This course will provide you with the core professional skills required for a rewarding career in digital media management and production. This interdisciplinary offering, bringing together Stirling’s internationally recognised strengths in media, film, and communication studies, is distinctive from competitors in offering you the unique opportunity to develop analytical, creative, and production skills; underpinned by important sociocultural understanding of human behaviour and communication in the digital context, and the complex factors influencing people’s behaviours.

You will gain in-depth understanding of human communication and information behaviours, and the complex and variable sociocultural factors influencing peoples’ behaviours at both macro (societal) and micro (individual) levels. You will gain in-depth understanding of research methods for digital media market research, including options to develop data analytics and social media marketing skills. You will also have the opportunity to develop practical skills in digital content development including graphics design and video production. The course also provides you with the opportunity to gain industry specific knowledge in one or more of the following high growth sectors: digital creative industries; digital heritage; and digital health.

As a graduate, you will have the skills to contribute to the planning, development, and evaluation of multi-channel digital marketing strategies and campaigns. Via our unique offering, you will possess valuable interdisciplinary skills for flexible careers across digital industries public and private, and the ability to move into a number of specialist roles including digital media marketing, management, content design and production.

The University of Stirling is 1st in Scotland, Top 5 in the UK, and Top 15 in the World for careers services (UK International Student Barometer (ISB) Benchmark and Global ISB Bencmark 2018). 96% of our postgraduate leavers are in employment or further study within six months of graduating (Destinations of Leavers from Higher Education survey 2016/17)

A number of rewarding professional career pathways are possible as a graduate of the MSc Digital Media and Communication, with strong market demand reported globally across both private and public sectors for graduates who understand how to effectively utilise digital media to reach and communicate with target audiences and customers. Digital communication, marketing and production skills taught on this course are in particular demand, with strong future growth projected across all sectors (e.g. US Bureau of Labor Statistics; Digital Marketing Institute).

Example graduate roles include:

Digital Media Manager

Leading multi-channel digital campaigns encompassing social media, websites and other media, and including: strategic campaign planning; leading and coordinating digital content development teams (creative development teams and marketing professionals etc.); and evaluation of campaign effectiveness via analysis of consumer/audience behaviour data.

Social Media Specialist

Managing social media accounts to maintain and build client brand reputation, including: leading social media campaigns; writing blogs, articles and posts to support campaigns; following and responding to targeted posts and discussions; and developing strategies to increase client audience figures (social media and website).

Digital Marketer

Evaluation and creation of business-driven marketing strategies. Strategic decision making and digital multi-channel promotional strategies; analysis of consumer behaviour, experimental factorial design of data-driven strategies and campaigns. Account handling and multi-team coordination.

Web Content Editor

Developing and managing client online multimedia content, including: writing, creating and managing digital content encompassing text, images, video and other media; working with content development teams (writers, graphic artists, and web designers etc.) to co-design content for campaigns; and soliciting audience feedback to develop engaging content.