MSc Digital Marketing
Please note: This page is for 2027 entry. Click here for 2026 entry.
| UCAS code | 1234 |
|---|---|
| Duration | 9 months full time 12 months full time |
| Entry year | 2026 |
| Campus | Streatham Campus |
| Typical offer | 2:2 Honours degree |
|---|---|
| UCAS code | |
|---|---|
| Duration | 2 years full time |
| Entry year | 2026 |
| Campus | Streatham Campus |
| Typical offer | 2:2 Honours degree |
|---|---|
Why study MSc Digital Marketing at Exeter?
- Focus on the practical application of digital marketing knowledge such as marketing analytics, analysis and application, campaign planning and management and digital innovation
- Better understand the unique opportunities and challenges presented by the modern digital marketing environment, building an in-depth knowledge of current marketing principles and tactical analysis
- Designed with input from digital marketing professionals to ensure the course provides a great range of skills and a breadth of understanding across the digital marketing mix - including marketing analytics, campaign planning and reporting, and digital innovation
- Hear from external speakers and gain relevant input from industry, incorporating current and innovative trends in Digital Marketing
- Develop the competencies needed for an exciting career in the global digital industry, which will prepare you for a variety of roles across numerous sectors related to marketing communications and public consumption, wherever in the world you wish to launch your career
1st in the UK for Marketing graduate prospects
Recognised as an exemplar programme
Hinrich Foundation
Triple accredited Business School
AMBA, AACSB, EQUIS
Accredited by: Chartered Institute of Marketing (CIM)
Our MSc Digital Marketing programme is accredited by the Chartered Institute of Marketing (CIM). Students achieving an overall Pass grade or higher on this programme receive exemptions towards the CIM’s Professional and Digital Marketing qualifications (Level 3 Foundation Certificate; Level 4 Certificate; or Level 6 Diploma). To achieve the full CIM qualification, graduates must enrol in CIM’s study programme, evidence their degree award, and pass the remaining CIM units within five years of graduation.
Entry requirements
A 2:2 Honours degree in any discipline. We do consider all applications where there is evidence of exceptional performance in modules relevant to the programme of study, significant relevant work experience or professional qualifications.
Please also see our guidance on essential documentation required for an initial decision on taught programme applications.
Entry requirements for international students
English language requirements
International students need to show they have the required level of English language to study this course.
The required IELTS test scores for this course fall under Profile B1.
Please visit our English language requirements page to view the required test scores and equivalencies from your country.
My favourite aspect of the MSc Digital Marketing course here has been the exceptional course content in every term. Each module has been crafted to cover really important digital marketing topics like brand design and content creation to marketing analytics and consumer behaviour.
It has the right balance of theoretical knowledge and practical application. The modules are designed to be not only informative but also thought-provoking, challenging us to think critically and creatively about the ever-evolving landscape of digital marketing.
Gowri
MSc Digital Marketing
Course content
This course will help you to gain an understanding of the contemporary digital marketing environment and the role that digital channels play in consumer engagement, experience and loyalty.
Throughout the course, you will build an in-depth knowledge of current marketing principles as well as tactical analysis skills. This grounding will allow you to effectively manage, interpret and act upon the wealth of data available in the modern marketing environment. This foundation will enable you to better identify and deploy innovative tools and channels to support your organisational goals. Our modules have been specifically designed to offer a more applied, analytical and contemporary focus than you may have previously experienced, and will cover many of the emerging themes and skills that are rarely part of general marketing courses: such as virtual reality, data visualisation or campaign testing.
Please use the drop-down menus below to learn more about the content for the 9 and 12 month courses.
Please note that the module information displayed here is subject to change.
The 9 month variant of this programme is available for study nine months full-time over three terms from September to June and is University-based throughout this time.
105 credits of compulsory modules, 75 credits of optional modules
Compulsory modules
| Code | Module | Credits |
|---|---|---|
| Compulsory 1 | ||
| Marketing Strategy | 15 | |
| Integrated Marketing Communications | 15 | |
| Applied Digital Marketing Analytics | 15 | |
| Content Creation and Communication | 15 | |
| Digital Marketing Planning | 15 | |
| Marketing Technologies | 15 | |
| Consumer Behaviour in Contemporary Markets | 15 | |
BEMM148: Marketing Strategy
The aim of this module is to introduce marketing as a central feature of the strategic planning process. The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A marketing perspective focuses on an in-depth and critical understanding of desires and decision processes of customers and businesses. This module will introduce the stages of an organisation's marketing strategy as: strategic analysis; strategic choice; strategic implementation; and monitoring and control. Understanding the processes involved in these stages, from both theoretical and practical perspectives will develop participant's awareness of the changing role of marketing in today's organisations. The module content is structured around practical examples and case studies that aim to help you develop skills of critical analysis and problem-solving.
NB: This module is only available to students who have the module listed on their programme specification
BEMM166: Integrated Marketing Communications
Summary:
Consumers find themselves increasingly surrounded by media and marketing-related messages and the impact of technology, and digital communication are transforming the way consumers interact with each other and organisations. Consumers are active and engaged, often generating their own content and co-creating communications with producers and other consumers. This raises both opportunities and challenges for organisations. This module will give you an in-depth understanding of the marketing communication mix both from a theoretical and practical perspective, exploring how different forms of communication work together, acknowledging the development of the new mediums by which organisations may communicate with stakeholder and influencer groups and how such communications affect business and society.
Additional Information:
Internationalisation
Marketing communications has a global perspective and there are implications in creating, developing, and implementing a marketing communications programme on a global scale or in different countries. This module draws extensively on international communication examples and encourages you to examine marketing communications in tutorials.
Employability
In gaining an understanding of creating a communications campaign, you are equipped with knowledge that would help you work either with clients or agencies.
BEMM778: Applied Digital Marketing Analytics
Module Description
Summary:
This module introduces students to the principles and practical application of digital marketing analytics, focusing on how data can be transformed into meaningful insights that support marketing strategy and decision-making. Students will explore the key tools, platforms and techniques used by businesses to measure and evaluate digital performance across multiple channels.
The module develops an applied understanding of how marketing data is interpreted and used in real business contexts. You will work with datasets from core digital environments, including web analytics platforms, social media analytics, email marketing, search, and paid media campaigns, and learn to interpret performance metrics and critically assess their implications for marketing outcomes.
A key focus of the module is the development of analytical thinking and insight-driven storytelling. You will learn not only how to report metrics, but how to question data quality, identify patterns, diagnose marketing problems, and generate recommendations supported by evidence. The module also highlights the importance of understanding customer behaviour through customer journey analytics, audience analytics, and sentiment and trend analysis, enabling you to link digital performance indicators to decision-making processes.
BEMM779: Content Creation and Communication
In this module you will explore a range of content marketing scenarios and strategies to discover how best to apply different tools and techniques to effectively engage the modern audience. With marketing becoming an increasingly collaborative and conversational discipline, organisations are increasingly presented with both dynamic opportunities and immediate challenges. Understanding how to create effective, distinctive messages and engage consumers in generating and co-creating content has become an essential skill for marketers.
As part of this module, you will be introduced to simple design tools and principles, with a focus on both understanding the role of design in marketing communications and developing your own design, presentation and communication practices. By exploring these more creative elements of marketing, you will be encouraged to build a richer and more detailed understanding of the skills associated with effective communications.
BEMM782: Digital Marketing Planning
Digital marketing is an essential part of the marketing plan for most organisations. Today's marketing professionals must prove they can use digital communication channels adeptly to build brands, satisfy customers, generate revenue and increase loyalty. On this fast-paced, authentic module you will take the role of a digital marketing consultant as you work on a live case study provided by a real organisation. You will learn theories and skills for key areas of digital marketing and apply these to the client's real-world business challenge. Through preparing a digital marketing audit for the client, you will develop your skills of analysis, secondary research and benchmarking. Moving on, you will learn and apply your skills of strategy, creativity and planning as you develop a digital campaign plan to achieve the client's aims.
This module aims to provide you with an understanding of digital marketing and how both marketing theory and modern practice can be applied to real-world challenges. Students will be given the opportunity to work with a live case study to develop their ideas and add value to an organisation in our community.
BEMM827: Marketing Technologies
This module dives into the world of Marketing Technologies (MarTech), where you'll learn to use AI, augmented and virtual reality, predictive analytics, and Internet of Things (IoT) to revolutionise marketing strategies. You'll gain hands-on experience building tools like chatbots and integrating APIs, while also critically examining ethical and sustainability challenges in tech. Whether you're an experienced marketer or new to the field, this module is designed for you. By combining theory with real-world practice, you'll be equipped with key skills to thrive in the dynamic, tech-driven marketing landscape.
This module aims to provide you with a comprehensive understanding of marketing technologies and their application in solving contemporary marketing challenges. You will learn how to critically evaluate and apply tools such as AI, AR/VR, and predictive analytics to optimise marketing strategies and customer experiences.
Emphasising research-enriched learning, the module incorporates the latest academic insights and industry trends, enabling you to engage with real-world case studies and data.
Key learning opportunities include:
BEMM869: Consumer Behaviour in Contemporary Markets
This module critically explores contemporary consumer behaviour by integrating psychological, sociocultural, and digital perspectives to understand how consumers think, feel, interact, and behave in modern marketplaces. Drawing upon concepts from marketing, psychology, sociology, and consumer culture theory, the module examines the evolving nature of consumption within increasingly digitalised and interconnected environments.
The module is structured around four interrelated dimensions of consumer behaviour. First, students are introduced to the foundations of consumer behaviour and the changing marketplace context, including cultural influences, consumer culture, and emerging trends in digital consumption. Second, the module investigates consumer cognition, identity, and decision-making processes by examining perception, learning, attitudes, social identity, and age-related subcultures. Third, the module explores contemporary forms of consumer participation through knowledge sharing, online communities, and value co-creation, highlighting the increasingly active role consumers play in shaping brands and marketplace experiences. Finally, the module examines emotional and behavioural marketplace outcomes, including motivation, personality, lifestyle, emotional contagion on social media, and behavioural patterns of buying, using, and disposing.
Optional modules
| Code | Module | Credits |
|---|---|---|
| Optional 1 | ||
| Managing Competitive Strategy | 15 | |
| Marketing and New Product Innovation | 15 | |
| Leadership and Global Challenges | 15 | |
| Marketing Analysis and Research | 15 | |
| Principles of International Business | 15 | |
| Purchasing and Supply Chain Management | 15 | |
| Brand Design | 15 | |
| Digital Transformation | 15 | |
| Sustainability and Behaviour Change | 15 | |
| Entrepreneurship: New Venture Creation | 15 | |
| Analytics and Visualisation for Managers and Consultants | 15 | |
| Marketing Analytics | 15 | |
| Service Design and Innovation | 15 | |
| Foundations to Business Communication | 15 | |
Please note that the module information displayed here is subject to change.
This programme is available for study 12 months full-time over three terms and is University-based throughout this time. The taught components of the programme are delivered in the first two terms. The programme in its entirety runs from September to September.
135 credits of compulsory modules, 45 credits of optional modules
Compulsory modules
| Code | Module | Credits |
|---|---|---|
| Compulsory 1 | ||
| Marketing Strategy | 15 | |
| Integrated Marketing Communications | 15 | |
| Marketing in Practice | 30 | |
| Applied Digital Marketing Analytics | 15 | |
| Content Creation and Communication | 15 | |
| Digital Marketing Planning | 15 | |
| Marketing Technologies | 15 | |
| Consumer Behaviour in Contemporary Markets | 15 | |
BEMM215: Marketing in Practice
This module draws upon the skills and knowledge that you have obtained across your taught modules on the MSc Marketing or MSc Digital Marketing and directs these towards a range of practical business/marketing problems. Working in small learning teams, you will act as a consulting team to tackle real company briefs/simulations that address particular marketing problems. You will work on these briefs intensively, delivering a short group pitch. You will also submit an individual report for each brief summarising your findings and key recommendations for the company.
This module is integrative and aims for students to demonstrate that they can apply marketing theory in real-life practice. Working under time pressure, and in teams, the module will allow you to demonstrate that you have acquired the key skills and knowledge required for a career in marketing. This module encompasses a range of requirements in terms of primary and secondary research, oral and written presentation skills, and an ability to apply marketing theory in complex real-life situations.
Optional modules
| Code | Module | Credits |
|---|---|---|
| Optional 1 | ||
| Managing Competitive Strategy | 15 | |
| Marketing and New Product Innovation | 15 | |
| Leadership and Global Challenges | 15 | |
| Marketing Analysis and Research | 15 | |
| Principles of International Business | 15 | |
| Purchasing and Supply Chain Management | 15 | |
| Brand Design | 15 | |
| Digital Transformation | 15 | |
| Sustainability and Behaviour Change | 15 | |
| Entrepreneurship: New Venture Creation | 15 | |
| Analytics and Visualisation for Managers and Consultants | 15 | |
| Marketing Analytics | 15 | |
| Service Design and Innovation | 15 | |
| Foundations to Business Communication | 15 | |
Please note that the module information displayed here is subject to change.
60 credits of compulsory modules.
Compulsory modules
| Code | Module | Credits |
|---|---|---|
| Compulsory Choice | ||
| Career Management Skills for "with Industrial Experience" Students | 0 | |
| Business School Industrial Experience | 60 | |
BUSM005: Career Management Skills for "with Industrial Experience" Students
This module is designed to support the employability and personal development skills needed to explore career opportunities and to source and apply for an industrial placement. Delivery is through subject-based lectures and workshops, interactive e-learning resources and personal guidance. An understanding of the key elements of the selection and recruitment process, raising self-awareness of key skills and competencies and developing the reflective skills required for Continuous Professional Development and future career management will be provided.
Following this module, you are required to participate in an approved work placement (BUSM002/004), organised by yourself, for a minimum of 33 weeks + annual leave. Ultimate responsibility for finding and scheduling a placement lies with you; however, there will be advice and support from the Careers and Employability team, particularly on how to approach employers and identify suitable opportunities. International placements are acceptable but must be approved by the Careers and Employability Team before starting the placement. It is important that all placements are deemed at a 'degree' level, for you to gain useful experience for the future. Low-level part-time jobs will not be approved.
This non-credit-bearing module will enable you to study a dedicated career management module whilst undertaking tasks and activities related to finding and securing a suitable degree-level work placement (minimum 33 weeks).
BUSM006: Business School Industrial Experience
This module allows you to undertake and to learn from an extended work placement as an additional year of your eligible Business School Masters programme.
To progress to this module, you will have:
- Completed the BUSM003 Postgraduate Career Management Skills for ‘With Industrial Experience' module.
- Found a suitable placement for a minimum of 33 weeks.
- Passed the academic progress checks after the January and June Exam Boards.
Having developed the careers management skills necessary for a competitive graduate labour market, this is an invaluable opportunity to put the theory learned into practice in the workplace and to focus on your professional skills development.
During your “industry” year you will be supported by an academic WIE tutor and the Employability team.
Additional Information:
Internationalisation
You can undertake a work placement in the UK, Europe or elsewhere in the world. Overseas placements will be considered on a case-by case basis
External Engagement
The placement provides the chance for you to develop professional relationships with new colleagues, and connections within your placement organisation and with other stakeholders. You will have the opportunity to research and examine the context of your placement organisation in assignment 2.
Employability
Fees
2026/27 entry
UK fees per year:
- £18,600 full-time
- With Industrial Experience (second year): £3,720 full-time
International fees per year:
- £31,000 full-time
- With Industrial Experience (second year): £6,200 full-time
Scholarships
The University of Exeter offers a wide range of scholarships to support your education, with £7 million available for international students applying to study with us in the 2026/27 academic year, including our prestigious Exeter Excellence Scholarships. We also provide awards for sport, music and other achievements, as well as regional and partner scholarships with organisations such as Chevening, The Beacon Trust and the British Council. For more information on scholarships and other financial support, please visit our scholarships and bursaries page.
University of Exeter Alumni Scholarship
We are pleased to offer the University of Exeter Alumni Scholarship, a scholarship for University of Exeter alumni beginning a standalone postgraduate programme in 2026/27 with us a scholarship worth 20% of the cost of your first year tuition fees.
Terms and conditions, including deadlines, apply.
Teaching and research
Our research is rated as world-leading or internationally excellent in the Research Excellence Framework (REF) 2021.
Our research-led teaching is combined with practical experiences such as field trips and project work, so that you can apply your learning to real world scenarios. Upon graduation, you will have the skills and knowledge to pursue the career you want, wherever in the world you choose to work.
Our programmes cover a range of disciplines including entrepreneurship, international business, marketing, human resource management, and tourism. With strong links to organisations across the private, public and not-for-profit sectors, and with professional organisations such as the Chartered Institute of Marketing (CIM) and the Chartered Institute of Personnel Development (CIPD), we ensure that your Masters degree is widely recognised in today’s global marketplace.
You will be taught by internationally respected academics who are at the forefront of their research. We draw upon disciplines across the social sciences and give emphasis to the dynamic nature of enterprise, global connectivity and the management and leadership of the global challenges that lie ahead.
The Business School is home to the following research centres:
- Centre for Innovation in Business Education
- Centre for Responsible Innovation (CRI)
- Centre for Simulation, Analytics and Modelling (CSAM)
- Exeter Centre for Leadership (ExCL)
- Exeter Centre for Social Networks (ECSN)
- Exeter Sustainable Finance Centre (ESF)
- Initiative in the Digital Economy at Exeter (INDEX)
- Land, Environment, Economics and Policy Institute (LEEP)
- Research Methods Centre
- Tax Administration Research Centre (TARC)
- The Exeter Centre for Circular Economy (ECCE)
MSc Digital Marketing will teach you the following theory:
- Consumers' needs and wants in relation to developments in wider society as informed by consumer research
- The data and tools required for the design and delivery of marketing strategy
- How to use the marketing mix in a tactical way to achieve strategic objectives
- Marketing communications principles and how to utilise the marketing communications mix
- Identifying, deploying and supporting innovative marketing channels
- Developing value-creating relational exchanges with customers
- The role of digital tech in innovating marketing activity worldwide
- The way in which marketing is used in different contexts e.g. service organisations, Professional Services, B2B, FMCG, Not for Profit etc.
I was pleasantly surprised by the diverse mix of students here—it's a melting pot of cultures, all bonded by common goals and interests. The atmosphere is friendly, from our lecturers to fellow students.
I'm also thankful for the Global Excellence scholarship I received from the University, which has been a huge financial help. The University of Exeter offers numerous scholarships, so definitely keep an eye out for those opportunities for yourself!
Pearry
MSc Digital Marketing
Choosing the right course
MSc Marketing or MSc Digital Marketing? You choose…
Choosing the right postgraduate degree can be a difficult decision. We break down the difference and benefits of our Marketing and Digital Marketing Masters courses to help the choice a little easier.
Studying at postgraduate level adds extra depth to your experience allowing you to stand out in an increasingly competitive workforce. Whether you choose to focus on developing your core marketing and business strategy skills, via the MSc Marketing where you will learn how marketing ideas influence organizational development and practices, or take a more applied, analytical approach by specializing in digital marketing, our wealth of knowledge and expertise within the field will ensure that you have access to some of the very best teachers and researchers available.
Our experience of delivering Marketing programmes, alongside our commitment to reflect the very latest trends, means that Exeter offers a unique opportunity for anyone wishing to gain a greater understanding of this exciting and rewarding area.
The University of Exeter is one of the few Russell Group universities to offer Masters in both Marketing and Digital Marketing. We took the decision to offer a specialist Digital Marketing programme to help us better reflect the dynamic and disruptive nature of this field. Whilst you’ll still gain a strong understanding of core marketing theories covered in the MSc Marketing, the MSc Digital Marketing is focused on applying these directly to the tools, platforms and processes that are the key features of the current marketing discipline.
MSc Marketing
Our MSc Marketing will give you an understanding of marketing as a core business activity, involving cross-departmental communication and collaboration that creates and delivers on an organisation’s strategic goals and priorities.
Accredited by the Chartered Institute of Marketing (CIM), the course will prepare you for a successful career in a variety of marketing roles, including consultancy, brand management, marketing research, communications, and digital roles.
Students will be endowed with an in-depth knowledge base of the marketing discipline, as well as practical managerial skills and the ability to think about problems critically and creatively to successfully contribute towards the challenges organisations face in the global economy and society.
Core learning outcomes
- Using marketing as strategy, developing creativity, building leadership and research skills, and gaining cultural and critical understanding.
Who is it for?
- Whether you’re a recent graduate, marketing professional, or looking to transition into a marketing career, the MSc Marketing is ideal for students from non-business subjects (such as humanities and social sciences), that are not typically grounded in mathematics or statistics. It’s a great course for those who are unsure what role in marketing they’re looking to pursue.
MSc Digital Marketing
Our MSc Digital Marketing will help you to gain an understanding of the contemporary digital marketing environment and the role that digital channels play in consumer engagement, experience and loyalty.
The course will prepare you for a successful career in a marketing role, with a particular focus on marketing analysis, planning and communications.
Throughout the programme, you will be challenged to build an in-depth knowledge of current marketing principles as well as tactical analysis skills to effectively manage, interpret and act upon the wealth of data available in the modern marketing environment. This foundation will enable you to better identify and deploy innovative tools and channels to support your organisational goals.
Core learning outcomes
- Understand digital marketing on a global scale and develop marketing analytics skills. Learn about campaign planning and measurement, digital innovation, and contemporary challenges and issues.
Who is it for?
- Ideal for recent graduates, marketing or digital marketing professionals, or those with an interest in digital marketing and tactical data analysis, who want to build their digital marketing skills and pursue a career in this field. The MSc Digital Marketing is ideal for students from a broad range of subjects who are attracted to the more applied and measurable areas of marketing - including marketing metrics, analysis and planning.
Careers
This course provides the experience, knowledge and enthusiasm that will help you to secure your immediate career goals. You'll graduate with a detailed, hands-on knowledge of essential tools such as Google Analytics, Facebook Insights and online market research platforms. You’ll also have a strong appreciation of emerging and increasingly important areas such as privacy, augmented reality and the so-called Metaverse - putting you one step ahead of other recent graduates. Some of the strategic and planning principles you will study will also be relevant to your longer-term career ambitions.
Transferrable skills:
- Creativity: tools and techniques eg. Inspiration Sources, Mindfulness, Real world design challenges
- Agility: how to develop personal skills to support a firm’s need to renew, adapt and change quickly
- Resilience: learning how to persevere through setbacks, take on challenges and risk making mistakes to reach a goal
- Curiosity: develop the skills to look at things in different ways, provide practical tools to activate the impulse to seek new information and experiences. Resulting in the ability to think more deeply and rationally about decisions and come up with more creative solutions
- Problem Solving: learning the problem definition, problem causes, tools for generating multiple solutions, prioritising, resourcing, measurement and control
- Mastery of technology needed in marketing today: email marketing, Google analytics, Google Ads, CRM Systems
Careers in Marketing
The MSc in Digital Marketing will prepare you for a successful career in a marketing role, with a particular focus on marketing analysis, planning and communications. The course will enable you to develop the digital marketing and professional skills and subject expertise that will make you a valuable asset from day one of your marketing career.
Potential employers
Potential employers include public and private sector companies, multi-nationals, SMEs and not-for-profit organisations across all sectors of the economy, which can offer you the opportunity to work ‘in-house’. Opportunities also exist within full-service marketing agencies such as Saatchi and Saatchi, McCann Erickson and Ogilvy, and smaller boutique agencies around the world, which develop and implement marketing strategies and campaigns on behalf of their clients.
Graduate destinations
Graduates from this programme are expected to secure employment at such diverse companies in the UK and around the world.
You will be equipped you with the skills to enable you to pursue jobs such as: Digital Marketing Executive, Digital Project Manager, Research Analyst, Social Media Manager, Product and Brand Manager, Digital Advertising Strategist, Market Analyst, Key Account and Customer Relationship Manager
Further information can be found at:
Our Careers & Employability team will help you identify your career path and support your route to a fulfilling global career.
Developing your skills and career prospects
The University of Exeter Business School provides a range of support to help you develop skills attractive to employers. Visit our postgraduate Business School careers service web page for more information.
