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.
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.
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.
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