Everything you need to know...
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What is the fee?
Home: £12,990 for the course
International/EU: £21,030 for the course -
How long will I study?
2 Years
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Where will I study?
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When do I start?
September 2027
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Placement year available?
Yes
Course summary
- Develop your strategic and analytical skills for global marketing.
- Manage media, content creation, scheduling and data analytics.
- Explore digital communication and consumer-driven marketing.
- Deliver business impact through real-world learning projects.
- Use industry tools to design campaigns employers value.
Learning on our MSc Digital Marketing programme combines strategic marketing theory with practical projects that develop your digital experience. You’ll explore new ideas, keep pace with rapidly evolving technologies, and create impactful marketing strategies. Using industry-standard tools – like Canva, Meta suite and Google Analytics 4 – you’ll learn to deliver and evaluate measurable business impact, graduating with valuable skills in digital marketing.
How you learn
Every element of the MSc Digital Marketing programme is grounded in applied learning – translating theory into practice and ideas into action – because we think hands-on experience is the best way to master digital marketing.
From the outset, you’ll engage with live business challenges that reflect the pace and complexity of today’s global organisations. Collaborating with real companies – from dynamic local enterprises to multinational brands – you’ll sharpen your skills, interpret data, and deliver actionable solutions with measurable impact. These projects cultivate the confidence, creativity and strategic acumen that employers seek.
You’ll learn directly from industry experts – including masterclasses, guest lectures from digital marketing agencies such as PlayFair, plus networking events led by business leaders, entrepreneurs, and graduates of Sheffield Business School. Their insights into innovation, sustainability and digital transformation will help you shape your own professional journey.
Industry specialists have helped to design your course – helping you graduate with a global skillset. Our teaching strategies are grounded in contemporary academic research, with a strong emphasis on the practical challenges faced by global organisations.
You learn through:
- lectures
- interactive seminars
- dedicated tutor support
- guest lectures and masterclasses
- digitally enabled learning and simulations
- group and individual presentations
- live projects
- small group and individual dissertation supervision meetings
Digital marketing key themes
Studying an MSc Digital Marketing programme at our Sheffield Business School means combining strategic insight, ethical leadership and hands-on experience. You’ll explore finance, operations, smart marketing and innovation – learning how data, AI and creativity inform modern digital marketing and decision-making.
This all prepares you to succeed in complex global environments in digital marketing.
You’ll have the flexibility to shape your learning journey – with modules that let you tailor assessments to your interests, strengths and career ambitions. You’ll be supported every step of the way, with dedicated guidance to help you grow personally, achieve academically, and move confidently towards your professional goals.
The course is much more than theory. It’s a transformational journey that empowers you to lead with purpose, make sustainable choices and inspire diverse teams. By the time you graduate, you’ll have the confidence and skillset to lead change, drive innovation and make an impact – whether that’s in a multinational organisation, a fast-growing start-up or your own business. Whatever your next move, you’ll be ready to make your mark in an interconnected, fast-moving world.
So, if you’re ready to go beyond a qualification and make your move in digital marketing, join us at Sheffield Business School.
Course support
You will be supported in your learning journey towards highly skilled employment through a number of key areas. These include:
- access to specialist support services to help with your personal, academic and career development.
- access to our Skills Centre with one-to-ones, webinars and online resources, where you can get help with planning and structuring your assignments.
- industry-specific employability activities such as live projects and networking opportunities.
Applied learning
Build your marketing career through practical work placement
You’ll have the opportunity to go on a work placement for up to 12 months, where you’ll apply academic theory and your skills in a real-world setting. This hands-on experience will enhance your professional development and help you to make informed career choices after graduation.
We’ll support you to source a placement that is relevant to your course. Throughout your placement, you’ll be supported to reflect on your experience and contribution to the organisation you work for. You'll also share your progress and achievements with your Placement Academic Supervisor as part of your final assessment.
During your placement, you could explore a variety of areas around digital marketing – either in an agency or working in-house for an organisation. For example, you could be working on content creation and social media management, using generative AI for support or customer journey mapping, and using data to evaluate the user experience.
Your placement year also allows you to gain an Applied Professional Diploma, in addition to your degree, further enhancing your graduation profile.
Apply your digital marketing skills to real business challenges
Through live consultancy projects or independent research, you’ll tackle real business challenges, developing the critical thinking skills and adaptability that employers demand. Alongside expert teaching from industry professionals and research-active academics, you’ll refine your leadership, communication and problem-solving skills – all in purpose-built facilities, including our business lounge and trading floor.
Through case studies you’ll deepen your understanding of diverse industry contexts, from agile start-ups to global corporations. You’ll also be able to pursue industry-recognised certification through the Chartered Institute of Marketing (CIM), further enhancing your professional credentials.
Your final consultancy or research project is the culmination of your learning. You’ll select a topic aligned with your aspirations, applying your expertise to a live business issue or an independent study that showcases your ability to lead change and drive innovation.
By the time you graduate, you’ll have more than a master’s degree – you’ll have the practical experience, professional network, and strategic mindset to thrive in a fast-paced, globally connected business environment.
Grow your professional marketing network
Throughout the programme, you’ll be supported in building your professional network – connecting with employers, mentors and industry experts via Careers Days and networking events in our business lounge and trading floor. These interactions provide sector insights, uncover new opportunities, and begin relationships that can shape your future career.
Modules
Module and assessment information for future years is displayed as currently validated and may be liable to change. When selecting electives, your choices will be subject to the core requirements of the course. As a result, selections may be limited to a choice between one of two or more specified electives in some instances.
You will be able to complete a placement year as part of this course. See the modules table below for further information.
Year 1
Compulsory modules
This module gives you a deep understanding of how marketing communications work across different countries and cultures. You’ll explore how to apply key communication strategies internationally across different business settings.
You’ll study topics such as:
- How to use digital marketing effectively
- Building and managing strong brands
- Creating integrated marketing campaigns that combine different channels
- Designing memorable customer experiences through experiential marketing
- Advertising strategies and techniques
- Managing public relations and media presence
- Using direct mail as a communication tool
- Planning, launching, and managing marketing campaigns
- Measuring campaign performance and using analytics
- Handling communication during a crisis
- Exploring global opportunities and challenges in marketing
- Understanding legal requirements in different markets
This module explores customer insights developed through an understanding of the customer journey. It will develop your understanding of evaluating the customer experience using data analytics and examining online consumer behaviour.
You’ll study topics such as:
Online consumer behaviour
Digital consumer psychology
Consumer decision making
Influences on behaviour
Customer persona development
Customer journey mapping
Journey optimisation
Performance metrics
Ethics
This module introduces and explores the use of digital tools in marketing such as social media management, SEO and paid search and use of influencers. You will explore the role of AI in marketing in these practices and content creation.
You’ll study topics such as:
Social media management
Content creation
Search optimisation
Data and Artificial Intelligence
Artificial Intelligence adoption
AI influence on customer insights
Performance analysis
Bias and accuracy
Ethical AI
This module dives into how international businesses use strategic marketing to stay competitive in fast-changing global markets. You’ll learn how to plan, analyse and make smart marketing decisions that help organisations meet their goals and stand out from the crowd.
You’ll study topics such as:
- How to build and apply strategic marketing plans
- Analysing markets, industries and internal capabilities
- Understanding stakeholders and keeping an eye on competitors
- Linking marketing strategies to business goals and performance
- Using segmentation, targeting and positioning to reach the right audience
- Exploring different strategic options and making informed choices
- Tracking performance and making sure plans are delivered effectively
- Managing budgets, measuring return on investment and considering sustainability models
- Identifying and managing risks in international marketing
The aim of this module is to enhance students’ professional development through the completion of, and reflection on meaningful work experience.
A work experience will provide students with opportunities to experience the realities of professional employment and experience how their course can be applied within their chosen industry setting. The placement will:
Allow student to apply the skills, theories and behaviours relevant and in addition to their course.
Enable students to enhance their interpersonal skills in demand by graduate employers – communication, problem solving, creativity, resilience, team work etc.
Grow their student network and relationship building skills.
Provide students with insights into the industry and sector in which their placement occurs.
Help student make informed graduate careers choices.
In this module, students will undertake a work experience (minimum duration and expectations as per HESA regulations – clarified on assignment brief/Blackboard) which is integrated, assessed and aligned to their studies and appropriate for their level of study.
Their personal Placement Academic Supervisor (PAS) will be their key point of contact during their work experience and will encourage and support students to reflect on their experience, learning and contribution to the organisation they work for.
To demonstrate gains in professional development, students will be required to share their progress, learning and achievements with their Placement Academic Supervisor and reflect on these for the summative piece of work.
Final year
Elective modules
This module develops your consultancy skills through a live project with a real client. You’ll investigate a specific organisational issue, apply research methods, and deliver practical insights. Alongside the project, you’ll reflect on its broader relevance to professional practice.
You’ll study topics such as:
- Defining project scope with your client
- Applying relevant theoretical frameworks
- Choosing appropriate research methods
- Addressing ethical research considerations
- Conducting a focused literature review
- Analysing and interpreting research data
- Drawing evidence-based conclusions
- Communicating findings clearly and professionally
- Managing your project effectively
- Reflecting on consultancy in professional practice
This module strengthens your critical research skills as you explore a current issue within your discipline. You’ll design and carry out an independent research project, generating insights that contribute to both academic knowledge and professional practice.
You’ll study topics such as:
- Defining your research question and focus
- Applying theoretical frameworks effectively
- Selecting appropriate research methods
- Addressing ethical research considerations
- Conducting a structured literature review
- Analysing and interpreting research data
- Drawing meaningful, evidence-based conclusions
- Managing your dissertation timeline
- Writing clearly and persuasively
- Reflecting on research in professional contexts
This module will enhance your critical research and analysis skills as you explore and reflect on a specific issue in relation to your work experience. You will investigate an organisational issue and provide valuable insights for organisational stakeholders, and you will also consider wider relevance to professional practice.
You’ll study topics such as:
- Working with stakeholders to formulate research purpose and focus
- Theoretical frameworks to inform research design
- Research methods including ethical considerations
- Literature review
- Analysis, interpretation, and evaluation of data
- Writing up/managing your research project
Future careers
Where will this course take me?
With our MSc Digital Marketing, you’re getting ready for a wide range of dynamic and evolving careers across global industries, including:
- digital marketing management
- specialist roles in SEO/SEM
- social media strategy
- content marketing
- consumer insight and experience
- data and analytics
- e-commerce
The course also provides a strong foundation for careers in marketing research, consumer insight and digital consultancy – or you can apply your skills to launch or grow your own ventures.
With the increasing demand for digital expertise, you’re gaining the strategic, analytical and creative capabilities that employers want – in both public and private sectors.
Equipment and facilities
You’ll learn across our Extended Campus, which includes flexible physical and digital spaces to support applied learning, working, teaching and collaboration. On campus, our Business School will be your home space – with areas to meet peers, staff and employers while engaging in course activities.
A variety of in-person small and large group teaching settings will be used. Digital learning will be used as part of, and alongside on-campus learning.
You’ll have access to:
- IT labs for digital marketing
- our trading floor
- our virtual learning environment
- media
- Canva
- Meta suite
- Google Analytics
- synchronous online teaching
- systems for collaboration
Where will I study?
You study at City Campus through a structured mix of lectures, seminars and practical sessions as well as access to digital and online resources to support your learning.
City Campus
City Campus is located in the heart of Sheffield, within minutes of the train and bus stations.
City Campus map | City Campus tour
Adsetts library
Adsetts Library is located on our City Campus. It's open 24 hours a day, every day.
Explore the libraryEntry requirements
All students
Normally an undergraduate degree at 2:2 or above, in a related field.
If English is not your first language, you will need an IELTS score of 6.0 with a minimum of 5.5 in all skills, or equivalent.
Additional information for EU/International students
If you are an International or non-UK European student, you can find out more about the country specific qualifications we accept on our international qualifications page.
For details of English language entry requirements (IELTS), please see the information for 'All students'.
Fees and funding
Home students
Our tuition fee for UK students starting full-time study in 2027/28 is £12,990 for the course. The tuition fee displayed above is for the full course. For this work experience route, your fees will be payable over two years, based on credits studied per year. The fee includes dedicated employability support to help you prepare for and secure work experience. It does not guarantee you a placement and if a placement is not secured the work experience fee will still be charged. If a placement is not secured you will transfer to the standard version of the course to complete your remaining credits, where the balance of your course fees will be due in year one in line with completing the course.
If you are studying an undergraduate course, postgraduate pre-registration course or postgraduate research course over more than one academic year then your tuition fees may increase in subsequent years in line with Government regulations or UK Research and Innovation (UKRI) published fees. More information can be found in our terms and conditions under student fees regulations.
International students
Our tuition fee for International/EU students starting full-time study in 2027/28 is £21,030 for the course. The tuition fee displayed above is for the full course. For this work experience route, your fees will be payable over two years, based on credits studied per year. The fee includes dedicated employability support to help you prepare for and secure work experience. It does not guarantee you a placement and if a placement is not secured the work experience fee will still be charged. If a placement is not secured you will transfer to the standard shorter version of the course to complete your remaining credits. We will inform the Home Office and the course end date on your visa will be adjusted accordingly. The balance of your course fees will be due in year one in line with completing the course.
Scholarships and financial support
Find information on scholarships, bursaries and postgraduate student loans.
International scholarships up to £3000 ›
Alumni scholarships up to £2000 ›
Postgraduate loans for UK students ›
Additional course costs
The links below allow you to view estimated general course additional costs, as well as costs associated with key activities on specific courses. These are estimates and are intended only as an indication of potential additional expenses. Actual costs can vary greatly depending on the choices you make during your course.
General course additional costs
Additional costs for Sheffield Business School (PDF, 279.3KB)Legal information
Any offer of a place to study is subject to your acceptance of the University’s Terms and Conditions and Student Regulations.
