MSc Digital Marketing and e-Business

At Abertay, this MSc goes far beyond theory — you’ll get hands-on experience that prepares you for the real world. From working on live projects to using industry-standard digital tools, the programme is built to help you gain practical skills while understanding how businesses operate in the fast-moving digital world. You’ll also benefit from direct industry exposure, creative resources, and flexible options to tailor your studies to your career goals. Here’s how you’ll experience learning in action:

• Real-world projects & consultancy: Instead of a traditional dissertation, you can choose a consultancy project where you work on an actual business challenge — perfect for building a portfolio that impresses employers.

• Guest speakers & industry visits: Hear from marketing and e-business professionals and visit real organisations to see how the concepts you learn in class are applied in practice.

• Access to creative and digital tools: As part of Scotland’s first Adobe Creative Campus, you get free access to top industry software like Photoshop, Illustrator, Premiere Pro, InDesign, and more — ideal for creating campaigns, designing content, or building a digital brand.

• Flexible work-placement and project opportunities: Through Abertay’s “Work With Our Students” initiative, you can engage with businesses on short-term projects, gaining experience that can directly boost your employability.

• Supportive postgraduate environment: The Graduate School offers training, professional development, study spaces, and opportunities to collaborate with industry — ensuring you get both academic and practical support throughout your programme.

Graduates from this MSc step into a digital industry that’s growing fast, and this degree gives you the practical skills, confidence, and professional credibility to stand out. Whether you want to build a career inside a global brand, join an agency, or even start your own digital venture, the programme prepares you for roles where strategic thinking and hands-on digital expertise really matter. Typical career routes include Digital Marketing Manager, Brand or Content Manager, Social Media Manager, and Marketing Director — careers where digital insight is essential.

And here’s how Abertay strengthens your future prospects beyond the classroom:

• Dedicated careers support (up to 3 years after graduation): Abertay’s Careers Service helps you polish your CV, practice interviews, explore job roles, and connect with employers — a huge advantage when you’re stepping into the industry.

• Abertay Connect – your career dashboard: This platform gives you access to job boards, internships, graduate roles, and industry links, making it easier to find meaningful work opportunities and build your professional network.

• CIM accreditation adds long-term value: Since the MSc is accredited by the Chartered Institute of Marketing, you graduate with a qualification recognised and respected by employers worldwide — a major boost when applying for competitive marketing roles.

• Strong graduate outcomes: The programme highlights a wide range of potential roles — from marketing and digital marketing executives to brand leaders, researchers, entrepreneurs, and even future directors or CMOs — reflecting the versatility of the degree.

• Support for entrepreneurship and consultancy: Through Abertay’s business-engagement initiatives, you can take on real organisational projects or explore freelance and consulting opportunities, giving you practical experience before you even graduate.

Further Academic Progression:

If you want to continue your academic journey, this MSc creates a strong pathway toward PhD study in business, marketing, digital strategy, or related fields. With the support of Abertay’s Graduate School — which provides research guidance, training, and academic development — you’ll be well prepared to step into advanced research or academic careers.