Digital Marketing and Social Media - MA - CITY College, University of York Europe Campus
Κολέγιο CITY College
Main Campus, Thessaloniki, Greece

Digital Marketing and Social Media - MA

MA in Digital Marketing and Social Media - MA

MA in Digital Marketing and Social Media - MA

Degree title: Master of Arts in Digital Marketing and Social Media. 
The title is awarded directly by the University of York.
Duration: 1 year (full time) or 2 years (part time)
Mode of delivery: Classes take place on weekday evenings
Language of instruction: English

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Fees (Early Bird Scholarships)

We encourage you to take advantage of our Early Bird Scholarships scheme to save on tuition fees and secure your spot.

For more information, please fill in the form above or call us at (+30) 2310-224026.


The programme

Digital marketing channels have moved to the forefront of global marketing communications, creating a high industry demand for professionals with specialised skills. The MA in Digital Marketing and Social Media focuses on digital marketing and social media communications channels within a strategic marketing context. Apart from providing core knowledge in strategic marketing, advertising and sales and on-line consumer behaviour, the students will acquire specialist knowledge and skills.

The programme provides the skills to implement and manage effective social media and digital marketing campaigns.

The programme is aimed primarily at young graduates with or without a related degree and at young marketing professionals wishing to improve their skills and professional qualifications in digital and social media.


Why choose this course?

  • Degree from one of the worl​d’s top universities, the University of York.
  • Opportunities for potential placements and internships in marketing agencies and/or in-house marketing departments, assisting students to embark their career while studying.
  • Google AdWords Certification: Students may acquire the Google Adwords Certification as part of their assessment.
  • Expert teaching team, comprised of seasoned academics and industry experts with experience in digital marketing.
  • Use of Workbook. Students receive a workbook which requires them to put theory into practice while in class.
  • Graduates may pursue careers as digital marketing managers, social media specialists, brand managers, marketing managers, e-commerce managers and many more.
  • Specialised programme of studies focusing on latest digital marketing and social media theory and practices.
  • A pathway to a successful career in Europe and abroad.

More reasons why:


Recognition of degress Accreditation and recognition The Department



Strategic Marketing
This unit integrates the "tools" and the framework that practitioners will use in applying marketing. The understanding of marketing requires the understanding of its concepts but the successful application of it requires the ability of analysis, evaluation and synthesis; analysis of the situation, evaluation of it and the synthesis of a solution. Furthermore, effective marketing application requires the ability to decide and implement under conditions of uncertainty and restrictions of resources.
In this unit the students will be expected to develop their analytical, critical and synthetic abilities regarding the elements of the marketing environment. They will be expected to draw on their knowledge of different aspects of marketing and provide complete solutions to marketing problems. Such solutions will be expected to be applied in different sectors of economic activity. Back to top

Advertising & Sales Promotion Management
This unit focuses on integrated marketing communications. It provides the delegates with command of the terminology, concepts, theory, recent developments and innovations and management implications of the communication element of the marketing mix with particular focus on the elements of advertising and sales promotion. Examples and cases will be drawn from the international advertising industry as well as from the greek advertising industry. By the end of this unit, students will be able to:

  • Learn the fundamental role of advertising in the communication process
  • Identify and explain the economic, social, ethical and legal issues advertisers must consider
  • Show the overall relationships between the advertising agency and the client
  • Describe how marketers use behavioural characteristics to cluster prospective customers into market segments
  • Examine how advertisers gain information about the market place and how they apply their findings to advertising decision making
  • Describe the process of advertising planning Back to top

Digital Marketing Communications
The fast-growing digital technology has changed the marketing environment. Digital marketing channels, like social media, video, affiliation, e-mail marketing moved to the epicenter of the marketing communications. The digital marketing industry needs professionals with specialized skills and understanding of the new digital landscape.
This unit will help students understand this new digital landscape and learn how to use the digital channels as marketing tools. Moreover, the unit explores the mobile-driven new environment and will also train students to evaluate the digital marketing techniques in order to use them in an integrated digital marketing strategy plan. Back to top

On-Line Consumer Behaviour
The development of the World Wide Web in regards to access to information and knowledge demands the study of consumer behaviour from a global perspective. Therefore, in the fast expanding area of digital economy there has been an absolute need to examine a new type of consumer, the online consumer. The unit explores in depth the characteristics of this new consumer and compares the 'traditional' with the 'new' trends. The use of new technologies and their influence on the decision making process are analyzed, while the decision making process on purchasing online is also examined. Back to top

Digital Marketing Analytics
Companies have access to an unprecedented volume and variety of marketing data through websites, social media and ad campaigns. In this unit students will learn how predictive analytics is used in digital marketing, how key performance indicators are set to evaluate what has happened in the past and learn how to provide an assessment of what will happen in the future. The ultimate objective is to form strategies to improve marketing campaigns and develop strategies for optimal performance and ROI. Back to top

Building Successful Web Presence
The evolution of the Internet and the rise of Digital Media have transformed marketing and the way we are tackling integrated communications. From the brands' perspective, the technology which emerged from digital media afforded them with the opportunity to expand in markets by offering new products and improved services through all the available digital channels. From the consumers' perspective, new technologies presented them with a much wider choice of products and services available from different suppliers and channels. This unit is designed to help students understand and acquire theoretical and practical knowledge in the field of digital marketing by learning how to create and use effective online campaigns.
In this unit students become familiar with the "internet footprint", understand their digital consumers (web analytics and audience profiling) and go in depth in such critical and practical topics like:

  • search engine optimization
  • usability and responsive design
  • ppc models (pay per click performance marketing)
  • online user behaviour and experience
  • techniques for advanced internet searching
  • monitoring measurement and management Back to top

Social Media Marketing
The social media and mobile-driven world are changing the way we understand communication, advertising even privacy. Social media marketing tools are helping brands and organizations to reach more potential customers who are actively seeking services and products in the digital world via mobile and desktop devices. Companies are increasingly allocating more resources on digital activities.
This unit is designed to help students understand how the social media marketing evolution has changed the way that brands communicate with their customers. Students will acquire practical knowledge of how to plan for social media and mobile devices. Further, they will become acquainted with all new and online media, such as: mobile marketing, inbound marketing, customer engagement through content strategy, e-commerce and social engagement. In addition, e-commerce automations, social campaign planning, social media insights and analytics will also be addressed. Back to top

Research Methods for Business
This unit provides a series of lectures on academic presentation, writing skills and an introduction to research issues and methods.  The unit examines a wide range of research methodologies, both qualitative and quantitative, with reference to their philosophical base and practical application in marketing, management, banking and the leisure industry. The aim is to help students design, implement and apply their own research as well as to equip them to be able to critically evaluate published material. Back to top

The dissertation represents a piece of individual and original research based on an approved topic of the student’s choice related to the course and selected in consultation with tutors. The term ‘originality’ here does not necessarily imply that the dissertation will develop new theoretical insights or models but that it clearly demonstrates the development of new insights and knowledge in the candidates own mind and work. Back to top



Entry requirements

View the application and admission requirements of the programme.


How to apply

If you wish to apply for this programme you may view details of the application process.


Any questions?

If you'd like to know more about this programme, contact our Admissions Team at


The Business Administration & Economics Department (BAED) of CITY College, University of York Europe Campus aims at providing all students with an intellectually stimulating and supportive environment that allows them to acquire important skills and competencies for their professional and personal life.

Business matters at BAED. Our undergraduate and postgraduate courses in management related disciplines are designed to challenge students’ thinking and inspire them to develop the advanced knowledge and analytical skills they will need to succeed in business.

Our academics continually work with international, national and regional businesses as part of their research and use their experiences to make their teaching relevant and up-to-date.
More about the Business Administration & Economics Department


Research at the Business Administration & Economics Department

The academic staff of the Business Administration & Economics Department

Contact the Business Administration & Economics Department


Recognition and Careers

Accreditation and Recognition
CITY College is strongly committed to quality education and academic excellence. It is officially accredited and recognised by top international accreditation bodies. Read more

Degree and formal qualifications
The degree and formal qualifications our graduates receive.

For Greek graduates only: Recognition of degrees


Career opportunities

Graduates of the MA Digital Marketing and Social Media programme may pursue careers as digital marketing managers, social media specialists, brand managers, marketing managers, e-commerce managers, media relations specialists and more.


Career, Employability and Enterprise Centre

The Career, Employability and Enterprise Centre, focuses on helping students to set attainable career goals. It offers advice on CVs and cover letters, and on how to effectively handle job interviews. Through career fairs, and different internship programmes, the department aims at constantly bringing students in contact with prospective employers. 

Every spring we organize the Annual Career Fair presenting with an opportunity to get a first feel of job seeking. During the event students and alumni have interview opportunities with corporate recruiters and present their skills and abilities to potential employers. Large companies, organisations and multinationals from different industries across S.E. Europe participate every year in our Career Fair and offer employment and internship opportunities to our students and graduates.
More about our Career Services.

Contact the Career, Employability and Enterprise Centre at


The programme is taught by academic staff members who have extensive teaching and professional experience. Our academics continually work with international, national and regional businesses as part of their research and use their experiences to make their teaching relevant and up-to-date. The administration staff fully supports all processes of the department and provides a wide range of services to our students.

Ms Aggeliki Papakonstantinou

“Business Administration and Economics Department Staff are committed to a shared vision: to inspire people within the academic and the wider community. Our responsibility is to engage students to develop their knowledge and their skills in order to stand out for their integrity and ethos. Our main goal is to transfer our international experience, outstanding teaching, excellent research and real business networking to our students.”

Ms Aggeliki Papakonstantinou
Head of the Business Administration & Economics Department



The academic staff & administration staff of the Business Administration & Economics Department


Accreditation and Recognition by:
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