University of Strathclyde

What you'll study

The programme combines core marketing theory with practical digital skills and analytical techniques. You will study modules covering digital marketing strategy, customer insight and analytics, search engine optimisation and search engine marketing (SEO/SEM), social media and content marketing, digital advertising, e-commerce and online retailing, and user experience for digital channels. Teaching typically mixes lectures, workshops, live briefs and hands-on labs using industry-standard tools.

Alongside taught modules you will take a research methods module to prepare for a substantial individual piece of work: either a dissertation or an industry consultancy project that applies digital marketing techniques to a real client brief. The course places strong emphasis on measurable outcomes, testing and optimisation, and the ethical and regulatory context of digital marketing.

• Digital Marketing Strategy
• Marketing Analytics and Customer Insight
• SEO and SEM Techniques
• Social Media and Content Strategy
• Digital Advertising and Programmatic Buying
• E‑commerce and Online Retailing
• User Experience (UX) for Digital Channels
• Research Methods and Professional Project (dissertation or consultancy)

Entry requirements

Applicants are normally expected to hold a good undergraduate honours degree in business, marketing, communications, computing or a related discipline. Candidates with a lower-class honours degree and substantial relevant work experience in marketing, digital media or analytics may also be considered. International applicants must demonstrate proficiency in English through an approved qualification at postgraduate level.

The programme welcomes applicants from diverse academic and professional backgrounds; selection will take account of academic performance, relevant experience and potential to benefit from postgraduate study. Prospective students may be asked to provide a CV and a personal statement outlining their interests and career goals.

Career prospects

Graduates are prepared for a wide range of roles across industry and the public sector. Typical job titles include digital marketing manager, SEO/SEM specialist, social media manager, content strategist, CRM and lifecycle marketing specialist, marketing analytics manager, e‑commerce manager and digital account manager in agencies. The skillset is also suited to roles in product management, customer experience and digital transformation teams.

The course is designed to equip students with practical, measurable skills sought by employers — combining strategic thinking, data analysis and hands-on use of digital marketing platforms — and supports progression into senior marketing roles or further research in digital marketing.

Why study at University of Strathclyde

Strathclyde Business School is recognised for its practical, industry-facing approach to postgraduate education and holds international business school accreditation. The MSc benefits from strong links with digital agencies, technology firms and corporate marketing teams in Glasgow and beyond, providing opportunities for live projects and guest lectures from practitioners.

Students have access to specialist facilities and support, including analytics and media labs, enterprise and careers services, and a sustained focus on employability and professional development. Studying in Glasgow places you in a dynamic city with a growing digital and creative sector, making it a practical base for making industry connections while you study.