Why Choose Lincoln
Benefit from professional skills workshops
Explore the theory and practice of digital marketing
Hear from expert industry speakers
Develop key leadership skills
MSc
Digital Marketing
Key Information
Campus
Brayford Pool
Start Date
September 2025
Typical Offer
Duration
1 year
Validation Status
Academic Year
Course Overview
The evolution of the internet and the way technology is forever revolutionising the way products and services are consumed in both their ideology and their functionality has fundamentally changed the strategies and tactics used within marketing. The connected consumer is the new norm where people constantly split their attention between devices and the world around them. Human attention is now at a premium as advertisements vie for visibility in a landscape populated by an expanse of everyday people passing on their own ideas and persuading others to think the same way. Building and growing a brand is not just a challenge of visibility, it is also creating something that resonates with the consumer.
Digital marketing is a component of marketing that applies digital mediums to realise marketing goals. The fundamental shift in consumption habits has expanded the ways marketers can understand consumer behaviour and they ways in which they can reach customers and build relationships. The strategies and tactics used within digital marketing is always changing and evolving with the advent of new technologies and the impact they have on consumer behaviour and consumption habits.
The role of the digital marketer is diverse. They develop, implement, and manage digital marketing campaigns which play a major role in enhancing brand awareness. They harness different digital mediums for advertising and build relationships with customers digitally while evaluating their campaigns using analytics and metrics. The skills required to enter the marketing industry are specialist where in many instances, the digital marketer is expected to be proficient at them all.
MSc Digital Marketing is a specialist programme designed for graduates wanting to practice digital marketing and move into future leadership roles. It has been developed to meet the needs of employers seeking candidates with digital marketing skills that add immediate value to both the workplace and to your own entrepreneurial activities.
How You Study
The programme is composed of eight core modules plus a Final Project. It is delivered using a combination of lectures, seminars, and Professional Skills Workshops.
You may have the opportunity to participate in live projects to which provide hands-on industry experience in addition to business simulations and case studies. Industry certification from providers such as Google and HubSpot are curated by academics to encourage you to evidence your industry competency and make you more competitive in the employment market.
Weekly contact hours on this programme may vary depending on the module and the stage of study. Postgraduate level study involves a significant proportion of independent study, exploring the material covered in lectures, seminars, and Professional Skills Workshops. As a general guide, for every hour spent in class, students are expected to spend at least two hours in independent study.
Expanding Knowledge
The Marketing Research Group is a community of experts involved in exciting research across areas such as AI, virtual reality, social media, digital advertising, relationship marketing, and consumer behaviour.
Modules
† Some courses may offer optional modules. The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.
What You Need to Know
We want you to have all the information you need to make an informed decision on where and what you want to study. In addition to the information provided on this course page, our What You Need to Know page offers explanations on key topics including programme validation/revalidation, additional costs, contact hours, and our return to face-to-face teaching.
Professional Skills Workshop
Our Professional Skills Workshops introduce you to commonly used industry platforms including Google Analytics, websites, sentiment analysis, and trend software. Where possible, digital marketing and business experts will also be invited to the workshops to deliver interactive support and guidance in addition to imparting industry insights and good practice.
How you are assessed
A range of assessments methods are used in this programme, including presentations, reports, essays, business proposals, reflective commentaries, and portfolios which may include brief writing, pitch presentation, infographic creation, website planning, and content writing.
All modules are mapped to programme-level outcomes and assessment activities are designed to be relevant, inclusive, and diverse. These prioritise authentic real-world, live challenges, and experiential learning, fostering global mindsets and problem-solving skills, active learning, critical thinking, effective communication, and independence in learning. The assessment activities include measurement of student performance and retained learning, enabling compliance with AACSBs Assurance of Learning. Formative assessment is embedded within all modules with the aim of providing students with feedback on how to improve and develop their assessments and other activities. It is designed to support the student's learning journey in becoming more self-directed and self-evaluative, capable of setting their own goals and overseeing their own progress.
The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to students promptly usually within 15 working days of the submission date.
How to Apply
Postgraduate Application Support
Applying for a postgraduate programme at Lincoln is easy. Find out more about the application process and what you'll need to complete on our How to Apply page. Here, you'll also be able to find out more about the entry requirements we accept and how to contact us for dedicated support during the process.
January Starts 2025
Please note that this course is also available for a January 2025 start. View a full list of courses with January start dates.
Entry Requirements 2025-26
Entry Requirements
Applicants would be expected to have a minimum 2:2 honours degree in marketing, business, or management. Accredited prior learning (APL) with significant marketing experience will also be considered.
Applications from individuals with alternative UG study area degrees who have least 2-3 years' experience in a marketing role and/or a professional marketing qualification will be considered on an application by application bases, and interviews will be held where appropriate.
If you have studied outside of the UK, and are unsure whether your qualification meets the above requirements, please visit our country pages:
https://www.lincoln.ac.uk/studywithus/internationalstudents/entryrequirementsandyourcountry/ for information on equivalent qualifications.
Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 6.0 overall, with a minimum of 5.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page:
If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-session English and Academic Study Skills courses.
These specialist courses are designed to help students meet the English language requirements for their intended programme of study.
Course Fees
You will need to have funding in place for your studies before you arrive at the University. Our fees vary depending on the course, mode of study, and whether you are a UK or international student. You can view the breakdown of fees for this programme below.
The University offers a range of merit-based, subject-specific, and country-focused scholarships for UK and international students. To help support students from outside of the UK, we offer a number of international scholarships which range from £1,000 up to the value of 50 per cent of tuition fees. For full details and information about eligibility, visit our scholarships and bursaries pages.
Funding Your Study
Postgraduate Funding Options
Find out more about the optional available to support your postgraduate study, from Master's Loans to scholarship opportunities. You can also find out more about how to pay your fees and access support from our helpful advisors.
Career Development
Postgraduate study is an investment in yourself and your future. It can help you to further or completely change your career, develop your knowledge, enhance your salary, or even prepare you to start your own business. Postgraduate students at the University of Lincoln benefit from inspirational teaching combined with high-quality facilities and learning spaces, great industry links, and unique research opportunities, all of which are designed to help you stand out from the crowd and make the most of your time with us.
Academic Contact
For more information about this course, please contact the Programme Leader.
Dr Caroline Glowka
KGlowka@lincoln.ac.uk
Working in Partnership
Lincoln International Business School works with students and organisations to enhance the contribution of business to society. For students, that means developing their business skills and knowledge to improve their career readiness.The University of Lincoln is a member of AACSB, a global nonprofit association connecting educators, students, and businesses to achieve a common goal: to create the next generation of great leaders.
Postgraduate Events
To get a real feel for what it is like to study at the University of Lincoln, we hold a number of dedicated postgraduate events and activities throughout the year for you to take part in.
