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Northumbria University's postgraduate degree in digital marketing is designed and delivered in collaboration with leading marketing professionals and is highly geared towards the needs of the digital marketing industry.

The one-year postgraduate degree has been designed in line with the requirements of the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing and its content reflects the very latest developments in the field, including location-based marketing, user experience, customer journey mapping and mobile marketing.

It focuses on the knowledge and skills you’ll need to be successful in modern marketing and you’ll build a portfolio of materials to present to future employers including created web content, video content, profile infographics, customer journey maps, campaign proposals and analytics.

The postgraduate digital marketing course offers the chance to complete a Masters consultancy project in place of a dissertation, and we’ll discuss that option with you towards the end of your first semester. You’ll also have the option to extend your studies by moving over to one of Northumbria University's two-year postgraduate Digital Marketing courses if you choose to.

This course is accredited by the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM), two of the world's leading professional bodies in the marketing field. The accreditations allows students the chance to work towards professional marketing qualifications on graduation through the CIM's IDM's graduate gateway.

Northumbria University's postgraduate degree in digital marketing is designed and delivered in collaboration with leading marketing professionals and is highly geared towards the needs of the digital marketing industry.

The one-year postgraduate degree has been designed in line with the requirements of the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing and its content reflects the very latest developments in the field, including location-based marketing, user experience, customer journey mapping and mobile marketing.

It focuses on the knowledge and skills you’ll need to be successful in modern marketing and you’ll build a portfolio of materials to present to future employers including created web content, video content, profile infographics, customer journey maps, campaign proposals and analytics.

The postgraduate digital marketing course offers the chance to complete a Masters consultancy project in place of a dissertation, and we’ll discuss that option with you towards the end of your first semester. You’ll also have the option to extend your studies by moving over to one of Northumbria University's two-year postgraduate Digital Marketing courses if you choose to.

This course is accredited by the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM), two of the world's leading professional bodies in the marketing field. The accreditations allows students the chance to work towards professional marketing qualifications on graduation through the CIM's IDM's graduate gateway.

Course Information

Level of Study
Postgraduate

Mode of Study
1 year full-time
2 other options available

Department
Newcastle Business School

Location
Law and NBS Building, City Campus East

City
Newcastle

Start
September 2019

Discover more

Book an Open Day / Experience Digital Marketing

Visit an Open Day to really get an inside view of what it's like to study Digital Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

You’ll learn through a mix of lectures, seminars and workshops combining theory with case studies and examples. Guest lectures from visiting professionals will support your learning and industry practitioners will set live project briefs and offer personal feedback.

Given the ever-changing nature of the digital marketing field, you will be encouraged to innovate and apply emerging technologies to solve business problems.

The main assessment method will be via individual assignments and business reports where you’ll be expected to take a deep and critical approach and demonstrate your ability to think widely about the issues presented.

You’ll also be required to submit a 15,000 word, subject-specific dissertation where you’ll explore a digital theme in depth, applying research skills and methodologies that will be covered as part of your dissertation preparation.

You will have the option to undertake a Masters’ consultancy project as an alternative to the dissertation, which will be discussed during the course.

Book an Open Day / Experience Digital Marketing

Visit an Open Day to really get an inside view of what it's like to study Digital Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

You’ll be taught by experts who posses a real passion for marketing and its digital evolution, including guest lecturers.

The members of staff who deliver this course are recognised thought leaders in digital marketing and include a writer of a leading text on direct and digital marketing, PhD qualified academics and respected marketing practitioners. The team also has a great track record in preparing Northumbria students for the Institute of Direct and Digital Marketing (IDM) National Student Competition.

Teaching Staff / Profiles

Book an Open Day / Experience Digital Marketing

Visit an Open Day to really get an inside view of what it's like to study Digital Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

Newcastle Business School at Northumbria University has an elite, global reputation for delivering some of the best business management education in the UK.

You’ll learn in exceptional facilities that feature everything you need to support your studies, from Harvard-style lecture theatres to a Starbucks coffee shop.

Newcastle Business School attracts students from around the world and this internationally diverse student population will help you expand your global marketing perspectives.

On certain modules, you’ll be taught in a workshop environment where IT will be at the heart of your learning experience and you’ll be encouraged to use technology including business simulations, Prezi and Google Analytics.

Each semester you’ll get the chance to share your views on individual modules, the learning environment and anything else you want to tell us about the course.

 

Book an Open Day / Experience Digital Marketing

Visit an Open Day to really get an inside view of what it's like to study Digital Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

The academic staff involved in this programme have developed a growing reputation for their research work in the digital marketing arena, contributing to leading journals and delivering digital marketing training programmes for major organisations.

Key staff include Richard Gay, an experienced academic with a leading textbook in the digital marketing field and currently researching into multichannel marketing at doctorate level, and Kirk Dodds, a former marketing practitioner who’s currently researching into mobile marketing at doctorate level, included within this is a signature research area into the wider field of digital business.

Newcastle Business School is a vibrant and research-rich business school with a history of applied research and strong engagement with the local economy, public and voluntary sectors.

Your curriculum will feature a mix of research-oriented and research-led content and you’ll be supported to carry out your own research work.

You’ll also develop the skills to independently and collaboratively create new knowledge through independent research, particularly through your dissertation where you’ll learn about the process of knowledge construction.

Research / Newcastle Business School

Book an Open Day / Experience Digital Marketing

Visit an Open Day to really get an inside view of what it's like to study Digital Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

Because this course is designed and delivered in collaboration with leading professionals and geared towards the needs of the digital marketing industry, it offers a real advantage when it comes to securing a great job in the modern marketing arena.

As well as gaining specialist knowledge, you’ll leave with invaluable skills including team working, managing business intelligence and project management, plus a highly developed sense of cultural, emotional and ethical awareness.

You’ll also leave with an impressive, industry-relevant portfolio for future employers.

Book an Open Day / Experience Digital Marketing

Visit an Open Day to really get an inside view of what it's like to study Digital Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

This postgraduate course offers an excellent foundation for your future career in marketing or digital marketing management.

This is a fast-growing sector and your specialist knowledge of the digital marketing arena will set you apart from your peers and give you a real edge when it comes to securing rapidly emerging job opportunities in this very competitive field.

If you decide to start up your own business, it’s good to know that the combined turnover of our graduates’ start-up companies is higher than that of any other UK university.

Whatever you decide to do, you’ll have the transferable skills that employers expect from a master’s graduate from Northumbria University. These include the ability to tackle complex issues through conceptualisation and undertaking research, the ability to contribute to new processes and knowledge, and the ability to formulate balanced judgements when considering incomplete or ambiguous data.

Current Students / Profiles

Book an Open Day / Experience Digital Marketing

Visit an Open Day to really get an inside view of what it's like to study Digital Marketing at Northumbria. Speak to staff and students from the course and discover your funding options.

Entry Requirements 2019/20

Standard Entry

Applicants should normally have:

A minimum of a 2:2 honours degree or equivalent, or substantial experience of working in a business organisation.

International qualifications:

If you have studied a non UK qualification, you can see how your qualifications compare to the standard entry criteria, by selecting the country that you received the qualification in, from our country pages. Visit www.northumbria.ac.uk/yourcountry
 
English Language requirements:
 
International applicants are required to have a minimum overall IELTS (Academic) score of 6.5 with 5.5 in each component (or approved equivalent*).

*The university accepts a large number of UK and International Qualifications in place of IELTS.  You can find details of acceptable tests and the required grades you will need in our English Language section. Visit www.northumbria.ac.uk/englishqualifications

Fees and Funding 2019/20 Entry

Full UK Fee: £9,000

Full EU Fee: £9,000

Full International Fee: £15,000

ADDITIONAL COSTS

Whilst books are made available via the University Library, some students may wish to purchase key texts. This course is also accredited by the Institute of Direct and Digital Marketing, and students are eligible to complete their Professional Certificate in Digital Marketing. This is optional but could incur the following costs: Examination fee of £100 plus VAT

FUNDING INFORMATION

Click here for UK and EU Masters funding and scholarships information.

Click here for International Masters funding and scholarships information.

Click here for UK/EU Masters tuition fee information.

Click here for International Masters tuition fee information.

Click here for additional costs which may be involved while studying.

Click here for information on fee liability.

 

 

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Modules Overview

Modules

Module information is indicative and is reviewed annually therefore may be subject to change. Applicants will be informed if there are any changes.

BM9706 -

Marketing Metrics and Analysis (Core, 20 Credits)

In this module, you will explore the important role of the website in an organisation’s digital marketing strategy.

You will learn the principles of website evaluation and will use analytic tools for the analysis of web data to help measure the effectiveness of web marketing and improve the user experience.

The module will aim to give you:

An Introduction to Web Marketing
Website Evaluation – comprising Context of Use & Usability, Layout & Navigation, Home Page & Testing.
Application of web marketing including search engine optimisation, pay per click, conversion rate optimisation
An introduction to Web Analytics, with particular reference to an industrial standard application (most likely Google analytics). This will cover determining how the software application works, data collection, analysis and reporting.
Campaign Metrics and Measurement.
Multichannel Metrics.
Consolidation and/or assessment.
At the end of the module you may be in a position to take the Google Analytics Individual Qualification (GAIQ) test as part of your broader Continual Professional Development.

More information

MK9700 -

Strategic Marketing in the Digital Era (Core, 20 Credits)

In this module you will learn to appreciate the role of a strategic manager of a modern day manufacturing and sales business in the context of an increasingly digitalised consumer-environment. You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. In addition, you will learn to appreciate the digital nature of modern day business operations and marketing strategy.

The module will cover the following themes:

• Marketing planning and implementation – Includes market research, identifying good business opportunities, 4Ps of marketing management, and the basics of creating and delivering value to customers.
• Competitive market strategies – Covers different approaches to competing in a marketplace, how to be better than your competitors, developing sustainable competitive advantage.
• Product development – basics of new product development.
• Routes to market and multichannel marketing – Retailing and sales channel selection and management.
• Operations and supply chain management – managing the distribution network, stock management, managing the production output.
• Financial planning for operations and growth - Pricing decisions and cost management, basics of balance-sheets and profit & loss accounts, activity-based costing, investing in R&D projects.
• Managing employees for competitive advantage – How employees can be the source of sustainable competitive advantage, employee development and empowerment to foster creativity and breakthrough ideas, rewards & recognition.
• Introduction to promotional strategy – Introduction to marketing communications, and different promotional methods /tools.
• Introduction to digital and social-media marketing – Covers the digital consumer-space, and how to engage customers and build brands online.
• Marketing-related legislation – Deals with legal aspects of marketing, and basics of marketing ethics.

More information

MK9701 -

The Digital Customer Journey: Data, Profiling and CRM (Core, 20 Credits)

This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them. At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers. This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to deliver personalised communications messages.

Throughout the module you will cover the following themes:

• Consumer Decision Making: understanding how consumers choose between brand offerings, and specifically how their use of digital channels has changed their consumer behaviour. This will link closely with multi-channel marketing strategy you will address in MK9700 (which is delivered concurrently).

• Journey Mapping: an appreciation of how consumers make decisions as they progress through their everyday lives, what influences these decisions and the critical company-consumer touch points.

• Customer Profiling: investigation of a range of criteria that can be used to segment and profile consumers, ranging from demographics to psychographic and geo-demographic data.

• Database Marketing: introduction to principles of database marketing, understanding the processes of data acquisition and data cleansing (linking with marketing legislation in MK9700 where appropriate).

• Customer Relationship Marketing: understanding how personal data can be used to forge customer relationships via permission marketing and personalisation. This will also address important decisions such as key account management and demarketing.

More information

MK9702 -

Digital Campaign Management and Media (Core, 20 Credits)

This module is designed to equip you with an overview of managing a digital marketing campaign alongside opportunities to utilise a range of digital media. At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media usage, offering interactive opportunities for businesses to communicate. You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for digital platforms, the user experience through the digital area, the role of social media marketing, deploying email marketing, and affiliated marketing’s role in a digital campaign.

Throughout this module you will cover the following themes:

• Campaign Management: understanding the fundamentals of campaign management and specifically from a digital perspective and how evolving digital media can be utilised in a digital campaign. This will link closely with digital marketing strategy addressed in MK9700 and customer journey addressed in MK9701 (which are delivered in semester one).

• Content Management: an appreciation of delivering content through a variety of digital platforms including website, mobile, social media and email.

• User Experience: investigating what constitutes for a positive user experience through digital platforms, and how this will manifest itself on different platforms. This will link closely with website design and usability addressed in linking with customer relationship marketing in MK9701 where appropriate.

• Social Media Marketing: explore social media campaigns and appreciate what influences successful campaigns and their implementation.

• Mobile Marketing: investigate the growing importance mobile marketing plays within a digital campaign and its role within the customer journey. This will link closely with customer journey addressed in MK9701 (which is delivered semester one).

• Email Marketing: investigate strategies for email marketing and its ability to forge customer relationships, due to its personalised nature and its target approach (linking with customer relationship marketing in MK9701 when appropriate).

• Affiliated: appreciation of the role of affiliation marketing and how it can be used as part of relationship with external suppliers to drive traffic through SEO, PPC, email marketing, display advertising (linking with SEO and PPC in BM9700 when appropriate).

• Measurement: understand methods of measuring campaigns in order to value and judge success, allowing for development within future campaigns (linking with metric in BM9706 when appropriate).

More information

NX0422 -

Dissertation Preparation and Research Methods (Core, 0 Credits)

In this module you will learn about a variety of different research methods. This will equip you with the knowledge and practical skills necessary for you to conduct research at Masters’ level and prepare you to complete a Master’s dissertation or consultancy project. By the end of the module you will know how to apply both quantitative and qualitative data collection and analysis techniques. In quantitative techniques you will learn about sampling, questionnaire design, statistical inference, and hypothesis testing while qualitative techniques covered will include methods such as interviewing and focus groups. Analysis methods such as content analysis and thematic analysis will also be covered. In addition, you will gain some understanding of research philosophy (positivism and interpretivism) and research ethics and you will be able to write a research proposal to bring these ideas together.

More information

NX0472 -

Developing Global Management Competencies I (Core, 20 Credits)

This module is the first of two that prepares you to be highly employable by developing key hard and soft skills which have been identified by current research as those necessary for postgraduate students seeking work. The development of the module has been underpinned by Bird and Osland’s (2003) Global Competency Framework (Fig 1.1) and will provide you with two discrete skills sets - emotional and cultural intelligence (soft skills) and business intelligence (hard skills).

Emotional and Cultural Intelligence:
This strand of the module is about the development of self, and is intended to develop your ability to recognise the need for, and to enter into, the process of personal and professional development for both early employability and career progression. This strand is also designed to develop your capacity as an independent learner and to enable the development and application of the transferable (soft) skills, and of individual and group learning, across the programme of study. A key outcome of this process is to provide you with sufficient self-awareness of your intra and interpersonal skills to be able to embark on a creating a personal development plan.

Business Intelligence:
This strand of the module is about the development of practical skills and techniques required by businesses to help them in decision making operations. You will develop skills in problem solving, activity modelling, scorecards and data modelling and will therefore enhance your employability. Building on the programme philosophy of ‘learning by doing’, there will be a strong practical emphasis involving the use of tools such as Soft Systems Methodology (SSM), Balanced Scorecard, Strategy Maps, MS Excel and SAS. In addition to being able to devise quantitative measures and calculations, you will also be able to provide clear, critical, informative management interpretations based on the results obtained.

More information

NX0473 -

Developing Global Management Competencies II (Core, 20 Credits)

This module is the second of two that prepares you to be highly employable by developing key hard and soft skills, which have been identified by current research as those necessary for postgraduate students seeking work. The development of the module has been underpinned by Bird and Osland’s (2003) Global Competency Framework and will provide you with two discrete skills sets - emotional and cultural intelligence (soft skills) and business intelligence (hard skills).

Business Intelligence:
In this strand of the module you will develop the practical skills and techniques required by businesses to help them in the project management and implementation of business intelligence and business analytics solutions. You will be introduced to some project management processes, tools and methodologies e.g. PMBOK and agile approaches. Such skills will be of great value to you in the workplace and will enhance your employability through developing practice based skills for the contemporary manager, thus emphasising the programme philosophy of ‘learning by doing’. A prominent theme throughout this module, similar to the module in semester 1 is to give you experience in a wide range of industry standard tools and technologies. To that end, most of the teaching plan will involve weekly workshop / seminar classes rather than formal lectures, although there will be some supporting lectures. In addition to being able to provide clear, critical, analysis of data, you will also be able to consider the project implementation skills needs.

Emotional and Cultural Intelligence:
This strand of the module is designed to help you understand key issues and challenges in relation to your employability prospects in the context of your target profession/industry/sector. A particular focus of this strand will be the impact of emotional intelligence, cultural intelligence and self-awareness for your employability as postgraduates. This will include the development of knowledge into the global graduate labour market (including routes such as self-employment and developing your career with an existing employer), drawing upon local, national and international exemplars. A key learning vehicle for this strand of the module is interactive seminars/workshops where you will undertake a number of activities to enable you to build on your self-analysis from Developing Global Management Competencies I and explore further their strengths, weaknesses and areas for further development in the context of your career development plans. You will also receive guidance on how to craft professional, postgraduate CVs, LinkedIn profiles supporting documentation to meet the needs of employers, building on your NX0475 activities and development. Detailed directed reading, diagnostics and interactive exercises will be undertaken which are contextualised to the country of study and/or intended employment, representing the specific needs of our diverse student body.

More information

NX0475 -

Academic and Professional Development (Core, 0 Credits)

You will undertake the following support sessions across each of the three semesters of your study.

Induction Week

This will involve an introduction to NBS PG Learning – including; Culture, PG learning in a UK University, expectations, programme specific sessions and activities (e.g. a programme task involving group work, information searching and presentation). For UK students, this will also include an ASk task to inform Programme Leaders and the prioritisation of ASk material development.

Semester 1

In the first semester (or first two terms) , the emphasis in terms of skills will be around the development of reflective practice including its practical deployment, experience of writing critically and being able to demonstrate reflective practice and experiential learning within the development of this writing, but equally, explicit development of and practice in everyday academic skills such as presentation preparation and doing, time management. Some lecture sessions will be delivered by the Programme Leader (PL) to their programme. This will give an opportunity to the PL to see their students on a regular basis and will help to build programme identity. The sessions will include: Academic writing, plagiarism, PECS, LA procedures, Assignment / Examination preparation and procedures.

Other sessions will be delivered to all F/T PG students such as managing your time and study skills (e.g. how to identify key factors in managing your time, identifying goals, getting organised, sorting out documents / information and a work schedule etc.), Introduction to Business Information Resources (including online resources) and Plagiarism and the use of Turnitin.

Semester 2 (or terms 3-4)

The module will continue to provide sessions for students to see their Programme Leader on a regular basis so their relationship is maintained. The emphasis of many of the sessions will be on enhancing our postgraduate student’s employability. This will be informed by Northumbria Employability Framework, the Northumbria Employability Plan; ‘Giving Your Career An Edge’ and Northumbria University Employability and Leadership Attributes. In the UK, some sessions will be delivered by the Careers Service. Care will be taken to ensure these sessions will compliment other aspects of employability delivery (in other modules). The careers provision can be customised by CV partners and our London campus to address the specific needs of their students in relation to their place of study. For example, QA in London would like their students to have exposure to their training facilities /courses; an equivalent aid to employability.

Semester 3

The focus will be on ASk tutors supporting the students undertaking their dissertation for example item 12 of the specific skill development sessions.

The following is a list of specific skill development sessions to be delivered over the year:-

1. Understanding of assessment and marking criteria.
2. Reading and taking good notes (this could be delivered by the ASk team or another academic).
3. Speed reading techniques
4. Using the APA system of referencing
5. Understanding and avoiding Plagiarism
6. Describing arguments and making proposals
7. Academic reading skills (the ASk team) reading techniques, scanning, skimming, deep reading, critical reading and strategies for effective reading.
8. Writing skills (ASk team) – writing assignment, analysing the task, planning, identifying information sources, identifying key ideas, writing drafts, reviewing and editing work, presenting, submission and using feedback.
9. Time Management
10. Presentation skills – preparing, researching, planning, organisation and rehearsing.
11. Working in groups – what is an effective working group, meetings, organisation, making notes and managing the group.
12. Understanding and writing the Chapters of a Dissertation
Describing arguments and making proposals
Evaluating Research Objectives
Describing bias and limitations of research
Writing reflective statements

More information

NX0477 -

NBS Masters Consultancy Project (Optional, 60 Credits)

This option is offered as an alternative to the NBS Masters’ Dissertation on all 1-year MSc programmes and in the second semester of year 2 on the 2-year programme variants with Study Abroad and with Advanced Practice (if the students select an Internship in semester 1), again as a Dissertation alternative. It is also offered as alternative to the Management Investigation on the MBA.

On this consultancy based module you will enhance your individual effectiveness and employability skills by locating the learning and development in an organisational context. In doing so, you will promote personal and group development, commercial awareness, and a range of inter-personal, intellectual and practical skills and knowledge centred on and demonstrated through a group negotiated real-time work-based project.

The content of the management report will be unique. The nature and scope of the area of your investigation will be defined and agreed in collaboration with the organisation and the University supervisor. The syllabus will include:

• Conducting research in organisations.
• Identifying researchable questions.
• Consultancy and project management skills.
• Research methods and doing a literature review
• Presentation, communication and report writing skills.
• Analysing findings.
• Writing recommendations and action plans.
• Reflecting on work based experiential learning.

In undertaking this project based module, you will critically reflect and evaluate upon organisational practices and their relation with academic theory, and in doing so, provide practical and actionable recommendations through an investigative management report.

The assessment for your module consists of a Group Consultancy Report (7,000 words) and Final Client Presentation, weighted at 60%, alongside an Individual Assignment comprising a Literature Review (4000 words) and a Reflective Learning Statement (2,000 words), weighted at 40%.

More information

NX0480 -

The Newcastle Business School Masters Dissertation (Optional, 60 Credits)

In this module you will gain an understanding of the academic skills that are required to produce a Masters Dissertation. By the end of the module you will have written a 3000 word dissertation proposal and a 15000 word Masters dissertation. The areas included are:

• Justification for the choice of topic
• Appropriate understanding, awareness and critical analysis of existing and up to date literature evidenced by a comprehensive and well-referenced literature review with an extensive reference list
• Selection, justification and application of an appropriately rigorous methodology - including limitations of the approach selected
• Clear statement of the findings of the research
• Critical analysis of the findings
• Explicit links between the analysis and the conclusions supported by critical argument
• Evidence of original work or thought for example in the form or context of the data collected, analytical process or application of findings

More information

Study Options

The following alternative study options are available for this course:

Any Questions?

Our admissions team will be happy to help. They can be contacted on 0191 406 0901.

Applicants Contact Details:

bc.applicantservices@northumbria.ac.uk

Current, Relevant and Inspiring

We continuously review and improve course content in consultation with our students and employers. To make sure we can inform you of any changes to your course register for updates on the course page.

Your Learning Experience find out about our distinctive approach at 
www.northumbria.ac.uk/exp

Terms and Conditions - northumbria.ac.uk/terms
Fees and Funding - northumbria.ac.uk/fees
Admissions Policy - northumbria.ac.uk/adpolicy

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