MSc Digital and Social Media Marketing

1 Years On Campus Postgraduate Program

Lancaster University

Program Overview

The Master of Science in Digital and Social Media Marketing at Lancaster University Management School (LUMS)is a future-ready, industry-aligned program designed to shape the digital marketers of tomorrow. Delivered full-time over 12 months, starting each October, this MSc offers a comprehensive blend of academic rigor and practical digital expertise.

Accredited by the Chartered Institute of Marketing (CIM) through its prestigious Accredited Degree scheme, the program strengthens students’ credentials, offering a seamless pathway toward further professional certifications upon graduation.

Open to students from any undergraduate background, the course provides an accessible yet intensive route into digital marketing careers, equipping students with vital knowledge of digital consumer behavior, content creation, analytics, strategy design, social media management, SEO, and online advertising.

Students develop a professional portfolio throughout the program, showcasing their technical and strategic skills to future employers. The curriculum is tailored to reflect current industry demands and trends, ensuring that graduates are not only well-informed but also fully prepared to thrive in roles across global digital marketing landscapes.

Graduates leave with a versatile skill set, able to navigate digital transformation, manage multi-channel campaigns, leverage data-driven insights, and innovate brand strategies across sectors such as technology, e-commerce, finance, media, healthcare, and retail.

 

Curriculum Structure

The MSc Digital and Social Media Marketing combines core taught modules, skills development workshops, and a major applied project, totaling 180 credits over 12 months.

Core Modules

  • Digital Marketing Strategy
    Explore the principles of strategic digital marketing planning, audience segmentation, and integrated channel management.

  • Social Media Management and Metrics
    Develop expertise in managing social media platforms, engaging audiences, and interpreting key performance metrics.

  • Content Creation and Curation
    Learn to craft effective and creative digital content across web, video, audio, and social formats.

  • Digital Advertising and SEO
    Analyze and optimize paid advertising campaigns, learn the fundamentals of search engine optimization, and master the use of analytics platforms.

  • Online Consumer Behaviour
    Examine consumer psychology and behavior in online environments, with a focus on building customer-centric digital experiences.

  • Data-Driven Marketing
    Understand how to collect, interpret, and apply data to improve marketing performance and strategic decision-making.

  • Ethical Issues in Digital Communication
    Engage with the ethical considerations and regulatory frameworks impacting digital marketing practices globally.

Capstone Project

Students complete a major Digital Marketing Portfolio project in the final term, applying theoretical knowledge to a practical business challenge.
The portfolio may include:

  • Live digital campaign strategies

  • Social media content calendars

  • SEO and advertising optimization plans

  • Data analysis reports

This capstone experience builds a tangible, professional portfolio that students can present to prospective employers.

Experiential Learning (Research, Projects, Internships etc.)

The MSc offers a strong emphasis on hands-on, real-world learning experiences:

Professional Portfolio Development

Students will systematically build a digital marketing portfolio through course assignments, industry briefs, and simulated marketing scenarios.

Industry Engagement

Guest speakers, industry panels, and practitioner-led workshops expose students to the latest challenges and innovations in digital marketing.

Practical Workshops

Students receive training in key digital tools such as Google Analytics, SEMrush, Hootsuite, and various content management and advertising platforms.

Optional Competitions

Students may participate in external digital marketing challenges and competitions, gaining valuable experience and visibility among top employers.

Progression & Future Opportunities

Graduates of the MSc Digital and Social Media Marketing at Lancaster University are well-positioned to thrive in a wide range of fast-growing sectors, thanks to the program’s strong focus on both strategic thinking and technical proficiency.

The course is designed not only to prepare students for immediate entry into the digital marketing workforce but also to lay the foundation for long-term career growth and leadership opportunities in the global digital economy.

Career Progression Pathways

Many graduates initially secure specialist or management-level positions in digital marketing fields, and progress over time into more senior, strategic roles such as:

  • Digital Marketing Manager → Head of Digital Marketing

  • Social Media Manager → Digital Communications Director

  • Content Strategist → Chief Content Officer

  • SEO Specialist → Digital Growth Manager

  • Digital Analyst → Head of Data-Driven Marketing

  • E-commerce Manager → Director of Online Operations

  • Brand Manager (Digital Focus) → Chief Marketing Officer (CMO)

Graduates are sought after for their ability to connect creative strategy with measurable business outcomes, enabling them to take leadership roles across industries such as technology, media, finance, retail, consultancy, and the public sector.

Industry Sectors Hiring Graduates

  • Advertising and Digital Marketing Agencies

  • Technology and Software Companies

  • Consumer Goods and Retail Brands (E-commerce focused)

  • Financial Services and Fintech Firms

  • Healthcare and Pharmaceutical Industries (Digital Health Communications)

  • Media, Entertainment, and Creative Industries

  • Government and Public Sector Digital Units

  • Nonprofits and International Organizations (NGO Digital Campaigns)

Further Study and Professional Development

The program also serves as a launchpad for those interested in further academic or professional specialization:

  • Professional Certifications:
    Graduates are eligible to pursue further professional qualifications with the Chartered Institute of Marketing (CIM), often with exemptions thanks to the program’s Accredited Degree status.

  • PhD and Research Pathways:
    Students with strong research interests may choose to pursue a PhD in Digital Marketing, Social Media Communications, Consumer Behaviour, or related fields.

  • Entrepreneurial Opportunities:
    Some graduates leverage their skills and portfolio work to launch their own digital consultancies, content creation agencies, or tech-driven startups.

Global Employability

Lancaster's reputation, combined with the MSc's practical emphasis, ensures that graduates are highly employable both in the UK and internationally.
Alumni have secured positions across Europe, North America, the Middle East, and Asia, particularly in global digital hubs such as London, New York, Amsterdam, Dubai, and Singapore.

Program Key Stats

£32,760
£ 40
Rolling


No
No

Eligibility Criteria

3 Year

95
560
6
95
2:1
1330
29

Additional Information & Requirements

Career Options

  • Graduates of this program are well-equipped to pursue a variety of roles in the digital marketing landscape
  • including: Digital Marketing Manager: Oversee and develop online marketing strategies
  • manage digital campaigns
  • analyze performance metrics
  • and coordinate with other marketing teams
  • ​ Social Media Manager: Create
  • curate
  • and manage content on social media platforms
  • engage with followers
  • analyze social media metrics
  • and develop social media strategies
  • ​ Content Marketing Specialist: Develop and execute content strategies
  • create high-quality content (blogs
  • videos
  • infographics)
  • and ensure content aligns with brand messaging
  • Digital Advertising Specialist: Plan and execute digital advertising campaigns (PPC
  • display ads
  • social media ads)
  • manage advertising budgets
  • and analyze campaign performance
  • ​ Email Marketing Specialist: Create and manage email marketing campaigns
  • segment email lists
  • and analyze campaign performance to improve engagement and conversion rates
  • ​ Influencer Marketing Manager: Identify and collaborate with influencers
  • manage influencer relationships
  • and measure the impact of influencer marketing campaigns
  • Digital Analytics Manager: Collect
  • analyze
  • and interpret data from digital marketing campaigns
  • provide insights and recommendations
  • and develop data-driven strategies
  • E-commerce Manager: Manage online store operations
  • develop and implement e-commerce strategies
  • and optimize user experience to drive sales Brand Manager: Develop and maintain a brand’s image
  • create branding strategies
  • and ensure consistent brand messaging across all marketing channels
  • ​ Digital Consultant: Provide expert advice on digital marketing strategies
  • help businesses improve their online presence
  • and offer solutions for digital marketing challenges
  • ​   Industries Hiring Digital Marketing Graduates Graduates can find opportunities across various sectors
  • including: Advertising and Marketing Agencies: Developing and executing campaigns for a diverse clientele
  • ​ Retail and E-commerce: Enhancing online shopping experiences and driving digital sales
  • ​ Technology and Software Firms: Promoting digital products and services to targeted audiences
  • ​ Media and Entertainment: Managing digital content and audience engagement strategies
  • ​ Financial Services: Implementing digital marketing strategies for banking and investment products
  • ​ Healthcare and Pharmaceuticals: Communicating health-related information and services digitally
  • ​ Public Sector and Nonprofits: Engaging communities and stakeholders through digital platforms
  • ​   Sample Employers Graduates have secured positions at renowned organizations such as: Google Amazon Unilever BBC Deloitte Accenture Ogilvy Hootsuite Salesforce HubSpot

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