# Digital MarketingMSc

**Source**: https://sheffield.ac.uk/postgraduate/taught/courses/2026/digital-marketing-msc
**Parent**: https://sheffield.ac.uk/postgraduate/taught/courses/2026

2026-27 entry

# Digital Marketing MSc

Management School,
Faculty of Social Sciences\

Prepare yourself for today’s fast-paced digital landscape with our MSc Digital Marketing. You’ll learn about digital marketing strategy and we’ll teach you about the latest tools and technologies in the industry, including generative AI and e-commerce, so that you graduate work-ready.

- Start date
  \
  September 2026
- Duration
  \
  1 year
- Attendance
  \
  Full-time

- [Accredited](#accreditation)
- [Course fee](#feesfunding)

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[Apply for this course](#apply)

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### Explore this course:

[Apply now for 2026 entry](#apply) or [book a place on our online open day](https://sheffield.ac.uk/postgraduate/visit/open-day "Postgraduate online open days") on 29 April 2026 to see where a Sheffield masters could take you.

## Course description

This course will equip you with the skills that you need for a career as a socially responsible digital marketing professional. You do not need to have studied marketing before to study this course.

We’ll teach you the essential marketing theory that you’ll need and we’ll develop your strategic, analytical and practical digital skills too. With hands-on experience in social media management, influencer engagement, content strategy, performance analytics, ethical digital practice and using campaign planning platforms, you’ll graduate ready to enter the digital marketing profession.

Guest lectures from industry professionals and workshops will give you access to the latest thinking and practice. You can also choose to undertake an industry-based project for your dissertation where you can apply real-world data and analysis alongside the theory from the course.

2:24

Get hands-on, practical experience and build your own creative portfolio

### Accreditation

The Management School is Triple Crown accredited by AMBA, EQUIS and AACSB.

We are currently seeking accreditation by the Chartered Institute for Marketing (CIM) for 2026-27 entry to this course.

[Association of MBAs (AMBA)](https://www.associationofmbas.com/)
 [EFMD Quality Improvement System (EQUIS)](https://www.efmdglobal.org/accreditations/business-schools/equis/)
 [Association to Advance Collegiate Schools of Business (AACSB)](https://www.aacsb.edu)

## Modules

A selection of modules is available each year - some examples are below. There may be changes before you start your course. As you progress through your course, we'll confirm additional details for the core and optional modules available to you.

MSc modules

Core modules:

### 

Social Media, Influencer, and Campaign Management
:   This module equips you with the strategic and analytical skills needed to manage effective social media, influencer, and digital marketing activities. You will explore how brands use different social media platforms to engage audiences, foster community, and achieve marketing objectives through compelling digital content. The module covers the planning, execution, and evaluation of social media initiatives, including influencer selection, collaboration, and impact measurement. Guest lectures from industry practitioners will enrich your learning experience, ensuring you gain up-to-date expertise. By the end of the module, you will be able to develop integrated strategies that combine social media, influencer engagement, and broader digital marketing initiatives in a professional context.

    **15 credits**

Digital Consumer Journey and E-Commerce Strategy
:   This module provides you with the knowledge and tools to understand and influence the digital customer journey, with a specific focus on e-commerce strategy. You will explore how businesses can engage digital customers effectively at every stage, from awareness to purchase and ongoing brand advocacy. Drawing on consumer psychology and behavioural insights, you will learn how to map digital journeys, analyse decision-making processes, and design responsive, customer-centric strategies. The module also delves into the development of e-commerce frameworks, performance measurement, and optimisation tactics using analytics tools. Practical elements include customer persona creation, journey mapping, and evaluating digital touchpoints to enhance user experience and conversion. By the end of the module, you will be equipped to design and manage effective e-commerce strategies aligned with the needs and behaviours of today's digital consumers.

    **15 credits**

Marketing Management in the Digital Age
:   In this module you will explore marketing management as both a practical business function and an academic discipline, with an emphasis on its relevance in the digital age. You will examine how organisations plan, develop, and coordinate marketing decisions—such as segmentation, targeting, positioning, and the marketing mix—to achieve strategic goals and competitive advantage. You will gain an in-depth understanding of marketing planning and strategy using tools adapted for digital contexts. With a problem-centred, hands-on approach, the module enables you to apply their knowledge to real-world marketing challenges shaped by digital transformation.

    **15 credits**

Strategic Marketing Communications
:   Strategic Marketing communications covers a dynamic and wide-ranging group of topics that are intended to build and maintain brand equity. These include advertising, sales promotions, public relations, sponsorship, direct marketing, personal selling, and packaging, and involve broader considerations such as ethics and global issues. Current thinking suggests that all communications should be integrated across the organisation; this module critically evaluates the concept of integrated marketing communications and analyses various aspects of strategic marketing communications. Theories of communication are explored using real examples from current marketing campaigns, and a select group from different areas of marketing offer an expert's view of the communications process.

    **15 credits**

Contemporary Marketing Practices
:   Various marketing concepts and practices could be applied in different business contexts. This module will evaluate a range of issues relating to contemporary marketing practices and their relevance to business. In addition, the module will explore how marketing theories vary in different contexts and evaluate their impacts on the practices of marketing.

    **15 credits**

AI and Creative Tools for Digital Marketers
:   AI and Creative Tools for Digital Marketers is a hands-on, future-focused module that helps you build the digital tools and strategic know-how you need to succeed in today's fast-moving business world.\
    \
    You'll explore the technologies and platforms behind digital communication, marketing, and customer engagement—gaining practical experience with the same tools used by professionals. Along the way, you'll discover how creative thinking and data-driven decisions can drive innovation and impact real business outcomes.\
    \
    Through interactive sessions and practical exercises, you will learn to:\

    **15 credits**

Principles of Data Analytics
:   This course aims at preparing you for the field of data analytics in the context of the modern job market's demands with multiple analytics techniques. In the era of big data and AI,  you will learn the essential methodological steps of data analysis, from understanding data collection to extracting actionable insights. You will explore analytical techniques and tools necessary for identifying hidden information and making informed business decisions. Hands-on projects and real-world scenarios will equip you with the practical skills to address common challenges in data analytics, setting a strong foundation for further exploration in the field.\
    \
     This course is designed to deepen your understanding of the critical importance of rigorous methodology in data analysis and to equip you with a robust toolkit of data analytics techniques. Emphasizing the fundamental principles of statistical analysis, the course offers hands-on experience in applying these techniques effectively. You  will benefit from collaborative learning opportunities and insights drawn from the latest theoretical and applied research in the field. This interactive approach not only enhances understanding but also fosters an environment of peer learning and continuous engagement with cutting-edge data analytics practices.

    **15 credits**

Marketing in Society
:   This unit deals with the social context of marketing. It draws on a variety of issues engaging contemporary marketing practice and examines the implication of the the adoption of the marketing concept as one of the dominant business aproaches, as well as its widening use as a tool for framing and solving societal issues.

    **15 credits**

Marketing Research
:   You will gain an understanding on how to conduct research in marketing management and will evaluate the process and practices of marketing research through the use of different research designs and methods. You will also  examine various types of analytical methods and develop different research skills through the this module.

    **15 credits**

Project Dissertation
:   This unit requires the student to research a topic appropriate to the field of management. The topic chosen by the student must receive approval from a supervisor. A dissertation written by the student should be delivered to the School at the conclusion of the study. The study, and the resulting dissertation, may take the form of an academic research or of a managerial problem-solving exercise. In either case, it requires the student to apply critical analysis and to set the issues within the context of appropriate management literature.

    **45 credits**

The content of our courses is reviewed annually to make sure it's up-to-date and relevant. Individual modules are occasionally updated or withdrawn. This is in response to discoveries through our world-leading research; funding changes; professional accreditation requirements; student or employer feedback; outcomes of reviews; and variations in staff or student numbers. In the event of any change we will inform students and take reasonable steps to minimise disruption.

## Open days

Interested in postgraduate taught study?

- [Take part in our online open day](https://sheffield.ac.uk/postgraduate/visit/open-day "Postgraduate online open days") on **Wednesday 29 April**
- [Join us on a discovery afternoon](https://sheffield.ac.uk/postgraduate/visit/masters-study-discovery-afternoon "Masters study discovery afternoon") on **Tuesday 12 May**
- [Register your interest](https://sheffield.ac.uk/postgraduate/register-your-interest "Register your interest in postgraduate study at the University of Sheffield") in studying at Sheffield.

## Duration

1 year full-time

## Teaching

- Lectures
- Seminars
- Tutorials
- Computer-based laboratories

Learn more about academics involved in the programme
:   ### [Dr Claire Burdfield](https://sheffield.ac.uk/management/people/academic-staff/mcci/claire-burdfield)

    [University Teacher in Marketing and Cultural Creative Industries (M&CCI)
    \

    Management School](https://sheffield.ac.uk/management/people/academic-staff/mcci/claire-burdfield)

    :   **[c.burdfield@sheffield.ac.uk](mailto:c.burdfield@sheffield.ac.uk)**
    :   **[+44 114 222 3443](tel:+44 114 222 3443)**

    [Open staff member portrait in a modal window](https://sheffield.ac.uk/management/people/academic-staff/mcci/claire-burdfield)

    ### [Dr Zahra Shah](https://sheffield.ac.uk/management/people/academic-staff/mcci/zahra-shah)

    [Lecturer in Marketing
    \

    Management School](https://sheffield.ac.uk/management/people/academic-staff/mcci/zahra-shah)

    :   **[zahra.shah@sheffield.ac.uk](mailto:zahra.shah@sheffield.ac.uk)**
    :   **[+44 114 222 3437](tel:+44 114 222 3437)**

    [Open staff member portrait in a modal window](https://sheffield.ac.uk/management/people/academic-staff/mcci/zahra-shah)

## Assessment

- Reports
- Portfolios
- Group and individual presentations
- Case studies
- Dissertation

## Your career

This course will prepare you for a dynamic career in the fast-paced and evolving world of digital marketing. Combining strategic insight, creativity and data-driven decision-making, you’ll graduate with advanced knowledge of digital marketing and applied practical skills that you can take into the workplace.

You’ll gain hands-on experience in areas such as influencer engagement, using the same digital tools and platforms used by professionals. You’ll learn how to design integrated campaigns, analyse consumer behaviour, and use AI and creative technologies to drive engagement and growth. We’ll also teach you how to approach digital marketing in a socially responsible way, giving you a competitive edge for your career.

Key skills developed include:

- Digital campaign planning and management
- Social media strategy and influencer marketing
- AI and creative tool use for marketing innovation
- Data analytics and performance measurement
- E-commerce and customer journey optimisation
- Content design and visual communication
- Customer relationship management (CRM)
- Strategic thinking and problem solving
- Project management and teamwork
- Professional communication and presentation skills

Possible career pathways include:

- Digital Marketing Manager
- SEO/SEM Specialist
- Social Media Manager
- Content Marketing Manager
- Performance Marketing / PPC Specialist
- Digital Analytics Specialist
- E-commerce Marketing Manager

Our careers and employability teams are here to support you with any career related questions. You'll have access to career appointments, a wide range of workshops, and up-to-date resources to help you achieve your full potential.

> The MSc Digital Marketing prepares students to thrive in one of the fastest-evolving professions. With hands-on training in social media management, content strategy, influencer engagement and the use of generative AI, graduates will be work-ready from day one. Their ability to balance cutting-edge digital skills with responsible marketing practice makes them highly attractive to employers who want both impact and integrity in their marketing teams.
>
> Sanjay Parekh
>
> Entrepreneur and Business Leader

## School

### Management School

We are a leading management school with Triple Crown accreditation (AACSB, AMBA and EQUIS). These awards have been achieved through the outstanding quality of our programmes, research output, support for students and alumni, and links with industry. We have a world-class reputation for high quality teaching, ground-breaking research and cutting-edge thinking.

You’ll be part of a dynamic and engaging management school that puts you and your future at the heart of everything it does. We balance a rigorous academic foundation with practical skills to ensure you are ready for the world of work.

We want you to develop skills so you can apply course content in a company setting. Our close links with organisations keep us in tune with the changing demands of the workplace. We know what employers are looking for.

You'll learn from experts - many are former industry professionals and they work closely with businesses. Because our academics are world-leading researchers, your education will draw on the most current management theories.

We want you to engage with the academic content, be conscientious and take an independent approach to study. We want you to be informed, innovative and proactive and do everything we can to support and enhance your career, steering you in the right direction with all the knowledge and skills you require.

You'll benefit from tailored on-site and online professional careers support, dedicated skills sessions and events with experts from world-leading organisations and professional bodies. These activities will help guide your personal and professional development to help you secure your dream placement, internship or graduate role.

###

## Entry requirements

Minimum 2:1 undergraduate honours degree in any subject.

We assess each application on the basis of the applicant’s preparation and achievement as a whole. We may accept applicants whose qualifications don’t meet the published entry criteria but have other experience relevant to the course.

If required degree subjects and modules are listed, these are indicative only. Sometimes we may accept subjects or modules that aren’t listed, and sometimes we may not accept subjects or modules that are listed, depending on the content studied.

We also consider a wide range of international qualifications:

[Entry requirements for international students](https://sheffield.ac.uk/international/applying/postgraduate-taught "Postgraduate taught")

### **English language requirements**

IELTS 6.5 (with 6 in each component) or University equivalent

[Other English language qualifications we accept](https://sheffield.ac.uk/postgraduate/english-language "English language requirements for postgraduates")

### Other requirements

We will **not** ask you to provide references or referee details as part of your application.

We **do not** require a supporting statement for this programme.

### Pathway programme for international students

If you're an international student who does not meet the entry requirements for this course, you have the opportunity to apply for a pre-masters programme in [Science and Engineering](https://usic.sheffield.ac.uk/programmes/pre-masters/science-and-engineering ) or [Business, Social Sciences and Humanities](https://usic.sheffield.ac.uk/programmes/pre-masters/business-social-sciences-and-humanities ) at the [University of Sheffield International College](https://usic.sheffield.ac.uk/). This course is designed to develop your English language and academic skills. Upon successful completion, you can progress to degree level study at the University of Sheffield.

If you have any questions about entry requirements, please [contact the school](#contactus).

## Fees and funding

### Funding

[Funding for postgraduate taught courses](https://sheffield.ac.uk/postgraduate/taught/funding "Funding for postgraduate taught courses")

## Save on your course fees

### £3,000 scholarships for international students

Overseas fee-paying students joining in September 2026 will [automatically receive a £3,000 tuition fee discount](https://sheffield.ac.uk/international/fees-and-funding/scholarships/postgraduate/international-postgraduate-scholarship "International Postgraduate Scholarship 2026") (subject to eligibility) - no separate application form required.

### Save up to £2,500 on your course fees

Are you a Sheffield graduate? You could [save up to £2,500](https://sheffield.ac.uk/postgraduate/alumni-discount "Alumni Discount") on your postgraduate taught course fees, [subject to eligibility](https://sheffield.ac.uk/postgraduate/alumni-discount#terms-and-conditions "Alumni Discount").

## Apply

You can apply now using our Postgraduate Online Application Form. It's a quick and easy process.

[Apply now](https://sheffield.ac.uk/postgraduate/taught/apply/applying "How to apply")

## More information

[Management School](https://sheffield.ac.uk/management/home)

## Contact

Start a conversation with us – you can get in touch by email, telephone or online chat.

[Contacts for prospective students](https://sheffield.ac.uk/contact/study "Contact us: course, application and study enquiries ")

Any supervisors and research areas listed are indicative and may change before the start of the course.

[Our student protection plan](https://sheffield.ac.uk/study/policies/student-protection-plan "Student protection plan")

Recognition of professional qualifications: from 1 January 2021, in order to have any UK professional qualifications recognised for work in an EU country across a number of regulated and other professions you need to apply to the host country for recognition. Read [information from the UK government](https://www.gov.uk/guidance/providing-services-to-any-country-in-the-eu-iceland-liechtenstein-norway-or-switzerland-after-eu-exit#recognition-of-professional-qualifications) and the [EU Regulated Professions Database](https://europa.eu/youreurope/citizens/work/professional-qualifications/regulated-professions/index_en.htm).

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