COURSE CURRICULUM

The MSc Digital Campaigning and Content Creation at Queen Margaret University is a professionally focused postgraduate programme designed for creative individuals, communications professionals, and graduates seeking careers in digital marketing, public relations, content creation, and campaigning. Accredited by the Digital Marketing Institute and partnered with the Public Relations and Communications Association, the course combines strategic communication theory with practical digital media production. Students develop expertise in campaign planning, storytelling, content creation, digital communications, social media strategy, search engine optimisation, audience engagement, analytics, and emerging technologies including AI. Core modules include Strategic Communication Campaign Planning, Creating Digital Content, Non-Fiction Film Production, Visual Storytelling for Media Campaigns, Digital Communications, and Industry-Based Learning and Professional Development. Through these modules, students create podcasts, blogs, social media content, documentaries, campaign films, and multimedia projects while learning professional production, reporting, interviewing, and digital marketing techniques. The programme emphasises ethical communication, social responsibility, stakeholder engagement, and the societal impact of digital media. A key feature is the minimum 80-hour industry-based learning experience, allowing students to gain practical experience with organisations or freelance projects while building a professional portfolio. Teaching is delivered by experienced and award-winning practitioners, including filmmakers and communication specialists, within a supportive and creative learning environment. Flexible study options enable students to balance education with work and personal commitments. The MSc culminates in a 60-credit Master’s Communication Project, allowing students to undertake a substantial independent project that demonstrates advanced research, strategic thinking, and professional communication skills. Graduates leave with a strong portfolio, industry experience, advanced digital content creation abilities, and strategic communication expertise, preparing them for careers in digital marketing, public relations, content production, media management, corporate communications, social media management, campaign development, and related creative industries in an increasingly digital and content-driven world.