you should check if you require an Academic Technology Approval Scheme or ATAS certificate. It can take four to six weeks to receive an ATAS certificate, so please make sure you apply as early as possible. You can find out more on the British Foreign and Commonwealth Office (FCO) website. Alternatively, contact LJMU’s International Admissions Team for guidance. Please note: international students entering on a Tier 4 visa cannot study part time. Students entering the UK on alternate types of visa may be in a position to study part time. Please contact LJMU’s International Admissions Team for further details before making your application.  In order to obtain a visa you will also need to show evidence that the money required to cover your tuition fees and living expenses has been in your bank account for at least 28 days prior to submitting your visa application. So please make sure that your finances are in place before applying. For more details, go to our international website. For advice on any aspect of the application process, please contact LJMU’s International Admissions Team.

Application and selection

IDM and CAM qualifications will be considered alongside relevant industry experience.

Exceptionally, the requirements of a second class honours degree may be waived where past experience has made the applicant suitable for the programme. A minimum of 5 years' experience working in a marketing-related area is required.

Will I be interviewed?



6.0 (Min 5.5 in each component)



Is RPL accepted on this programme?


Please Note: All international qualifications are subject to a qualification equivalency check via NARIC.

Financial support

Tuition fees

All students enrolled on postgraduate taught programmes at LJMU are liable to pay an annual tuition fee. You can opt to pay your tuition fees in full at the start of each academic year or in instalments. If you need advice about how to pay your tuition fees, please email LJMU’s Student Funding Team.

Funding sources

There are many ways to fund postgraduate study for home and international students. From Postgraduate Masters Loans and Professional and Career Development Loans (PCDLs) to International Scholarships and subject-specific funding, you’ll find all of the information you need on our specialist postgraduate funding pages.

    Graduate employment

    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.

    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.

    Many of our graduates have secured exciting positions in the field of digital marketing following graduation. Some have even secured employment before they graduated. Graduate destinations include digital marketing agencies in the areas of social media management, content marketing and SEO.

    Sin Ying Ta, a current Digital Marketing student is working part-time with outsourcing accountancy firm, Sollertia. "I started working with Sollertia as part of the live brief project. I am managing the company's social media accounts and helping to enhance customer engagement using CRM software. This has helped me learn about content marketing, social media and the importance of consumer engagement."

    International Study

    International applicants are required to demonstrate equivalent qualifications to the standard requirements for entry when applying for courses at LJMU.

    Students must also demonstrate a proficiency in communicating through English, for example via an IELTS tests or equivalent.

    Please note: UK visa restrictions mean that international students are only permitted to study on a full-time basis.

    Please contact LJMU’s International Team by visiting for more information and advice.


    LJMU has launched a range of generous international scholarships for students enrolling at the University.

    These prestigious scholarships take the form of tuition fee waivers and are available for outstanding international students applying for taught postgraduate programmes and research degrees.

    You will need to complete an additional application form in order to be considered for these scholarships. Full eligibility criteria and the online application form are available here:

    Applications for these scholarships are welcomed from:

    • new international applicants
    • current LJMU international students hoping to progress onto postgraduate study at the University
    • LJMU international alumni

    The University may make changes to a programme of study or module where such changes are deemed to be beneficial to students, are minor in nature and unlikely to impact negatively upon students or become necessary due to circumstances beyond the control of the University.
    Further guidance on programme changes

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