Marketing With Digital Strategy MSc



Digital strategy is the future. Master essential skills every marketer needs to thrive in a dynamic digital-first world

Course overview

Contemporary society is increasingly described as being ‘post-digital', where technology integrates with and influences every aspect of our lives. Digital marketing strategies and services are no longer regarded as ‘bolt-on' or specialist areas, they are now an essential and invaluable part of any communication or marketing strategy. 

Our MSc in Marketing with Digital Strategy equips you with the digital skills and strategic marketing knowledge to meet current demand for people who can thrive in the digital business environment. Suitable for those with no previous marketing knowledge, (but note that digital skills and literacy are required for this course from the outset), this higher degree will increase your employability, empowering you to have the confidence and knowledge to meet employers’ present and future digital and marketing needs, and give you the advanced digital skills necessary to develop new business and marketing opportunities.

The course is accredited by the Institute of Data & Marketing (IDM), a leading professional organisation specialising in digital marketing. You’ll be able to gain an additional professional qualification (Certificate in Digital and Data Driven Marketing) as part of your studies, and you’ll also get practical experience in digital and social media analytics as part of this course, greatly enhancing your career prospects.

Typical entry points to this course are in January and September. Please enquire for more information.

We are the #1 modern university in Scotland (Times Higher Education World University Rankings 2026).

We are a top 5 UK modern university for graduate prospects (The Times Good University Guide 2026).

 
Student at work on a laptop in the Craiglockhart campus library.

Mode of Study:

Full-time

Duration:

1 years

Start date:

Jan

Course details

Our MSc Marketing with Digital Strategy programme equips you with the knowledge and practical skills to develop, implement and evaluate effective digital marketing strategies in today's data-driven world.

You will explore the core principles of marketing alongside specialist topics including Analytics & AI, Consumer Insights (option), Marketing Communications (option), Strategic Brand Management, Digital Marketing Strategy, and Social Media & Content Marketing. You will also have the option to study Marketing for Sustainable Future if you are interested in sustainable marketing practices. The programme also develops your research capabilities, enabling you to apply evidence-based approaches to complex marketing challenges.

Throughout your studies, you'll learn how organisations use digital technologies, data insights and customer understanding to build brands, engage audiences and drive business growth. In your final stage, you'll undertake an independent dissertation or Capstone project, allowing you to investigate a digital marketing topic of particular interest and apply your learning to a real-world challenge.

How will my degree reflect sustainability and sustainable development?

The Principles of Responsible Management Education (PRME) – established under the UN Global Compact – places a clear onus on Higher Education to ‘transform management education and develop the responsible decision-makers of tomorrow to advance sustainable development’. The Business School is a PRME signatory, and we seek to influence professional practice and policy nationally and internationally, helping to drive key societal, economic and environmental impacts.

Our mission is ‘to empower communities to apply business knowledge for positive societal impact’ and we work constantly to embed practical actions into our curriculum, to promote sustainability and relate these to the key ideas of sustainability, as reflected in the 17 UN Sustainable Development Goals (SDG). Our undergraduate and postgraduate programmes now reflect one or more of the SDG, and our research is targeted to solve real world problems, mapped against the criteria used in the Times Higher Education’s Impact Ranking. 

The most recent annual league table for Sustainability - compiled by People & Planet, the UK’s largest student campaigning network - again places Edinburgh Napier in a top 3 position among Scotland’s 19 universities. This reflects their assessment of our performance across a range of environmental and ethical considerations, which include carbon reduction and management, and education.

What is distinct about equality, diversity and inclusion?

Edinburgh Napier University is enriched by the diversity of perspectives, cultures and backgrounds brought by all within our global community. We are committed to a positive environment where diversity and inclusiveness is celebrated and everyone is treated fairly regardless of sex, sexual orientation, gender reassignment, disability, age, ethnic origin, religion or belief, marital or civil partnership status or whether pregnant or on maternity leave. We commit ourselves to providing a learning, working and social environment that is free from discrimination, prejudice, intimidation, stigmatisation and all forms of harassment and bullying.

The Business School's vision: 'To be the Business School for empowerment, enterprise and employability for all'.

Our mission statement: 'Empowering our communities to apply business knowledge for positive societal impact'.

Lead Academic

Dr Kat Rezai Namaghi has a PhD in Marketing & Consumer Research from Edinburgh Napier University and is a Senior Fellow of Higher Education Academy. An advocate for student engagement, Kat has a portfolio of innovative teaching practices to enhance student’s pedagogical development and overall experience.




 

 

  • calendar

    How you’ll be taught

     This full-time course will take up to a year (16 months if you are a January start) to complete and will be structured to support the student through their journey. You’ll learn by a variety of teaching methods including lectures, guest lectures, practical workshops, tutorials and independent study.
  • note and pen

    Assessments

     Each module will have either one or two assessments. Assessment is carried out via a wide range of mechanisms, both coursework and exam.
  • briefcase

    Work placement

    Not applicable
  • study abroad

    Study abroad

    Not Applicable
  • library

    Facilities

     This course is taught in person at our Craiglockhart campus.

Modules

Modules that you will study* as part of this course

Analytics and AI for Marketing Strategy ( MKT11127 )

In this module, you will develop in-depth understanding of the theory, practice and managerial implications of using analytics and AI as part of an organisation's marketing strategy. The syllabus will introduce you to key principles and challenges, including the analysis and evaluation of data from websites and social media to improve marketing performance. You will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of data and AI ethics in an organisational context. In addition, you will get hands-on experience in analytics and AI tools used by marketing practitioners, resulting in strong strategic and applied knowledge in AI and analytics on successful completion of the module.

Further information

Consumer Insights ( MKT11112 )

In this module, you will explore topical issues shaping consumer behaviour today. You’ll learn how to spot emerging trends, analyse them effectively, and use evidence to make smart, market recommendations.You will be introduced to the different environments marketers work in—whether it’s a business aiming for profit or a non-profit organization and learn to recognise differences in consumer preferences and market strategy. You will dive into what drives people’s choices, from individual factors like motivation, learning and attitudes, to social influences like culture and reference groups.You will also gain insights into how consumers make decisions and how marketers can create better experiences based on those decisions.

Further information

Digital Marketing Strategy ( MKT11124 )

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by Institute of Data & Marketing (IDM)

Further information

Marketing Communications ( MKT11101 )

Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications

Further information

Marketing for Sustainable Future ( MKT11125 )

In this module, you will explore how marketing tools can be used to encourage more sustainable and responsible consumption and contribute to global efforts aimed at addressing environmental challenges, improving social welfare, and promoting economic resilience.You will study key sustainability concepts from both macro and micro (organisational) perspectives, and consider how marketing strategies can be used to construct a brand purpose that prioritises sustainability, as well as encourage responsible consumption.The module will enable you to develop your understanding of the key principles and drivers of sustainable marketing practice and develop strategies that can enable organisations to integrate sustainable practices effectively while fostering positive relationships with key stakeholders.

Further information

Principles and Practice of Marketing ( MKT11108 )

The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application. The module covers the marketing environment by evaluating marketing strategy and objective setting. The importance and understanding of the marketing mix focusing on products, marketing communications, pricing strategies, logistics and distribution are dealt with in relation to the key role in marketing. An understanding of planning and control is addressed. By studying Principles and Practices of Marketing you will learn how to make marketing decisions across an organisation, and how to devise and implement a marketing plan for a product / service of your choice.

Further information

Research Methods ( SOE11131 )

The focus of this module is for you to develop an understanding of research method approaches. The emphasis is on developing research skills that will equip you with the expertise to undertake relevant and topical research required for your future dissertation. The module will work logically through the techniques for writing a critical literature review Then offer sound insights into methodological considerations, along with the importance of the research design elements and ethics. The data gathering for both qualitative and quantitative will be explored, along with appropriate analysis techniques. Lastly, there will be a focus on how to evaluate and communicate your research.

Further information

Research Skills ( TBS11109 )

Research Skills aims to give you practical research skills that show how organisations, policy makers, NGOs and other institutions use data and research to make real-world decisions. During the classes, you will develop practical skills in reviewing literature, designing studies, collecting and analysing qualitative and quantitative data, and applying ethical principles in business and research, including responsible AI use. Through real-world examples and case studies, you will practice turning research findings into actionable, evidence-based recommendations. You will also strengthen your academic writing and reporting skills to communicate research clearly and effectively. Overall, the module aims to prepare you with the skills and experience needed to tackle applied research challenges in your Capstone Project and future professional practice.

Further information

Skills for Success ( TBS11108 )

Module is designed to ensure you are equipped with a longitudinal induction which ensures ‘How to be here’ foundation moves through Professionalism in classroom and beyond to Careers awareness and guidance as part of pass/fail attended module. This ‘levelling-up’ will provide an you with an enhanced experience if you have an identified skills gaps, and provide more skills balances for you within individual cohorts.

Further information

Social Media and Content Marketing ( MKT11111 )

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing. You will learn: 1. how organisations establish and maintain Social Communities using appropriate interactive creative content practices that are published on social media pages and profiles(LO1). 2. Social Publishing will open up the world of creative content for businesses and organisations, with a specific focus on blogging and other narrative and social/personality- driven media content(LO2). 3. The third element of this module will focus on Social Commerce, leading you to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show you the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). You will also reflect on and critique the ways in which social media and content marketing techniques can be used in marketing and business contexts (LO5).

Further information

Strategic Brand Management ( MKT11103 )

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector. Branding and sustainability

Further information

* These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.

ACCREDITED BY

Disclaimer

Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.

Full information is available in our disclaimer.

Entry requirements

What are the entry requirements for Marketing with Digital Strategy?

The entry requirements for this course is a Bachelor (Honours) Degree at a 2:2 or above. 

We look for applicants to have a background in any discipline in order to be eligible for the programme.

We may also consider lesser qualifications if you have sufficient professional work experience within the industry.

Please note that digital skills and literacy are required for this course from the outset.

Can I get admission into Marketing with Digital Strategy based on my working experience in this sector?

This course has academic entry requirements which are assessed alongside relevant work experience. Full details of any relevant work experience, including references should be submitted with your application and may be considered for entry where the minimum academic entry requirements are below those required.

Usually, unrelated work experience is not considered sufficient for entry without meeting the minimum academic entry requirements. Please contact us with your specific circumstances by submitting an enquiry form above and we will be happy to discuss your options.

Can I make an appointment with an advisor to discuss further about the admission process?

If you want to get more information on the admission process, please get in touch with the postgraduate admissions team by submitting an enquiry form above.

If your first language isn't English, you'll normally need to undertake an approved English language test and our minimum English language requirements will apply.

This may not apply if you have completed all your school qualifications in English, or your undergraduate degree was taught and examined in English (within two years of starting your postgraduate course). Check our country pages to find out if this applies to you.

Our entry requirements indicate the minimum qualifications with which we normally accept students. Competition for places varies from year to year and you aren't guaranteed a place if you meet the minimum qualifications.

We welcome applications from students studying a wide range of international qualifications.
Entry requirements by country

Please note that international students are unable to enrol onto the following courses:
  • BM Midwifery/MM Midwifery
  • MSc Nursing courses
  • All Graduate Apprenticeship courses

See who can apply for more information on Graduate Apprenticeship courses.

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study. 

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Undergraduate admissions policies
Postgraduate admissions policies

Fees & funding

The course fees you'll pay and the funding available to you will depend on a number of factors including your nationality, location, personal circumstances and the course you are studying. We also have a number of bursaries and scholarships available to our students.

Tuition fees
Students from 2026/27 2027/28
Scotland, England, Wales, Northern Ireland, and Republic of Ireland £9,615 tba
Overseas and EU £20,540 tba

Tuition fees are subject to an annual review and may increase from one year to the next. For more information on this and other tuition fee matters, please see our Fees and Funding links above.

The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni. The discount applies to all full-time, part-time and online degrees. The discount can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount. For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount. Please read our full T&C here.

Please note that the tuition fees liable to be paid by EU nationals commencing their studies from 1 August 2021 will be the Overseas fee rate. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. More information on these can be found here.


Please note:

The discount for Edinburgh Napier alumni can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount.

For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount.

Please read our full T&C here

Careers & employability

Marketing students working at a bank of computers.

What can you do with a postgraduate degree in Marketing with Digital Strategy?

Marketing is a rapidly changing environment and one that requires a wide range of skills. Digital marketing strategies and services are now essential and an invaluable aspect of any communication or marketing strategy. This course will increase your employability, empowering you with the confidence and knowledge to meet employers present and future digital and marketing needs. The course will also give you the advanced digital skills necessary to develop new business and marketing opportunities.

This postgraduate degree will further your knowledge and ability to think critically and provide creative solutions. It is particularly aimed at those who wish to enhance their marketing skills with a focus on digital aspects. The course is accredited by the Institute of Data & Marketing (IDM), a leading professional organisation specialising in digital marketing. You’ll be able to gain an additional professional qualification (Certificate in Digital and Data Driven Marketing) as part of your studies, and you’ll also get practical experience in digital and social media analytics as part of this course, greatly enhancing your career prospects.

What does a Digital Marketing Manager do?

A Digital Marketing Manager is a professional that is responsible for developing, implementing and managing marketing campaigns run through digital channels. The role requires a deep understanding of digital platforms and tools. Digital Marketing Managers are typically a strategic thinkers that help drive brand awareness, engagement and conversions.

Daily tasks and responsibilities in this role may include:

  • Develop digital strategies

  • Manage online advertising campaigns

  • Create digital content

  • Customer relationship management

  • Monitor and report on trends

International Student Ambassadors in small groups working and socialising.