- Start date: September
- Accreditation: AACSB, EQUIS & AMBA
- Study mode and duration: MSc: 12 months full-time
3rd in the UK for Marketing: Complete University Guide Subject Tables 2021
Study with us
- Strathclyde’s MSc in Digital Marketing Management (DMM) has been developed in collaboration with industry in response to a growing need for graduates with digital marketing skill
- gain an understanding of digital technologies and their application for business purposes
- learn about digital marketing in practice with hands-on experience of established and emerging digital media
- benefit from the involvement of industry partners
Why this course?
Based in Strathclyde Business School’s highly-acclaimed Department of Marketing, the course curriculum draws on leading academic experts from across the Business School. The course also benefits from the University's established relationships with industry and the involvement of industry partners in the development and delivery of the programme. This approach ensures that Digital Marketing Management meets the changing needs of the digital workplace and enables you to acquire the latest knowledge, best practice and the specialist skills to develop your career in digital marketing.
The eMarketing in Practice class is developed and delivered in collaboration with digital marketing professionals from a leading digital media agency. Experts will share their knowledge of digital marketing in practice, offering you an understanding and hands-on experience of established digital media, as well as emerging media.
The extent of industry collaboration and involvement in our Digital Marketing Management programme makes it an exceptional choice for your career progression.
In the Digital Transformative Project, you'll take part in a Digital Marketing Clinic where local businesses will present their digital marketing challenges and operational issues. You'll assist a business to develop a formal solution via a digital transformation plan.
What you'll study
You'll study 10 compulsory classes over the two semesters and also enter into the preparation and early stages of the Digital Transformative Project. The entire focus of the summer term will be your Digital Transformative project.
Core to the programme is its industry relevance and responsiveness, as well as academic thinking, theories and cutting-edge marketing and management practice.
Learning & teaching
Teaching and learning methods include lectures, case studies, presentations, workshops and a ‘hands-on’ real-life business project. Extensive independent study and group participation will be required for realising the potential benefits of the programme.
A wide spectrum of assessment results will determine your final award, including, but not limited to, examinations, class tests, essays, class presentations, reports, projects, group work and class interaction.
Triple-accredited business school
The programme will provide you with a comprehensive understanding of digital technologies and their application for business purposes.
The academic year consists of three stages:
- Semester 1
- Semester 2
- Summer Term
Cross-Cultural Buyer Behaviour
Marketing Research in a Digital Age
The aim of this class is to prepare you to understand the fundamentals of market analytics in a digital age in order to become an effective marketer. It will provide you with the knowledge to develop skills in using digital analytics tools in order to make sense of both qualitative and quantitative data and evaluate the ways in which these impact on effective decision-making.
Strategic Digital Marketing
The class aims to equip you with a detailed understanding of a wide range of digital marketing theories and frameworks, together with online tools and techniques used in the process of strategy development and implementation. You'll have the opportunity to develop skills in the creation of digital marketing strategies and the appropriate use of marketing tools to a broad spectrum of multi-channel marketing activities.
eMarketing in Practice
During this class you'll develop practical and creative skills concerning interface design, managing user experience, e-commerce, social media, pay-per-click, SEO, affiliate marketing, email marketing, display advertising, mobile marketing, emerging media, online PR, online data analytics and insights.
The aim of the class is to provide you with a detailed understanding of academic thinking and hands-on industrially-relevant skills in eMarketing practice. The class is delivered in part by digital marketing professionals from a leading independent agency in the UK.
Supply Chain Digitalisation
Transformation to a digital supply chain requires that organisations build new skills and capabilities as well as managing culture change. Through a combination of academic lectures and insights from industry, this class aims to explore trends and the impact of digital technologies on supply chain management.
This class is designed to build on the Cross-Cultural Buyer Behavious class by developing in-depth knowledge of current thinking in the discipline and by analysing a range of contemporary consumer contexts.
Integrated Marketing Communications
Marketing communications bridge the gap between an organisation and its stakeholders, providing a face and giving voice to organisations. Marketing communications are recognised for their strategic and tactical roles in developing successful organisations, including commercial, not-for-profit, small and large-sized firms.
In this class, you'll explore marketing communications theories and consider the role and purpose of marketing communications. You'll also critically review constituent components of the marketing communications mix and consider how marketing communication tools are used in practice. In particular, you'll explore the need for and management of Integrated Marketing Communications (IMC) and identify those factors that impact on the selection, implementation and evaluation of effective IMC.
Leadership for Change & Innovation
The central premise of this class is that while prudent management is essential, it is not sufficient to assure sustainable business success. Leadership in any sector involves using creativity and vision to navigate a unique path through problems and times of uncertainty.
This class draws together the latest theories and practices in order to develop your skills and understanding for effective leadership in the context of change. You'll also gain an understanding of the practices of leadership in innovative project teams.
Business Information Systems
The class adopts a process-based approach, ie all discussion follows the logic of the business processes. You'll be introduced to Business and Information Systems (BIS) as well as the various types of IS, including the databases, Enterprise Resource Planning (ERP) systems, knowledge-based systems, corporate portals and collaboration support systems.
Lectures will provide you with the conceptual knowledge, and in tutorials you'll gain hands-on experience of using packages of the various IS categories.
Digital Transformative Project
Minimum second-class honours degree or overseas equivalent (see our country pages for further information) in marketing or business. Business-related degrees should include a significant marketing component.
Work experience in digital marketing and/or management is advantageous, but not compulsory.
|English language requirements|
Students whose first language is not English must have a minimum of 6.5 IELTS score, with no individual score lower than 5.5. Get more information about the English language requirements for studying at Strathclyde.
Pre-Masters preparation course
The Pre-Masters Programme is a preparation course held at the University of Strathclyde International Study Centre, for international students (non EU/UK) who do not meet the academic entry requirements for a Masters degree at University of Strathclyde. The Pre-Masters programme provides progression to a number of degree options.
Upon successful completion, you will be able to progress to this degree course at the University of Strathclyde.
We've a thriving international community with students coming here to study from over 100 countries across the world. Find out all you need to know about studying in Glasgow at Strathclyde and hear from students about their experiences.Visit our international students' section
Fees & funding
All fees quoted are for full-time courses and per academic year unless stated otherwise.
Please note: the fees shown are annual and may be subject to an increase each year. Find out more about fees.
How can I fund my course?
Scottish postgraduate students
Scottish postgraduate students may be able to apply for support from the Student Awards Agency Scotland (SAAS). The support is in the form of a tuition fee loan and for eligible students, a living cost loan. Find out more about the support and how to apply.
Students coming from England
Students ordinarily resident in England may be to apply for postgraduate support from Student Finance England. The support is a loan of up to £10,280 which can be used for both tuition fees and living costs. Find out more about the support and how to apply.
Students coming from Wales
Students ordinarily resident in Wales may be to apply for postgraduate support from Student Finance Wales. The support is a loan of up to £10,280 which can be used for both tuition fees and living costs. Find out more about the support and how to apply.
Students coming from Northern Ireland
Postgraduate students who are ordinarily resident in Northern Ireland may be able to apply for support from Student Finance Northern Ireland. The support is a tuition fee loan of up to £5,500. Find out more about the support and how to apply.
We've a large range of scholarships available to help you fund your studies. Check our scholarship search for more help with fees and funding.
The involvement of industry partners in the programme’s development and delivery aims to ensure that the curriculum is relevant to the continuously changing needs of the digital workplace. As a result of this uniquely dynamic university-industry collaboration, you'll have the opportunity to acquire an up-to-date knowledge and the specialist skills with industry best practice.
Successful completion of this Masters programme will significantly enhance your employment prospects in the digitalised marketplace. You will be qualified to apply for a wide range of positions (e.g. Marketer, Manager, Strategist, Consultant, Data Analyst etc.) in industry sectors such as finance, the health sector and the public sector, where employers are willing to pay a high premium for employees who are able to fill the digital skills gap in the workplace.
Classes on Digital Marketing Management are really diverse and involve a lot of practical learning, which I think is super valuable and really puts theory into context, with assignments also involving some practical work, not just essay writing.
Being a student at Strathclyde and in the city of Glasgow (named ‘cultural and creative centre of the UK’ by the European Commission!) is extremely exciting and gives you the opportunity to meet a lot of international friends, to pursue your interests (music, theatre, shows).
We’ve had marketing taught academically by lecturers and marketing taught from a practical perspective by people who have been working in the industry. This sort of experience is invaluable, and will no doubt help anyone interested in marketing, whether they want to stay as an academic, start their own agency, or work as a consultant.
I like that there are some modules which aren’t marketing based at all but which help to round out the digital education, they’ll be really valuable skills when we graduate that might help differentiate us in a competitive job market.
The cross-cultural buyer behaviour class was one of my favourites as the lecturers provided deeper insights into consumer behaviour that has made me more aware as a marketer. They really push you to learn and understand why consumers act the way they do in the modern marketplace. All of the lecturers had a wealth of knowledge that made studying the subject very interesting.
Glasgow is Scotland's biggest & most cosmopolitan city
Our campus is based in the very heart of Glasgow, Scotland's largest city. National Geographic named Glasgow as one of its 'Best of the World' destinations, while Rough Guide readers have voted Glasgow the world’s friendliest city! And Time Out named Glasgow in the top ten best cities in the world - we couldn't agree more!
We're in the city centre, next to the Merchant City, both of which are great locations for sightseeing, shopping and socialising alongside your studies.
Find out what some of our students think about studying in Glasgow!Find out all about life in Glasgow
Digital Marketing Management
Start Date: Sep 2021
Mode of Attendance: full-time
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