Postgraduate Taught

MSc Digital Campaigning and Content Creation

Digital content has radically changed from a desirable extra to become the beating creative heart of modern communications practice. Equip yourself with in-demand skills in this field on one of the most forward-looking postgraduate courses in the UK.

How can you stand out in a digital world where a million minutes of video are shared every second?* How do you create content that can’t be ignored and find your own visual voice? If you’re a current communications professional or recent graduate looking to set yourself apart in the job market, this course will give you practical understanding of content creation and campaigning, and deep knowledge of digital strategic planning.

Watch this short promotional film about the MSc Digital Campaigning and Content Creation course created by Anton Winters, film student at QMU:


Why QMU?

  • The course is designed to meet not just current industry practice, but developments in the future. You’ll be well placed to produce strategic and creative content to compete in a world where video accounts for 80% of internet traffic.*
  • Our staff live and breathe their subject with a passion, and you will be taught by multi-award winning lecturers including Walid Salhab whose short films have accumulated more than 8 million hits on social media.
  • You will work in a personal and collegiate environment that nurtures creative talent, which will enable you to build your portfolio and that supports entrepreneurial students to establish their own businesses. Please watch the short film on our website to hear one of our students talk about her experience of the course.
  • Flexible block-study means you can combine study with your existing work and life commitments.

*according to industry forecasts (CISCO 2016).

Course overview

First-rate digital content has one primary quality; it makes us pause and want to look, to hear the message, to discover what happens next. Can the creation of such compelling material be a happy blend of good fortune and good timing. No it’s not: there is a method, and it can be mastered using skills learned on this practically focused course. By understanding the language of film you will learn how to improve content. Along with campaign strategy, you will learn engaging visual storytelling techniques (such as mise-en-scene, continuity and montage) that are essential for effective short documentaries, adverts or dramas. You will also learn key news-media production skills (such as interviewing, managing, producing, directing, shooting and editing short newsworthy film and other digital content).

Drawing on QMU’s existing portfolio of courses in PR, film and media, this new course has been inspired by the professional experiences of our academic staff. Our media production lecturers have won a host of international awards for their short films and are highly successful on social media. Our PR and communications lecturers have professional and personal campaign experience and are involved with a range of campaigning organisations. This experience is at the centre of our teaching approach and we always engage students in producing real strategies and content for real clients. This results in campaigns where video and digital content have had a profound effect on audiences and have been crucial in achieving strategic aims and objectives.

Exit awards

MSc (180 credits)/ PgDip (120 credits)/ PgCert (60 credits)


You can opt to study for the full MSc, a PgDip or a PgCert. You can also register as an associate student to complete a single module for CPD. On completion of a single module, you may wish to complete further modules and progress your studies to a named award.

Teaching, learning and assessment

Our teaching enables you to produce a portfolio of material suitable for satisfying existing or impressing future employers. You will work in groups during workshops to develop and test your knowledge and work on an individual basis to produce assessments that will include campaign strategies, case studies, a variety of short films and other content. You will work for an extended period, supervised by a QMU lecturer, to create strategic communication material for a client or organisation of your choice. You can also chose to undertake an industry placement or build a digital portfolio to enhance your professional aspirations. We are particularly proud of our strong links with organisations that agree to be placement hosts or live clients for our students.

Teaching hours and attendance

We teach most of our modules in half-day blocks so that we can facilitate practical and group work as well as more formal lectures. We find that students enjoy this approach and lecturers can be more creative and involved in the learning experience. We also timetable most teaching to take place on Fridays and Saturdays to enable people in full-time work or with caring responsibilities to take part. Your specific timetable will depend on the electives you choose and whether you study full-time or part-time. Each 20-credit core module will typically involve four or five Fridays or Saturdays each semester. The two taught semesters run from September to December and mid-January to mid-April.

Class sizes

Class sizes will depend on modules chosen but will normally be between 15-30 students. Workshops will be restricted in size and you will work in small groups.

Links with industry/ professional bodies

QMU is a partner institution of the Public Relations Consultants’ Association (PRCA).


To obtain a PgCert, you will complete:

  • Strategic Communication and Digital Practice (20 credits)
  • Visual Storytelling for Media Campaigns (20 credits)
  • Digital Content Creation for Campaigns (20 credits)

To obtain a PgDip, you will also complete:

  • Digital Communications (20 credits),
  • plus two 20-credit electives such as the Industry-based Learning Module, Fundraising, Development and Finance, Public Affairs or International Marketing

For an MSc you will also complete a Master’s Communication Project (60 credits).

The modules listed are correct at time of posting (October 2021) but are subject to change. In the event that modules change, QMU will seek to use reasonable endeavours to ensure that there is no detrimental impact on students.

Single modules for CPD

Available. Register as an associate student to study single modules in areas of interest. Contact Emma Wood for more information.

Start dates

September 2022. Part-time students can also start in January 2023.


This is an ideal course for building on the theory you learn with some practical experience. You can choose to undertake 150 hours to integrate practice with theory, by working directly with clients and organisations. Students are responsible for securing their own placement host and related costs (eg travel and accommodation) but we will help you with CVs and provide networking opportunities with a range of organisations with whom we have strong relationships.


Can you think of an industry sector that hasn’t had its communications practices affected by the boom in digital content? So with this master’s under your belt your career options are rich and broad. You will be well-prepared to work as a freelance content creator in public relations, media production agencies or campaigning organisations including NGOs and charities. We also support entrepreneurial graduates to set up their own businesses. Since 2014 we have supported a range of graduate start up media production businesses through our Business Innovation Zone. The MSc is also benchmarked against CIPR career progression requirements.

Entry requirements

A UK honours degree or equivalent OR significant work experience.

International: You will be required to provide evidence of English language competence at no less than IELTS 6.5 and no individual component score below 6.0.

Application deadline


Fees and transitionary scholarships for postgraduate EU students in 21/22 and 22/23

As part of our management of the Brexit transition, for many of our courses, including this one, we have introduced an EU transitional scholarship for EU full-time postgraduate students commencing their studies on campus in academic years 2021/22 and 2022/23. This provides a 40% discount on international tuition fees. The scholarship is available to EU students for whom the international fee rate applies and covers the courses marked with a # in the Postgraduate Fees – Full-Time Study section of our Fees page. This transitional scholarship is not applicable to students from the Republic of Ireland, who will continue to be eligible for the home fee rate.

View specialist facilities film


 Please Note: 

The delivery of this course is subject to the terms and conditions set out in our 2022/23 Entry - Terms and Conditions (Postgraduate).

 Watch this short film where Maria Perez talks about the MSc Digital Campaigning and Content Creation course

Course Overview

1 year full-time OR 2-7 years part-time
Start Date
September 2022
January 2023
Study Abroad
School of Arts, Social Sciences and Management
Fees & Funding
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