Top 50 for Marketing in the QS World University Rankings by Subject 2025
Equip yourself with the skills and knowledge to thrive in digital marketing. Our MSc in Digital and Social Media Marketing opens doors to many opportunities centred around the role of technology in marketing. Whether you aspire to work for a leading brand, start your own business, or become a digital marketing consultant, this programme will empower you to reach your goals and help you stand out through the future-ready skill set you will develop.
The pace of technological change is accelerating, making digital marketing central to global marketing leadership thinking. This can be seen in the rise of AI, personalised experiences, and digital connections that link global communities. As a result, digital strategies are now at the centre of strategic thinking for brand, marcomms, consumer engagement, and sustainability.
The skills to succeed
Employers need marketing professionals who not only understand the intricacies of digital and social platforms but also have the strategic, ethical, and global mindset to drive sustainable business success. Our MSc in Digital and Social Media Marketing will equip you with these key skills and the critical mindset to thrive in one of the most dynamic areas of modern business.
Whether your passion lies in content creation, digital advertising, SEO, or influencer marketing, this programme provides a comprehensive education that blends cutting-edge theory with practical, real-world application. You will develop hands-on skills in campaign planning, analytics, and engagement strategies across platforms such as Instagram, LinkedIn, X, TikTok, and emerging digital channels. From mastering Google Analytics to crafting compelling brand stories, you’ll be prepared to lead digital campaigns from day one.
Learn from experts
What sets this master's programme apart is the calibre of teaching and the real-world relevance of our curriculum. You will learn from a diverse team of experienced professionals and leading academics, each contributing unique industry expertise and research insights to the classroom. Our faculty members are active researchers and practitioners passionate about supporting your development. You will benefit from personalised guidance and mentoring throughout your studies, with opportunities to explore your interests and develop your voice as a digital marketing specialist.
Hands-on experience
One of the highlights of the MSc is the opportunity to work on a live client consultancy project as part of your final assessment. You will address real business challenges, applying your knowledge and creativity to develop impactful marketing solutions. You may even get the opportunity to present your findings directly to the client, an exceptional opportunity to demonstrate your abilities and build your professional network. Throughout the programme, you will also build a digital portfolio that showcases your skills and achievements, providing a valuable asset for job applications and interviews.
Our learning community
Beyond the classroom, you’ll join a vibrant and inclusive learning community made up of students from around the world. Our diverse cohort brings a wealth of perspectives and cultural insights, enriching classroom discussions and collaborative projects. You will forge lasting connections with peers, alumni, and industry professionals, relationships that could shape your future career.
Features of the MSc Digital and Social Media Marketing programme you should know about:
Our expertise
Join the longest-established university Marketing department in the UK.
Accredited by CIM
Benefit from the Chartered Institute of Marketing’s Accredited Degree scheme
Demonstrate your expertise
Develop a portfolio of work to help you demonstrate your digital marketing skills to employers
Change your discipline
Designed for students with an undergraduate degree in any subject who wish to pursue a career in digital and social media marketing
Career options
Develop the skills to pursue a wide range of career pathways in digital and social media marketing through the programme's blend of academic theory and practical insight.
Course accreditation
Students taking this CIM Accredited programme are automatically enrolled in the Chartered Institute of Marketing’s study programme for one year. When you pass your master's, you’ll gain exemptions from CIM assessments, reducing the number of modules you will need to take to gain a professional CIM qualification if you wish to engage in additional study alongside your master's,
Graduates of the MSc Digital and Social Media Marketing programme are well-positioned to pursue a wide range of careers, including roles such as:
Digital Marketing Manager
Social Media Strategist
Content Marketing Specialist
SEO Analyst
Whether you aim to work in an agency, a multinational brand, a start-up, or as a freelancer, this programme will empower you with the practical knowledge, critical thinking, and adaptability needed to succeed.
Top 50 in the world for Marketing
Lancaster is ranked 8th in the UK and in the 48th globally for Marketing according to the QS World Rankings by Subject 2025, one of nine subjects at Lancaster to be featured in the top 100 in these prestigious listings.
2:2 Hons degree (UK or equivalent) in any subject discipline. Marks should be consistently at 2:2 level, or higher, throughout your undergraduate studies, with all marks at least pass level.
English language requirements
We require an IELTS (Academic) Test with an overall score of at least 6.5, and a minimum of 6.0 in each element of the test.
If you are thinking of applying to Lancaster and you would like to ask us a question, complete our enquiry form and one of the team will get back to you.
Delivered in partnership with INTO Lancaster University, our one-year tailored pre-master's pathways are designed to improve your subject knowledge and English language skills to the level required by a range of Lancaster University master's degrees. Visit INTO Lancaster University for more details and a list of eligible degrees you can progress onto.
Course structure
We continually review and enhance our curriculum to ensure we are delivering the best possible learning experience, and to make sure that the subject knowledge and transferable skills you develop will prepare you for your future. The University will make every reasonable effort to offer programmes and modules as advertised. In some cases, changes may be necessary and may result in new modules or some modules and combinations being unavailable, for example as a result of student feedback, timetabling, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes and new research. Not all optional modules are available every year.
In this programme, all modules are core and there are no optional modules.
Core
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This module equips you with the essential tools and insights needed to gather and interpret marketing intelligence for informed decision-making. Marketing intelligence is fundamental for effective strategy, relying on both quantitative and qualitative research methods to provide a holistic view of consumer behaviour.
You will explore various research tools and techniques. You will learn to harness quantitative data for measurable insights and qualitative methods for a deeper understanding of customer motivations and experiences. This dual approach allows you to build precise, empathetic strategies that respond to real consumer needs.
You will dive into the entire research process, covering topics including:
selecting appropriate research types, such as exploratory and descriptive
designing data collection instruments
using sampling methods
ethically analysing data.
You will also examine the role of big data in constructing a complete view of the marketing intelligence available.
By the end of the module, you will be able to commission, manage, and interpret marketing intelligence, a critical skill for roles such as marketing manager, product manager, and brand strategist.
Understanding consumer behaviour is essential for successful marketing. This module explores how and why consumers interact with marketing systems, focusing on both traditional and digital environments. You will examine consumer behaviour from cultural and experiential perspectives, learning how various factors, such as identity, social influences and digital engagement shape consumption patterns. Through this approach, you will gain insights that are invaluable for marketing across diverse markets and essential for navigating today’s digital landscape.
Throughout the module, you will study the key theories and concepts in consumer behaviour, including:
consumer culture theory
socialisation
symbolic consumption
marketplace cultures.
You will also explore the impact of digital consumption, covering topics such as:
surveillance capitalism
social labour
the psychological effects of online interactions.
This knowledge will help you understand the psychological and sociological factors that influence consumers’ online behaviours, equipping you to develop strategies tailored to digital audiences. You will also explore the key elements of behavioural science, including nudges, biases and the decision-making process.
As demand for digital and social media marketing professionals continues to rise, this module provides you with a comprehensive and practical understanding of these rapidly evolving fields. It serves as a cornerstone of the MSc in Digital and Social Media Marketing, helping you master both the strategic and technical aspects of digital marketing. This prepares you for impactful roles in a dynamic and competitive environment.
You will engage in hands-on work with industry-standard data analytics tools and social media simulations, applying your knowledge to real-world scenarios. You will explore key elements of digital marketing strategy, including:
digital transformation
omnichannel approaches
content marketing
search engine optimisation (SEO).
Additionally, you’ll learn how to leverage cutting-edge technologies such as AI, virtual reality, and the Internet of Things, gaining insight into how these innovations reshape customer journeys and engagement strategies. This module’s unique portfolio-based assessment is aligned with current job-market trends, ensuring you develop the skills and insights employers are looking for.
Understanding influencer marketing is crucial as brands increasingly invest in this strategy to drive engagement and growth. This module provides you with a comprehensive view of influencer marketing, equipping you with the knowledge and skills to work with influencers and design impactful campaigns.
You will explore what makes influencer marketing unique in the digital landscape. This includes understanding the types of influencers, the platforms they use, and the psychology of follower relationships, such as parasocial bonds.
You will learn how to identify the right influencers for a campaign, manage multi-channel campaigns, and measure effectiveness using key metrics. The module will also cover the regulatory landscape of influencer marketing, considering the ethical and societal implications of this powerful tool. Contemporary topics, including AI-driven and virtual influencers, will be discussed to help you stay current with industry trends.
Learn the skills to design and execute effective marketing communication strategies across today’s multi-channel landscape. In an environment where targeted messaging is crucial to brand visibility and engagement, you will learn how to create impactful campaigns that connect with audiences and drive results. This module will give you the practical skills to analyse, adapt, and optimise messaging across various platforms. It covers the key areas of:
digital media
advertising
public relations
integrated marketing communications (IMC).
You will explore both the art and science of successful marketing communications, ranging from strategy development to crafting compelling messages that can be scientifically tested and measured. By understanding integrated communication planning, you will learn to build distinct and resonant brand assets across digital and traditional media. Topics include:
media planning
media measurement
the complexities of today’s consumer journey
the role of personalisation in enhancing engagement.
You will be introduced to essential marketing principles and the strategies needed to thrive as a marketing professional in a globally connected and sustainability-focused business environment. You will build a deep understanding of core marketing theories and practices, exploring the language and concepts that define the field. Through an examination of both historical foundations and modern advancements, you will gain insight into the evolution of marketing and the unique challenges and opportunities presented by today’s global markets.
You will also learn to bridge the gap between theory and practice, understanding how marketing models are applied in real-world settings. In doing so, you will study the role of sustainability in modern marketing and explore strategies that help businesses succeed while addressing global environmental concerns. By the end of this module, you will be able to assess complex marketing challenges, develop impactful solutions, and communicate effectively as a marketing professional.
In this module, you will build essential professional skills and undertake a unique, hands-on research project within a real marketing setting. Through practical exercises, role-playing, and real-world scenarios, you will enhance your critical thinking, quick decision-making, and adaptability – qualities that are highly valued in marketing. Structured networking sessions with industry professionals will further help you gain confidence and a deeper understanding of the global marketing landscape.
For the Company Commissioned Dissertation (CCD) you will work in a self-selected team and be assigned a company ‘client’. Working closely with your supervisor and your client company, you will apply insights from your coursework to tackle a real-world problem, drawing on both academic and professional resources.
Companies we are currently working with include major drinks distributors, FMCG brands, car marques, national charities, and several international advertising and media agencies.
Fees and funding
We set our fees on an annual basis and the 2026/27
entry fees have not yet been set.
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There may be extra costs related to your course for items such as books, stationery, printing, photocopying, binding and general subsistence on trips and visits. Following graduation, you may need to pay a subscription to a professional body for some chosen careers.
Specific additional costs for studying at Lancaster are listed below.
College fees
Lancaster is proud to be one of only a handful of UK universities to have a collegiate system. Every student belongs to a college, and all students pay a small College Membership Fee which supports the running of college events and activities. Students on some distance-learning courses are not liable to pay a college fee.
For students starting in 2025, the fee is £40 for undergraduates and research students and £15 for students on one-year courses.
Computer equipment and internet access
To support your studies, you will also require access to a computer, along with reliable internet access. You will be able to access a range of software and services from a Windows, Mac, Chromebook or Linux device. For certain degree programmes, you may need a specific device, or we may provide you with a laptop and appropriate software - details of which will be available on relevant programme pages. A dedicated IT support helpdesk is available in the event of any problems.
The University provides limited financial support to assist students who do not have the required IT equipment or broadband support in place.
Application fees for 2025
For most taught postgraduate programmes starting in 2025 you must pay a non-refundable application fee of £40. We cannot consider applications until this fee has been paid, as advised on our online secure payment system. There is no application fee for postgraduate research applications.
Application fees for 2026
There is no application fee if you are applying for postgraduate study starting in 2026.
Paying a deposit
For some of our courses you will need to pay a deposit to accept your offer and secure your place. We will let you know in your offer letter if a deposit is required and you will be given a deadline date when this is due to be paid.
The fee that you pay will depend on whether you are considered to be a home or international student. Read more about how we assign your fee status.
If you are studying on a programme of more than one year’s duration, tuition fees are reviewed annually and are not fixed for the duration of your studies. Read more about fees in subsequent years.
Details of our scholarships and bursaries for 2026-entry study are not yet available, but you can use our opportunities for 2025-entry applicants as guidance.
Marketing is everywhere, and in our Making Marketing Matter podcast, we introduce you to the world of marketing – everything from digital to advertising, sustainability to accessibility – that you can encounter as a student at Lancaster University.
The information on this site relates primarily to the stated entry year and every effort has been taken to ensure the information is correct at the time of publication.
The University will use all reasonable effort to deliver the courses as described, but the University reserves the right to make changes to advertised courses. In exceptional circumstances that are beyond the University’s reasonable control (Force Majeure Events), we may need to amend the programmes and provision advertised. In this event, the University will take reasonable steps to minimise the disruption to your studies. If a course is withdrawn or if there are any fundamental changes to your course, we will give you reasonable notice and you will be entitled to request that you are considered for an alternative course or withdraw your application. You are advised to revisit our website for up-to-date course information before you submit your application.
More information on limits to the University’s liability can be found in our legal information.
Our Students’ Charter
We believe in the importance of a strong and productive partnership between our students and staff. In order to ensure your time at Lancaster is a positive experience we have worked with the Students’ Union to articulate this relationship and the standards to which the University and its students aspire. Find out more about our Charter and student policies.
