In this course, you’ll learn not just to react to the changing digital landscape, but to use emerging technologies to innovate and lead marketing transformations for international audiences.
You’ll build a comprehensive working knowledge of marketing and branding strategy and learn how to recognise and adapt to the demands of client-led and agency-led perspectives. This includes understanding returns on investment, accountability and future planning, as well as how to use data-driven marketing insights in a professional, ethical and regulated process.
Deepen your cultural knowledge and bring greater diversity to your practice in order to face the opportunities and challenges presented by an increasingly global market
Future-proof your skills by developing the ability to embrace new marketing and digital communications approaches, as well as new and emerging ways of doing business
Learn how to embed sustainability into everything you do, considering the environmental impact of your work
Use your professional experience and cultural knowledge to develop concepts, plans, and campaigns that you can immediately use in your current work and as you progress in your career
Graduate as a forward-thinking marketing professional, ready to embrace change on a global scale
Marketing and Digital Communications MA (online) is accredited by the leading professional marketing body, The Chartered Institute of Marketing (CIM). This means students who successfully complete the full MA are part-accredited for qualifications CIM offers professional marketing practitioners.
What our graduates do
As a graduate of this MA, you could go into roles such as:
Marketing officer or manager
Account handler or planner
Consumer or market researcher
Data communications manager
Social media producer
Digital marketing executive
Research skills embedded throughout the modules and with the Major Project could allow you to successfully progress into postgraduate research programmes and PhDs in the areas of marketing, branding and digital communications.
What you'll learn
Throughout this master’s degree course, you’ll work independently and in teams on challenge-led projects. Following the latest industry practices and insights, you’ll create marketing plans, prepare briefs, craft content for a range of digital platforms and learn how to deliver a successful pitch to potential clients. You’ll also discover new marketing technologies and learn to research online audiences using digital ethnographies. At the end of the course, you’ll establish yourself as an expert on a theme, sector or trend through the development of your final major project.
Marketing and Digital Communications MA is comprised of five modules, four 30-credit modules and one 60-credit project (180 credits in total). The modules have been specifically designed to be studied in a non-linear order. You'll begin the course with Module 1 and end the course with your Final Major Project (MA only). The order in which you'll study modules 2-4 will depend on when you begin the course.
You will need to complete four 30-credit modules and one 60-credit project (180 credits in total). All modules on the course are compulsory and must be passed in order to complete the award.
Module 1. Marketing in a Digital World
In this module, you’ll interrogate how geography, globalisation and digital transformation impacts all areas of the marketing planning process. You’ll revisit the basic frameworks of marketing planning; updating the traditional practices to bring plans in line with the needs of a technology-aware audience. Using a variety of analytical and development tools, you’ll work through the process of marketing goal setting, strategy and planning.
Module 2. Creative Digital Storytelling
This module is designed to help you explore digital opportunities for creative content creation and dynamic storytelling. You’ll identify ways of generating insights into your audience and their digital and analogue touchpoints. You’ll then examine how you can maximise the reach and impact of your campaign by using mediums such as user-generated content, social media, influencers, viral tactics, SEO, microsites and landing pages, user experience, artificial intelligence, virtual and augmented reality, and big data.
Module 3. Global Media Planning
Here, you’ll explore media strategy and planning in a global context, examining traditional and digital media channels. You’ll get up to speed with the latest industry insights and practices in communication strategy, media planning and performance monitoring. You’ll examine ‘Paid, Earned and Owned’ models, Google Ads and Analytics, PPC, as well as media-specific data analysis.
Module 4. Innovation and Industry
You’ll learn to innovate and problem-solve for brands, audiences and communication strategies. You’ll pitch a new idea or concept to a professional audience, taking well-informed risks with creative concepts and presenting these in an imaginative way that makes the most of the digital technologies available.
You’ll also develop a portfolio of case studies and examples of legal and ethical issues affecting your sector of interest.
Final Major Project (MA only)
For your final major project, you’ll choose an area of digital marketing communications to specialise in. You may have a new business idea to launch with a digital marketing campaign. You could solve a business problem associated with your current work or use a case study. You could extend a business opportunity for an existing company or respond to a gap in the market. Whatever you choose, your project is the final stage in your transformation into an adept, articulate marketing and digital communications innovator.
The modules above are those being studied by our students or proposed new ones. Programme structures and modules can change as part of our curriculum enhancement and review processes. If a certain module is important to you, please discuss it with the Course Leader.
How you'll learn
You'll learn through a blend of lectures, webinars, guest talks, tasks and discussion forums, which you'll access via our dedicated virtual learning environment. This is also where you'll find all key documentation, get course announcements and access extensive learning resources.
You'll be supported academically by Online Tutors, who will also deliver weekly webinars and facilitate the online forums. If you need assistance with anything that isn't directly related to course material, a dedicated Student Advisor team will be on hand to help. You'll also have access to Falmouth University's excellent employability service, RealWORKs.
You'll master key principles of marketing and digital communication approaches, spending 20 hours a week working on your craft. We incorporate optional face-to-face events for all our online students. There will be up to two per year and will typically run over weekends, to fit around your other commitments.
The assessment provides the course team with a means of offering tailored guidance alongside advice on how to progress knowledge and skills in key areas that relate to the Course Learning Outcomes. The course team will identify your strengths and weaknesses as an individual and discuss them with you throughout your time on the course.
Assessments are 100% coursework, submitted in an electronic format to the virtual learning environment, and designed to reflect professional practice. Assessment methods include:
Reports and plans
Blogs and infographics
Pitches and presentations
Dedicated easy-to-use virtual learning environment (VLE)
Study alongside students from around the world
Accessible online audio / visual content
Optional face-to-face events*
Invitation to attend alumni events
24/7 access to Falmouth's extensive online library of contextual books, journals and resources
Access to online software tutorials at LinkedIn Learning
Students' Union community
A Student Advisor to support you throughout your studies and access to our Student Support Services
Access to our Careers and employability service RealWORKS
*Please bear in mind that the Covid-19 pandemic may impact these events.
How to apply
An honours degree or Level 6 equivalent qualification is desirable. However, candidates without a degree or formal qualification are still encouraged to apply. If you'd like to discuss our entry requirements, speak to an advisor.
For more information regarding equivalent international qualifications and Accreditation of Prior Learning (APL) either request information with our easy online form or read about it on our apply page.
If English isn't your first language, you'll need to demonstrate English language skills that are sufficiently developed for the successful completion of your studies. We accept a range of recognised English language qualifications that are equivalent to the International English Language Testing System (IELTS) Academic minimum score of 6.5 overall, with a minimum of 6.0 in Reading, Writing, Speaking and Listening.
This course has three intakes per year: January, May and September.
We are currently taking applications for September 2021. The application deadline for this intake is 31 August.
Academic start date*
20 September 2021
31 August 2021
24 January 2022
10 January 2022
1 June 2022
11 May 2022
*Virtual Welcome Week begins the week before the academic start date. During this time, our Student Advisor team will host Welcome Webinars and be in touch with practical information on how to study online.
Online tuition fees for courses commencing in 2021
Tuition fees for the academic year 2021-22 for new online students from September 2021 onwards:
MA / MSc course, 2 years part-time: £11,300 total fee (incl. acceptance fee)
PGDip course: £7,600 total fee (incl. acceptance fee)
Tuition fees are set annually and are subject to review each year. The University may therefore raise tuition fees in the second or subsequent years of a course, in line with inflation and/or the maximum permitted by law or Government policy. Students will be notified of any changes as soon as possible.
Early Bird discount
An Early Bird discount is available for early applications. The scheme offers a £300 MA / £150 PGDip tuition fee reduction if you apply by 26 July 2021.