MSc Digital and Social Media Marketing

1 Year On Campus Masters Program

University of Plymouth

Program Overview

The MSc Digital & Social Media Marketing is designed to help you become a confident digital marketer, ready to create campaigns that really connect with audiences online. It’s ideal for anyone looking to work in modern marketing — whether in big tech companies, creative agencies, public organisations, or nonprofits — giving you hands-on experience and the skills to lead successful digital projects.

Curriculum Structure

Year 1
In this one-year master’s (also available part-time), you’ll combine theory with practical learning across four core modules and a final capstone project. In Marketing and Strategy, you’ll explore how marketing aligns with business goals and learn to recommend strategies that drive results. Digital Marketing helps you understand how digital technologies have transformed marketing, from e-commerce trends to current online business practices. Digital Analytics & Marketing Research teaches you how to gather and interpret data, turning insights into smarter campaign decisions. Social Media Theory & Practice allows you to dive into online communities, user behaviour, and engagement strategies across multiple platforms. Finally, your Capstone Project lets you apply all these skills to a real-world challenge, whether that’s consultancy, business analysis, or creative campaign development.

Focus areas: Digital strategy, social media engagement, data analytics, marketing research, integrated campaign planning
Learning outcomes: Design and manage digital marketing campaigns; analyse consumer and market data; develop effective social media strategies; translate business goals into actionable digital plans; conduct research to inform marketing decisions
Professional alignment (accreditation): Accredited by the Institute of Data & Marketing (IDM) and the Chartered Institute of Marketing (CIM), ensuring the programme meets industry standards and enhances employability
Reputation (employability): Graduates are highly sought-after in roles across multinational firms like Google, Amazon, and Facebook, as well as smaller businesses, public organisations, and charities

Experiential Learning (Research, Projects, Internships etc.)

This MSc is all about learning by doing. From the very start, you’ll be working on real digital marketing challenges, applying theory to practice, and gaining the hands-on experience that employers value. The University of Plymouth supports your learning with excellent facilities, including modern classrooms, collaborative workspaces, and access to specialist digital and analytics tools, so you can bring your ideas to life.

Here’s how you’ll gain practical experience throughout the course:

Live Campaigns & Real-World Projects: Collaborate with industry partners to plan and execute marketing strategies for actual clients.
Capstone Project: Apply everything you’ve learned in a meaningful project, whether it’s consultancy, business analysis, creative development, or research.
Interactive Workshops & Small-Group Seminars: Test ideas, refine strategies, and build teamwork and problem-solving skills.
Digital Analytics Practice: Use data to understand audiences, evaluate campaign performance, and make informed marketing decisions.
Social Media Strategy in Action: Develop and implement strategies across different social media platforms, studying user behaviour and engagement patterns.
Embedded Careers Support: Access workshops, networking events, and guidance from Plymouth’s Careers Service to build your professional profile, both during the course and up to three years after graduation.

With this practical approach, you’ll leave Plymouth with not just knowledge, but a strong portfolio of work, valuable skills, and the confidence to start your career in digital and social media marketing.

Progression & Future Opportunities

Graduates from this MSc leave Plymouth ready to take on exciting roles in the digital marketing world, such as Digital Marketing Executive, Social Media Manager, Digital Campaign Manager, or Marketing & Communications Specialist. The course equips you with the practical skills, industry experience, and professional confidence to step straight into these roles or even start your own projects:

Dedicated Career Support: Plymouth’s Careers Service guides you from your first term through to three years after graduation, helping with CVs, interviews, placements, and networking opportunities.
High Demand for Digital Skills: Employers across tech, creative agencies, public organisations, and non-profits are actively looking for graduates with strong social media and digital marketing expertise.
Practical, Workforce-Ready Experience: Through live campaigns, capstone projects, and hands-on modules, you’ll graduate with real work examples to showcase to potential employers.
Accreditation & Professional Recognition: The course is accredited by the Institute of Data & Marketing (IDM) and the Chartered Institute of Marketing (CIM), adding credibility to your qualification and enhancing your career prospects.
Flexible Career Paths: Graduates can enter a wide range of sectors, from multinational tech firms to smaller agencies or the public and non-profit sectors, giving you the freedom to follow your passion.

Further Academic Progression:
After completing this MSc, you could continue your studies with a PhD in Marketing or Digital Communications, or pursue advanced professional certifications through IDM or CIM. This provides a pathway to specialist roles or research-driven careers in the evolving world of digital marketing.