MSc Digital Marketing and e-Business

Choose a contemporary Digital Marketing and e-Business MSc accredited by the Chartered Institute of Marketing (CIM).

Course detail

Start Date

January

Duration

1 year (full-time), 2 years (part-time)

Award Title

MSc

UCAS Code

Apply Direct

Why Study Digital Marketing and e-Business?

This CIM-accredited Master’s will equip you with the knowledge and skills needed to thrive in the ever-evolving world of strategic digital marketing and commerce - ideal for those with a marketing or business degree looking to deepen expertise or individuals with extensive experience in a related field looking to gain a professional qualification.

The programme offers an interactive, learner-centred approach, allowing you to focus on specific areas of interest, while at the same time embarking on a more general exploration of the topics necessary for a modern marketing professional. This blend of specialised and overall knowledge will enhance your capacity to operate successfully in a number of senior roles.

You’ll develop a deep understanding of practices across multiple digital platforms, learning from highly experienced staff and an exciting mix of local, national and global organisations.

Industry contact is key to preparing you to enter or re-enter the industry as an efficient, confident and highly employable specialist who will hit the ground running. As such, we actively promote real-world projects, including the option of either a culminating industry style consultation project with an organisation of your choice or a traditional dissertation.

This programme can be studied full-time for one year or part-time over a maximum of four years. 

Online Postgraduate Open Evening

Register for Abertay's Online Postgraduate Open Evening on Wednesday 7 December to learn more about  studying for a postgraduate taught or postgraduate research degree at the UK University of the Year for Teaching Quality 2021*.

* (The Times & Sunday Times Good University Guide 2021).

Booking Form

Two females working together

Entry Requirements

Applicants should have

  • At least a lower second class (2:2) honours degree or equivalent qualifications in Business or similar - with a marketing element.
  • Applicants with non-standard qualifications will be considered on an individual basis, determined by prior study, work experience, professional qualifications, and references.

We accept a wide range of qualifications from applicants from across the world. Please select the country of your qualification from the searchable list below to view entry requirements. If you have different qualifications to those listed, please contact us using the form below.

This field is required

Academic Requirements

Applicants will typically require a minimum Diplomë e Nivelit të Pare/Bachelor degree score of 7.5 in Business or Marketing related disciplines.

Applicants will typically require a minimum Specialist/Bachelor degree score of 70% or 3.0 in Business or Marketing related disciplines..

Applicants will typically require a minimum Bachelor degree / Fachhochschuldiplom / Diplom (FH) score of 3.0 on the 5-point scale in Business or Marketing related disciplines.

Applicants will typically require a minimum Bakalavr/Diplomu score of 70% in Business or Marketing related disciplines..

Applicants will typically require a Bachelor degree from BUET of 4 years or more, or a Master's degree, with a minimum score of 60% or 3.0 in Business or Marketing related disciplines..

Applicants will typically require a Specialist degree or Master's degree with a minimum score of 7 in Business or Marketing related disciplines..

Applicants will typically require a Licentiaat / Licencié with a minimum score of 12 or 60% iin either Civil Engineering, Building Technology, Construction Management or other construction related disciplines.

Applicants will typically require a minimum Licenciado/Título  score of 65% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree (5-6 years) with a minimum score of 70%, or a Master's degree with a minimum score of 60%, in Business or Marketing related disciplines..

Applicants will typically require a Título de Licenciado/a or a Título/Título de Bacharel with a mimimum score of 65% in Business or Marketing related disciplines..

Applicants will typically require a Bachelor degree with a minimum score of 4.0 (out of 6) in Business or Marketing related disciplines.

Applicants will typically require a Master's degree with a minimum score of C+, 65% or 2.5 (on a 4-point scale) in Business or Marketing related disciplines.

Applicants wil typically require one of: a 4-year Bachelor Degree/Licence; Diplome d’Etudues Supérieures de Commerce; Diplôme d'Ingénieur; Maîtrise / Master sans thèse; with a minimum score of 11, or a GPA of 2.7 (on a 4-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree/Baccalauréat with a minimum score of 2.5 (4-point scale), 62% or C+ average in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum 70% in Business or Marketing related disciplines.

Applicants will typically require a Licenciado/Título/Maestro with a minimum GPA of 3.0 in Business or Marketing related disciplines.

Applicants will typically require a Baccalaureus / Baccalaurea or Diploma - Visoko obrazovanje (4- 6 years) with a minimum GPA of 3.0 in Business or Marketing related disciplines.

Applicants will typically require a Título de Licenciado/ Arquitecto/ Doctor/Ingeniero/Máster with a minimum GPA of 3.5 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum score of 6.0 in Business or Marketing related disciplines.

Applicants will typically require a Bakalář degree with a minimum score of 2.0 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree / Candidatus Philosophiae / Professionsbachelor with a minimum score of 7 in Business or Marketing related disciplines.

Applicants will typically require a Título de Licenciado or Título with a minimum score of 70% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree (from a university) with a minimum GPA of 65% in Business or Marketing related disciplines.

Applicants will typically require a Licenciado, Título  or Título de Maestro/Maestria with a minimum score of 6.5 in Business or Marketing related disciplines.

Applicants will typically require a Bakalaurusekraad (Bachelor degree) or Rakenduskõrgharidusõppe Diplom (Professional Higher Education Diploma) with a minimum score of 3 in Business or Marketing related disciplines.

Applicants from an Ethiopian university will typically require a Master's degree with a minimum score of 2.75 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree / Kandidaatti / Kandidat with a minimum score of 1 (4-point scale) or 2.5 (5-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Diplôme d'Ingénieur / Licence / Grade de Licence / Licence Professionnelle / Grade de Licence Professionnelle with a minimum score of 12 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree or Specialist degree with a minimum score of 70% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor or Fachhochschuldiplom / Diplom (FH) with a score of 3.5 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree with a minimum GPA of 2.5 (4-point scale), or 50% in Business or Marketing related disciplines.

Applicants will typically require a Ptychio (AEA or TEI) degree with a minimum GPA of 6.0 in Business or Marketing related disciplines.

Applicants will typically require a Graduate Diploma or Master’s degree with a minimum GPA of 3.0 (4-point scale) in Business or Marketing related disciplines.

Applicants will typically require an Alapfokozat (Bachelor degree) or Egyetemi Oklevél (University Diploma) with a minimum GPA of 3.0 in Business or Marketing related disciplines.

Applicants will typically require a Baccalaureus / Bakkalárpróf with a minimum GPA of 6.0 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor of Arts / Science / Commerce / Professional Subject with a minimum GPA of 2.9 (4-point scale) or 55-65% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor Degree Sarjana I (S1) with a minimum GPA of 2.5 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor Degree with a minimum score of 13 in eBusiness or Marketing related disciplines.

Applicants will typically require a Master's degree with a minimum GPA of 65% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum score of a 2.2 in Business or Marketing related disciplines.

Applicants will typically require a Diploma Accademico di Primo Livello, Diploma de Mediatore Linguistico, Laurea, or Licenza de Accademia de Belle Arti with a minimum score of 94 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree with a minimum GPA of 55%, 2.0, or grade C in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree or Advanced Diploma with a minimum GPA of 60% or 2.2 (4-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree with a minimum GPA of 65% or 2.5 (4-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree/ Bakalavr or Specialist Diploma with a minimum GPA of 70%, 2.3 (4-point scale), or 3.6 (5-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree with a minimum GPA percentage of 50% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree with a minimum GPA of 2.6 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree or Specialist Diploma with a minimum GPA of 3.6 (5-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bakalaura Diploms with a minimum score of 6 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree/Licence with a minimum GPA of 2.8 (4-point scale), score of 12 (French 20-point scale), or 70% in Business or Marketing related disciplines.

Applicants will typically require a Bakalauro Diplomas with a minimum overall score of 7 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor (Honours) degree with a minimum overall score of 14 in Business or Marketing related disciplines.

Applicants will typically be require a Master's degree with a minimum GPA of 2.4 (4-point scale), 4.5 (6-point scale) or 50% in Business or Marketing related disciplines.

Applicants with a professional Bachelor's degree may be considered, though this must be in a related subject area.

Applicants will typically require a Bachelor degree with a minimum GPA of 2.5 in either Civil Engineering, Building Technology, Construction Management or other construction related disciplines.

Applicants will typically require a Bachelor (Honours) degree with a minimum score of 55% (lower second classification) in Business or Marketing related disciplines.

Applicants will typically require a Título de Licenciado/Titulo or Grado/Título de Maestro/Maestría with a minimum GPA of 7.5 in Business or Marketing related disciplines.

Applicants will typically require a Diploma de Licenta (Bachelor degree) or Diploma de Magistru (Master's degree) with a minimum score of 8.0 in Business or Marketing related disciplines.

Applicants will typically require a Grau de Licenciado/a with a minimum score of 14, or Grau de Maestre with a minimum score of 12 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor Honours degree / Professional Bachelor degree (competed after 2009) or Master's degree with a minimum score of 60% or grade C in Business or Marketing related disciplines.

Applicants will typically require a 4 year Bachelor's degree with a minimum score of 70%, or Master's degree with a minimum score of 60% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree with a minimum grade of 6 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.5 or 50% in Business or Marketing related disciplines.

Applicants will typically require a Bachelorgrad (Bachelor degree) or a Candidatus/a Magisterii with a minimum overall grade C in either Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.3 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree (4-5 years) with a minimum GPA of 2.6 or 60% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.0 or 70% in Business or Marketing related disciplines.

Applicants will typically require a Grado Académico de Bachiller or Título de Licenciado / Título (Profesional) with a minimum score of 12 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree from a well-ranked university with a minimum GPA of 2.0 (5-point scale), 2.5 (4-point scale), or 82% in Business or Marketing related disciplines.

Applicants will typically require a Licencjat / Inżynier with a minimum score of 4 in Business or Marketing related disciplines.

Applicants will typically require a Licenciado with a minimum score of 14 in Business or Marketing related disciplines.

Applicants will typically require a Diplomă de Licenţă (Bachelor degree) with a minimum score of 7 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor degree (Honours) with a minimum score of 12/20 or 60% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.75 (4-point scale), 3.25 (5-point scale), or 73% in Business or Marketing related disciplines.

Applicants will typically require a Diplomirani (Bachelor's degree) with a minimum GPA of 7 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor (Honours) degree with a minimum GPA of 2.7 (4-point scale) or 3.5 (5-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bakalár (Bachelor's degree) with a minimum GPA of 2.0 (4-point scale) or 72% in Business or Marketing related disciplines.

Applicants will typically require a Diploma o pridobljeni univerzitetni izobrazbi (University Degree) with a minimum GPA of 7.0 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor (Honours) degree or Professional Bachelor degree with a minimum score of 60% in Business or Marketing related disciplines.

Applicants will typically require a Título Universitario Oficial de Graduado / Título Universitario Oficial de Licenciado with a minimum GPA of 6.0 (10-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor (Honours) degree with a minimum score of 60% in Business or Marketing related disciplines.

Applicants will typically require a good Bachelor's degree / Kandidatexamen / Yrkesexamen with a majority of credits at G in Business or Marketing related disciplines.

Applicants will typically require a Diploma/Bachelor's degree with a minimum GPA of 4.0 (6-point scale), 6.0 (10-point scale), or 3.0 (reverse 5-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 60-70% in Business or Marketing related disciplines.

Applicants will typically require a Specialist Diploma or Master's degree with a minimum GPA of 3.8 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 50% in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.6 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.5 (4-point scale) or 65% in Business or Marketing related disciplines.

Applicants will typically require a Yokary bilim Hakynda Sahadatnama (Diploma of HE) with a minimum GPA of 4.0 (5-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 3.0 in Business or Marketing related disciplines.

Applicants will typically require a Specialist degree or Master's degree with a minimum GPA of 2.5 (4-point scale) or 4.0 (5-point scale) in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.6 in Business or Marketing related disciplines.

Applicants will typically require a Bachelor's degree with a minimum GPA of 2.7 in Business or Marketing related disciplines.

Applicants will typically require a Diplomi (Specialist Diploma) with a minimum GPA of 70% in Business or Marketing related disciplines.

Applicants will typically require a Master's degree with a minimum GPA of 56%, or grade C+ in Business or Marketing related disciplines.

Applicants will typically require a Bachelor Honours degree with a minimum GPA of 60% in Business or Marketing related disciplines.

Sorry, we're still working on entry requirements for qualifications from your country. Please contact us using the form below and give details of your qualifications and which Abertay course you are interested in, and we'll get back to you.

Applicants who do not cover the appropriate subjects during their degree will be considered if they have relevant industry experience.


All courses at Abertay University are taught in English. If your first language is not English, you will need to demonstrate that you meet our English language requirements.

Please see English Language Requirements for the full list of accepted qualifications and further details.

For more information on the application process, tuition fees and scholarships, studying in Scotland, and to contact our International Team, please visit our International Students page.

 

Information for International Applicants

Please provide certified proof of your English language level. Our accredited International English Foundation Course can help. To further enhance your academic English, Intensive English for Academic Purposes can help you achieve your potential.

Two females and one male sitting together, smiling and chatting

English Language Requirements

Explore English language requirements for entry to Abertay University.

Find out more

Office environment - two males smiling and chatting

Visa Information

All the information you need about visa requirements for studying here at Abertay University.

Find out more

How the Course Works

Full-time students will complete the degree in one year: The academic year consists of three terms with the Master’s dissertation module completed in term three.

Part-time students will complete the degree over a duration of their choice – to a maximum of four years*.

The culminating dissertation or consultation project will be undertaken with the guidance of academic supervisors.

Learning and Assessment

You’ll be assessed using a combination of written coursework, presentations, examinations and portfolios. Formal examinations, class tests and reports will also feature where relevant.

You’ll be exposed to a variety of teaching, learning and assessment practices throughout your MSc programme. This includes lectures, seminars, written/oral presentations and project work.

Guest speakers and industrial visits are used to develop student appreciation of the practical application of research methods and data analysis.

Your final assessment presents a choice. You can undertake a traditional research-based dissertation on a subject of your choice (agreed with academic staff) or create a dedicated consultancy report solving a live issue/challenge facing a real-world organisation. The option allows you to focus on a piece of work that further prepares you for life after graduation – be it continuing in academia or entering the world of work.

Accreditations

This programme is accredited by the leading professional marketing body, The Chartered Institute of Marketing (CIM).

CIM Accredited Degree

Upon Graduation, you’ll have the knowledge and skills to:

  • Create and implement strategic marketing and e-business plans across multiple digital platforms.
  • Apply insights into the global nature of digital marketing and ecommerce into successful management of global marketing and business teams.
  • Critically evaluate the global digital marketing environment and make evidence-based strategic decisions
  • Manage clients, customers and stakeholders in the development of marketing and e-business plans across a range of platforms.

Modules

Innovation and New Ideas Creation (BMT508)

The module supports the development of an effective entrepreneurial, innovative, and leadership mindsets. It will provide you with an opportunity to explore contemporary theories, essential principles of entrepreneurship, and innovative organisational environment in a variety of contexts . Students will explore the required entrepreneurial knowledge, skills, and attributes for success.

Data for Decision Making (BMT511)

Generating useable data for decision making is a task that needs an awareness of many factors. To be able to do this you need to firstly understand the question being asked and then the data that you possess. Do you have all the data you need? If not, how will you find it? How will you clean it? How will you process it and present it in a way that is beneficial to the decision maker? All these technical questions will be answered in this module.

Digital Marketing Communications and Branding (BMT520)

This module deepens the student knowledge and engagement with the principle and practice of digital marketing communications and branding through interactive engagement with case studies and critical discourse of a range of digital marketing materials.

Digital Customer Insight and Experience (BMT521)

This module expands student knowledge of consumer behaviour and experience management. This will involve the student in in-depth analysis of digital consumer behaviour and how this links to the creation of experience strategy.

Project Management MBA530 (MBA530)

Managing a project is akin to managing a micro-organisation. Everything is there – handling budgets, managing people, leading change, analysing and treating risk, dealing with contractors, managing stakeholder expectations and overseeing all aspects of the project. In this module we will use various tools and techniques to help us understand what is going on in our project and to ensure that we develop a quality product, service or process that is delivered on time, in budget and to specification. You will apply your knowledge to a project within your subject area.

Research Proposal (MBA512)

This module is your opportunity to shape the project you will undertake in the capstone module: MBA555 Management Investigation. You will have learned in the business research methods module different approaches to undertaking a research project and these will help guide you in your formation of a suitable proposal for the management investigation, which follows this module.

Business Research Methods (MBA514)

This module is designed to introduce postgraduate students to business research methods and statistical analysis. Theoretical, historical and statistical concepts are taught in lectures with hands on practical lab sessions using quantitative or/and qualitative techniques that allow students to put theory into practice.

Management Investigation (MBA555)

This is a capstone module for the Master's programme that is related to your professional background or an area of interest nurtured during the course of your MSc. This module gives you the opportunity to engage in either an industry consultation or a traditional research dissertation that allows you to deepen your knowledge in your chosen area.

Contemporary Issues in Marketing (BMT503)

This module enables students to gain an in-depth understanding of and critically evaluate contemporary issues in marketing, from a theoretical and practical perspective. You will apply your knowledge by developing a solution drawing on the current developments and issues explored in this module.

Career Opportunities

You're supported to follow careers within a range of industries within roles such as:

  • Marketing and digital marketing executives
  • Digital marketing managers
  • Researchers
  • Brand managers/executives
  • Content managers/executives
  • Marketing directors
  • CMOs
  • Social media managers
  • Entrepreneurs and business owners

and many other similar roles with the need for creative, strategic marketing professionals.

 

find out more here

Female smiling in a classroom environment

Fees & funding

The course fees you'll pay and the funding available to you depends on factors such as your nationality, location, personal circumstances and the course you are studying. Visit the links below and scroll down to find the Postgraduate section.

More information

Find out about grants, bursaries, maintenance loans and living costs in our postgraduate taught fees and funding section.

Scholarships

The scholarships below are open to international students and those applying from England, Wales and Northern Ireland with a 2.1 or above for a postgraduate course. 

Abertay Postgraduate Taught rUK Scholarship

This £1,000 award is open to all prospective new postgraduate students from England, Wales and Northern Ireland.

International Postgraduate Abertay Scholarships

This £3,000 award is open to all prospective new international postgraduate students at Abertay University.

Join us as a Postgraduate

When you join us as a postgraduate student or researcher, you’ll join a community of creative like-minded scholars. You will be working in our dedicated study and social spaces – a forum in which you can meet, work and learn with other researchers and postgraduates from across the University.

You’ll benefit from training and professional development opportunities, as well as support with funding applications, placement opportunities, teaching support, public engagement and outreach activity.

Female working on Desktop Computer

Explore our Dundee Campus

Abertay is conveniently located on a city centre campus, with all of its buildings within a quarter of a mile of each other. Shops, recreational facilities and the main bus and train stations are a short walk away.

Our Campus

Male standing in front of Abertay University

Why Abertay?

We're proud of our students and graduates, and we believe there's no better place to study if you're looking for a degree that helps you stand out as an exceptional candidate in an increasingly competitive job market.

Why Abertay

Female standing outside the Bernard King Library

Living in Dundee

Dundee is a city of contrasts. It's vibrant and cosmopolitan, but also friendly, compact and affordable. The first UK city to be awarded UNESCO City of Design status, Dundee has a rich history of innovation and creativity, and, in recent years, has become a hub for the digital industries.

Living in Dundee & Scotland

Male standing outside Groucho's shop

Explore all undergraduate and postgraduate courses

Find a course

Pause carousel

Play carousel