Main details
Course overview
Module options
Our academics
Entry requirements
Fees & funding
Scholarships
Facilities
Future prospects
Next steps

Postgraduate Taught

Digital Marketing and Advertising

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You'll tackle real problems, find real solutions, and do real business from day one at the prestigious Hull University Business School.

By combining two areas of digital marketing and advertising together, you'll lay the foundation for a wide range of career options as part of a course that combines the theory with practical applications and insights.

You'll be joining an exclusive club at Hull University Business School with our accreditations held by fewer than 5% of the world’s 13,000 business programmes.

Here, it’s personal. You’re a valued member of a tight-knit community with exclusive spaces on campus just for you to study, socialise and network with fellow students and future employers.

Do you know the difference between TikTok and Meta’s algorithms? Are you curious about how search engines work and why some digital ads perform better than others?

If navigating the ever-evolving digital landscapes sounds interesting, build on your digital marketing and advertising management knowledge with our MSc Digital Marketing and Advertising course.

The programme combines two areas of digital marketing and advertising together and provides an authentic learning experience. This will enable you to become a trailblazer in the creative marketing and advertising world.

Award-winning academics

teach on this course
Learn in a leading

Business School
Learn hands-on

to develop the skills for the career you want
Institute of Data and Marketing

accredited course
Get 25% off course fees

with our Alumni Postgraduate Scholarship

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Course overview

Module options

About this course

Through a hands-on approach, you’ll delve into the world of digital marketing strategy, social media marketing and analysis, learning all about CX (customer experience) online. Learn all about influencer marketing and the ever-evolving landscape of online advertising, helping you develop valuable skills for today’s business environment.

By delving into these areas, you’ll also develop an understanding of key marketing aspects such as strategic marketing, consumer behaviour and engagement, advertising campaigns and media management, and ethics.

You’ll be studying in the Business School which has the largest lecture theatre on campus, as well as giving you direct access to dedicated computer suites.

Our double international accreditations from the Association of MBAs (AMBA) and the Association to Advance Collegiate Schools of Business (AACSB) also mean you’ll be learning in a Business School that’s part of an exclusive club – only around 5% of the world’s 13,000 plus business programmes hold both AMBA and AACSB accreditations.

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Choose your modules

For a full Masters degree, you'll study 180 credits over the duration of your course. Some programmes offer a Postgraduate Diploma (PGDip) qualification or a Postgraduate Certificate (PGCert) qualification. For a PGDip, you'll study 120 credits, and for a PGCert, you'll study 60 credits.

Buyer Behaviour and Ethics

Explore the impact of ethical marketing decisions on buyers' behaviour. Through discussions and sharing consumption experiences, you will develop an understanding of how consumers' purchasing habits have shifted. By analysing real-life examples and case studies, you will understand the ethical implications of consumer choices. By the end of the module, you will have a deeper understanding of buyer behaviour in the context of ethical considerations and will be able to apply this knowledge to real-world scenarios.

Core•20 credits

Digital Marketing Strategy

This module addresses the growing demand for digital marketing expertise by providing you with comprehensive knowledge, skills, and experience in this dynamic field. You will delve into topics such as search engine optimisation, online advertising, email marketing, mobile marketing, and digital marketing strategy. Through authentic business learning approaches, including applied digital projects, multimedia teaching, and guest speakers, you will gain hands-on experience with professional tools and are prepared for future digital marketing careers. You will gain the competencies to develop and implement effective digital marketing strategies, driving business growth and success.

Core•20 credits

Marketing Management in Action

This module equips you with the marketing knowledge and competencies necessary for managing in diverse organisations with intercultural contacts. You will learn to devise sustainable marketing plans through real case studies. Practical aspects involve practicing and showcasing marketing management skills. The module emphasises the development of intercultural competence and the ability to navigate global marketing challenges. By the end of the module, you will be able to apply marketing concepts in multicultural contexts, create effective marketing plans, and demonstrate their understanding of marketing management principles.

Core•20 credits

Advertising Management

Develop the skills to pitch creative ideas and media selections, ensuring maximum impact on identified target audiences within budgets and timelines. Drawing on advertising principles, you will learn to navigate creative and practical tensions to generate innovative solutions by selecting appropriate media channels, overcoming challenges, and producing effective advertising campaigns. By the end of the module, you will have developed competencies in strategic advertising management, creative problem-solving, and communication skills, enabling you to excel in the dynamic field of advertising and contribute to successful campaigns in diverse organisational settings.

Core•20 credits

Customer Experience (CX) Strategies and Techniques

Explore strategies for managing customer experiences to create differentiation and foster long-term relationships. You will gain insights into multichannel service delivery, effective customer journey management, and the challenges and opportunities presented by the digital landscape. Through detailed analysis and development exercises, develop competencies in holistic customer experience management, understanding customer expectations, and designing meaningful interactions. By the end of the module, you will be equipped to deliver exceptional customer experiences that drive customer loyalty and organisational success.

Core•20 credits

Social Media Marketing Management

Designed to meet the demand for social media and content marketing skills, this module will equip you with the competencies, knowledge, and experience to thrive in the rapidly evolving field of social media marketing. Topics covered include influencer marketing, leveraging platforms like Instagram and TikTok, content marketing, personal branding, and social media marketing strategy. Through authentic business learning approaches, you will engage in live marketing projects based on real-life challenges. With interactive teaching, multimedia support, guest speakers, and digital marketing masterclasses, you will be prepared for the future of social media marketing, equipped to build a successful career in the industry.

Core•20 credits

Dissertation (MSc Business)

This Dissertation gives you the chance to tailor your research project according to your interests gained throughout the taught element of your MSc programme. The dissertation is the pinnacle of the MSc course and allows you to build upon your knowledge gained in the previous taught modules, by carrying out research based on real-world business challenges that will prepare you for the complexities of entering the job market.

Core•60 credits

Study Skills and Research Methods

This module equips you with the essential skills you need at the start of your MSc journey. You will learn the academic skills required for progression and develop competencies to undertake your own research projects. The module emphasizes working within diverse settings, understanding the importance of feedback, and ethical considerations in academic research. By the end of the module, you will have enhanced academic skills, an understanding of working in diverse environments, and the ability to conduct ethical research projects.

Core•0 credits

8 Modules

This course is accredited by

Our academics

You’ll be taught by award-winning academics who are passionate and knowledgeable about all aspects of digital marketing and advertising.

Our lecturers have led exceptional careers within the digital sphere and are eager to share their own experiences working within the digital marketing realm.

See more academics for this subject

Featured academic

Peter Andrews

A multi-award winning lecturer, Peter is our Business School’s lead in Digital and Social Media Marketing. His commercial background includes senior roles at leading global organisations in health, tourism, retail, government and professional sport.

Featured academic

Bianca Kronemann

Joining in 2022 as a lecturer for digital marketing and consumer behaviour, Bianca specialises in online customer experiences with AI, consumer decision-making and behaviour. She was selected as one of 100 global "leaders of tomorrow" in 2022.

Entry requirements

UK
International

What do I need?

Typical offer

2:2 in any subject area

Additional entry requirements for this course

The programme is designed for graduates from any discipline with a strong interest in the principles and practices of advertising and marketing. However, we do recommend that you have a basic knowledge and understanding of this area or business studies.

If you’re an undergraduate student at Hull, you’re guaranteed a fast-track route to this postgraduate degree, as long as you meet the entry requirements.

In order to ensure our students have a rich learning and student experience, most of our programmes have a mix of domestic and international students. We reserve the right to close applications early to either group if application volumes suggest that this blend cannot be achieved.

What do I need?

Typical offer

2:2 in any subject area

Additional entry requirements for this course

If you require a student visa to study or if your first language is not English you will be required to provide acceptable evidence of your English language proficiency level.

This course requires academic IELTS 6.5 overall, with no less than 5.5 in each skill. See other English language proficiency qualifications accepted by the University of Hull.

If your English currently does not reach the University’s required standard for this programme, you may be interested in one of our English language courses.

Visit your country page to find out more about our entry requirements.

Fees & funding

UK
International

How much is it?

Additional costs you may have to pay

Your tuition fees will cover most costs associated with your programme. There are some extra costs that you might have to pay, or choose to pay, depending on your programme of study and the decisions you make:

Books (you can borrow books on your reading lists from the library, but you may buy your own)
Optional field trips
Study abroad (incl. travel costs, accommodation, visas, immunisation)
Placement costs (incl. travel costs and accommodation)
Student visas (international students)
Laptop (you’ll have access to laptops and PCs on campus, but you may want your own)
Printing and photocopying
Professional-body membership
Graduation (gown hire and photography)

Remember, you’ll still need to take into account your living costs. This could include accommodation, travel, food and more.

How do I pay for it?

How much is it?

Additional costs you may have to pay

Books (you can borrow books on your reading lists from the library, but you may buy your own)
Optional field trips
Study abroad (incl. travel costs, accommodation, visas, immunisation)
Placement costs (incl. travel costs and accommodation)
Student visas (international students)
Laptop (you’ll have access to laptops and PCs on campus, but you may want your own)
Printing and photocopying
Professional-body membership
Graduation (gown hire and photography)

Remember, you’ll still need to take into account your living costs. This could include accommodation, travel, food and more.

How do I pay for it?

Our scholarships

We offer a number of awards, bursaries and scholarships for eligible students. They’re awarded for a variety of reasons including academic achievement and/or to help those on lower incomes.

Scholarships and bursaries are separate to student loans. And the best bit is, you don’t pay a penny back.

Find out more about our scholarships

Alumni Postgraduate Scholarship

University of Hull undergraduates progressing to a taught masters course may receive a 25% discount on the cost of their tuition fees.

Find out if you’re eligible by visiting the University of Hull Alumni Postgraduate Scholarship page.

International Scholarships and Bursaries

We offer a range of scholarships and bursaries for international students.

To find out more and see if you're eligible, please visit the International Scholarships and Bursaries page.

Take a look at our facilities

Business School

Placed within a Grade II listed building, the Business School features dedicated computer suites and the largest lecture theatre on campus. The popular Derwent Café sits at the heart of the building.

Brynmor Jones Library

Our 7-storey library is home to 1 million+ books, extensive digital resources drawn from libraries and archives across the world, and stunning panoramic views of the city from the 7th floor.

Executive Education Suite

This flexible space is located in a Grade II listed building but offers a modern teaching and workspace for our Business Management students.

Allam Lecture Theatre

Located at the heart of our Business School, this is one of the largest lecture theatres on campus and one you’ll use regularly.

See more in our virtual tour

Look around

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Megan O'Keeffe HUBS Management & Marketing and Advertising & Marketing MSc

Future prospects

Graduating with an MSc in Digital Marketing and Advertising will help prepare you for an exciting career in a variety of digital-led roles. Roles like digital marketing management and strategists, social media marketing, advertising and digital channel management, SEO and content marketing management and many more.

You’ll also be equipped to develop and implement marketing strategies for all kinds of businesses and organisations.

We also offer career support from the Student and Graduate Centre for Professional Success which connects students with businesses. The centre offers support such as mentoring and CV workshops.

Your next steps

Like what you’ve seen? Then it’s time to apply.

Make your application online now, and our admissions team will get back to you as soon as possible to make you an offer.

Apply now

How to apply

Not ready to apply?

We regularly deliver virtual and on-campus events to help you discover your perfect postgraduate course, whether it’s a subject you already love or something completely different. Our events are an opportunity for you to chat to tutors and current students and find out about the career options a postgraduate degree could lead to.

Discover more

Digital Marketing and Advertising

About this course