Programme information

Our Digital Marketing MSc programme will provide you with a comprehensive understanding of digital marketing and allow you to develop your skills to address associated challenges in the most effective way. Our programme will provide you with employment skills essential to online marketing, such as market research, communications, customer insight generation and managing marketing campaigns.
You will utilise digital marketing techniques to analyse and evaluate problems and respond to challenges faced by marketers in real world scenarios, whilst building your knowledge and expertise in digital technologies. The programme covers various elements of marketing practice to help you create successful marketing strategies and has a thorough foundation in principles of marketing and strategic marketing management.
You will also gain an overarching view of the context in which today’s consumers, businesses and societies operate, including the technological and social challenges faced by the marketing profession.
The Institute for Digital Technologies offers teaching from pioneering researchers and creative innovators, to expose students to the latest theories and developments from across the discipline. Our programmes are shaped by the principles and discoveries of our current research, and students are encouraged to participate in development projects and industry-focused work experience opportunities where possible. 

Entry requirements

An honours degree (2:2 or above), or an equivalent overseas qualification recognised by Loughborough University.

Overseas qualification equivalencies

English Language requirements

All applicants for admission to Loughborough University must have a qualification in English Language before they can be admitted to any course or programme, whether their first language is English or not.

More on the Loughborough University website

Fees and funding

Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, IT equipment and other support services. The standard tuition fees for this course for 2019/20 are:

  • £10,550 (UK/EU)
  • £24,750 (International)

University fees and charges can be paid in advance and there are several methods of payment, including online payments and payment by instalment. Special arrangements are made for payments by part-time students.

View scholarships for 2019 entry

Programme aims

  • Provide students with a comprehensive understanding of marketing principles, and develop their skills to address associated challenges related to strategic marketing management
  • Develop students’ critical thinking on effectively employing technology within an organisational marketing strategy to influence global marketing landscapes
  • Provide students and teams with employment skills essential to digital marketing, such as data analytics for market research, digital communications, customer engagement and managing marketing campaigns
  • Build students’ knowledge and expertise in effectively utilising digital technologies in various elements of marketing practice to develop successful digital marketing campaigns
  • Provide students with an overarching view of the context in which today’s consumers, businesses and societies operate, including the ethical requirements faced by the marketing profession

Programme modules

Our Digital Marketing master's degree covers a wide range of topics; to give you a taster we have expanded on some of the core modules affiliated with this programme and the specific assessment methods associated with each module.

Core modules

Collaborative Project

With a multi-talented group of students, you will work on a brief from a real company looking to solve a real social or business problem.
Together with your student team, you will research and build solutions to a business problem, supported by our project tutors, clients and staff. Previous clients include Foster + Partners, Speedo, The London Legacy Development Corporation as well as many other companies, start-ups and charities.
The Collaborative Project provides a means for you to engage in critical enquiry and to be exposed to project-based teamwork in multicultural and interdisciplinary settings. By undertaking this module, you will strengthen your cooperative and collaborative working skills and competencies, whilst raising your awareness and appreciation of cultural and disciplinary diversity and differences.
The Collaborative Project aims to provide you with a hands-on experience of identifying, framing and resolving practice-oriented and real-world based challenges and problems, using creativity and appropriate tools to achieve valuable and relevant solutions. Alongside the collaborative elements of the module, you will be provided with opportunities to network with stakeholders, organisations and corporations, which will give you the experience and skills needed to connect to relevant parties and potentially develop future employment opportunities.
Learning Outcomes
On completion of this module, you will be able to:
  • Work effectively in diverse and interdisciplinary teams;
  • Undertake and contribute towards a project-based development process;
  • Apply critical enquiry, reflection, and creative methods to identify, frame, and resolve issues and problems at hand;
  • Identify user and stakeholder needs and value creation opportunities, whilst collecting and applying evidence-based information and knowledge to develop appropriate insights, practices and solutions;
  • Identify, structure, reflect on key issues and propose solutions to problems in creative ways;
  • Enhance your appreciation for diversity and divergent individual and disciplinary perspectives;
  • Be able to provide structured, reflective and critical feedback to peers and other stakeholders;
  • Plan and execute a project plan including scope, resources and timing;
  • Effectively communicate ideas, methods and results to a diverse range of stakeholders;
  • Use multiple, state-of-the-art date media and technologies to communicate with collaborators;
  • Make informed, critical and reflective decisions in time-limited situations.
100% Coursework consisting of:
  • 20% Group project proposal
  • 20% Individual reflection
  • 30% Final Project Report
  • 30% Project deliverables to the client

Strategic Marketing Management

By the end of this module you will be able to perform a critical analysis of the way in which an organisation positions its products and services in a market. This module examines recent developments in marketing thinking and market strategy development and focuses on the dynamic aspects of market strategy development. We will investigate the current issues facing the sector, including relationship and Internet marketing. This, alongside use of a simulation exercise, will provide you with practical experience of the development and adjustment of strategies in an integrative manner. The module draws on key theories in strategic marketing management, building on the latest academic insights into market orientation, segmentation and positioning, value-creating strategies, branding and customer retention.
Learning Outcomes
On completion of this module, you should be able to:
  • Demonstrate a critical awareness of the factors involved in the marketing of products and services;
  • Critically reflect on traditional and emerging marketing practices;
  • Critically investigate and reflect on the impact of marketing choices;
  • Identify marketing strategies and suitable tools to reach organisational and marketing goals;
  • Critically synthesise and reflect on the professional and academic journal literature.
  • Synthesise information from appropriate sources
  • Demonstrate effective communication skills to persuade and influence stakeholders
  • Demonstrate effective report writing skills
  • Select and use appropriate investigative and research skills
  • Exhibit care for written and spoken communications
  • Case analysis (40%)
  • Report (60%)

Digital Practices for Customer Engagement

This module will familiarise students with techniques of understanding and engaging consumers/customers through emerging digital technologies and how knowledge about customers can be used to make better marketing decisions.
Learning outcomes 

On completion of this module you will be able to:

  • Critically analyse customer engagement and understanding through digital marketing practice
  • Critically assess the related behavioural theories and models that can be used to generate customer knowledge
  • Relate influential factors of the digital age to emerging and future patterns of customer behaviour
  • Appraise the key platforms and underpinning digital marketing practice driven by customer knowledge
  • Compare different technologies for customer behaviour prediction and brand engagement
  • Assess customer engagement models and their relevance to brand strategy 
  • Critically analyse core practices of customer engagement and brand strategy
  • Utilise customer behavioural models to analyse customer behaviour to inform marketing decisions
  • Critically analyse the aspects of customer engagement that relate to social networks and online communities to build effective brand strategies
  • Coursework (100%)

Digital Technologies for Market Analysis

The aims of this module are to introduce you to the importance and practices of market research and analysis to design, perform and present effective market research using digital technologies.

Topics covered include quantitative and qualitative market research methodologies, digital technologies for market research including, mobile surveys, ethnography, crowdsourcing, gamification and eye tracking, data analysis methodologies (including text, media and big data analytics), visualization techniques and ethical issues surrounding market research.
Learning outcomes
On completion of this module, you will be able to:
  • Demonstrate knowledge of commonly used methods for market research and analysis utilizing digital technologies;
  • Critically analyse methodological issues in different research techniques, and ethical issues surrounding those techniques
  • Evaluate the relative importance of various emerging forms of research tools for data collection
  • Compare and contrast various methods for analysis of collected data to gain relevant insights
  • Use market research as a tool for generating insight and informing business decisions
  • Independently design and conduct market research utilizing a multitude of digital tools
  • Critically select appropriate methods of research among various digital tools suitable for a given scenario
  • Use relevant data visualization techniques to present information to various audiences
  • Research and organise information from a range of sources relating to a given subject
  • Present one’s work in professional and technical reports targeting specialist and non-specialist audiences
  • Articulate arguments effectively under timed conditions and in assessed coursework
  • Coursework (50%)
  • Exam (50%)


The Dissertation module will equip you with the relevant skills, knowledge and understanding to embark on your own research project. You will have the choice of three dissertation pathways:
  • A desk based research project that could be set by an organisation or could be a subject of the student's choice
  • A project that involves collection of primary data from within an organisation or based on lab and/or field experiments
  • An Internship within an organisation during which time students will complete a project as part of their role in agreement with the organisation (subject to a suitable placement position being obtained)
  • By undertaking a dissertation at master's level, you will achieve a high level of understanding in your chosen subject area and will produce a written thesis or project report which will discuss your research in more detail.
Learning Outcomes
On successful completion of this module, you should be able to demonstrate knowledge and understanding of:
  • The importance of project planning;
  • The importance of a clear hypothesis or research question;
  • The ethical implications of research;
  • The relevant empirical data and methodologies for data collection or knowledge assimilation for the subject area;
  • Methods of data analysis and their suitability for the intended data;
  • The areas of expertise or publications of the major individuals or organisations in the subject or business area;
  • The previous research or current knowledge in the specific subject or business area;
  • Theoretical perspectives relevant to your chosen topic;
  • The most effective methods of presentation for data or knowledge;
  • Developing a clear, coherent and original research question, hypothesis or business problem in a suitable subject area;
  • Synthesising relevant sources (e.g. research literature, primary data) to construct a coherent argument in response to your research question, hypothesis or business problem;
  • Analysing primary or secondary data collected by an appropriate method;
  • Critically evaluating data collected in context with previously published knowledge or information;
  • Engaging in critical debate and argumentation in written work;
  • Applying principles of good scholarly practice to your written work;
  • Performing appropriate literature searching/business information searching using library databases or other reputable sources;
  • Planning a research project and producing a realistic gantt chart demonstrating your intended timelines;
  • Synthesising information from appropriate sources;
  • Demonstrating rational use of research method tools;
  • Selecting and using appropriate investigative and research skills;
  • Demonstrating effective project planning skills;
  • Finding and evaluating scholarly sources;
  • Engaging in critical reasoning, debate and argumentation;
  • Demonstrating effective report writing skills;
  • Recognising and using resources effectively;
  • Successfully managing a project from idea to completion;
  • Demonstrating commercial awareness or the impact of knowledge transfer in a business or research environment.
100% Coursework consisting of:
  • 20% Literature review
  • 20% Research proposal
  • 60% Dissertation report/essay

Optional modules

Advanced Big Data Analytics

The aims of this module are to:
Introduce the concept of Big Data systems and the challenges posed by such systems
Introduce the requirement of advanced analytics, processing techniques and architectural solutions to tackle the problems encountered
Learning Outcomes
On completion of this module you should be able to:
  • Describe the theoretical background of big data, and recognise the need for big data analytics
  • Have a critical awareness of machine learning algorithms for data analytics in big data systems
  • Describe distributed architectures of big data systems including database technologies used in industrial big data systems
  • Understand signal processing techniques for big data systems with advanced matrix manipulation
  • Appreciate various visualisation tools and techniques
  • Select and apply various machine learning algorithms to a given data set to interpret the data and make necessary predictions
  • Demonstrate ability to evaluate and select an appropriate database technology for a given need for big data storage and retrieval
  • Analyse the need for visualisation and employ appropriate visualisation tools
  • Critically analyse building blocks of a practical big data systems for performance improvement
  • Demonstrate programming skills related to data analytics and usage of associated tools
  • Formulate creative data solutions that start with cleaning up raw data sets, to discover new patterns that are underlying, to make necessary predictions, utilizing established state-of-the-art tools and techniques
  • Develop experimental, analytical and problem solving skills in data driven applications
  • Illustrate professional report writing, presentation and communication skills to communicate complex ideas to expert and non-expert audiences
  • Develop creative thinking skills to demonstrate ways of solving problems with existing tools
  • 35% Coursework
  • 15% Presentation and Q&A
  • 50% Exam

International Marketing

This module aims to provide you with an understanding of the key concepts and core issues in international marketing and to develop decision-making skills for the successful formulation, implementation and control of international marketing programmes.
Learning Objectives
By the end of the module you should be able to:
  • Describe the core issues associated with the development of international marketing strategies;
  • Explain the key decisions and problems associated with developing a marketing mix in an international setting;
  • Analyse the international marketing environment of an organisation;
  • Debate international marketing issues in a group setting;
  • Use web-based information on internationalmarketing;
  • Evaluate the impact of contextual influences on international marketing decision making.
  • Work independently and manage time effectively;
  • Work effectively in a small team on case studies and projects;
  • 50% group assignment
  • 50% exam

Introduction to Digital Technologies

This module will provide an overview of mobile Internet and cloud technology, with a special emphasis on media cloud applications, mobile Internet platforms and their associated challenges.
Learning Outcomes
On completion of this module students should be able to: 
  • Receive an overview of the mobile Internet and cloud technologies with specific knowledge in media cloud applications on mobile devices, systems and Internet in general, and the challenges that are associated with making such applications available to the end-users via the mobile Internet and cloud technology 
  • The mobile Internet technology, media cloud applications, and the strengths and associated challenges by utilising mobile cloud technology and applications 
  • Mobile networking and media cloud topics 
  • Privacy and security issues in mobile cloud services 
  • Mobile Internet and cloud business models 
  • Gain experience with the understanding of mobile Internet architecture and access techniques, system performance and limitation 
  • Gain specific skills in media cloud applications and how the combination of mobile Internet with cloud computing technology will fast-changing the future of media applications for people on the move and the daily life of public in general 
  • Apply their knowledge of mobile Internet and media cloud technology in media service delivery and communication industry 
  • Tackle media cloud application and mobile communication networks related problems and deal with their possible solutions 
  • Equip themselves with the necessary understanding and essential knowledge that are required for service provider jobs in the cloud computing, applications, and mobile services provision domains
  • Coursework (30%)
  • Exam (70%)


Media Audiences, Users and Markets

This module will cover a range of approaches to studying media audiences, users and markets, developed both within academic research and in the media and creative industries. Content will include: public debates about media audiences, users and markets; key theoretical paradigms in media audience research; the history of research and debate on media audiences; methodological and ethical issues in research design and analysis; the implications of new digital media for audience behaviour and for research; practices of market research within the media and creative industries.
The aim of this module is to introduce you to the major theoretical and methodological issues at stake in researching people's engagement with media, as audiences, users and consumers. The module examines the historical evolution of audience research; the key theoretical paradigms in the field; the practice of market research, and how it is employed within the media and creative industries; methodological and ethical dimensions of research; and the implications of new media technologies, both for the experience of audiences/users/consumers and for the practice of research. Case studies will be presented by visiting speakers from relevant organisations in the media and creative industries.
Learning Outcomes
On completion of this module, you should be able to:
  • Understand the major research trends in the academic study of media audiences, including social-psychological and Cultural Studies perspectives;
  • Understand the aims, methods and practices of market and consumer research within the media and creative industries;
  • Understand the methodological choices entailed in studying media audiences, and their implications and consequences for research findings;
  • Understand the implications of new media technologies for audience/user behaviour, and for the practice of audience and market research;
  • Identify and debate relevant theoretical perspectives on media audiences, users and markets;
  • Describe and evaluate methodological procedures and practices used in this field;
  • Systematically assess the implicit theoretical assumptions and methodologies employed in specific research studies;
  • Analyse emerging trends and critically evaluate received wisdom in the field;
  • Gather, process, analyse and evaluate primary data;
  • Locate and critique relevant academic and non-academic sources;
  • Communicate effectively in speech and writing, with academic and non-academic audiences;
  • Engage in critical reasoning, debate and argumentation;
  • Manage time and resources effectively;
  • Synthesise different sources of data and identify key arguments and issues at stake in particular fields of practice;
  • Understand the working practices and methods employed in relevant sectors of the media and creative industries (e.g. market research);
  • Apply skills in written and verbal communication that are relevant to this field (e.g. report writing);
  • Plan, organise and manage a self-directed research case study, demonstrating independence, initiative and originality.
100% Coursework consisting of:
  • 30% Report
  • 70% Essay

Design Thinking

The module will include: visualization, using imagery to envision possible future conditions; journey mapping, assessing the existing experience through the customer's eyes, using customer oriented data collection techniques; value chain analysis, assessing the current value chain that supports the customer's journey; mind mapping, generating insights from exploration activities and using those to create; design criteria; brainstorming, generating ideas; rapid concept development, assembling innovative elements into a coherent proposition that can be explored and evaluated; rapid ‘prototyping', expressing a new concept in a tangible form for exploration, consumer testing, and refinement; consumer testing; and storytelling.
The aim of this module is to enhance your ability to use design approaches and tools for identifying and implementing human centred innovation opportunities. You will be expected to deploy knowledge learned in this module into parallel running Collaborative Project module.
Learning Outcomes
The module will introduce you to a systematic design-based approach aimed at identifying and implementing user centered innovation opportunities.
On completion of this module you should be able to:
  • Identify when and how to use range of Design Thinking tools;
  • Select appropriate tools to inform project development;
  • Appropriate use of the Design Thinking tools in a parallel module;
  • Develop communication skills in diverse teams;
  • Developed a systematic approach to tackle complex projects;
  • Apply tools in a project context;
  • Work with variety of stakeholders;
  • Understand how to tackle `wicked' problems;
  • Be able to deliver a succinct presentation to communicate key facts.
  • 10% Presentation
  • 20% Peer Feedback
  • 70% Report

Foresight and Strategy

As part of the Introduction to Foresight and Forecasting module, you will research methods for trends in forecasting, create scenarios and personas, create speculative designs, explore science fiction in film and literature, and understand making films to `sell' concepts.

The aim of this module is to broaden your experience and skills as a designer to include knowledge of, and competence with, the deployment of foresight, forecasting and scenario writing to inform future design and business strategy.

Learning Outcomes

On successful completion of this module you should be able to:

  • Engage in research and analysis to gather key insights appropriate to the future strategy of a business, and propose design solutions which complement, inform and challenge that strategy, as appropriate;
  • Research techniques for future forecasting;
  • Persona and scenario development as techniques for generating insights;
  • Persona and scenario development as techniques for generating stakeholder buy-in;
  • Creating speculative and/or conceptual design solutions;
  • The role(s) of speculative design concepts with a business;
  • Use a range of techniques for generating key insights;
  • Apply key insights to speculative and/or conceptual design solutions;
  • Use a range of presentation techniques such as storyboarding, video, UX simulation, rendering and animation, as appropriate to the design concept;
  • Present and document insights gained from research in a credible and convincing manner;
  • Present 'hard-to-grasp' concepts in a compelling and convincing manner;
  • Engage in critique of the work of others;
  • Gather and analyse research material relevant to the future strategy of a business;
  • Generate design concepts within the context of future business strategy;
  • Present concepts in a manner which is understandable to non-designer stakeholders.
  • 30% Peer Feedback
  • 70% Foresight & Strategy Scenario(s)

Business Planning

You will look at a variety of frameworks for assessing entrepreneurs, products, markets, and industries with a view to understanding the importance of thorough market analysis and research prior to planning a new venture.
The aim of this module is to equip you with the background knowledge on strategic positioning and the more practical aspects of business planning.
Learning Outcomes
On completion of this module you should be able to:
  • Highlight the complexity of the innovation process;
  • Explain the importance of idea creation and opportunity spotting;
  • Create critical assessment of a potential product or service;
  • Explain strategic positioning of a novel business idea;
  • Analyse data and information in order to make effective decisions;
  • Recognise and apply self-reflection for personal development;
  • Demonstrate rational use of business and risk analysis tools to analyse company performance;
  • Demonstrate effective communication to persuade and influence stakeholders;
  • Evaluate the funding needs of a new venture;
  • Select and use appropriate investigative and research skills;
  • Demonstrate effective report writing skills;
  • Work effectively in a team and demonstrate recognition of an individual’s contributions to a group activity;
  • Demonstrate a positive attitude towards a commercial opportunity;
  • Spot or create an opportunity for a new product or service;
  • Successfully manage a project from idea to completion.
  • 100% Coursework

Principles of Entrepreneurship and Innovation Management

The theory of entrepreneurship and the importance of entrepreneurial action to the innovation process; the contemporary business environment; micro and macro environments; intellectual property; funding & finance; project management; corporate responsibility & sustainability; governance; ethics; business planning; strategy; risk analysis and failure.
The aim of this module is to equip you with an in depth knowledge of the innovation process, its importance to the economy and an understanding of all of the various factors affecting its success including intellectual property, funding and strategy. We will introduce the academic theories of entrepreneurship and analyse the personality traits and behaviours associated with entrepreneurs.
Learning Outcomes
On completion of this module you should be able to:
  • Innovation as a process;
  • Identify the academic theories of entrepreneurship;
  • Identify the factors influencing the success of organisations;
  • Relate innovation theory to the performance of organisations;
  • Use investigative and research skills;
  • Demonstrate effective report writing skills.
  • Demonstrate commercial awareness.
100% Coursework consisting of:
  • 50% Report 1
  • 50% Report 2

Future career prospects

Graduating from Digital Marketing will provide you with job opportunities in brand management, marketing communications, social media marketing and digital marketing (in job roles such as Online Community Manager, SEO Specialist and Social Media Executive).

Graduates will also have the opportunity to enhance their knowledge and career prospects further by undertaking an MRes or PhD programme.


Your personal development

The careers and employability support on offer at Loughborough University London has been carefully designed to give you the best possible chance of securing your dream role.

Loughborough University London is the first of its kind to develop a suite of careers-focused activities and support that is positioned as the underpinning of every student’s programme. Opportunities include employability assessments, group projects set by a real businesses and organisations, company site visits and organisation-based dissertation opportunities.


Modules are assessed by a combination of written assignments, group exercises, presentations and time constrained assignments. Take a look at our modules to see what assessments you can expect to undertake.

Speak to a programme specialist

If you'd like to know more about this programme, you can request an email or telephone call from an academic responsible for the teaching of this programme. 


Complete the contact request form