Digital Expertise

Want to acquire digital expertise? Start here.

DX at Robert Gordon University is a project focused on developing digital excellence. We are dedicated to helping businesses, organisations and individuals maximise the potential of digital, providing the skills and knowledge to excel in today’s growing digital economy.

DX’ first product, an MSc in Digital Marketing, is the first Masters degree in Scotland to be delivered in this area. Our practice-led approach has been developed in close consultation with industry to ensure we teach the modern marketing skills required in the workplace.

The knowledge and skills our students acquire through their studies equip them to make a valuable contribution to the growth and sustainability of the digital industry in Scotland.

We are proud to be part of a number of leading-edge projects seeking to help small businesses, organisations, and students to innovate and grow through digital excellence.

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Do you have questions about DX or the MSc Digital Marketing? Find the answers here.

Why did you launch a practice-led Digital Marketing Masters degree?

The Drum LogoTo bridge the digital skills gap. Research both from the US and the UK indicates that there is a lack of suitably qualified digital marketers, and all of our industry contacts confirm this. We frequently hear it’s a challenge for them to find graduates that have the marketing skills required in the digital age. Our MSc will make their job much easier!

For a more in-depth answer, read our Digital Skills gap article on The Drum.

What about distance learning? I’m very interested but can’t physically be on campus. Are the DX courses or the Digital Marketing Masters available online?

Digital Marketing Distance LearningCurrently we’re offering blended delivery – many materials are online and some aspects are taught remotely, but we do have block sessions on campus (2 days / week).

While this makes it easy for students living locally to undertake the MSc on a part-time basis, we are investigating how to allow for a complete distance learning course delivery.

Please sign up under the tab above if you’d like be notified when we do.

What else are you doing as part of DX ? I don’t want to do an MSc!

The MSc is only the first product of the DX project. We have a number of plans including shorter courses / CPD, workshops, digital marketing advice and consultancy. Please sign up under the tab above if you’d like to be the first to know.

I’m a small business and I’ve heard that you’re offering free digital marketing consultancy. Is this true, and how can I get this?

Digital Marketing ConsultancyYes, it’s true.

We are working with SMEs (small to medium enterprises) who have a digital presence (website / social media etc) on live consultancy projects.

You can register your interest using this form

We’ll get back to you as soon as we recruit our next round of live clients.

I’m an agency / freelancer / consultant and want to get involved with DX. What are the opportunities? What do I need to do?

Contact Simone in the first instance ( with your details and a brief outline of your / your agency’s background and skills, and she’ll be in touch.

Sign Up

Free Digital Marketing Advice

Digital Marketing AdviceIf you’re a business interested in free digital marketing advice or consultancy, and wish to participate in project-based student assessments, please complete this Digital Marketing Business Advice sign-up form.

DX Newsletter

We have an ad-hoc Newsletter that we send out when we have news about the MSc Digital Marketing or other updates relating to the DX project.

Sign up via this form to be the first to find out about new DX initiatives and events, short courses / CPD, and how you can develop expertise and get digital marketing advice at Robert Gordon University.


DX and its first product, the MSc Digital Marketing, are supported by partners and agencies working across the digital industry in Scotland.

Our partners provide guest speakers, run workshops, share case studies, and more. Together, we aim to teach the skills and knowledge to excel in today’s environment, creating a talent pool of digital specialists that help support and sustain the growth of the digital industry.

Our joint goal is aligned with the Scottish Government’s vision to develop a world class digital economy.

Here are some of our partners.


Partner DigitasLBiDigitasLBi is a global marketing and technology agency that transforms businesses for the digital age. We help companies of all shapes and sizes decide what’s next… and then we take them there. In 25 countries around the world, across 40 offices, there are more than 6,000 digital experts working to enrich people’s lives via our unique blend of strategy, creativity, media and technology.

Our skills span insight, brand building, content creation and distribution, as well as the ability to help clients organise themselves for the consequences of the change. We act as strategic partner to some of the world’s most exciting brands across travel, financial services, FMCG, publishing, telecoms and retail.

There are many things that make DigitasLBi unique but if we had to choose one it would be our ability to connect data with storytelling to help make brands special, shareable and more ultimately valuable wherever, whenever and however people choose to engage with them.

Fifth Ring

Fifth RingFifth Ring is an international integrated B2B marketing communications agency specialising in the global energy industry. Since our formation in 1991 we’ve dedicated ourselves to delivering strategic, joined-up communications and creating unique and powerful brands amalgamating five key disciplines:

  • Brand and Strategy
  • Design
  • Digital Media
  • Public Relations
  • Advertising

A full list of DX’ partners will be revealed soon.


The DX project and the MSc Digital Marketing are part of the department of Communication, Marketing and Media. Staff members are based at Aberdeen Business School.

Staff Contact Details & Profiles

  • Jo Royle

    Jo Royle c2

    Jo Royle is Head of the School of Creative and Cultural Business. The school encompasses a variety of subject areas in the creative and cultural industries including: media, journalism, fashion management, tourism, events management, hospitality, public relations, marketing and advertising. It also incorporates Information Management.  

  • Jack Keenan

    Jack Keenan DX

    Jack Keenan is a Senior Lecturer in Communications, Marketing and Media where he is the Course Leader for MSc Digital Marketing and also a Learning Enhancement Coordinator.  

  • Simone Kurtzke

    Simone Kurtzke

    Dr Simone Kurtzke is a lecturer in Communication, Marketing and Media and her main areas of teaching and research are digital and social media marketing.