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MSc Social Media and Management

New digital technologies are changing how we connect and do business

Year of entry: 2019


1 year full-time

Start date

September 2019 (term dates)

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With improved access to the internet through our smartphones and tablets we have become more connected to each other and to what is happening in the world around us.

At the same time social media and information applications are transforming business. This innovative MSc in Social Media and Management will give you an understanding of existing and emerging technology and the ability to assess the impact of social media on commercial, public, and third sector organisations in the UK and worldwide.

Research excellence

The Department of Sociology is first in the UK for research quality (Times Higher Education's ranking of the 2014 Research Excellence Framework)

Creative and research-led teaching

Our staff are world-leading experts, and this translates directly to our postgraduate teaching


Our course gives you skills that employers value in digital social research and management

Social media is quite a new area providing the chance to explore and discover new research areas, whilst management offers organisational knowledge which I feel is important for future career development.
MSc Social Media Management

Course content

 Social media and information applications are transforming organisational development, competitiveness and flexible working. From raising a company’s profile to improving client and customer relations, this rapidly evolving sector has already affected the way many businesses work. The potential for further change is huge.

You'll develop business awareness and explore the history of organisations, their environments, and the ways in which both have changed. You'll examine how digital information communications technology (ICT) is managed, and learn to identify and analyse the key innovations made possible by new media. You will investigate new methods of digital data analysis and explore the opportunities and challenges presented by the availability of these new data forms.

The Social Media and Management course is taught by experts from both the Department of Sociology and the York Management School, combining experience from the forefront of sociological and business research.

Study abroad

This course is not associated with a specific Study Abroad programme, but York offers a number of options through international partnering programmes.

Study Abroad with York


The Social Media and Management course includes seven core modules:

Please note, modules may change to reflect the latest academic thinking and expertise of our staff.


You will develop, design, implement and manage your own original research project, supervised by a member of staff with the relevant experience for your topic. You will analyse the data and produce a 15,000-word dissertation based on your research project.

Examples of previous dissertation titles include:

  • Analysing the use of social network sites
  • It’s all about identifications: Organisational control as enacted in discourse around working time arrangements
  • What is online curation and how is it different from other Web 2.0 sharing practices?
  • Social media within organisations: How do different cultural expectations of different user groups affect business email communications? 
  • What is the social and behavioural impact of the Apple iPod?
  • Have social networking websites altered the way that organisations recruit and select university graduates?
  • The impact of social networking sites on charitable fundraising: The comparison between China and the UK
  • A study of visual consumption within visual culture: Based on an affiliate program Fancy
  • The role of new media in politics
  • ​Application of digital by product data in decision making 
  • Social media in big data era: the commercial activities of data collection and application from “scale” to “micro” on social media platform ​

The York approach

Every course at York is built on a distinctive set of learning outcomes. These will give you a clear understanding of what you will be able to accomplish at the end of the course and help you explain what you can offer employers. Our academics identify the knowledge, skills, and experiences you'll need upon graduation and then design the course to get you there.

Students who complete this course will be able to:

  • Apply knowledge, concepts and theories from the social sciences and management to identify, understand and respond to key issues at the frontier of transformation in social media
  • Explain, following critical evluation, the impact upon social and commercial relations and identities of mass collaboration, interactivity, information sharing and social networking
  • Develop strategies, based upon a critical anaysis of social media, for improving social and commercial relations in business and management, the voluntary sector, and the wider social setting. 
  • Produce accurate and in-depth answers to complex management situations by identifying relevant and reliable sources of information and then deploying this information to develop their arguments. 
  • Critically analyse social media as tools for surveillance, governance and control as well as artefacts for innovation, entrepreneurship and collective action. 6 Support organizational development and create competitive advantages and innovative working practices by applying in depth-knowledge of how social media might be used
  • Design and conduct focused research projects that are rigorous and organised and which combine appropriate principles, theories or methodologies to produce clear insights into the aspects of social media being researched.

Fees and funding

Annual tuition fees for 2019/20

Study modeUK/EUInternational
Full-time (1 year) £7,810£17,370

Students on a Tier 4 Visa are not currently permitted to study part-time at York.

Fees information

UK/EU or international fees? The level of fee that you will be asked to pay depends on whether you're classed as a UK/EU or international student.

Funding information

Discover your funding options to help with tuition fees and living costs.

If you've successfully completed an undergraduate degree at York you could be eligible for a 10% Masters fee discount.

Home/EU students

International students

Department scholarship information

Sociology funding for masters student

Living costs

You can use our living costs guide to help plan your budget. It covers additional costs that are not included in your tuition fee such as expenses for accommodation and study materials.

Teaching and assessment

You’ll work with world‐leading academics who’ll challenge you to think independently and excel in all that you do. Our approach to teaching will provide you with the knowledge, opportunities, and support you need to grow and succeed in a global workplace.

Teaching format

The Social Media and Management course work combines formal lectures, seminars, practical exercises and workshops. 

  • You'll be introduced to real-life case studies in order to see how the theory works in practice. 
  • You'll attend seminars from visiting scholars on a wide variety of sociological topics.
  • A member of the teaching staff will act as your supervisor throughout the degree to help guide your studies and monitor your progress.

Teaching location

You will be based in the Department of Sociology on Campus West.

Most of your contact hours will be in Wentworth College, with some additional teaching on Campus East and Campus West.

About our campus

Our beautiful green campus offers a student-friendly setting in which to live and study, within easy reach of the action in the city centre. It's easy to get around campus - everything is within walking or pedalling distance, or you can always use the fast and frequent bus service.

Assessment and feedback

Types of assessments used throughout this course include:

  • Assessment essays of between 3,000 and 5,500 words
  • Group presentation project
  • Outline research proposal
  • Examinations
  • Dissertation (15,000 words).
Social Media and Management MSc - Teaching
Social Media and Management MSc

Careers and skills

You'll develop the skills and knowledge you need to follow a career in social media management or consultancy as an information analyst in public or private sector organisations. The masters in Social Media and Management course also provides an ideal basis to progress to further study at PhD level.

Our Sociology alumni

Career opportunities

  • Social media management
  • Social media consultancy
  • Social media marketing
  • Information analyst
  • Information management
  • Information specialist in public or private sector organisations
  • Applying social media applications in journalism

Transferable skills

  • Managing digital communications
  • Business management skills
  • Data analysis
  • Design and completion of original research

Entry requirements

Qualification Typical offer

Applicants must have at least a 2:1 degree in a social science or management/business studies-related discipline. Highly qualified students from non-social science disciplines such as computer science are also encouraged to apply.

The international equivalents of UK qualifications are shown on our country-specific pages. You can also contact the international team for guidance.

English language

If English isn't your first language you may need to provide evidence of your English language ability. You should meet an English language proficiency level of 7.0 in the British Council's IELTS test with at least IELTS 6.0 in writing and no less than 5.5 in all other components. We do accept other English Language Tests. Students who have successfully completed a recent undergraduate degree at a UK University are exempt from the English Language requirement.

For more information see our postgraduate English language requirements.

If you've not met our English language requirements

You may be eligible for one of our pre-sessional English language courses. These courses will provide you with the level of English needed to meet the conditions of your offer.

The length of course you need to take depends on your current IELTS scores and how much you need to improve to reach our English language requirements.

After you've accepted your offer to study at York, we'll confirm which pre-sessional course you should apply to via You@York.


You can apply and send all your documentation electronically through our online system. You don’t need to complete your application all at once: you can start it, save it and finish it later.

Apply for this course

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Department of Sociology

Related courses

Social Research (MA)

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