MSc Digital Marketing and e-Business

MSc Digital Marketing and e-Business,
Awarded by Abertay University, Scotland
Certified Manager Program,
Chartered Management Institute 

The MSc in Digital Marketing and e-Business offered by Westford Uni Online in collaboration with Abertay University is accredited by Chartered Institute of Marketing (CIM). It serves academic and professional requirements of students as well as professionals across varying career paths and levels within the field of marketing and e-business.

Along with focusing on development of practical skills, it delves deep and addresses key topics that facilitate professional growth. At the same time, it covers the subject matter in broader framework that allows learners and opportunity to build upon pre-existing knowledge and experience, at the same time, fill the necessary knowledge gaps.

The programme introduces students to varying digital platforms, their uses, and functions. It also gives an insight into the strengths and weaknesses of each of the digital channels and addresses methods of utilising available resources.

The programme is embedded with new theories and best-practices, to assure efficiency and support learners with remaining updated about the latest trends in the industry.

Evaluation of the programme will be based on assignments, presentations, and practical course work. Classroom examination may also be a part of the assessment criteria depending on the nature of the modules.

Westford Uni Online aims to create corporate-ready individuals who will be able to advance in their careers or implement their learning outcomes to self-owned businesses, yielding into professional growth. By the end of the degree course, learners will be able to:

Program Highlights:

  • Synthesise knowledge in a diverse range of marketing and business theories and apply them to practical marketing and e-business challenges.
  • Use insights into the global nature of digital marketing and ecommerce to successfully manage global marketing and business teams.
  • Efficiently collaborate with clients, consumers, and stakeholders in the development of marketing and e-business strategies for a variety of platforms.
  • Apply relevant marketing and commerce solutions to select scenarios and case studies to support the development and implementation of strategic objectives.
  • Critically evaluate the global digital marketing environment and make evidence-based recommendations for strategy and e-business.
Upon completion of MSc Digital Marketing and e-Business through Westford Uni Online, students will be awarded up to 180 credits and receive a CIM Accredited degree awarded by Abertay University.


Identify a contemporary marketing issue and discuss its relevance to marketing practice and theory.
Critically analyse and evaluate current knowledge on a contemporary marketing issue.
Based on your understanding of current knowledge, provide recommendations for areas of future research about a contemporary marketing issue.
Critically assess the impact of current marketing developments on e-business.
Demonstrate an in-depth understanding of the nature of contemporary consumer behaviour and decision making.
Critically evaluate the role of consumer insight into developing effective customer experience strategies.
Create effective customer experience strategies for the acquiring, retaining and developing relationships with customers.
Develop multiplatform advertising campaigns with the use of various tools to support the wider digital marketing and organisational goals.
Explain the fundamentals of SEM, PPC, Google AdWords and other technical aspects of digital advertisements in several professional contexts.
Demonstrate the ability to communicate brand messages responsibly across multiple platforms.
Create a campaign solution using relevant platform tools for a specific business problem.
Critically appraise global complex business problems using an ideation system to generate high potential solutions.
Analyse, synthesise and solve multifaceted, unfamiliar business problems by seeking out sources of change.
Critically evaluate the different Innovation types and the relationship between creativity and innovation frameworks, exploring specific frameworks such as design thinking that support the creative process of idea generation.
Generate and critically evaluate an idea from within your cognate area.
Demonstrate an in-depth knowledge of the theories and concepts that underpin digital marketing communications and branding and how these are applied in a range of practical contexts.
Critically evaluate the application of digital marketing communications tools and strategies within a range of contexts using case studies.
Create and execute effective digital marketing communications strategies to achieve specific brand management objectives.
Analytically review current knowledge in a specified area and establish its status and limitations.
Identify, conceptualise and define a research question(s) and justify its relevance to practice and its significance as a potential contribution to existing knowledge.
Select and justify a research methodology to meet specified research aims and objectives.
Apply suitable pre-processing and analysis techniques to a dataset.
Develop and evaluate statistical and machine learning models to develop insights about a business problem.
Effectively communicate complex insights for use in decision-making.
Critically evaluate the use of statistical and machine learning models in ebusiness.
Create a suitable project plan and secure necessary permissions.
Produce an effective project proposal for either a consultancy or theoretical project.
Identify how you will critically analyse and interpret primary/secondary research data (quantitative and/ or qualitative), testing for validity and reliability of the results within your project.
Critically analyse evidence and provide appropriate solutions within a specified business context.
Demonstrate an advanced knowledge of business research methods design, their practical application and relevant ethical considerations.
Effectively execute appropriate data collection techniques to support a rigorous research strategy and design.
Critically investigate the internal and external business environment of an organisation to provide an evidence-based solution to complex challenges.
Interpret research findings or consultation outcomes using appropriate analytical procedures.
Communicate research or consultation findings professionally to support academic insight and strategic decision-making.



  • Applicant of MSc Digital Marketing and e-Business must hold bachelor’s Degree
  • IELTS with a score of 6.0 or equivalent
  • In case the applicant does not have documentation for English proficiency, they must submit a letter from an employer they are working for or have worked for; stating that the prospective students’ English proficiency is good and the language of communication in the company is in English.
  • A minimum work experience of 3 years.

Quick Enquiry

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    Awarded By

    Abertay University, Scotland


    1 Year

    Total Credits

    180 Credits




    Chartered Institute of
    Marketing (CIM)


    Online synchronous learning and onsite workshops


    Dual Certification

    Career Prospects

    As a Digital Marketing Manager/Executive, the professional is responsible for researching, strategizing, implementing, and analysing digital marketing projects in collaboration with social media and branding managers. These are management-level positions in the industry that require professionals to remain updated about recent trends that may support them with meeting company goals.

    Digital Marketing Manager/Executive

    advertising An online business owner treats websites and social media platforms as the main marketplace. E-Business owners may not necessarily own physical shops and offices and operate primarily online.

    E-Commerce/E-Business owner

    A social media manager focuses on handling an organisation’s social media platforms and implement action plans that include both – organic and paid digital marketing. Social media managers are also responsible for conducting market research and analysing the success of their projects on a regular basis to consistently improve the outcomes of digital marketing.

    Social Media Manager

    The key responsibility of a brand manager is to create brand identity, grow brand awareness and communicate the organisation’s values through branding. While branding is a part of offline marketing as much as it is of online marketing. The current business trends demand that brand presence remains consistent online since the internet provides the opportunity to reach a wider audience.

    Brand Manager

    Educational Partner

    About Abertay

    Abertay University, formerly the University of Abertay Dundee, is a public university in the city of Dundee, Scotland. Abertay is a modern, friendly university in the heart of Dundee, Scotland, with a strong focus on teaching and preparing its graduates for the world of work, combined with excellence in research and knowledge exchange. With roots going back to 1888, Abertay has always responded to the needs of industry, supplying a pipeline of graduate talent to work, lead and innovate across a wide range of sectors. Abertay University prides in offering an inclusive, friendly, and welcoming environment for our students and staff alongside first-rate teaching and excellent student experience. An ambitious, forward-thinking institution, it offers degree programmes to prepare students for careers in the modern world. Graduates have gone on to work for organisations including Apple, Google, BBC, Rockstar, Microsoft, Barclays Bank, and Coca Cola, as well as the NHS and government departments.
    Achievements of Abertay University:
    • Ranked Top 10 in UK for Student Experience by the Times and Sunday Times Good University Guide 2020
    • UK University of the Year for Teaching Quality” by The Times & Sunday Times Good University Guide 2021
    • QAA’s highest rating for academic standards and teaching quality, 2021

    About Chartered Management Institute (CMI)

    The Chartered Management Institute (CMI) works with business and education to inspire people to become skilled, confident, and successful managers and leaders. Chartered Management Institute is the only chartered professional body dedicated to promoting the highest standards in management and leadership excellence. Over 100,000 managers use CMI’s unique services daily. Organizations like Jaguar, Land Rover, Royal Bank of Scotland, Fujitsu, Allianz, Silverstone, Royal Air Force, London South Bank and Royal College of Physicians use Chartered Management Institute certifications for certifying their professionals.

    Key Highlights
    • CMI promotes the highest standards in management and leadership excellence.
    • It is the ultimate management accolade backed by a unique royal charter.
    • Provides practical insight for both today’s leaders and the next generation.
    • Currently has 100k active learners and boasts 12000+ Chartered managers.

    Please Contact our Admission Team,for Personalized advice on your specific case

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    Why you should do this Program

    Academic excellence

    This MSc programme is taught through an amalgamation of academic modules, training for technical & soft skills and updating existing knowledge to meet present-day industry standards. It is designed in a manner that ensures professionals have the required knowledge and practice to progress in their careers. The curriculum is comprised of courses, that have international recognition. It is created as well as delivered by, prominent and qualified faculty members at Westford Uni Online. Degree programs are delivered with keen attention to high-quality teaching, ground-breaking research and extensive links with employers and business leaders in the UK and around the world.


    There are four pillars of strength that Westford is founded upon-
    - Delivery of quality education
    - Accessibility
    - Credibility and
    - Affordability.
    Westford Uni Online offers flexible payment methods. These benefits are in addition to the various scholarships that can be availed at Westford Uni Online.

    Progression Opportunities

    The modules and sessions address topics and cover study material that are deemed essential for professionals to further grow in their careers with updated knowledge and best practices applicable to the industry. Additionally, the degrees are widely recognised, which gives professionals an opportunity to bank on the credibility of the programme that they are pursuing. Many of Westford Uni Online’s students have attested to receiving promotions and acquiring senior managerial positions soon after completion of their MBA degrees with the institution.

    CIM Accredited

    Abertay University has collaborated with Chartered Institute of Marketing (CIM), to assure the academic quality of the programme - MSc Digital Marketing and e-Business. CIM is an awarding body in the UK that awards marketing professionals with the certifications of ‘Chartered Marketer’. Westford Uni Online takes keen interest in the quality of programme that is being offered and delivered to its students. Degrees with external accreditations further amplify the value of education received. They also open gates for students to expand their networks and become a part of a wider professional circle.


    For more detailed information about the course, please click on the links .

    International,Excellent and Balanced Faculty

    The faculty at Westford Uni Online works arduously towards creating an environment that translates into an excellent learning experience. Our educators, much like our students, belong to various ethnicities, amplifying the concept of a multi-cultural setting that Westford strives to offer to its pupils. The professors also serve as mentors, who guide students beyond the scope of their expertise, to assure that students continue to progress as they advance into their educational journeys.
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