MSc Marketing Management (Digital)

This Master’s degree is a conversion course – ideal for graduates who would like to change subjects or career direction in response to the growing demand for graduates in managerial roles with the skills to design and manage digital marketing strategies.

Delivery:
Full time according to Funding Council definitions, Full-time with placement

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Why study MSc Marketing Management (Digital)?

Learn about a range of digital marketing concepts underpinned by the digital marketing planning process including analysis, planning, implementation and control
Confidently evaluate the effectiveness of various digital marketing tools
While specialising in digital marketing, study broader marketing management concepts such as strategy setting, product development, communications and branding
Develop your personal leadership and management skills to become a competent and successful manager
Choose to complete an optional 30-week work placement in a marketing-related role to further enhance your employability.

Course accreditations

The accrediting bodies on this course are renowned industry-wide for promoting excellence and the highest standards, all of which is reflected in the Bournemouth University Business School experience.

Association to Advance Collegiate Schools of Business (AACSB)

Our Association to Advance Collegiate Schools of Business (AACSB) accreditation is a hallmark of excellence that has been awarded to fewer than 5% of business schools worldwide.

CIM Graduate Gateway

Gain Chartered Institute of Marketing (CIM) professional qualifications through the Graduate Gateway scheme as well as exemptions towards a CIM Diploma in Professional Marketing.

Institute of Data & Marketing (IDM)

This course is also accredited by the Institute of Data & Marketing (IDM). Upon successful completion, you will be awarded the IDM Certificate in Digital and Data-Driven Marketing.

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Next start date:

September 2022, January 2023, September 2023

Location:

Bournemouth University, Lansdowne Campus (with additional activities on Talbot Campus)

Duration:

September: 1 year full-time or 2 years with optional 30-week work placement. January: 16 months full-time or 2 years with optional 30-week work placement

Accreditations:

The Association to Advance Collegiate Schools of Business (AACSB), Institute of Data & Marketing (IDM), Chartered Institute of Marketing (CIM)

Required subjects:

All subjects considered

Entry requirements:

A Bachelors Honours degree with 2:2 or equivalent in any subject. For more information check out our full entry requirements.

International entry requirements:

If English is not your first language you'll need IELTS (Academic) 6.0 with a minimum of 5.5 in each component, or equivalent. For more information check out our full entry requirements.

Course details

Core units

Leadership Essentials: The unit aims to provide a critical understanding of leadership theory and practice through developing your personal leadership skills. You will develop greater self-awareness through reflexivity and working with teams, combined with a theoretical understanding including emotional intelligence, resilience and well-being.
Marketing & Strategy: You will explore and analyse the premise that in order to be successful, organisations need to gain a good understanding of their customers’ requirements and to seek to achieve organisational objectives through the satisfaction of their customers’ needs and wants.
Omnichannel Strategy & Supply Chain Management: In this unit you will apply the operational, managerial and strategic uses of technology and strategic management information systems to a global omnichannel business environment, considering the end-to-end process of product development and marketing/selling business-to-business and business-to-consumer.
Marketing Communications & Brand Management: The unit will examine the key issues and challenges in marketing communications and branding. It will cover strategic issues of integration and planning as well as the tactical considerations needed to execute relevant marketing communications campaigns that meet consumer’s needs.
Sustainability & Social Marketing: Sustainability and social marketing examines current trends in marketing theory and practice which are occurring as a result of change in the business environment, technology and organisations.
Digital Marketing: You will be introduced to a range of digital marketing concepts underpinned by the digital marketing planning process including analysis, planning, implementation and control. Emphasis will also be placed on evaluating the effectiveness of various digital marketing tools.
Research Project: An opportunity to undertake a significant piece of self-managed research in an area that interests you.

Optional work placement

The placement is intended to foster personal and professional development, and to help you to make a connection between academic learning and the working world.

You should consider how a range of management theories can be used, and if management in industry could be improved. The transferable skills developed will improve your performance in your future career, both as employee and manager.

You will complete semester one and two of your programme as well as completing your final disseration at BU, before you undertake the 30 weeks of work experience.

Programme specification

Programme specifications provide definitive records of the university's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

Download the programme specification (pdf 123kb)

Placements

An exciting and valuable part of your studies with us is the opportunity to gain valuable experience through full-time paid industrial placements, for a minimum of 30 weeks. You will have the option to start your placement when the taught units of the course are finished, and after the dissertation.

Find out more about placements for postgraduate students

What support is available?

We provide a lot of support for you to help you find work, including a block of seminars, covering topics such as writing a CV and a covering letter, completing an application form, performing well in interviews, and we also provide language support to assist you with the written elements of your applications.

However, it is ultimately your responsibility to find work. The university does not guarantee that you will find a place. As you all probably know, it is hard work finding a job, and for this reason, many students change their mind once they are here, and choose a taught unit instead of doing the placement.

During your time on placement you will be supported by a unit tutor and a placement development advisor who will visit you on placement and keep in touch by phone and email.

International students

If you choose to do a placement as part of your course:

If you have previously studied in the UK, we will consider any study limit that may apply. We will issue your CAS according to the length of time you are entitled to under UKVI regulations (if you do not have enough time left for a work placement year, we will issue your CAS to cover your course dates only).

If you decide after you have enrolled on your course that you do not want to do a placement, this will be reported to the UKVI when you have successfully completed your course.

If you choose not to do a placement as part of your course:

We will note this on your CAS and your visa will only be granted long enough to cover your taught course, excluding placement.

If you change your mind while you are here and decide you want to do a placement, you will need to leave the UK to make a new Tier 4 visa application for the additional year of study. You would need to pay for your return travel back to your home country, as well as the cost of a new Tier 4 student visa application.

Your application

This course may suit applicants who:

Demonstrate a passion for digital marketing
Can evaluate theory and marketing strategies
Communicate effectively in both written reports and among peers
Can show an awareness of the importance of digital marketing within all business activity.

What we’re looking for

We expect our students to be hard working and enthusiastic, open to new ideas and prepared to work with others to achieve the high standard of industry professionals that BU is renowned for.

You should have a strong interest and passion for extending your skills and knowledge, especially during the final stage of the course when you must research one topic of interest and write a 15,000 word dissertation on this subject.

Selection methods

How and when to apply

There is no application deadline for this course. However, if you will need a visa to come to the UK to study, think carefully about the length of time it will take for your visa application to be processed and make sure your visa will be ready in time for the beginning of your course.

December and January is one of our busiest application periods and therefore it may take us a little longer to process incoming applications. For courses with a January start date, we recommend submitting your application as soon as possible to avoid disappointment.

Click the green ‘Apply now’ button to submit your application free of charge online through myHub, our application portal. You will create your own myHub account so that you can track the progress of your application. Don’t forget to save your application as you go; you can return to it at as many times as you want before you submit it. For more information visit our How to apply section.

Entry requirements

General entry requirements

The normal requirements for embarking upon a postgraduate taught degree are:

A Bachelors Honours degree with 2:2 in any subject, or equivalent.

If you lack the formal academic qualifications needed to enter a postgraduate or post-experience degree, there are several alternative routes to follow – some based on experience. Contact the Future Students Enquiry Team for more information.

International entry requirements

You can find details of the international qualifications we accept, and what level of study they apply to, on our entry requirements for non-UK students' page.

Please see below some examples of the qualifications for entry:

India: Bachelor’s degree (4 years) from a recognised HE institution with a minimum overall result of 55%
Nigeria: Bachelor's degree from a recognised institution with a minimum classification of 2:2
Thailand: Thai Bachelor's (Honours) degree from a recognised higher education institution with a minimum GPA of 2.5/4.0
Turkey: Bachelor’s degree (Lisans Diplomasi - four years) with a minimum overall GPA of 2.3/4.0
Vietnam: Bachelor's degree/Bang tot nghiep dai hoc with an average score of 6.5/10, or a Master’s degree/Thac si.

All applications will be subject to a minimum grade and your degree may need to be in a relevant subject area.

English language requirements

If English is not your first language, you will need to provide evidence that you understand English to a satisfactory level. English language requirements for this course are normally:

IELTS (Academic) 6.0 with minimum 5.5 in each component, or equivalent.

View further information about our English language requirements.

Bournemouth University International College offers a number of pre-sessional English and preparatory programmes to prepare international students for postgraduate study at BU. Admission to the degree is guaranteed on successful completion of your course to the required level.

Careers

Typical starting job roles

Further study

Costs and fees

You can find full information about the deposits required and how to pay your fees in our postgraduate fees and funding section, including details of the Postgraduate Loan (subject to fee status).

All fees are quoted in pounds sterling and are per annum. Fees quoted are for tuition only unless stated otherwise. Your tuition fees will be the same for each year of your course.

Find out more about living expenses for postgraduate students

No hidden extras

What's included in your tuition fee?

Your tuition fee covers expenses associated with your course including tuition materials, access to facilities, mandatory field trips and the following:

Support for finding placements (UK or abroad) and fieldwork, and non-financial support whilst on placement if this is part of your course of study.
A range of student services – advisors, help desks, counsellors, placement support and careers service.
Access to Brightspace, our virtual learning environment, which offers a responsive and personalised learning experience with powerful learning analytics capabilities, intregrated social media and advanced video features.
The Library – access to a wide range of electronic resources (databases, e-journals and e-books), print and multimedia collections, subject librarians and study spaces.
IT labs (some open 24/7), wireless network, AV equipment to borrow.
Disability and additional learning support.
The BU Language Centre to help you develop/improve foreign or English language skills.
24 hours a day, 365 days a year security team.

Costs of living and other expenses you need to consider

Additional costs

We are committed to offering you value for money and ensuring there are no hidden costs while you are studying with us, therefore we have listed below any additional costs you may incur that are not covered by your tuition fee:

Laptops, tablets and mobile devices and any software used on personal devices. Access to a personal computer is strongly recommended for your study. If you are experiencing financial difficulty, visit our website for information regarding hardship funds.
Textbooks, general stationery and other supplies. Our award-winning library is stocked with a large range of text books and online resources, free of charge. The Students’ Union shops stock a wide range of stationery supplies on both campuses.
Accommodation and living costs. Please visit our website for more information.
Travel costs, for optional field trips, outdoor wear and footwear for mandatory and optional field trips (if applicable).
Travel costs to and from the University campus. An annual bus pass is included in your rent if you are living in halls of residence/Unilet accommodation or may be purchases separately.
Travel costs to and from your placement (both in the UK and overseas) if this is part of your course of study. Placement year funding can be found on our website.
Clothing or equipment costs required for your placement if this is part of your course of study.
SportsBU membership.

While all aspects of the programme, including required field trips, are included in the fee, additional, optional or extra curricula activities may be available for which a student contribution is required.

Repeat units

Deposits

International (not Rep. of Ireland) students need to pay a non-refundable £3,000 deposit to secure their place on a postgraduate course. You will need to pay your deposit by the date stated in your offer letter. The remainder of your fee will be payable on registration/enrolment. There are two exceptions to the non-refundable rule on the deposit:

You fail to meet the academic or English requirements of your offer
You are refused a visa to enter the UK, provided the reason for the refusal is not a fraudulent application.

Financial help available from BU

Our staff

On this course you will be taught by staff with relevant expertise and knowledge appropriate to the content of the unit. This could include senior academic staff, qualified professional practitioners and research students, many of whom are actively engaged in research and/or professional practice which is integrated into the teaching of this course. Please note that staff can change.

Dr Julia Hibbert - Senior Lecturer & Programme Leader

Dr Julia Hibbert is a Senior Lecturer in Marketing and Programme Leader for the MSc Marketing Suite. She received her BA from the University of Lincoln and both her MA and PhD from Bournemouth University. She currently teaches across undergraduate and postgraduate programmes within the Business School. Her fascination with understanding people means that her research interests lie around consumer behaviour and the role of identity in the decision making process. Julia has worked in industry and has led successful marketing campaigns in the childcare sector.

View Dr Julia Hibbert's staff profile

Dr Elvira Bolat - Director of Accreditation & Associate Professor

Elvira is the Director of Accreditation (leading portfolio of world-leading accreditations, i.e. AACSB, CMI, CIM, IDM etc.), Principal Academic in Marketing at the Bournemouth University Business School and and Senior Fellow of HEA and Department of Marketing Assurance of Learning (AACSB) Lead. She is Regional President (UK) of IAPNM, on editorial board of Journal of Business to Business Marketing and Deputy Chair for the Academy of Marketing B2B SIG.

Elvira has gained PhD with thesis titled 'Mobile Technology Capabilities and their role in service innovation practices in creative SMEs' and now is supervising other doctoral students in the fields of marketing and management with the focus on digital/interactive marketing.

Currently, her research focuses on social media influencing, adoption of technology by businesses, trust repair in online space and responsible online gambling. Her recent consultancy projects have covered digital marketing planning and implementation for Dr Jackson's, Kudu Clothing and Eat Pho Ltd.

View Dr Elvira Bolat's staff profile

Dr Chris Chapleo - Associate Professor

Chris' research interests are in marketing and branding in the non-profit sector, particularly education. He has published and spoken widely on aspects of higher education branding, and is involved in ongoing consultancy projects in the sector. Prior to academia he held senior marketing roles in the publishing and leisure sectors, as well as higher education, where his interest in education branding first began. His PhD by publication was based on a series of papers that explored the concept of branding in the higher education sector.

He is currently working on research into brand orientation in the nonprofit sector.

Chris has received external funding for a number of projects including research into UK University Vice Chancellor's roles in branding. The finding were presented at practitioner conferences throughout the UK.

He has has also undertaken marketing consultancy for organisations including South East Coastal Communities, Portsmouth Climate Action Network and Addiction Recovery Foundation.

View Dr Chris Chapleo's staff profile

Dr Melissa Carr - Senior Lecturer

Melissa is a Chartered Occupational Psychologist with significant experience in the field of organisational development and organisational behaviour. Melissa spent six years working as a senior faculty member at Ashridge Business School lecturing in leadership and organisational behaviour. She was also a Programme & Client Director responsible for one of the flagship general management programmes.

Specialties: Executive education, leadership development, psychometrics for individual development, team building and recruitment, research into women in business.

View Dr Melissa Carr's staff profile

Dr Kaouther Kooli - Principal Academic

Kaouther is a Principal Academic in Marketing in the Department of Marketing, Strategy and Innovation at the Faculty of Management, Bournemouth University. She holds a PhD in Marketing. She has over 18 years of higher education teaching experience acquired in Tunisia, UK and France.

Kaouther's research interests are in B2B marketing, consumer behaviour and digital marketing. She is the Associate Editor of the Journal of Customer Behaviour and the Chair of the Academy of Marketing B2B Special Interest Group. She has established an annual conference on B2B marketing where academics, students and practitioners get together to debate current issues and challenges facing B2Bmarketing. She has published in top journals. Kaouther has also been invited to give talks at a number of Universities both in the UK and abroad.

View Dr Kaouther Kooli's staff profile

Course changes

Changes for 2021

Date	Changes to this course
17/05/2021	Where the change was made: Course details Change: Programme restructure, completion of dissertation before optional placement year.

Statistics shown throughout this page are taken from Unistats and BU institutional data unless otherwise stated.