MSc Digital Marketing and Advertising

Navigate the dynamic digital landscape and build your knowledge and expertise in advanced digital marketing and advertising management practices.

This MSc programme offers a unique opportunity to develop the knowledge and skills necessary for success in the rapidly evolving digital marketing and advertising industry. Combining the two distinct areas of digital marketing and advertising, you’ll gain an authentic business learning experience through a hands-on approach designed to give you the skills most highly sought-after in today’s business environment. 

In addition to technical skills, this programme places a strong emphasis on leadership and teamwork development. These are cultivated through Active Blended Learning projects, group projects, case studies, and interactive discussions, preparing you to effectively collaborate with colleagues and clients in your future roles. You will also benefit from regular insights from guest speakers with a high level of senior leadership experience, drawn from our varied network of cross-sector industry partners.

  • Study mode:


  • Course length:

    1 year

  • Timetable:

    2 days a week

  • Fees:

    International: £16,000, Home: £12,100

  • Scholarships:


  • Intakes:

    January, May and September

About this course

During your first trimester, you’ll gain deep insights into the core areas and practices of digital marketing management. In the second trimester, you will have the opportunity to further expand your subject knowledge and gain a broader understanding of digital and social marketing techniques, as well as advertising and communication channels. You will also undertake a final research project, which can be either a dissertation or a business-based project


The programme is accredited by the IDM (Institute of Digital Marketing), giving you the opportunity to build professional awards alongside your Master’s degree, equipping you with evidence to secure exciting roles in Digital and Social Media marketing. Our double international accreditations from the Association of MBAs (AMBA) and the Association to Advance Collegiate Schools of Business (AACSB) means you’ll also 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.

We are also proudly accredited by the Small Business Charter (SBC) – an accolade given to world-class business schools that play an effective role in supporting small businesses, local economies and student entrepreneurship.

Choose your modules

Through a hands-on approach, you will delve into a captivating array of topics, ranging from Digital Marketing Strategy and Social Media Marketing and Analysis to the intriguing realms of Influencer Marketing, Customer Experience (CX) Strategies, and Online Advertising Management. In addition to technical skills, this programme places a strong emphasis on leadership and teamwork development. These essential skills are cultivated through ABL projects, group projects, case studies, and interactive discussions, preparing you to effectively collaborate with colleagues and clients in their future roles. You will also benefit from regular insights from guest speakers with a high level of senior leadership experience, drawn from our varied network of cross-sector industry partners.

The MSc Digital Marketing and Advertising programme consists of six 20-credit modules, a non-credit-bearing “study skills and research methods” module, and a digital marketing and advertising project, carrying 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.

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.

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.

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.

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.

Customer Experience (CX) Strategies and Technique

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.

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.


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.

Entry requirements

Our programmes are designed for graduates from any discipline with a strong interest in the principles and practices of relevant areas. 

A minimum of a 2:2 UK Honours degree or international equivalent and academic IELTS 6.0 overall, with 5.5 in each skill.

See other English language proficiency qualifications accepted by the University of Hull.

We consider experience and qualifications from the UK and worldwide which may not exactly match the combinations above.

But it’s not just about the grades – we’ll look at your whole application. We want to know what makes you tick, and about your previous experience, so make sure that you complete your personal statement.

Have questions? Our admissions team will be happy to help.

Fees & funding


UK students can take out a Masters Loan to help with tuition fees and living costs. For 2023 entry, they provide up to £12,167 for full-time and part-time taught and research Masters courses in all subject areas. Find out more about Postgraduate Loans:


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

Future prospects

Upon completion of the MSc Programme in Digital Marketing and Advertising, you will be well-prepared to pursue a variety of exciting career paths.

Potential roles include Digital Marketing Management, Digital Marketing Strategist, Social Media Marketing Management, Advertising and Digital Channel Management, Content Marketing Management, and other related positions.

The programme’s comprehensive approach to digital marketing and advertising ensures that graduates are equipped to develop and implement successful marketing strategies for businesses and organisations. With its focus on contemporary practices, rigorous curriculum, and emphasis on leadership and teamwork, this programme provides a solid foundation for students aspiring to excel in creative marketing and advertising roles.