Master of Science - Digital Marketing

The MSc Digital Marketing at the University of Hertfordshire is a specialist, practice-driven degree designed to develop advanced knowledge and skills in digital marketing. It supports career progression in areas such as digital strategy, campaign management and marketing analytics. Students study core areas including digital marketing strategy and planning, consumer insights and data analytics, digital communications, and contemporary developments in digital marketing technology. These modules provide an understanding of how digital marketing operates within wider organisational and market contexts. Assessment reflects professional marketing practice and may include campaign development, consultancy-style reports, presentations and digital content. In the final stage of the degree, students complete an Applied Research Project, investigating a digital marketing problem or opportunity and developing evidence-based recommendations. The programme is designed for students seeking to advance their careers through applied, hands-on learning. It introduces digital marketing practice from the outset, focusing on how strategies, tools and technologies can be used to achieve measurable results. Students develop in-depth expertise in digital marketing strategy, campaign management and data-driven decision-making. Through consultancy briefs and industry partnerships, they work with real businesses to address current digital marketing challenges and gain practical experience of how campaigns are planned, delivered and evaluated. The course develops applied skills in content strategy, paid media, customer relationship management, user experience and emerging digital technologies. Professional platforms such as Google Ads, Meta Ads Manager, HubSpot and search engine optimisation tools are embedded throughout the coursework. Students also explore how AI-powered marketing automation, machine learning and customer personalisation are influencing the digital marketing sector. The course examines how these approaches can enhance audience engagement and support effective brand storytelling. Live client briefs and consultancy-style assignments enable students to apply their knowledge to real-world challenges that reflect current industry practice. Guest speakers and industry professionals further contribute to the learning experience by sharing relevant expertise and insights. By completing the course, students gain practical experience, technical skills and industry awareness to support their progression in the fast-changing global digital marketing job market.