Keele University

What you'll study

This MSc gives a mix of conceptual and hands-on modules that cover the planning, execution and measurement of digital marketing activity. Core themes include digital strategy, customer behaviour online, content and social media, search and display advertising, and marketing analytics. Teaching typically combines lectures, workshops, laboratory sessions using industry-standard tools, case studies and a substantial project or dissertation that can be based on a live industry brief.

• Digital Marketing Strategy and Management — frameworks for integrating digital channels into marketing plans, customer journey mapping and campaign planning.
• Customer Insight and Analytics — web analytics, data visualisation, interpretation of digital metrics and making data-driven decisions.
• Search Engine Marketing and SEO — technical and on-page SEO, paid search (PPC) fundamentals and campaign optimisation.
• Content Strategy and Social Media — content creation, editorial planning, community management and social listening.
• Digital Advertising and E‑commerce — programmatic buying basics, display advertising, conversion rate optimisation and online retail strategy.
• Research Methods and Dissertation/Project — research design, applied methods for marketing research and a final project which allows you to specialise or work with an external client.

Entry requirements

Applicants are normally expected to hold an undergraduate degree at the equivalent of a UK second-class honours (2:2) or above in any discipline; relevant professional experience may be considered where academic qualifications differ. Candidates with a degree in marketing, business, computing, media or related subjects will find prior study helpful but it is not essential.

International applicants whose first language is not English will need to demonstrate English language proficiency at a level approved by the university (for example, a recognised English test or equivalent qualification). Applicants may be asked to submit a personal statement outlining their motivations and any relevant work or project experience; shortlisted applicants could be invited to interview.

Career prospects

Graduates move into a broad range of roles across sectors. The programme prepares you for positions that require both strategic thinking and practical digital skills.

• Digital Marketing Manager or Executive
• Search Engine Optimisation (SEO) Specialist
• Paid Media / PPC Manager
• Social Media Manager or Content Strategist
• E‑commerce Specialist
• Marketing Analyst or Digital Insights Analyst
• Digital Consultant or Agency Account Manager
• Further study or research roles, including doctoral study in marketing or digital media

Why study at Keele University

Keele offers a campus-based learning environment with interdisciplinary connections across business, computing and media-related departments. The programme emphasises applied learning, giving access to practical teaching spaces, analytics software and opportunities to work on live briefs with local and regional organisations. Small-group teaching, academic supervision for the dissertation, and careers support from the university help students develop industry-relevant portfolios and networks. The course is designed for people seeking a balance of strategic knowledge and practical digital capability in a supportive campus setting.