Introduction

Start Dates: January, June and September

The online MSc in Digital Marketing Leadership is designed to meet the rapidly increasing role of Digital Marketing within the strategic, operational and marketing functions of organisations worldwide.

This programme is studied fully online.

Delivered online through high quality videos, webinar and discussion forums, the programme provides flexibility for individuals to study at a pace that meets their own personal goals. For part time students the maximum length of the programme is 4 years.

Importantly, the programme utilises contextualised learning based around simulated market challenges. For example, early on in the programme students will follow an entrepreneur’s interactions with a practicing digital marketing consultancy, acquiring knowledge and insight into how a brief is interpreted and then met. This “theory into practice” approach will enable students to quickly add value to an organisation, with understanding not just of the theories and that underscore digital marketing, but also the challenges and techniques of digital marketing implementation.

Facilitating this theory into practice orientation, the programme uniquely combines the expertise and insight of the university’s faculty and a practicing digital marketing consultancy Jump Digital. If you have any questions regarding the specific course content or assessment, please just email the MSc Digital Marketing Leadership programme team at gbs@abdn.ac.uk. We will be delighted to hear from you.

Key Programme Information

At a Glance

Learning Mode
Online Learning
Degree Qualification
MSc, PgCert or PgDip
Duration
9 months, 18 months or 24 months
Study Mode
Part Time
Start Month
September, January or June

Study Options

We offer flexible ways to study. Expand the sections below to find out more about our study options for Digital Marketing Leadership.

MSc

  • Study Options:
    • 24 months (Part Time) · Online Learning · September
    • 24 months (Part Time) · Online Learning · June
    • 24 months (Part Time) · Online Learning · January
Show Course Information for the MSc
Degree Content

Degree Content

The MSc Digital Marketing Leadership comprises 5 ‘taught’ modules and a final consultancy-based project module. All modules are 30 credits, each equating to 300 learning hours (reading, research, activities and assignment preparation). Students are given a maximum of 4 years to complete the programme.

Compulsory Courses

Digital Marketplace and Strategy (BU5585) - 30 Credit Points

0. (Background) The life of a Digital Marketing Consultant:

o Introduction to the course and setting the scene

o Research and reports the consultant can perform in advance of the meeting

o The client interview

1. Strategy Introduction:

o Introduction to Digital Marketing

o Role of the Digital Marketing Consultant and the Support Team

o Digital Marketing Analysis (DMA) and Consultancy Framework

2. Digital Marketing Research:

o Opportunity and Challenge

o Setting Digital Marketing Research Objectives

o Using Google as a Research Engine

o Finding Community, Discussion and Authority

o Keywords, Search Terms, Volumes and Trends

o Connecting into Space

o Social Media listening

o Exploring Forums and Social Communities

o Follow the Leaders

o How Digital Market Research can Inform Wider Strategy

3. Different considerations for Business to Business VS Business to Consumer:

o Typical B2B Objectives and B2C digital objectives

o B2B digital tactics

o B2C digital tactics

o Impact different strategies have on skill requirements, technologies, suppliers

4. Emerging Marketplaces:

o What and who are the big channels

o Why they dominate – search, conversion factors etc.

o How they influence strategy development for B2B & B2C businesses

o Future thinking – what impact are they having on the digital landscape

5. Benchmarking and Metrics:

o Identifying Digital Assets

o The Concept of Domain Authority

o Associating Reputation, Age and Size

6. SEO – Definition and why it’s changing:

o Understanding the evolution of search engines

o Understanding what SEO really is and how it changes and evolves

o Current considerations in seo

o The future of SEO explored

7. Social Media overview:

o The Role of Social Media

8. Analytics Introduction:

o Manage and Measure

o Introduction

o Audience

o Acquisition

o Behaviour

o Conversion

View detailed information about this course

Digital Strategy and Digital Assets (BU5986) - 30 Credit Points

1. Digital Strategy Development

o Big brand and small brand B2B and B2C matrix

o How strategies differ when applied to each section of the matrix

2. Developing Marketing Personas for the Web

o Persona Development for marketing purposes

o Using digital research to help aid in the creation personas

o Servicing personas via the web

o Servicing multiple personas via the web – challenges and approaches

3. Various routes to Market

o Effective Content Marketing

o Using Digital Advertising to reach an audience

o Using Social Media Marketing effectively to reach and engage

4. Structure, Usability

o Basic website and webpage structure

o Accessibility

o Technical considerations e.g. hosting, platforms etc.

o Domain choice (regional, country code, generic)

o International considerations

5. Multi Device Strategy (Mobile)

o Websites display on different devices

o Optimising experience on devices

o Understanding how a customer journey relates to device types

o Optimising device customer experience factoring in personas, customer journey etc.

6. Actionable Analytics

o Understanding what can be measured using web analytics tools

o Map business objectives to measurable digital metrics

o Implement a set of analytics tools designed to measure key metrics

o Create a custom analytics Dashboard: ABCs

7. Website Specification

o Understand the objectives of a comprehensive website specification devices

o Writing up the challenge – creative, development, usability etc.

o Key points for consideration – Accessibility, usability, scalability, robustness, security etc.

o User experiences on different devices

o Specialist elements e.g. international etc.

8. Supplier Evaluation and Selection

o Assessing proposals – Looking for the value and assessing suitability

o Interviewing and selecting suppliers

o Contracts (Key considerations rather than how to draw up a contract….e.g. IP, CMS used, open source, integrations etc.)

View detailed information about this course

Executing A Digital Strategy (BU5087) - 30 Credit Points

1. Content Marketing

o The need to develop content on an ongoing basis

o Most effective ways to utilize your content digitally

o Volume vs. quality

o Content outreach

o Measuring the ROI on content

o Learn, adapt, improve

2. Digital

o The principles of effective targeted digital advertising

o The advertising landscape – when can you advertise online

o The importance of understanding the platforms/advertiser/publisher models

o Smart remarketing in action

o Effective use of Ad networks

o Social media advertising

o Campaign tracking

o Connecting advertising to analytics metrics

o Learn, adapt, improve

3. Social Media

o Understand the nature of social platforms and connecting these marketing objectives

o Utilising a social media channel – engagement, sharing, monitoring, advertising

o Selecting a channel or channels and building a plan

o What makes content engaging

o Engagement vs. commercial benefit. Viral marketing success stories

o Monitoring social media to find your brand or your key influencers (positive or negative)

o Monitoring social media to protect your brand

4. Advanced Analytics

o Overlaying key metric reporting with target user profiles

o Understanding and measuring customer journeys through your website and other digital assets

o Learning and measuring your visitors’ behaviours across different device

View detailed information about this course

Effective Consultancy and Project Management (BU5588) - 30 Credit Points

1. Types of consultancy

2. Personal and Procurement Models

3. Consultancy Projects (projects, programmes, portfolios, project life cycles)

4. Defining, scoping, planning projects

5. Project selection

6. Managing Projects (launching, monitoring, controlling)

7. Project teams and project leadership

8. Negotiating and Contracting

9. In-house, out house, supplier selection and management

10. Projects as change – managing change

View detailed information about this course

Digital Futures (BU5989) - 30 Credit Points

1. Traditional Models of Markets and Value

2. The Network Economy and the ‘Prosumer’

3. Digital ‘Thought Leaders’ and their ‘Ideas’

4. Disruptive Thinking – New Technologies and New Business Models

5. Disruption and Market Value

6. Persuasive Pitching

View detailed information about this course

Consultancy - Based Project (BU5090) - 30 Credit Points

Students draw on the knowledge and understanding obtained from pre-requisite courses, linking them in a holistic way to produce a substantive piece of work that meets a client brief.

View detailed information about this course

PgCert

  • Study Options:
    • 9 months (Part Time) · Online Learning · June
    • 9 months (Part Time) · Online Learning · September
    • 9 months (Part Time) · Online Learning · January
Show Course Information for the PgCert
Degree Content

Degree Content

The MSc Digital Marketing Leadership comprises 5 ‘taught’ modules and a final consultancy-based project module. All modules are 30 credits, each equating to 300 learning hours (reading, research, activities and assignment preparation). Students are given a maximum of 4 years to complete the programme.

Compulsory Courses

Digital Marketplace and Strategy (BU5085) - 30 Credit Points

This module provides an introduction to knowledge and techniques that create real competitive advantage:

o The “Life of a Digital Marketing Consultant”

o Digital Strategy Introduction

o Digital Market Research

o Business to Business [B2] v Business to Consumer [B2C] relationships

o Emerging Marketplaces

o Benchmarking and Metrics

o Search Engine Optimisation [SEO]

o Social Media Overview

o Analytics Introduction

View detailed information about this course

Digital Strategy and Digital Assets (BU5586) - 30 Credit Points

This module provides insight and understanding into fundamental elements of digital strategy for different types/sizes of business:

o Digital Strategy Development

o Developing Marketing Personas for the Web

o Routes to Market

o Structure and Usability

o Multi Device Strategy [Mobile]

o Actionable Analytics

o Website Specification

o Supplier Evaluation and Selection

View detailed information about this course

PgDip

  • Study Options:
    • 18 months (Part Time) · Online Learning · September
    • 18 months (Part Time) · Online Learning · June
    • 18 months (Part Time) · Online Learning · January
Show Course Information for the PgDip
Degree Content

Degree Content

Compulsory Courses

Digital Marketplace and Strategy (BU5585) - 30 Credit Points

0. (Background) The life of a Digital Marketing Consultant:

o Introduction to the course and setting the scene

o Research and reports the consultant can perform in advance of the meeting

o The client interview

1. Strategy Introduction:

o Introduction to Digital Marketing

o Role of the Digital Marketing Consultant and the Support Team

o Digital Marketing Analysis (DMA) and Consultancy Framework

2. Digital Marketing Research:

o Opportunity and Challenge

o Setting Digital Marketing Research Objectives

o Using Google as a Research Engine

o Finding Community, Discussion and Authority

o Keywords, Search Terms, Volumes and Trends

o Connecting into Space

o Social Media listening

o Exploring Forums and Social Communities

o Follow the Leaders

o How Digital Market Research can Inform Wider Strategy

3. Different considerations for Business to Business VS Business to Consumer:

o Typical B2B Objectives and B2C digital objectives

o B2B digital tactics

o B2C digital tactics

o Impact different strategies have on skill requirements, technologies, suppliers

4. Emerging Marketplaces:

o What and who are the big channels

o Why they dominate – search, conversion factors etc.

o How they influence strategy development for B2B & B2C businesses

o Future thinking – what impact are they having on the digital landscape

5. Benchmarking and Metrics:

o Identifying Digital Assets

o The Concept of Domain Authority

o Associating Reputation, Age and Size

6. SEO – Definition and why it’s changing:

o Understanding the evolution of search engines

o Understanding what SEO really is and how it changes and evolves

o Current considerations in seo

o The future of SEO explored

7. Social Media overview:

o The Role of Social Media

8. Analytics Introduction:

o Manage and Measure

o Introduction

o Audience

o Acquisition

o Behaviour

o Conversion

View detailed information about this course

Digital Strategy and Digital Assets (BU5986) - 30 Credit Points

1. Digital Strategy Development

o Big brand and small brand B2B and B2C matrix

o How strategies differ when applied to each section of the matrix

2. Developing Marketing Personas for the Web

o Persona Development for marketing purposes

o Using digital research to help aid in the creation personas

o Servicing personas via the web

o Servicing multiple personas via the web – challenges and approaches

3. Various routes to Market

o Effective Content Marketing

o Using Digital Advertising to reach an audience

o Using Social Media Marketing effectively to reach and engage

4. Structure, Usability

o Basic website and webpage structure

o Accessibility

o Technical considerations e.g. hosting, platforms etc.

o Domain choice (regional, country code, generic)

o International considerations

5. Multi Device Strategy (Mobile)

o Websites display on different devices

o Optimising experience on devices

o Understanding how a customer journey relates to device types

o Optimising device customer experience factoring in personas, customer journey etc.

6. Actionable Analytics

o Understanding what can be measured using web analytics tools

o Map business objectives to measurable digital metrics

o Implement a set of analytics tools designed to measure key metrics

o Create a custom analytics Dashboard: ABCs

7. Website Specification

o Understand the objectives of a comprehensive website specification devices

o Writing up the challenge – creative, development, usability etc.

o Key points for consideration – Accessibility, usability, scalability, robustness, security etc.

o User experiences on different devices

o Specialist elements e.g. international etc.

8. Supplier Evaluation and Selection

o Assessing proposals – Looking for the value and assessing suitability

o Interviewing and selecting suppliers

o Contracts (Key considerations rather than how to draw up a contract….e.g. IP, CMS used, open source, integrations etc.)

View detailed information about this course

Executing A Digital Strategy (BU5087) - 30 Credit Points

1. Content Marketing

o The need to develop content on an ongoing basis

o Most effective ways to utilize your content digitally

o Volume vs. quality

o Content outreach

o Measuring the ROI on content

o Learn, adapt, improve

2. Digital

o The principles of effective targeted digital advertising

o The advertising landscape – when can you advertise online

o The importance of understanding the platforms/advertiser/publisher models

o Smart remarketing in action

o Effective use of Ad networks

o Social media advertising

o Campaign tracking

o Connecting advertising to analytics metrics

o Learn, adapt, improve

3. Social Media

o Understand the nature of social platforms and connecting these marketing objectives

o Utilising a social media channel – engagement, sharing, monitoring, advertising

o Selecting a channel or channels and building a plan

o What makes content engaging

o Engagement vs. commercial benefit. Viral marketing success stories

o Monitoring social media to find your brand or your key influencers (positive or negative)

o Monitoring social media to protect your brand

4. Advanced Analytics

o Overlaying key metric reporting with target user profiles

o Understanding and measuring customer journeys through your website and other digital assets

o Learning and measuring your visitors’ behaviours across different device

View detailed information about this course

Effective Consultancy and Project Management (BU5588) - 30 Credit Points

1. Types of consultancy

2. Personal and Procurement Models

3. Consultancy Projects (projects, programmes, portfolios, project life cycles)

4. Defining, scoping, planning projects

5. Project selection

6. Managing Projects (launching, monitoring, controlling)

7. Project teams and project leadership

8. Negotiating and Contracting

9. In-house, out house, supplier selection and management

10. Projects as change – managing change

View detailed information about this course

Course Availability

We will endeavour to make all course options available; however, these may be subject to change. Further information about potential changes can be viewed here.

How You'll Study

Online materials are presented in varied formats with regular use of video, “walk through” screen capture with voice-over and interactive quizzes. This engaging video led delivery format allows students to watch as digital marketing professionals “go to work”, reviewing websites, researching marketplaces, dissecting campaigns and more.

Downloadable notes are provided alongside suggested reading and support is provided via live video link with subject matter experts and teaching staff.

Assessment Methods

Throughout the course, a mix of written reports, reflective reviews and video presentation is used as the basis of assessment.

Why Study Digital Marketing Leadership?

Through a unique combination of university faculty and practicing digital marketing professionals the MSc Digital Marketing Leadership programme is designed to:  

  • Create digital marketing leaders by teaching a unique blend of strategic thinking combined with digital know-how.
  • Deliver a business-led strategic approach to digital marketing, diving deep at times to demonstrate key principles, techniques and tactics and to explore some of the disruptive opportunities offered by digital marketing.
  • Provide credible, rigorous, current and market relevant knowledge and insight.

On completion of the full programme, students will have not only gained key digital marketing knowledge, but also improved their communication and consultancy skills. As such, students will not only be better equipped to undertake market analysis and create digital strategy, but also to lead digital marketing projects.  

Entry Requirements

Qualifications

A good honours degree from a UK University (or equivalent qualification from a recognised institution for those with non-UK qualifications). For further information on degree equivalency you can email us at gbs@abdn.ac.uk.

OR

Substantial industry experience and a portfolio of training / achievement. Individuals seeking entry via this route will be required to provide a comprehensive CV detailing the experience, training and qualifications they have obtained to date. It is anticipated that all individuals applying via this route will be interviewed via skype or an alternative technology.

English Language Requirements

All students entering the University must provide evidence that they can use English well enough to study effectively at the University of Aberdeen.

Details of our English language entry requirements can be found on our English Language Requirements webpages. This programme requires that you meet the Business School Postgraduate Standard level of English proficiency.

If you have not achieved the required scores, the University of Aberdeen offers pre-sessional English courses. Further details are available on our Language Centre website.

Nationals of some English-speaking countries or those who hold degrees from some English-speaking countries may be exempt from this requirement. Details of countries recognised as English-speaking can be found on our English Language Requirements webpages.

Document Requirements

You will be required to supply the following documentation with your application as proof you meet the entry requirements of this degree programme.

CV
an up-to-date CV/Resumé
Degree Transcript
a full transcript showing all the subjects you studied and the marks you have achieved in your degree(s) (original & official English translation)
Personal Statement
a detailed personal statement explaining your motivation for this particular programme

Fees and Funding

Postgraduate Certificate (Modules 1 & 2) £3,250

Postgraduate Diploma (Modules 3 & 4) £3,250

Masters Award (Modules 5 & 6) £3,250

MSc 24 months Online Learning Part Time September

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
MSc 24 months Online Learning Part Time June

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
MSc 24 months Online Learning Part Time January

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
PgCert 9 months Online Learning Part Time June

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
PgCert 9 months Online Learning Part Time September

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
PgCert 9 months Online Learning Part Time January

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
PgDip 18 months Online Learning Part Time September

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
PgDip 18 months Online Learning Part Time June

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.
PgDip 18 months Online Learning Part Time January

Fee Information

Fee information
Fee category Cost
All Students £3,250
Fee per stage Fees are charged per stage of the programme, as follows: PgCert: £3250 PgDiploma: £3250 MSc: £3250 Total fee is £9750.

Additional Fees

  • In exceptional circumstances there may be additional fees associated with specialist courses. Any additional fees for a course can be found in our Catalogue of Courses.
  • For more information about tuition fees for this programme, including our refund policy, please visit our InfoHub Tuition Fees page.

Funding Opportunities

The University of Aberdeen provides an Alumni Discount Scheme:

The University of Aberdeen is very pleased to offer a 20% discount on postgraduate tuition fees for all alumni who have graduated with a degree from the University of Aberdeen. More Information can be found here.

Our Funding Database

View all funding options in our Funding Database.

Careers

Students graduating from the MSc in Digital Marketing Leadership will be equipped to meet a significant and growing market need for digital ‘know-how’.

Graduates with experience will be able to compete for ‘higher level’ roles, such as Head of Marketing, Head of Digital Marketing and other strategic positions.

Graduates looking at first destination jobs will be able to compete for roles in online marketing such as - Online Community Manager, SEO Specialist and Social Media Executive.

Further illustrative digital job roles can be found here.

The programme will also be valuable for those looking to work as independent consultants as well as those who are looking to start an online venture.

Career Opportunities

  • E-commerce Manager
  • Head of Digital Marketing
  • Head of Marketing

Industry Links

Jump Digital (JD) has developed and delivered digital marketing consultancy at all levels from strategic to tactical and to all sizes of customers across various industry sectors. It also owns, and edits, the highly regarded website Web Analytics World (www.webanalyticsworld.net).

The JD philosophy is to deliver consultancy that adds value at all levels – from board level strategy to practical implementation.

The Latest Digital Marketing Thinking

Future-proof your marketing career by upgrading your current thinking on digital marketing at an advanced level

Get in Touch

Contact Details

Address
Business School
University of Aberdeen
Edward Wright Building
Dunbar Street
Aberdeen
AB24 3QY