Our Postgraduate Portfolio

Our MSc Digital Marketing programme at the University of the West of Scotland equips students with the expertise and agility needed to thrive in a rapidly evolving digital economy. Designed in collaboration with the Digital Marketing Institute (DMI), the course bridges academic theory and practical application, ensuring that graduates can contribute meaningfully to digital marketing operations from day one. Emphasising both strategic thinking and hands-on experience, students gain in-depth knowledge of data analytics, content creation, branding, and the use of emerging technologies across diverse digital platforms.

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Delivered by the School of Business and Creative Industries, the programme features a portfolio of core and optional modules that together foster critical analysis, creativity, and innovation. A distinctive feature of the programme is its integration of cutting-edge technologies such as Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) into the curriculum. These tools are embedded within modules to enhance student capabilities in data-driven decision-making, immersive campaign design, and predictive analytics—ensuring learners are equipped with future-ready digital marketing skills.

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The programme's assessment philosophy reflects its commitment to real-world relevance and professional readiness. A variety of open and live assessments encourage students to bring their own interests and industry experience into the learning environment. Learners are supported to align their coursework with personal business ventures, employer briefs, or live industry projects. This flexible and applied approach enables students to build a marketable portfolio while simultaneously gaining academic credit for impactful and innovative work.