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Funded Module: Digital Marketing Practice

Masters module in Digital Marketing Practice


Digital Marketing is core to the success of branding and promotion of organisations of all size in today’s economy, in all sectors, in all regions of the world.

Digital Marketing Institute logo

This module draws upon modern digital marketing practices and traditional marketing theory, with a focus on the digital marketing needs of companies operating in both the B2B and B2C sectors. The nature of Digital Marketing necessitates a need to be up-to-date with current practices and developments within the industry and for marketers to be able to make an immediate and effective contribution to an organisation's digital presence.

Participants completing this module will be expected to master essential digital marketing practices such as Social media management, Search Engine Optimisation (SEO), PPC Campaign Management, Inbound Marketing Management & Content Management and work productively with Big Data management fed through online performance which will be inherited from assessment output. This module will provide the practical skills and support that participants will be able to implement immediately in their respective organisations.

Teaching methods will incorporate many aspects of the digital world in the teaching practice; website development, social media, analytical tools, data mining, and will utilise both online and offline marketing tools to deliver module material.

The learning experience is intended to be flexible and student-centred, aiming to deliver an interactive learning experience. Students will have the opportunity to develop, as part of the module assessments an online portfolio of competencies that will sharpen their practical skills. Students will also be encouraged to develop critical skills and produce material consistent with both academic and current industry requirements.

Learning outcomes

On completion of the module, participants will be able to:

  • Evaluate and apply digital marketing practices in a wide range of business environments
  • Assess, in a critical manner, advanced models, techniques and concepts of digital marketing in an international context
  • Critically analyse and evaluate the application of traditional marketing concepts, models and techniques across a wide range of business environments
  • Critically examine the impact of current international advances in digital technologies and their effect upon traditional marketing management practices

This course is worth 20 credits at SCQF Level 11 (Post-graduate/Masters level).  Participants may be able to continue onto the full MSc Digital Marketing; you can find out further information on the Masters Programme at


This course is accredited by the Digital Marketing Institute and delegates successfully completing the course will be awarded status of Digital Marketing Institute Associate. Further information about this chartered body can be found at https:/



This module will start during the week commencing Monday, 6th September 2021 and last to May 2022, and will be delivered through:

1 x 2 hour live online session per week, with times to be confirmed (for 2020 this was Wednesday mornings and Friday afternoons).  These will take place until December 2021.

Asynchronous online learning - materials, tasks and online discussions through our Virtual Learning Environments

Participants will be able to access all materials through our Virtual Learning Environment (Moodle, Google platforms and other) and will work through the course content in their own time.  Participants will be expected to contribute to online forums and tasks, and engage with group-wide projects and discussions.

Typically, students will work through around 80 hours of materials and activities over the course, and dedicate additional time to self-study.

Sessions will be guided in term 1, with term 2 available to complete all coursework and attend drop-in sessions for questions.


Admission to the funded module will be on a case-by-case basis, however participants will typically have already attained a Bachelor’s degree (or have equivalent experience), and work in a business or marketing-focussed role.

Please note that this course is Masters-level study and so will require a significant time commitment in order to successfully complete the course.


UWS is offering a series of courses on a fully-funded basis through the UWS Upskilling Fund.  This fund is designed to support training in areas where skills gaps have been identified and support economic recovery in Scotland in a post-Covid world.  Courses are available on a fully-funded basis to individuals working in related roles and resident in Scotland.  The course fees for this module (£900) are fully subsidised; a registration fee of £150 will be required to join the course if your application is accepted.

Join our induction

The School of Business & Creative Industries will be running an induction to the MSc Digital Marketing; prospective students of the Digital Marketing Practice module are welcome to join this induction to find out more in summer 2021.

Find out more:

The video below gives more information about the course and delivery mechanisms:

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