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MSc Digital Marketing

Master Programme

MSc Digital Marketing

Part Time

In a rapidly-changing digital world where data analysis is instrumental in a competitive business setting, innovative digital techniques are critical in driving success in the realm of marketing. This MSc in Digital Marketing programme aims to explore the integrated perspective on and future trends of digital marketing and how it fits with traditional marketing theories and concepts and influences the strategic use of digital marketing.


The structured curriculum covers essential aspects of digital marketing elements such as digital marketing strategy, digital communications, social media marketing, data analytics, management and branding. These will fortify your core business skills and understanding tailored to meet the needs of digital marketing practice, including leadership, data and financial management, business ethics and sustainability, and corporate social responsibility.


While the course will equip you with necessary specialist knowledge and sharpen your analytical and intellectual skills, you will graduate to become an effective digital marketing professional or manager with enhanced ability to analyse and evaluate market opportunities within a digital context. You will also grow to be a decision-maker to positively influence organisational strategy and practice by implementing the acquired knowledge and skills.


Other online master's programmes are also available: 

Career-wise, this programme allows you to develop your current marketing profession, work within a general management position or delve into a role in the digital marketing sector. With a growing demand for professionals who have essential knowledge and skills to employ these technologies tactically, you are fully eligible for a wide range of marketing, management, and leadership positions in the private, public and voluntary sectors.


This programme is also available as a postgraduate certificate and a postgraduate diploma. 

Programme Excellence

  • Run by a Russell Group university and one of the world’s most elite Management School which has received triple accreditation from AACSB (US), EQUIS (Europe) and AMBA (UK)
  • All assessments have been developed to incorporate the key principles of authenticity and critical reflection to help you link theory to practice and achieve your personal goals
  • Equip students with technical financial skills which allow them to participate in finance-related organisation projects, including project appraisal, financing decisions, budgeting and data analysis
  • A broad range of career opportunities enhanced by access to guest speakers from who are leaders in digital marketing through webcasts, webinars and though networking events
  • Global connection: After graduation, you will immediately join a global community of more than 258,000 alumni and establish life-long networks and access to a wide variety of career resources

Course Structure

This programme consists of the following modules. In order to achieve the full accreditation, you are required to complete 180 credits.

  • Digital Marketing Strategy and Practice (15 credits)
  • Becoming a Leader (15 credits)
  • Ethical and Sustainable Business Practice (15 credits)
  • Finance and Data Analysis for Managers (15 credits)
  • Consumer Behaviour (15 credits)
  • Digital Communications and Social Media Marketing (15 credits)
  • Brand Creation and Management (15 credits)
  • Research Methods (15 credits)
  • Dissertation (60 credits)


Duration: 30 months^

Programme Start: 16 May 2024

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^The actual duration may be longer or shorter depending on your speed of study, study options chosen and module availability.

Learning and assessments

Teaching methods
You will take part in innovative online teaching methods and a range of interesting and thought-provoking exercises. Core information is developed by subject-leading experts in the field and closely aligned with both industry and academic best practice, underpinned by rigorous theoretical and practical topics, examples and cases. During the study journey, students will learn through interactive individual activities, case studies, group tasks and discussion boards; these will be primarily asynchronous, but opportunities for synchronous interaction will be provided.


Assessment methods
Assessment is by coursework only – no examinations required. Instead, a diverse range of assessments are used throughout the programme designed to mirror circumstances that students may experience within a professional context. This ensures a range of opportunities are given to students in showing evidence of their learning, understanding that people may perform better in certain assessments than others.

Virtual learning environment (VLE)

Virtual learning environment (VLE) is at the centre of your online study experience. It is the platform where you can find your study timetable, view interactive lecturecasts, exchange knowledge with others in discussion forums, access resources and e-library and submit your assignments. You can learn on demand, study at any time, on any device, from anywhere with an internet connection. There is a study skills hub to help you improve and maintain your academic skills, from planning your assignments, understanding academic integrity and referencing, to using the online library and improving your time management.

Entry Requirement

•    A minimum of a 2:1 class degree in any subject, equivalent to a UK bachelor’s degree; or 
•    Professional experience of at least five years within a role that requires some level of strategic input.


All applicants must provide evidence that they have an English language ability equivalent to an IELTS (academic) score of 6.5.

Fee and Funding


This fee is fully inclusive of all costs, including all teaching materials, core textbooks, assessments and resits.


Full payment discount
If you choose to pay the full tuition fee upfront, you will receive a 5% discount.


Regional Scholarship
A Regional Scholarship of 5% is available for students based in Hong Kong for the 2023/24 academic year.


10% discount for Kaplan HK Alumni

If you have completed a course in Kaplan Hong Kong campus, you are eligible to enjoy a 10% discount. 


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*All tuition fees shown are net of any applicable sales tax payable by you in your country of residence. Where we are required to add sales tax at the local statutory rate, this will be added to the tuition fees shown and confirmed during the payment process. Programme fees are reviewed annually. We reserve the right to increase programme fees in line with the RPI-X index.


As one of Europe’s leading provider of advanced programmes and part of its global vision to offer world-class higher education online, the University of Liverpool is the premium choice that brings to the forefront a wealth of flexible career-focused postgraduate programmes tailored for working professionals around the globe.

Solid and sustainable partnership
Offering online programmes since 2000, the University of Liverpool has forged a robust partnership with Kaplan Open Learning, an experienced provider in online higher education learning with a track record of success, to host postgraduate degree programmes. With this venture, the University and Kaplan are dedicated to offering the highest quality programmes and maintaining quality assurance through which students worldwide will benefit from the flexibility of online delivery.

A member of the Russell Group
Founded in 1881, the University of Liverpool is a member of the elite Russell Group of research-led universities in the UK and has been ranked in the top 200 universities worldwide. The broad range of online programmes on offer spans across professional disciplines from Management, Business, Computing, Psychology and Health, all with an international edge.

All-embracing support
Teaching is delivered through a state-of-the-art learning platform, allowing students full access to all resources, interactive study materials and a comprehensive eLibrary 24/7, from anywhere in the world. Students will also benefit from holistic academic support throughout the entire course from student advisers and subject tutors.

The original redbrick
All online degrees are awarded by the University of Liverpool with the same validity and credibility as an equivalent degree awarded to campus-students. Upon completion, online students will be invited to receive their degrees in a graduation ceremony at the University of Liverpool campus in the North West of England, and will join a global network of more than 219,000 alumni.