MSc Digital Marketing with Advanced Practice
London Campus
Level of study: Postgraduate
Mode of study:
Duration: 16-24 months
Overview
Whether you are a business student looking to build your knowledge and specialise in the digital domain or looking to
join the marketing world, this MSc Digital Marketing with Advanced Practice programme has been designed to
accelerate your career potential in a rapidly developing sector. The Advanced Practice stage of this Masters degree
includes the option of 12-15 week internship or applied group consultancy project in your penultimate semester, giving
you valuable work experience and business insights.
This option offers the opportunity to spend three months gaining all-important work experience and employability skills
in a professional work setting. You may be able to extend this over more than one semester in cases where it is adjacent
to a vacation period. Support is provided to help source opportunities and to perfect the applicant CV but ultimately the
onus is on the student to secure the internship position.
Key facts
. Learn how to integrate new digital tactics and strategies with traditional marketing tools and practices
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.
.. Put your learning into practice with an internship or group consultancy project
Develop your understanding of leadership and management
Part of a select group of business schools worldwide, following accreditation by the Association to Advance
Collegiate Schools of Business (AACSB) in business and accounting – the first in Europe to gain the double
. accreditation
Upon completion of your programme, you will be eligible for the QA Professional Pathways programmes which will
enable you to further develop your skills with one of the UK’s largest providers of IT and project management training
Course information
Level of study: Postgraduate
Fee (UK/EU): £12,000
Fee (International): £18,000
Entry requirements: Minimum 2:2 (second class) honours degree or equivalent IELTS 6.5 (or above) with no single
element below 5.5 or equivalent .
English language requirements: IELTS 6.5 (or above) with no single element below 5.5 or equivalent
Mode of study:
Duration: 16-24 months
Assessment methods: Coursework and exams
Scholarships or bursaries: available
Student finance: available
Payment plan: available
Starts: Jan, May, Sep,
Next application deadline: 06 January 2020
About this course:
What will I study?
Our marketing Subject Group has established working relationships with key bodies such as the Chartered Institute of
Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM) allowing the course content to be reflective of
their syllabus. This is particularly of value if you are intending to progress on to a professional qualification with either
body upon successful completion of your Masters.
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The MSc Digital Marketing programme demonstrates how new digitally-focused tactics and strategies integrate with
more traditional marketing tools and practices to capture new customers, build customer loyalty and provide superior
customer service. You will understand the value of, and methods for, determining return on investment of Internet
marketing programs, as well as online visitor and buyer behaviour, customer journey mapping, mobile marketing and
social media.
You will also have the opportunity to develop a wider understanding of the principles and practice of leading and
managing organisations and develop a range of applied research skills.
Following your second semester, you will undertake the Advanced Practice element of this programme which consists
of either an internship or an applied group consultancy project where you will work with a real organisation on a live
business problem. You will benefit from valuable work experience and developing key business insights.
For those completing an internship, in the remainder of the programme you will complete your research and writing up
of your dissertation or undertake a consultancy project. Every student has a personal research supervisor and will be
required to submit an assessed research proposal prior to embarking on the dissertation itself. For those not
undertaking an internship and depending on what grade you achieve on the consultancy project, you will undertake an
applied management work investigation or dissertation in the final semester.
Advanced Practice stage
The Advanced Practice version of this course offers you a valuable opportunity to secure a work placement or complete
a group consultancy project, giving you experience of the workplace environment or live business issues, and an
excellent way to put your learning into practice. This stage of the programme will take place between your second and
final semester, and is a semester long (12-15 weeks) in duration. Internships as part of the Advanced Practice stage may
be paid or unpaid. The alternative consultancy module allows you to work in teams with a business organisation
working on consultancy-based projects on real business scenarios. Whether you choose the internship or consultancy
project you will successfully develop your business skills and further enhance your employability.
September starts
If you choose to start your Masters in September, your programme will last for up to 21 months. You will have a summer
break after Semester 2, and commence your Advanced Practice stage in September.
January starts
If you choose to start your Masters with Advanced Practice in January, your programme will run for 16-24 months. You
will commence the Advanced Practice stage of the programme in the following January, immediately after your second
semester. Please note that there are two summer breaks included in this programme for those starting in January.
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May starts
For those starting your Masters with Advanced Practice, you will start the Advanced Practice stage of the programme in
January, straight after you have completed your second semester. Your programme will run for a total of 16-18 months.
Please note that there is no summer break included in this programme for those starting in January.
The Advanced Practice programmes are structured as below:
Sept-Jan Jan-May May-Sept Sept-Jan Jan-May May-Sept Sept-Jan
September Semester Semester Summer Masters’ Masters’
starts 1 2 break Internship Dissertation
Business Clinic Applied
PG Group Management
Consultancy Work
Project Investigation*
Jan starts Semester Summer Semester 2 Masters’ Summer break Masters’
1 break Internship Dissertation
Business Clinic PG Applied
Group Management
Consultancy Work
Project Investigation*
May starts Semester Semester 2 Masters’ Masters’
1 Internship Dissertation
Business Clinic PG Applied
Group Management
Consultancy Work
Project Investigation*
*dependent on what grade you achieve in the the Consultancy Project
How will I be taught and assessed?
You will be taught through a mix of lectures, seminars and workshops, totalling around 13 hours per week, to enable
you to grow your knowledge of the business world. In addition, you will be expected to engage in independent study
involving directed and self-directed learning, around 32 hours per week.
Assessment for this programme takes place through group work, assignments, presentations and exams giving you
multiple methods for you to show your understanding of the course material.
You’ll be taught by experienced lecturers and academics who use their industry experience to demonstrate how the
theories you will learn translate in to real life situations.
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Technology Enhanced Learning (TEL) is embedded throughout the course with tools such as the ‘Blackboard’ eLearning
Portal and electronic reading lists that will guide your preparation for seminars and independent research.
Significant emphasis is placed on developing your ability to complete a Masters degree. As part of induction you will be
made fully familiar with the learning resources and support available to you. There will also be weekly academic support
sessions designed to build your confidence and ability as a postgraduate learner. You will also be allocated an individual
guidance tutor at induction. You will meet this tutor at regular intervals throughout your studies.
Careers and further study
Graduates will be well suited to join a wide range of businesses, including graduate training schemes or even start up
their own businesses or begin a professional qualification with one of the marketing industry bodies.
Upon successfully completing your course, you may choose to further develop your employability skills through
Professional Pathway programmes delivered by our partner, QA. These are offered to our graduates for free and give
you an excellent opportunity to undertake professional training at the end of your Masters from one of the UK’s leading
corporate training providers. Find our more about Professional Pathways and your eligibility.
You can also gain access to the Northumbria University Graduate Enterprise scheme where we can help provide you
with advice and skills to enable you to set up your own business.
Related reading
From your Programme Leader, Dr Lillian Clark
. The World of Branded Content: A Visit to The Guardian
Digital Marketing reading:
.. 5 Tips for Marketing Yourself
.. A Day in the Life: Head of Marketing
The Skills You Need to Succeed in Digital Marketing
. Leading-Edge Careers for our Students
‘Technology and Cultural Trends for 2017’ – A Guest Lecture
Advanced Practice:
.. Master Your Future: MSc with Advanced Practice
.. What is a ‘Masters with Advanced Practice’?
Infographic: The Stages of a Masters with Advanced Practice
Studying a Masters with Advanced Practice
Entry requirements
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Applicants should have the following:
Academic requirements
.. Minimum of a 2:2 (second class) honours degree from a UK university or equivalent in any discipline.
Others are welcome to apply with relevant work experience. You must have a clear commitment to a professional
career in the marketing profession, particularly in its digital areas of application.
If you’re unsure if you meet the entry criteria, pleasecontact us and our team will be able to advise you.
Alternatively, you may be eligible to join one of our Pre-Masters programmes. These are specifically designed for
students who do not yet meet the entry requirements for our postgraduate degrees and would like to bridge this gap in
their qualifications. Upon successful completion of one of our Pre-Masters programmes you will be eligible to join one of
our Masters programmes.
English language requirements
. Students require IELTS 6.5 (or above) with no single element below 5.5 or equivalent.
If you have IELTS 5.5 – 6.0, then you may be able to join our Pre-Sessional English before beginning this programme.
Enquire now
Modules
All modules are core.
Developing Global Management Competencies I (20 credits)
This module is the first of two that prepares you to be highly employable, and enables you to demonstrate your ability
to make an immediate impact on your organisation of choice.
It develops key hard and soft skills which have been identified by current research as those necessary for postgraduate
students seeking work.
Strategic Marketing in the Digital Era (20 credits)
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In this module you will learn to appreciate the role of a strategic manager of a modern day manufacturing and sales
business in the context of an increasingly digitalised consumer-environment. You will be introduced to Marketing at a
strategic level of a business, and understand how marketing decisions are made in the context of other essential
business functions; i.e. financial planning, operations and supply chain management, and human resource
management. In addition, you will learn to appreciate the digital nature of modern day business operations and
marketing strategy.
The module will cover the following themes:
.. Marketing planning and implementation
.. Competitive market strategies
Product development
.. Routes to market and multichannel marketing
Operations and supply chain management
.. Financial planning for operations and growth
Managing employees for competitive advantage
.. Introduction to promotional strategy
Introduction to digital and social-media marketing
Marketing-related legislation
The Digital Customer Journey: Data, Profiling and CRM (20 credits)
This module is designed to provide you with an introduction to how consumers behave in the digital domain and the
opportunities this presents for organisations targeting them.
At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies,
offering new opportunities for communication with companies and fellow consumers.
This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle
characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to
deliver personalised communications messages.
Throughout the module you will cover the following themes:
.. Consumer Decision Making
.. Journey Mapping
Customer Profiling
. Database Marketing
Customer Relationship Marketing
Dissertation Preparation and Research Methods (0 credits)
In this module you will learn about a variety of different research methods. This will equip you with the knowledge and
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practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Masters dissertation
or consultancy project. By the end of the module you will know how to apply both quantitative and qualitative data
collection and analysis techniques.
Academic and Professional Development (0 credits)
You will undertake the following support sessions across each of the three semesters of your study.
In the first semester, the emphasis in terms of skills will be around the development of reflective practice including its
practical deployment, experience of writing critically and being able to demonstrate reflective practice and experiential
learning within the development of this writing, but equally, explicit development of and practice in everyday academic
skills such as presentation preparation and doing, time management.
In the second semester the module will continue to provide sessions for you to see your Programme Leader on a regular
basis so your relationship is maintained. The emphasis of many of the sessions will be on enhancing your employability.
In your final semester the focus will be on ASk tutors supporting you during the undertaking of your dissertation.
Developing Global Management Competencies II (20 credits)
Developing Global Management Competencies II facilitates and supports you to develop and refine relevant and up-to-
date employability skills, and in so doing enables you to recognise and articulate how you can demonstrate your
potential added value to organisations.
You will learn about the development of practical skills and the techniques required by businesses to help in project
management and the implementation of data management and data analytics solutions. The module will introduce
some project management processes, frameworks and methodologies e.g. PRINCE2, Agile, PMBOK as well as some
database principles and data analytics.
Digital Campaign Management and Media (20 credits)
This module is designed to equip you with an overview of managing a digital marketing campaign alongside
opportunities to utilise a range of digital media.
At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media
usage, offering interactive opportunities for businesses to communicate.
You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of
Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for
digital platforms, the user experience through the digital area, the role of social media marketing, deploying email
marketing, and affiliated marketing’s role in a digital campaign.
Throughout this module you will cover the following themes:
. Campaign Management
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.. Content Management
.. User Experience
Social Media Marketing
.. Mobile Marketing
Email Marketing
. Affiliated
Measurement
Marketing Metrics and Analysis (20 credits)
In this module, you will explore the important role of the website in an organisation’s digital marketing strategy.
You will learn the principles of website evaluation and will use analytic tools for the analysis of web data to help
measure the effectiveness of web marketing and improve the user experience.
For students completing an internship
Internship (60 credits)
Students completing the Advanced Practice Masters programme can choose to complete a 12-15 week internship,
worth 60 credits. This internship can be sourced by the student or by the university. It may be paid or unpaid. Most
internships are unpaid. Students will be supported in the process of applying for an internship during their first year of
study and equipped with the necessary internship application and selection skills, e.g. CV writing, interview technique.
All internships will be approved by the university to ensure they are providing an appropriate learning experience and
working environment. Students will be allocated an internship tutor who will work with them throughout the internship
period. This will include visits and support in completing the internship assessment.
The module is assessed by a 4,000 word reflective portfolio which is focussed on your development from the
perspective of gaining particular skills relating to employability and being employment prepared, engagement in
further self-development from the perspective of employment potentially in a new or international context and further
demonstration of cultural and ethical awareness through broader experience of working in a cultural diverse groups and
teams via this employment opportunity.
The Newcastle Business School Masters Dissertation (60 credits)
You will design a research project, assessed through a proposal and will then work under supervision of a member of
academic staff to use and extend the knowledge and skills that they have acquired during your programme of study to
complete a dissertation. You will use appropriate research methodologies and data collection methods to critically
synthesise a body of knowledge relevant to the taught programme.
On successful completion of this module, you will be able to conduct research and organise the findings into a
comprehensive and explicit structure that is critically assessed and is linked to the conclusions drawn. You will
demonstrate this ability by identifying an appropriate research topic, critically selecting and applying an appropriate
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research methodology and data collection method(s) to your chosen research topic, demonstrating a rigorous
understanding of the theory and literature relevant to the issues under investigation, and showing how these link to the
research method(s). You will also critically reflect on how their research contributes to the understanding of the topic
area.
Some students may choose to base their topic on their internship.
For students undertaking a consultancy project
Business Clinic PG Group Consultancy Project (60 credits)
As a student enrolled on one of the Advanced Practice Programmes you may undertake a group consultancy project
within the first semester of your second years of Masters’ study (the alternative is an Internship). Through your work-
based experience, you will develop abilities as a problem solver with valued investigative, theoretical and practical
business skills. This work-based experience will last the length of the semester and involve the examination of a complex
organisational problem or commercial opportunity. By undertaking this module, you will have enhanced your individual
skills, knowledge, effectiveness and employability by locating learning and development within a work-based context
and will have critically reflected and evaluated upon organisational practices and the relation with academic theory.
The content of the work-based experience will be unique to you as a group of participants. The nature and scope of the
area of student investigation will be defined and agreed in collaboration with the organisation and the University
supervisor. The syllabus will include:
.. Conducting research in organisations
.. Identifying researchable questions
Consultancy and project management skills
.. Research methods and doing a literature review
Presentation, communication and report writing skills.
.. Analysing findings
Writing recommendations and action plans
Reflecting on work based experiential learning
Assessment will be both formative and summative and incorporate self, peer, and tutor evaluation. You will present your
work-based findings to the host organisation (oral presentation) and an interim report written on behalf of the host
organisation or sponsoring project client. In the follow-up module, Applied Management Work Investigation, you will
provide a substantial management investigation report on the business related issue emerging from this placement or
consultancy, alongside a personal reflective statement.
Depending on what grade you achieve for the Consultancy Project, you will progress to one of the following modules:
Applied Management Work Investigation (60 credits)
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This follows your group consultancy project during the first semester of your second year of Masters’ study.
In this module you will take the skills you developed as a problem solver of a work based project and develop a client
focused management report and presentation alongside an individual literature review and personal reflection.
The content of the management report will be unique. The nature and scope of the area of your investigation will be
defined and agreed in collaboration with the organisation you worked with on the group consultancy project and your
University supervisor. The syllabus will include:
.. Conducting research in organisations.
.. Identifying researchable questions.
Consultancy and project management skills.
.. Research methods and doing a literature review
Presentation, communication and report writing skills.
.. Analysing findings.
Writing recommendations and action plans.
Reflecting on work based experiential learning.
In undertaking this project based module, you will critically reflect and evaluate upon organisational practices and their
relation with academic theory, and in doing so, provide practical and actionable recommendations through an
investigative management report.
The assessment for your module consists of a Group Consultancy Report (7,000 words) and Final Client Presentation,
weighted at 60%, alongside an Individual Assignment comprising a Literature Review (4000 words) and a Reflective
Learning Statement (2,000 words), weighted at 40%.
The Newcastle Business School Masters Dissertation (60 credits)
You will design a research project, assessed through a proposal and will then work under supervision of a member of
academic staff to use and extend the knowledge and skills that they have acquired during your programme of study to
complete a dissertation. You will use appropriate research methodologies and data collection methods to critically
synthesise a body of knowledge relevant to the taught programme.
On successful completion of this module, you will be able to conduct research and organise the findings into a
comprehensive and explicit structure that is critically assessed and is linked to the conclusions drawn. You will
demonstrate this ability by identifying an appropriate research topic, critically selecting and applying an appropriate
research methodology and data collection method(s) to your chosen research topic, demonstrating a rigorous
understanding of the theory and literature relevant to the issues under investigation, and showing how these link to the
research method(s). You will also critically reflect on how their research contributes to the understanding of the topic
area.
Some students may choose to base their topic on their internship.
Enquire now
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Fees and finance
Tuition fees 2019/20
.. UK/EU students: £12,000
International students: £18,000
Please note that your tuition fees do not include the cost of course books that you may choose to purchase, stationery,
printing and photocopying, accommodation, living expenses, travel or any other extracurricular activities. As a
Northumbria University London Campus student, you will have full access to our online digital library with over 400,000
e-books and 50,000 electronic journals.
The modules you will study do not require you to purchase additional textbooks although we recommend you allow an
additional £100 for the duration of your studies should you choose to purchase any additional reading materials.
Scholarships and bursaries for international students
Depending on the country you are from, you may be eligible for a country bursary and/or scholarship when studying
the MSc Digital Marketing with Advanced Practice programme.
All of our scholarships and bursaries are automatically applied when we process your application and one of our team
will be able to confirm your eligibility.
Scholarships and bursaries
Payment plans for self-funded students
If you need support to spread the cost of your tuition, you may be eligible for our payment plan.
Payment plans
Government Loan for Masters study
If you are a UK or EU student, you may be eligible for a postgraduate loan of up to £10,000+ from the UK Government.
Click here to find out more about the loan and whether you are eligible to receive it.
Postgraduate Loan
How to apply or find out more
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How to find out more
Enquire now to find out more information about the course, studying with us, the application process, and to ask any
other questions you may have.
Enquire now
How to apply
Once you’re ready to apply, you can apply online to study the MSc Digital Marketing with Advanced Practice
programme. This method allows you to upload your supporting documents at the time of application and automatically
receive your student application number.
Apply online
We strongly recommend that you submit your application as early as possible to allow you to complete all of the
preparations needed to study your programme. After receiving an offer it can take time to arrange your finances and
apply for your visa (if required) and it is important that you arrive in good time to enrol onto your course. Please refer to
the Dates and Fees page.
If you are unable to apply online, you may apply using one of our PDF application forms below. Once you have
completed your application form and have your supporting documents, you can email them to
[email protected].
International students application form UK/EU students application form
Supporting documents
For us to assess your application in a timely manner, it is important that you provide us with the following documents:
.. Fully completed application form
.. Personal email address must be included on the application form
Transcripts and/or certificates (including a certified translation if not in English)
.. Passport – copy of personal details page
Proof of financial sponsorship if applicable
. Reference
Confirmation of immigration history including copies of previous and current visas if applicable
You can check more information on how to apply here, including guidelines for the application forms.
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