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
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.
This course is currently undergoing a review which may impact the advertised modules. Any changes will be communicated to interested parties to ensure they wish to proceed with their application.
Postgraduate students and graduates share their experience of studying at Liverpool Business School
Originating from Seville, Domingo Leal Perez has lived in Liverpool for six years. He is studying for his Masters in Digital Marketing.
“I first came to Liverpool on an exchange programme as...
Liverpool Business School
Fees and funding
There are many ways to fund postgraduate study for home and international students
The fees quoted at the top of this page cover registration, tuition, supervision, assessment and examinations as well as:
- Library membership with access to printed, multimedia and digital resources
- Access to programme-appropriate software
- Library and student IT support
- Free on-campus wifi via eduroam
Although not all of the following are compulsory/relevant, you should keep in mind the costs of:
- accommodation and living expenditure
- books (should you wish to have your own copies)
- printing, photocopying and stationery
- PC/laptop (should you prefer to use your own)
- mobile phone/tablet (to access online services)
- field trips (travel and activity costs)
- placements (travel expenses and living costs)
- student visas (international students only)
- study abroad opportunities (travel costs, accommodation, visas and immunisations)
- academic conferences (travel costs)
- professional-body membership
- graduation (gown hire etc)
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.
Further your career prospects
LJMU has an excellent employability record with 96% (HESA 2017) of our postgraduates in work or further study six months after graduation. 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.
Discover the building blocks of your programme
Your programme is made up of a number of core modules which are part of the course framework. Some programmes also have optional modules that can be selected to enhance your learning in certain areas and many feature a dissertation, extended report or research project to demonstrate your advanced learning.
Digital Marketing in Context
This module aims to develop theoretical and practical understanding of current issues and trends in digital marketing. It:
- introduces you to the impact of digital marketing on organisations and customers
- helps you to understand the digital marketing function and the importance of marketing strategy
- enables you to evaluate creative content and appropriate technologies for customer engagement
- enables you to understand the digital marketing industry and its contributions
Digital Marketing Current and Emerging Technologies
This module provides knowledge of digital technologies in line with company marketing objectives. Many online tools used for this module are based on industry leading technologies and are provided by major names including Google Analytics, AdSense, Bing Ads.
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 is predominantly based around group learning activities with guidance and supervision provided at certain points. It aims to implement and assess a digital marketing campaign using a live case study.
Research Methods for Digital Marketing
This module aims to provide a framework from which research philosophies, strategies and methods associated with research within business and marketing can be critically examined. It helps you to develop a deeper understanding of research competencies with specific reference to digital marketing and data collection methods.
Marketing, Consumer and Business Insights
This module focuses on student-centred learning. It enables you to:
- understand the nature of the marketing function and the importance of a marketing orientation within the modern organisation
- manage the marketing function as a practical entity based on relevant and appropriate management theory
- communicate the value-added benefits of marketing to internal and external stakeholders
- understand the economic, social, psychological and technological dimensions of buyer behaviour
- demonstrate how buyer behaviour informs marketing decision making
An insight into teaching on your course
Full-time study consists of 3 taught sessions per week, part-time study is 2 evening sessions per week. Each session lasts between 2.5 hours and 3 hours. Beyond this, students should leave adequate time for independent study, preparation and assignment development as this is vital for success at Masters level.
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 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.
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.
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 techniques vary from module to module to reflect relevant assessment approaches and the key learning points of each topic.
Assessment methods on this programme include: presentations, reports and portfolio assessments. There are no formal examinations.
Our staff are committed to the highest standards of teaching and learning
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.
What you can expect from your School
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 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.
Liverpool Business School also has a dedicated Management Development Suite, based in a listed building in the historic Georgian Quarter of Liverpool and a short walk from the Redmonds Building. The building has recently undergone £1.2 million investment to provide a professional learning space.
Order your brochure Research
You will need:
- a good second class honours degree in any relevant discipline
- 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
- IELTS 6.0 (minimum 5.5 in each component)
- Pearson 50-57
- RPL is accepted on this programme
- International students applying to study a full-time taught Masters, MRes, MPhil or PhD at LJMU should check if they require an Academic Technology Approval Scheme or ATAS certificate. Contact International Admissions Team for more details
- International students entering on a Tier 4 visa cannot study part-time
If you have any specific requirements, please contact firstname.lastname@example.org
Application and selection
Securing your place at LJMU
You will apply for the majority of postgraduate courses using our online application form. You should complete the form thoroughly and provide a detailed personal statement which reflects your suitability and aptitude for the programme.
The University reserves the right to withdraw or make alterations to a course and facilities if necessary; this may be because 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. Where this does happen, the University operates a policy of consultation, advice and support to all enrolled students affected by the proposed change to their course or module.
Further information on the terms and conditions of any offer made, our admissions policy and the complaints and appeals process.