Digital Marketing MSc - 2023/4
Awarding body
University of Surrey
Teaching institute
University of Surrey
Framework
FHEQ Level 7
Final award and programme/pathway title
MSc Digital Marketing
MSc Digital Marketing with Study Abroad (Study abroad)
Subsidiary award(s)
| Award | Title |
|---|---|
| PGDip | Digital Marketing |
| PGCert | Digital Marketing |
| PGDip | Digital Marketing with Study Abroad |
| PGCert | Digital Marketing with Study Abroad |
Professional recognition
Association to Advance Collegiate Schools of Business (AACSB)
Accredited by the Association to Advance Collegiate Schools of Business (AACSB).
Chartered Institute of Marketing (CIM)
Accredited by The Chartered Institute of Marketing (CIM) for the purpose of gaining CIM qualifications through the Graduate Gateway.
Modes of study
| Route code | Credits and ECTS Credits | |
| Full-time | PKA61154 | 180 credits and 90 ECTS credits |
| Full-time with Study abroad | PKA61157 | 180 credits and 90 ECTS credits |
| Part-time | PKA61155 | 180 credits and 90 ECTS credits |
QAA Subject benchmark statement (if applicable)
Other internal and / or external reference points
N/A
Faculty and Department / School
Faculty of Arts, Business and Social Sciences - Surrey Business School
Programme Leader
KARANGI Sheena (SBS)
Date of production/revision of spec
26/09/2024
Educational aims of the programme
- Completion of the programme will equip students with digital expertise in theoretical, critical, analytical, and interpretative abilities directed towards problem solving and innovation in organisational contexts.
- Optional modules provide a route to broaden digital expertise in specialised contexts/subject areas.
- Students will develop business acumen, personal and professional skills to enhance employability and lifelong digital marketing career prospects.
- The compulsory modules provide a grounding in digital marketing fundamentals and analytical skills to effectively analyse and leverage data to make impactful data driven business decisions.
- The programme also provides conceptual and theoretical research that gives grounding to the evolution and growth of digital marketing across contexts.
Programme learning outcomes
| Attributes Developed | Awards | Ref. | |
| Knowledge of the theory and practice of digital marketing in contemporary organisations. | K | PGCert, PGDip, MSc | |
| A systematic, in-depth understanding of the development, issues and influences relevant to the concepts digital marketing. | K | PGCert, PGDip, MSc | |
| Select and apply tools and techniques used in digital marketing for approaching a particular problem, and then reflect upon the selected approach. | CP | PGDip, MSc | |
| Develop technical, analytical and presentational skills. | PT | MSc | |
| Access, analyse and interpret appropriate data to understand trends and anticipate future developments. | CT | MSc |
Attributes Developed
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Programme structure
Full-time
This Master's Degree programme is studied full-time over one academic year, consisting of 180 credits at FHEQ level 7. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)
Full-time with Study abroad
This Master's Degree programme is studied full-time over 15 months, consisting of 180 credits at FHEQ level 7. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)
Part-time
This Master's Degree programme is studied part-time over two academic years, consisting of 180 credits at FHEQ level 7. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)
Programme Adjustments (if applicable)
N/A
Modules
Year 1 (full-time) - FHEQ Levels 6 and 7
Module Selection for Year 1 (full-time) - FHEQ Levels 6 and 7
SEPTEMBER START
First semester (semester 1 according to the academic calendar) you will need to study the following four compulsory modules (15 credits each):
MANM534 - DIGITAL MARKETING STRATEGY
MANM543- MARKETING RESEARCH
MANM104 - ENTREPRENEURSHIP AND THE DIGITAL ECONOMY
MANM536 - WEB ANALYTICS
Second semester (semester 2 according to the academic calendar) you will study the following 3 compulsory modules (15 credits each):
MANM535 - SOCIAL MEDIA MARKETING
MANM533 - MARKETING ANALYTICS
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
And you will need to choose ONE out of the following optional modules (15 credits each):
MANM503 - DESIGNING DIGITAL HOSPITALITY SERVICES
MANM468 - DIGITAL PROJECT DEVELOPMENT
The following dissertation module is a research-based module which runs year long:
MANM542 - Dissertation in Marketing (60 Credits)
FEBRUARY START
First semester (semester 2 according to the academic calendar) you will need to study the following 3 compulsory modules (15 credits each):
MANM535 - SOCIAL MEDIA MARKETING
MANM533 - MARKETING ANALYTICS
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
And you will need to choose ONE of the following optional modules (15 credits each):
MANM503 - DESIGNING DIGITAL HOSPITALITY SERVICES
MANM468 - DIGITAL PROJECT DEVELOPMENT
The following dissertation module is a research-based module which runs year long:
MANM542 - Dissertation in Marketing (60 Credits)
Summer period you will study the following condensed module (15 credits):
MANM543 - MARKETING RESEARCH
Second semester (semester 1 according to the academic calendar) you will study these three compulsory modules (15 credits each):
MANM534 - DIGITAL MARKETING STRATEGY
MANM104 - ENTREPRENEURSHIP AND THE DIGITAL ECONOMY
MANM536 - WEB ANALYTICS
For key dates and semester lengths including the summer period visit: Key Dates
Year 1 (full-time with study abroad - 15 months) - FHEQ Level 7
Module Selection for Year 1 (full-time with study abroad - 15 months) - FHEQ Level 7
Year Stage Name(s) Mode(s) of Study FHEQ Level(s) Credits
1 Year 1 (full-time with Study Abroad - 15 months) Sandwich (Thin) FHEQ Level 7 180
SEPTEMBER START
First semester (semester 1 according to the academic calendar) you will need to study the following four compulsory modules (15 credits each):
MANM534 - DIGITAL MARKETING STRATEGY
MANM543- MARKETING RESEARCH
MANM104 - ENTREPRENEURSHIP AND THE DIGITAL ECONOMY
MANM536 - WEB ANALYTICS
Second semester (semester 2 according to the academic calendar) you will study the following 3 compulsory modules (15 credits each):
MANM535 - SOCIAL MEDIA MARKETING
MANM533 - MARKETING ANALYTICS
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
And you will need to choose ONE out of the following optional modules (15 credits each):
MANM503 - DESIGNING DIGITAL HOSPITALITY SERVICES
MANM468 - DIGITAL PROJECT DEVELOPMENT
The following dissertation module is a research-based module which runs year long:
MANM542 - Dissertation in Marketing (60 Credits)
In addition to this you will choose the following compulsory module (60 credits) across the 15 month period:
MANM472 - STUDY ABROAD
For key dates and semester lengths including the summer period visit: Key Dates
Year 1 (part-time) - FHEQ Levels 6 and 7
| Module code | Module title | Status | Credits | Semester |
|---|---|---|---|---|
| MANM534 | DIGITAL MARKETING STRATEGY | Compulsory | 15 | 1 |
| MANM536 | WEB ANALYTICS | Compulsory | 15 | 1 |
| MANM533 | MARKETING ANALYTICS | Compulsory | 15 | 2 |
| MANM535 | SOCIAL MEDIA MARKETING | Compulsory | 15 | 2 |
Module Selection for Year 1 (part-time) - FHEQ Levels 6 and 7
SEPTEMBER START
YEAR 1
First semester (semester 1 according to the academic calendar) you will study two compulsory modules (15 credits each):
MANM534 - DIGITAL MARKETING STRATEGY
MANM536 - WEB ANALYTICS
Second semester (semester 2 according to the academic calendar) you will study two compulsory modules (15 credits each):
MANM535 - SOCIAL MEDIA MARKETING
MANM533 - MARKETING ANALYTICS
For key dates and semester lengths including the summer period visit: Key Dates
Year 2 (part-time) - FHEQ Levels 6 and 7
| Module code | Module title | Status | Credits | Semester |
|---|---|---|---|---|
| MANM543 | MARKETING RESEARCH | Compulsory | 15 | 1 |
| MANM468 | DIGITAL PROJECT DEVELOPMENT | Optional | 15 | 2 |
| MANM503 | DESIGNING DIGITAL HOSPITALITY SERVICES | Optional | 15 | 2 |
| MANM542 | DISSERTATION IN MARKETING | Compulsory | 60 | Year-long |
| MANM546 | PERSPECTIVES ON CONSUMER BEHAVIOUR | Compulsory | 15 | 2 |
| MANM104 | ENTREPRENEURSHIP AND THE DIGITAL ECONOMY | Compulsory | 15 | 1 |
Module Selection for Year 2 (part-time) - FHEQ Levels 6 and 7
SEPTEMBER START
YEAR 2
First semester (according to the academic calendar) you will study two compulsory modules (15 credits each):
MANM543 - MARKETING RESEARCH
MANM104 - ENTREPRENEURSHIP AND THE DIGITAL ECONOMY
Second semester (according to the academic calendar) you will study one compulsory module and pick one optional module (15 credits each):
Compulsory module
MANM546 - PERSPECTIVES ON CONSUMER BEHAVIOUR
Optional modules (pick one)
MANM503 - DESIGNING DIGITAL HOSPITALITY SERVICES
MANM468 - DIGITAL PROJECT DEVELOPMENT
The following dissertation module is a research-based module which runs year long:
MANM542 - Dissertation in Marketing (60 Credits)
For key dates and semester lengths including the summer period visit: Key Dates
Opportunities for placements / work related learning / collaborative activity
| Associate Tutor(s) / Guest Speakers / Visiting Academics | Y | |
| Professional Training Year (PTY) | N | |
| Placement(s) (study or work that are not part of PTY) | N | |
| Clinical Placement(s) (that are not part of the PTY scheme) | N | |
| Study exchange (Level 5) | Y | |
| Dual degree | N |
Other information
Employability: Digital marketing skills are in high demand across the world and the scope of what is/can be done in this space is constantly evolving. The programme is closely aligned with industry expectations of specific skills needed to work in any organisation with a digital presence. Thus, overall graduate employability is wider as graduates are not limited to one industry but can apply their digital skills across various industries. Each student is supported to develop a unique set of individual, interpersonal and professional skills, which are relevant to their discipline and career/entrepreneurial ventures.
Global and cultural capabilities: Students are taught about the implicit and explicit differences between cultures/consumers, and the implications of these on business strategy and operations. The programme hosts students from across the world, who interact both in (e.g. group work, seminars) and out of the classroom, with the aim of fostering informed and positive intercultural experiences and practice. Additionally, the very nature of Digital marketing transcends border and to an extent cultural limitation, and opens up the world from one's central location. The programme also equips graduates with capabilities and skills that contribute to a 'Digital nomad' lifestyle should they choose one.
Sustainability: It can be said that the very nature of Digital Marketing as a discipline may contribute to dematerialization and consequently lowering carbon footprints. Overall, sustainability is factored into the content across the modules on the programme.
Digital capabilities: Digital capabilities are at the heart of this programme. In various modules students develop capabilities across programming languages and digital marketing related software/tools related to web analytics, user experience, social media and management and data visualisation. The programme also aims to produce graduates who are digitally capable of functioning in a collaborative setting using various digital platforms.
Resourcefulness and Resilience: Across modules, students are called upon to exhibit resourcefulness and resilience, both of which are factored into assessment, lecture and seminar design. Digital marketing opens up a very exciting world where creativity and proactivity (on top of digital capabilities), contribute to the level one excels to in this industry. By the end of the programme, students will have gained insight into their own creative, learning, team management/work process and styles. In support of this, student wellbeing is greatly encouraged and supported through various channels at the University (e.g. via dedicated personal tutors and wellbeing services).
Quality assurance
The Regulations and Codes of Practice for taught programmes can be found at:
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2023/4 academic year.