Curious about studying MSc Digital Marketingat University of Hertfordshire? We've gathered all the key details—entry requirements, modules, fees, and more. Hear from real students by checking out reviews, or take the next step by booking an open day to explore it for yourself.
MSc - Master of Science
College Lane - Campus
Full Time
Jan 2027
1 Year
About the course MSc Digital Marketing at the University of Hertfordshire is a specialist, practice-driven degree designed to develop advanced knowledge and skills in digital marketing, supporting career progression in areas such as digital strategy, campaign management and marketing analytics. This postgraduate degree offers three study routes that you can choose from: one-year full-time MSc Digital Marketing two-year full-time MSc Digital Marketing with Advanced Project two-year full-time MSc Digital Marketing with Extended Professional Practice Across all pathways, you’ll study core areas including digital marketing strategy and planning, consumer insights and data analytics, digital communications, and contemporary trends in digital marketing technology. These modules build your understanding of how digital marketing operates within wider organisational and market contexts. Assessment reflects professional marketing outputs and may include campaign development, consultancy-style reports, presentations and digital content. In the final stage of this master’s degree, you’ll complete a substantial piece of independent work. This will take the form of an Applied Research Project, allowing you to investigate a digital marketing problem or opportunity and develop evidence-based recommendations.
This module aims to equip you with a critical understanding of the rapidly evolving field of digital marketing and its strategic integration into global marketing planning. You will explore how data, technology, and consumer insight shape digital marketing strategy and performance across diverse markets. Emphasis is placed on developing your ability to design, implement, and evaluate data-driven, ethical, and culturally sensitive digital marketing strategies that drive engagement, value, and sustainable business growth in a global context.
On this module you will learn about the psychological, social, and cultural drivers of consumer behaviour, while also exploring how data and analytics are used to understand and predict consumer actions. You will gain a deeper understanding about how consumers make decisions, form attitudes, and respond to digital marketing stimuli, and how marketers, in response, use behavioural insights and analytical tools to craft effective strategies.
This module develops your ability to design and implement creative digital communications strategies that are both creatively driven and strategically informed. Grounded in established theoretical frameworks, the module fosters critical analysis and decision-making in digital contexts. You will learn to integrate artificial intelligence with content marketing, social media, and the strategic management of paid, owned, and earned media. You will explore the dynamic role of storytelling, social media ecosystems, and online communities in shaping brand–consumer relationships and integrated media practices.
On this module, you will undertake an independent study by critically examining and applying various research methods integrated with relevant digital marketing frameworks. The module fosters critical thinking and creativity and you will write and present from the perspective of a marketing professional, to create an applied and integrative report. You will carry out an independent research on a complex digital marketing problem by exercising analysis and judgement in the selection of relevant data, interpretation and synthesis of findings to make appropriate recommendations for implementation.
Success at university requires a full understanding of institutional expectations as well as the development of key academic, personal and professional skills needed to enable students to fulfil their potential. This module will provide a structured step-by-step guide along the student journey to equip students with the necessary knowledge and skills to best achieve their goals. Using engaging and interactive content, this module aims to provide students with all the tools and a strong foundation upon which to build successful academic and professional experiences.
This module will immerse you in emerging, disruptive, and future-facing developments that are reshaping the marketing landscape and global economies. You will study how value is created and exchanged in a digital-first world and develop the strategic competence by fostering critical awareness of technological innovation as a driver of marketing transformation. You will explore various trends, such as AI and Automation, Metaverse & Web3, VR/AR, Blockchain, Digital Trust, Cybersecurity, Human & Machine Creativity and Innovation, Experimental and Agile Marketing, Digital Biometrics and Emotion AI.
4.3The University of Hertfordshire offers a huge variety of postgraduate courses across 19 subject areas, from creative art...
