MSc Digital Marketing with Advanced Practice (London)

24 Months On Campus Masters Program

Northumbria University

Program Overview

The MSc Digital Marketing with Advanced Practice at Northumbria University London is built for students who want to confidently step into the fast-paced world of digital marketing. Whether you're already in business or switching careers, the course helps you understand how modern brands attract, engage, and convert customers through data-driven strategies and creative digital campaigns.

Curriculum Structure

Curriculum Structure

In the first phase of the course, you’ll get to grips with how digital marketing works from a strategic point of view. Through modules like Strategic Marketing in the Digital Era, you learn how organisations make marketing decisions and how digital tools shape those decisions. Alongside this, The Digital Customer Journey: Data, Profiling & CRM introduces you to how consumers behave online, how their journeys can be mapped, and how businesses personalise their communication using profiling and CRM systems.

As the course progresses, you’ll move into more hands-on, practical learning. In Digital Campaign Management & Media, you’ll design and manage real campaigns across social, email, mobile and content platforms — even taking part in a live project linked with the Institute of Direct Marketing competition. At the same time, Marketing Metrics & Analysis helps you become confident interpreting web analytics and performance data, using tools like Google Analytics to evaluate success and optimise campaigns. Finally, Research Methods & Analytics for Business Practice prepares you for your dissertation or consultancy project, giving you the research confidence to tackle real marketing challenges.

Focus areas

digital strategy, customer behaviour, CRM, campaign management, analytics, research

Learning outcomes

You’ll build the ability to design and manage digital campaigns, understand online customer behaviour, use analytics tools to measure performance, and conduct research that supports real business decisions.

Professional alignment (accreditation)

The programme is aligned with leading professional bodies, including the CIM (Chartered Institute of Marketing) and the Institute of Direct & Digital Marketing (IDM). It’s also backed by the global prestige of AACSB accreditation through Northumbria’s Newcastle Business School — a mark held by fewer than 6% of business schools worldwide.

Reputation (employability rankings)

Northumbria graduates are known for their strong industry readiness, and this programme is tailored to roles such as Digital Marketing Manager, CRM Specialist, Content Strategist, and Campaign Analyst, thanks to its practical and analytics-driven approach.

Experiential Learning (Research, Projects, Internships etc.)

This MSc is all about learning by doing. Right from the start, you’ll be given opportunities to put your digital marketing skills into action — through real-life campaign briefs, group projects, and even a placement if you pick the Advanced Practice route. Technology, data, and teamwork aren’t just theoretical; you’ll use industry tools, analyse performance, and build the kind of experience that employers look for.

Here’s how your hands-on journey looks:

Work in a Real Business – Opt for the Advanced Practice route and spend 12–15 weeks on an internship or consultancy placement, solving real marketing challenges alongside professionals.
Run Live Campaigns – In the Digital Campaign Management & Media module, you’ll plan and run campaigns tied to the Institute of Direct Marketing’s competition — creating content, managing socials, emails, and measuring success.
Crunch Real Data – In Marketing Metrics & Analysis, you’ll dive into Google Analytics, Tag Manager, and Looker Studio to understand how your campaign performs and why.
Research With Impact – The Research Methods & Analytics module helps you build solid, real-world research skills (even using software like SPSS), which feeds directly into your dissertation or consultancy project.
Develop Leadership & Team Skills – Through Developing Leadership Capability, you’ll reflect on your strengths, work in small teams, and build the kind of leadership mindset that thrives in modern marketing environments.
Access Modern Study Spaces & Digital Resources – Study in well-equipped spaces with computers, Wi-Fi, printers, and group areas, while using Northumbria’s rich online library (400,000+ e-books, 50,000+ journals) for your research and coursework.

Progression & Future Opportunities

Graduates from the MSc Digital Marketing with Advanced Practice at Northumbria London step into the industry with confidence because the course blends hands-on learning with real employer expectations. Many go on to roles like Digital Marketing Manager, CRM Executive, Campaign Analyst, or Content Strategist, using the practical skills and industry insights gained throughout the programme. Thanks to the placement or consultancy project, you’ll already have real experience on your CV before you even graduate.

To help you move smoothly into your career, Northumbria offers a strong network of support and industry-aligned benefits:

Careers & Employability Service: You’ll have access to personalised career coaching, CV and interview support, employer events, and job search tools — all designed to help you stand out in a competitive digital landscape.
Professional Pathways Training: After graduation, you can take advantage of QA’s specialist training programmes in areas like project management and business analysis to boost your skillset at no extra tuition cost.
Support for Entrepreneurs: If you’re thinking about starting your own digital marketing agency or freelance brand, Northumbria’s Graduate Enterprise Scheme provides mentoring, workshops, and expert guidance to help you take that next step.
Industry-Recognised Curriculum: The course draws on standards from the Chartered Institute of Marketing (CIM) and Institute of Direct & Digital Marketing (IDM), giving your qualification professional credibility.
Business School Reputation: With Northumbria’s Business School holding the prestigious AACSB accreditation, your degree carries global weight — a benefit that stays with you throughout your career.

Further Academic Progression:
If you’d like to continue your academic journey, this qualification sets you up well for pursuing a PhD or Professional Doctorate in marketing, digital strategy, or related areas. It’s a great option if you enjoy research or want to move into higher-level roles later on.