Abertay University

Degree level: Postgraduate

Digital Marketing and e-Business (Taught)

There are other course options available which may have a different vacancy status or entry requirements – view the full list of options

Make sure you check on the university, college or conservatoire website for any updates about course changes as a result of COVID-19.

Course summary

This 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.


BMT508 Innovation and New Ideas Creation; BMT511 Data for Decision Making; BMT520 Digital Marketing Communications and Branding; BMT521 Digital Customer Insight and Experience; MBA530 Project Management; MBA512 Research Proposal; MBA514 Business Research Methods; MBA555 Management Investigation; BMT503 Contemporary Issues in Marketing.

Assessment method

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.

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.

Fees and funding

Tuition fees

Republic of Ireland £10200 Whole course
Scotland £7700 Whole course
England £10200 Whole course
Northern Ireland £10200 Whole course
Wales £10200 Whole course
EU £15000 Whole course
International £15000 Whole course

Additional fee information

No additional fees or cost information has been supplied for this course, please contact the provider directly.
Digital Marketing and e-Business at Abertay University - UCAS