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 and delivered by both academics and industry professionals
- Accreditation by the Institute for Direct and Digital Marketing recognising that course content is of a professional standard relevant to potential marketeers
- Assessment through live client briefs and consultancy or project work brings the opportunity to gain work experience and develop a digital portfolio as a showcase for potential employers
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.
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.
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 based on a 'live' brief
- Digital Marketing Campaign Management
This module complements 'Digital Marketing Strategy and Planning' and allows you to work alongside your client and develop your 'live' project
- 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
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 firstname.lastname@example.org if you require further guidance or clarification.
How will I be assessed?
You will be assessed entirely through written pieces of work in the form of reports and essays
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. You will work to a live client brief, either arranged by yourself (and approved by tutors) or provided by industry partners linked to Liverpool Business School.
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.
6.0 (Min 5.5 in each component)
Please Note: All international qualifications are subject to a qualification equivalency check via NARIC.
All full and part-time 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 pay by instalments. If you need advice about how you will pay your tuition fees, please email to LJMU’s Student Funding Team as soon as possible.
Sources of funding
Postgraduate loans for students from England, Wales and the EU
Postgraduate Masters loans are available for those studying in the 2017/18 academic year. The new government loans, of up to £10,280, are available for students attending eligible full and part-time Masters courses. To be eligible part time courses need to be studied at 50% intensity. Personal Eligibility is based on your age, your residency and if you have studied at Masters level previously.
Loan repayments will begin the April after course completion, with the first cohort of borrowers commencing repayments in April 2019. Repayments will be made at a rate of 6% of income above an earning threshold of £21,000. This threshold will be frozen until 2021. For details of loan terms, conditions and eligibility, go to:-
Postgraduate Loans for students from Northern Ireland
The Northern Irish government is also introducing a loan for students commencing postgraduate study from September 2017 onwards. Unlike the loan for students from England and Wales this scheme offers a loan for tuition fees only with no funding available from the NI government for living costs. The loan for tuition fees will be paid direct to LJMU.
The maximum loan for those starting in 2017 is £5,500 per course. Please note this means in some instances the loan will not cover your tuition fees in full and you will need to make alternative arrangements to pay the balance as well as source funding for your living costs.
LJMU Alumni Award
Alumni of the University are eligible to apply for a 20% reduction in their postgraduate tuition fees if they choose to progress onto a higher degree programme at LJMU. Both Home and international LJMU students and alumni can apply for this award (subject to eligibility criteria*).
Postgraduate International Scholarships
LJMU offers scholarships for international applicants accepted onto taught masters programmes (excluding distance learning programmes) and research degrees. Current LJMU international students and alumni interested in pursuing postgraduate study and research at the University are eligible to apply for these scholarships along with new applicants.
English for Postgraduate Studies Bursary
A Bursary is also available for international students who need to improve their IELTS score prior to enrolling on their postgraduate course or research programme at the University. This course is run by LJMU’s International Study Centre.
Earn While You Learn
Working while you study means you may be able to pay for your course without taking out any further loans or at least reducing the amount you need to borrow. Working while you study also gives you the skills valued by employers, such as managing your workload and prioritising your time.
LJMU’s Vacancy website can help you find graduate vacancies, sandwich/industrial placements, internships / summer work, part-time jobs, volunteering opportunities and work-based learning placements. Over 1,000 local and regional employers regularly list opportunities on the website.
Professional and Career Development Loans (PCDL)
Many students fund their postgraduate studies via Professional and Career Development Loans. This is a bank loan which you will have to pay back once you’ve completed the course. However, while you are studying any interest on the loan will be paid for you by the Skills Funding Agency. PCDLs worth between £300 and £10,000 are available for eligible postgraduates to fund up to two years of study (three if the course includes work experience). The loan is split into course fees and living costs.
Some organisations and companies fund the cost of postgraduate studies for their employees as they recognise the value of having well qualified staff. Check out our courses and see if there are any on offer that could enhance your current career. Remember, employer support doesn’t always have to be financial; it can take other forms too, such as flexible working arrangements, day release and time in lieu of study.
Support for disabled students
Disabled Students’ Allowances or DSAs are designed to help meet the extra course costs students can face as a direct result of a disability, on-going health condition, mental health condition or specific learning difficulty. DSAs don’t have to be paid back and the type of support you receive will be determined by your specific needs not your household income. Please contact LJMU’s Disability team for further advice: 0151 231 3164/3165.
Council tax exemption
All full-time postgraduate students studying courses lasting one year or more are eligible for a council tax exemption certificate.
100% of our graduates are in employment after completing their studies.
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 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 www.ljmu.ac.uk/international 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: www.ljmu.ac.uk/international
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
English for Postgraduate courses bursary
A bursary will be available for students who must complete the six week English for Postgraduate Studies course to improve their IELTS score by 0.5 prior to enrolling on their postgraduate taught or research degree at LJMU.
This bursary take the form of a tuition fee waiver, which will be deducted from your tuition fee when you enrol on your degree programme. You do not need to complete the online scholarship form in order to receive this bursary. Please note: If you are awarded this bursary you are not eligible to apply for an international scholarship.
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