MSc Marketing With Digital Strategy

2 Years On Campus Masters Program

Edinburgh Napier University

Program Overview

The MSc Marketing with Digital Strategy blends the core principles of marketing with the latest digital tools and techniques, giving you the skills to succeed in both traditional and digital marketing roles. It’s perfect for students from any background who want to understand marketing fundamentals while also mastering digital analytics, social media, content strategy, and data-driven decision-making.

Curriculum structure

This one-year, full-time programme is designed to guide you from foundational marketing concepts to advanced digital strategy and practical application:

Trimester 1: You’ll start with Principles and Practice of Marketing, learning how businesses plan and execute marketing strategies, including pricing, distribution, and communications. Digital Analytics Strategy introduces you to using data from websites and social media to guide marketing decisions. Consumer Behaviour or Marketing Communications helps you understand how people make decisions and how to communicate effectively with your audience.
Trimester 2: You’ll deepen your skills with Digital Marketing Strategy, exploring paid, earned, and owned media, social media marketing, content marketing, mobile marketing, and eCRM. Social Media and Content Marketing gives hands-on experience in designing campaigns and creating engaging content. Strategic Brand Management teaches you to build and maintain strong brands, while Research Methods equips you to gather and analyse data to inform marketing decisions.
Trimester 3: Finally, the Dissertation lets you explore a marketing or digital strategy topic of your choice, applying everything you’ve learned in a project that highlights your expertise and can impress future employers.

Focus areas: digital marketing strategy; marketing fundamentals; consumer behaviour & insights; digital analytics; branding; social media & content marketing; research methods & data-driven marketing.

Learning outcomes: design and implement marketing plans; analyse digital and social media data; build and manage strong brands; create engaging content and campaigns; understand consumer behaviour; lead research-informed marketing strategies.

Professional alignment (accreditation): Accredited by the Institute of Data & Marketing (IDM), this programme allows you to gain a professional qualification — the Certificate in Digital and Data-Driven Marketing — alongside your MSc, giving you both academic and industry credibility.

Reputation (employability / outcomes): Edinburgh Napier is ranked #1 among modern universities in Scotland and among the top 5 UK modern universities for graduate prospects (Times Good University Guide 2026), highlighting excellent career opportunities for graduates.

Experiential Learning (Research, Projects, Internships etc.)

At Napier, the MSc Marketing with Digital Strategy is designed to get you learning by doing. You won’t just study theory — you’ll work with real data, create digital campaigns, and build marketing strategies that you could take straight into the workplace. The programme combines hands-on practice with industry-standard tools, group projects, and research opportunities so that by the time you graduate, you’re confident, capable, and ready for a marketing career.

Here’s what practical learning looks like on this course:

Digital analytics & AI tools: In Digital Analytics Strategy, you’ll use analytics platforms and AI-driven methods to make sense of website and social media data, giving you real-world insights that marketers rely on.
Creating campaigns and content: Modules like Digital Marketing Strategy and Social Media and Content Marketing let you design content, social media campaigns, and eCRM strategies, giving you hands-on experience in digital marketing.
Brand and marketing planning: Through Strategic Brand Management and Principles and Practice of Marketing, you’ll craft marketing plans for products and brands, learning how to think strategically and apply your knowledge in real-world scenarios.
Research and insights: Research Methods teaches you how to collect and analyze data to understand consumer behavior, making your marketing decisions informed and evidence-based.
Capstone dissertation project: You’ll complete a dissertation on a topic of your choice, letting you dive deep into an area of interest and demonstrate your expertise to future employers.

Progression & Future Opportunities

Graduates from Napier’s MSc Marketing with Digital Strategy are well-equipped to step straight into the modern marketing world. Whether your goal is to become a Digital Marketing Manager, Brand Manager, Content & Communications Specialist, or a Data‑Driven Marketing Analyst, this programme gives you the skills, confidence, and practical experience to thrive. By combining digital strategy, brand development, analytics, and marketing insight, you’ll be ready to take on roles in agencies, start-ups, global firms, or even freelance ventures.

Here’s how Napier helps you turn your degree into a successful career:

Tailored career support: The Employability & Careers team provides one-to-one guidance, CV and cover letter support, interview preparation, and access to the “myFuture” portal for job hunting and placement opportunities.
Placements and practical experience: You can take advantage of internships, placements, and volunteering opportunities during your studies to gain real-world experience and boost your employability.
Industry-recognised accreditation: The programme is accredited by the Institute of Data & Marketing (IDM), and you can earn the Certificate in Digital and Data-Driven Marketing, giving you an extra professional edge.
Strong graduate prospects: Edinburgh Napier is ranked among the top 5 UK modern universities for graduate prospects (Times Good University Guide 2026), demonstrating the value employers place on Napier graduates.
Global and flexible career pathways: With expertise in digital marketing, analytics, brand strategy, and global marketing concepts, you can pursue roles across diverse industries and geographies.

Further Academic Progression:
If you wish to continue your studies, you could pursue a research-focused degree such as an MPhil or PhD in marketing, digital business, or global business strategy. Your MSc equips you with strong research, analytical, and strategic skills that provide a solid foundation for advanced academic work or consultancy careers.