Top 50 for Marketing in the QS World University Rankings by Subject 2024
Equip yourself with the skills and knowledge to thrive in digital marketing. Our MSc in Digital and Social Media Marketing is more than just a degree; it’s a gateway to limitless opportunities. Whether you aspire to work for a leading brand, start your own business, or become a digital marketing consultant, our programme will empower you to achieve your ambitions.
Employers need digital and social media marketing managers who can navigate the complexities of business, show global awareness, and act in a sustainable and ethical manner. Our MSc in Digital and Social Media Marketing will equip you with these key skills and the critical mindset to flourish in your chosen career.
From SEO and content marketing to digital and influencer partnerships, you’ll gain the skills needed to excel in the industry.
You will learn from seasoned professionals and leading academics who will bring real-world experience and insights from their own research to the classroom. Our faculty are dedicated to your success and provide personalised guidance to help you reach your goals. You will benefit from joining an academic department with a strong research agenda and teaching that embraces current thinking from their own research into the field of digital and social media marketing.
In the final part of the degree, you will have the opportunity to work on a project brief provided by a real-world client. Top-performing students will also get the opportunity to present their findings to the client directly. You will also build a digital portfolio of work suitable for sharing with an employer.
You join a diverse community of like-minded individuals from around the world. Our programme fosters a collaborative environment where you can share ideas and form lasting connections with peers and industry leaders.
In the first term, you will study the following core modules:
Introduction to Marketing and Global Strategy
Marketing Communication
Consumer Behaviour and Insights
Building Marketing Intelligence
In the second term, you will take two core modules:
Influencer Marketing
Digital and Social Media Marketing Practice
In the third term, you will work on your Capstone project, where you’ll build essential professional skills and undertake a hands-on research project within a real marketing setting and write a Company Commissioned Dissertation, where you will dive deep into a marketing issue that aligns with your field of study.
Throughout the year you will work on professional skills, building your communication and employability skills through practical exercises, role-playing, and real-world scenarios.
Typical career destinations
This programme suits high-calibre graduates from any degree discipline interested in expanding their marketing knowledge and adding key digital marketing and social media skills to their existing qualifications.
This programme aims to equip students with the knowledge and skills required to pursue a successful career in digital and social media marketing in an international context. Typical career destinations include:
Digital marketing manager – Oversee and develop online marketing strategies, manage digital campaigns, analyse performance metrics, and coordinate with other marketing teams. Key skills: SEO, SEM, content marketing, data analytics, and project management.
Social media manager – Create, curate, and manage content on social media platforms, engage with followers, analyse social media metrics, and develop social media strategies. Key skills: social media platforms, content creation, community management, and social analytics.
Content marketing specialist – Develop and execute content strategies, create high-quality content (blogs, videos, infographics), and ensure content aligns with brand messaging. Key skills: content creation, storytelling, SEO, and strategic planning.
Digital advertising specialist – Plan and execute digital advertising campaigns (PPC, display ads, social media ads), manage advertising budgets, and analyse campaign performance. Key skills: PPC, Google Ads, social media advertising, and data analysis.
Email marketing specialist – Create and manage email marketing campaigns, segment email lists, and analyse campaign performance to improve engagement and conversion rates. Key skills: email marketing tools, copywriting, A/B testing, and analytics.
Influencer marketing manager – Identify and collaborate with influencers, manage influencer relationships, and measure the impact of influencer marketing campaigns. Key skills: influencer identification, negotiation, campaign management, and performance tracking.
Digital analytics manager – Collect, analyse, and interpret data from digital marketing campaigns, provide insights and recommendations, and develop data-driven strategies. Key skills: data analysis, Google Analytics, statistical tools, and reporting.
E-commerce manager – Manage online store operations, develop and implement e-commerce strategies, and optimise user experience to drive sales. Key skills: e-commerce platforms, digital merchandising, user experience, and sales strategy.
Brand manager – Develop and maintain a brand’s image, create branding strategies, and ensure consistent brand messaging across all marketing channels. Key skills: branding, strategic planning, market research, and creative direction.
Digital consultant – Provide expert advice on digital marketing strategies, help businesses improve their online presence, and offer solutions for digital marketing challenges. Key skills: digital strategy, problem-solving, client management, and industry knowledge.
Top 50 in the world for Marketing
Lancaster is ranked 6th in the UK and in the Top 50 globally for Marketing according to the QS World Rankings by Subject 2024, one of 11 subjects at Lancaster to be featured in the top 100 in these prestigious listings.
Eligibility: You must hold an offer of study for the MSc Marketing, MSc Digital and Social Media Marketing, or MSc Advanced Marketing Management, with at least a 2:1 Hons degree (UK or equivalent).
Details of the award: To apply for this scholarship, please fill out the appropriate form below. There are two different awards, and you should choose one to apply for. Awardees must also meet all other entry requirements for the postgraduate taught programme applied for, which will be delivered at Lancaster University Management School.
MSc Marketing/MSc Digital and Social Media Marketing
2:1 Hons degree (UK or equivalent) in any subject discipline including business and management related subjects (applicants with prior academic and/or work experience in Marketing will be considered on an individual basis). Marks should be consistently at 2:1 level throughout your undergraduate studies, with all marks at least pass level.
If you have studied outside of the UK, we would advise you to check our list of international qualifications before submitting your application.
English language requirements
We may ask you to provide a recognised English language qualification, dependent upon your nationality and where you have studied previously.
We normally require an IELTS (Academic) Test with an overall score of at least 6.5, and a minimum of 6.0 in each element of the test. We also consider other English language qualifications.
Delivered in partnership with INTO Lancaster University, our one-year tailored pre-master’s pathways are designed to improve your subject knowledge and English language skills to the level required by a range of Lancaster University master’s degrees. Visit the INTO Lancaster University website for more details and a list of eligible degrees you can progress onto.
Course structure
You will study a range of modules as part of your course, some examples of which are listed below.
Information contained on the website with respect to modules is correct at the time of publication, but changes may be necessary, for example as a result of student feedback, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes, and new research. Not all optional modules are available every year.
Core
core modules accordion
This module equips you with the essential tools and insights needed to gather and interpret marketing intelligence for informed decision-making. Marketing intelligence is fundamental for effective strategy, relying on both quantitative and qualitative research methods to provide a holistic view of consumer behaviour. You will explore various research tools and techniques, learning to harness quantitative data for measurable insights and qualitative methods for a deeper understanding of customer motivations and experiences. This dual approach allows you to build precise, empathetic strategies that respond to real consumer needs.
You’ll dive into the entire research process, from selecting appropriate research types—such as exploratory and descriptive—to designing data collection instruments, using sampling methods, and ethically analysing data. By the end of the module, you’ll be able to commission, manage, and interpret marketing intelligence, a critical skill for roles like marketing manager, product manager, and brand strategist.
Additionally, this module will prepare you for your dissertation, giving you a solid foundation in research skills you’ll need for practical projects. Through structured lessons and hands-on experiences, you’ll develop strong oral and written communication skills, an invaluable asset for any marketing professional tasked with conducting or managing impactful research.
Understanding consumer behaviour is essential for successful marketing. This module explores how and why consumers interact with marketing systems, focusing on both traditional and digital environments. You’ll examine consumer behaviour from cultural and experiential perspectives, learning how various factors—from identity and social influences to digital engagement—shape consumption patterns. Through this approach, you’ll gain insights that are invaluable for marketing across diverse markets and essential for navigating today’s digital landscape.
Throughout the module, you’ll engage with key theories and concepts in consumer behaviour, including consumer culture theory, socialisation, symbolic consumption, and marketplace cultures. Additionally, you’ll explore the impact of digital consumption, covering topics like surveillance capitalism, social labour, and the psychological effects of online interactions. This knowledge will help you understand the psychological and sociological factors that influence consumers’ online behaviours, equipping you to develop strategies tailored to digital audiences.
This module also addresses the ethical dimensions of consumer behaviour, encouraging you to critically reflect on how consumption shapes, and is shaped by, neo-liberal culture. You’ll analyse the impact of marketplace systems on consumers and examine emerging technologies and trends that influence modern consumer behaviour. By the end of the module, you’ll have a well-rounded understanding of consumer insights, preparing you to create empathetic, informed, and ethical marketing strategies in an increasingly digital world.
As demand for digital and social media marketing professionals continues to rise, this module provides you with a comprehensive and practical understanding of these rapidly evolving fields. Serving as a cornerstone of the MSc in Digital and Social Media Marketing, this module enables you to master both the strategic and technical aspects of digital marketing, preparing you for high-impact roles in a dynamic, competitive environment.
You’ll work hands-on with industry-standard data analytics tools and social media simulations, applying your knowledge to real-world scenarios. You’ll explore key elements of digital marketing strategy, including digital transformation, omnichannel approaches, content marketing, and SEO. Additionally, you’ll learn how to leverage cutting-edge technologies like AI, virtual reality, and the Internet of Things, gaining insight into how these innovations reshape customer journeys and engagement strategies. This module’s unique portfolio-based assessment aligns with job-market trends, ensuring you develop the skills and insights employers seek.
By the end of the module, you’ll have a robust understanding of digital and social media’s role in marketing strategy, alongside a critical awareness of ethical considerations and emerging trends. You’ll be well-prepared to navigate the complexities of the digital marketing landscape, equipped with the skills to drive data-informed, impactful campaigns across a variety of platforms and channels.
Understanding influencer marketing is crucial in this rapidly expanding field, as brands increasingly invest in this area to drive engagement and growth. This module provides you with a comprehensive view of influencer marketing, equipping you with the knowledge and skills to work with influencers and design impactful campaigns. You’ll explore what makes influencer marketing unique in the digital landscape, from understanding different types of influencers and the platforms they use to the psychology of follower relationships, such as parasocial bonds.
You’ll learn how to identify the right influencers for a campaign, manage multi-channel campaigns, and measure effectiveness using key metrics. You’ll also delve into the regulatory landscape of influencer marketing, considering the ethical and societal implications of this powerful tool. Contemporary topics, including AI-driven and virtual influencers, will be discussed to help you stay current with industry trends.
By the end of the module, you’ll have the skills to manage successful influencer marketing campaigns, enhancing your employability in roles such as influencer marketing manager or specialist roles within marketing agencies. This module’s practical approach, combined with a global perspective, will prepare you to navigate and leverage the evolving dynamics of influencer marketing in today’s digital economy.
This foundational module introduces you to essential marketing principles and the strategies needed to thrive as a marketing professional in a globally connected, sustainability-focused business environment. You’ll build a deep understanding of marketing’s core theories and practices, exploring the language and concepts that define the field. Through an examination of both historical foundations and modern advancements, you’ll gain insight into the evolution of marketing and the unique challenges and opportunities presented by today’s global markets.
In this module, you’ll learn to bridge the gap between theory and practice, understanding how marketing models are applied in real-world settings. You’ll also study the role of sustainability in modern marketing and explore strategies that help businesses succeed while addressing global environmental concerns. By the end of this module, you’ll be able to assess complex marketing challenges, develop impactful solutions, and communicate effectively as a marketing professional.
Key outcomes include gaining a comprehensive understanding of marketing roles and responsibilities, building foundational knowledge in marketing concepts, and developing critical thinking and problem-solving skills. This module prepares you for the rest of the programme, equipping you with the tools to approach advanced marketing topics and make informed strategic decisions in a rapidly changing global market.
This module prepares you to design and execute effective marketing communication strategies across today’s multi-channel landscape. In an environment where targeted messaging is crucial to brand visibility and engagement, you’ll learn how to create impactful campaigns that connect with audiences and drive results. This course covers key areas of digital media, advertising, public relations, and integrated marketing communications (IMC), providing you with practical skills to analyse, adapt, and optimise messaging across various platforms.
You’ll explore both the art and science behind successful marketing communications, from crafting compelling messages to scientifically testing and measuring campaign effectiveness. Through an understanding of integrated communication planning, you’ll learn to build brand assets that are distinct and resonant across digital and traditional media. Topics include media planning, the complexities of today’s consumer journey, and the role of personalisation in enhancing engagement.
By the end of the module, you’ll be able to evaluate real-world marketing campaigns, apply theoretical models, and assess communication effectiveness. You’ll gain confidence in responding to client briefs, developing creative ideas, and applying insights from academic theory to practical marketing contexts. This module equips you with essential skills for both digital and traditional marketing, preparing you to lead in a competitive, multi-channel marketplace.
In this module, you’ll build essential professional skills and undertake a unique, hands-on research project within a real marketing setting. The Professional Skills component is designed to develop your communication and employability skills, with a special focus on the responsible use of AI as a tool to support business interactions. Through practical exercises, role-playing, and real-world scenarios, you’ll enhance your critical thinking, quick decision-making, and adaptability—qualities that are highly valued in marketing. Structured networking sessions with industry professionals will further help you gain confidence and a deeper understanding of the global marketing landscape.
The Company Commissioned Dissertation (CCD) is your chance to dive deep into a marketing issue that aligns with your field of study. Working closely with academic and industry mentors, you’ll apply insights from your coursework to tackle a real-world problem, drawing on both academic and professional resources. If you’re on a specialised pathway, such as Digital and Social Media Marketing or International Brand Management, you’ll focus your research in that area. MSc Marketing students are free to explore any marketing topic of interest. This capstone project will help you build expertise and prepare you for the challenges of a dynamic marketing career.
There may be extra costs related to your course for items such as books, stationery, printing, photocopying, binding and general subsistence on trips and visits. Following graduation, you may need to pay a subscription to a professional body for some chosen careers.
Specific additional costs for studying at Lancaster are listed below.
College fees
Lancaster is proud to be one of only a handful of UK universities to have a collegiate system. Every student belongs to a college, and all students pay a small College Membership Fee which supports the running of college events and activities. Students on some distance-learning courses are not liable to pay a college fee.
For students starting in 2025, the fee is £40 for undergraduates and research students and £15 for students on one-year courses.
Computer equipment and internet access
To support your studies, you will also require access to a computer, along with reliable internet access. You will be able to access a range of software and services from a Windows, Mac, Chromebook or Linux device. For certain degree programmes, you may need a specific device, or we may provide you with a laptop and appropriate software - details of which will be available on relevant programme pages. A dedicated IT support helpdesk is available in the event of any problems.
The University provides limited financial support to assist students who do not have the required IT equipment or broadband support in place.
For most taught postgraduate applications there is a non-refundable application fee of £40. We cannot consider applications until this fee has been paid, as advised on our online secure payment system. There is no application fee for postgraduate research applications.
For some of our courses you will need to pay a deposit to accept your offer and secure your place. We will let you know in your offer letter if a deposit is required and you will be given a deadline date when this is due to be paid.
The fee that you pay will depend on whether you are considered to be a home or international student. Read more about how we assign your fee status.
If you are studying on a programme of more than one year’s duration, tuition fees are reviewed annually and are not fixed for the duration of your studies. Read more about fees in subsequent years.
Scholarships and bursaries
You may be eligible for the following funding opportunities, depending on your fee status and course. You will be automatically considered for our main scholarships and bursaries when you apply, so there's nothing extra that you need to do.
Unfortunately no scholarships and bursaries match your selection, but there are more listed on scholarships and bursaries page.
Marketing is everywhere, and in our Making Marketing Matter podcast, we introduce you to the world of marketing – everything from digital to advertising, sustainability to accessibility – that you can encounter as a student at Lancaster University.
We’ll show you what students can expect to learn on our programmes, introduce you to the experts who head up our teaching and research activities, and dive into fascinating subjects you might never have associated with marketing – from salmon farming to art exhibitions, science fiction to dark tourism and the metaverse.
The information on this site relates primarily to 2025/2026 entry to the University and every effort has been taken to ensure the information is correct at the time of publication.
The University will use all reasonable effort to deliver the courses as described, but the University reserves the right to make changes to advertised courses. In exceptional circumstances that are beyond the University’s reasonable control (Force Majeure Events), we may need to amend the programmes and provision advertised. In this event, the University will take reasonable steps to minimise the disruption to your studies. If a course is withdrawn or if there are any fundamental changes to your course, we will give you reasonable notice and you will be entitled to request that you are considered for an alternative course or withdraw your application. You are advised to revisit our website for up-to-date course information before you submit your application.
More information on limits to the University’s liability can be found in our legal information.
Our Students’ Charter
We believe in the importance of a strong and productive partnership between our students and staff. In order to ensure your time at Lancaster is a positive experience we have worked with the Students’ Union to articulate this relationship and the standards to which the University and its students aspire. View our Charter and other policies.
