Digital Marketing and Analytics MSc
Subject and course type
- Marketing
- Postgraduate
The Digital Marketing and Analytics MSc is ideal for those looking to develop the skills to thrive in a fast-paced, data-driven digital economy.
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Take your career to the next level
This course combines the latest in digital marketing theory with practical experience in data analytics.
The Digital Marketing and Analytics MSc at Kingston University is your gateway to a career in one of the most dynamic and rapidly growing sectors worldwide. As digital marketing continues to evolve, there is an increasing demand for professionals who not only understand marketing strategies but can also use data to drive decision-making and measure success.
You'll explore the latest digital marketing trends, consumer behaviour insights, and the strategic use of data for decision-making. Through hands-on projects, industry-standard tools, and a global approach to digital marketing, this course prepares you for a successful career in the digital marketing and analytics sector.
The ability to interpret and respond to data is essential for modern marketers. This MSc will help you to develop technical and analytical skills to deliver real, measurable results. Whether you’re improving brand engagement, boosting sales, or enhancing customer experiences, the skills you gain will empower you to drive better outcomes and deliver stronger returns on investment (ROI).
This exciting course will equip you with the in-demand skills to make an immediate and effective contribution to roles within digital marketing and analytics.
Why choose this course
At Kingston University, we combine innovative teaching, practical skills and industry insights to prepare you for the demands of the digital marketing world. Our Digital Marketing and Analytics MSc is designed with flexibility in mind, offering both full-time and part-time options to suit your career and study needs.
You will develop a strategic and practical understanding of value creation, customer relationship management and marketing communications. You’ll become familiar with all key marketing practices through the lens of digital. Importantly, you will explore the impact of big data, automation and AI. Explore how emerging technologies affect businesses' abilities to influence consumer and marketing decisions.
At Kingston Business School, we are proud to hold the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business). This accreditation has been earned by just 6% of the world's business schools and recognises the high quality and standard of our business degrees.
This course also benefits from strong connections with top industry leaders and experts. We offer students opportunities to participate in internships, projects, and networking events. Industry connections include renowned organisations like Coca-Cola, Samsung, TikTok, Royal Mail and John Lewis. Working with businesses like these will help you to identify best practice from the forefront of the digital marketing industry.
Our expert faculty members, who are also industry practitioners, will guide you in applying your knowledge to real-world marketing challenges. You will graduate with both the technical skills and strategic mindset needed to excel in the digital marketing field.
This programme equips you with the expertise to manage and execute digital marketing strategies across various channels, including social media, SEO, email marketing, content marketing and paid advertising.
More importantly, this course integrates data analytics into every aspect of digital marketing. You’ll learn how to analyse consumer behaviour, track campaign performance, and optimise customer journeys using industry-standard tools like Google Analytics and marketing automation software.
Kingston Business School Accreditation
Kingston Business School holds the prestigious international accreditation by the AACSB (Association to Advance Collegiate Schools of Business) in recognition of the excellence of its business education. This accreditation has been earned by just 6% of the world's business schools and recognises the high quality and standard of our business degree offerings.
Ready for business
At Kingston Business School, we believe that professional success is shaped by honing your personal capacity and skillset, supported by the academic framework of knowledge. Through vocationally rich, employer-engaged and research-informed courses, we work alongside our students to help them meet personal goals and career ambitions.
Course content
All modules are underpinned by current theory, using the latest research and developments from the field of marketing. There are also opportunities to apply theory to case studies and in a live business context. Through integrated tasks and workshops, industry links and networking opportunities, you will expand your professional network and enhance your CV.
Year 1
Throughout the core modules, you'll explore key areas such as digital marketing strategy, AI, buyer behaviour, and analytics, gaining skills in search engine marketing, social media, programmatic advertising, performance measurement, and more.
You will then choose between a dissertation to research a specific area in depth, or a consultancy project to solve a real-world business challenge. Both options allow you to apply your expertise and build the skills needed for success in the fast-paced digital marketing world.
Core modules
30 credits
This module provides you with a comprehensive understanding of digital marketing principles and strategies. You'll explore essential topics such as the digital marketing environment, the marketing mix, digital marketing strategy, multi- and omnichannel marketing, and performance management.
Dive into the transformative role of AI in strategic decision-making, discovering how it can enhance customer segmentation, personalisation, and campaign optimisation.
Through hands-on exercises and real-world case studies, you'll develop practical skills in crafting and evaluating effective digital marketing strategies. By the end of this module, you'll be equipped with the knowledge and tools to confidently develop and manage successful digital marketing campaigns in today's fast-paced, competitive landscape.
15 credits
This module gives you the knowledge and practical skills to master a range of digital marketing tactics, tools, and platforms essential for running successful online campaigns.
You'll explore key areas such as search engine marketing, email marketing, social media, and programmatic advertising, gaining the expertise to select, implement, and optimise these tools and tactics effectively.
By integrating these techniques into a broader marketing strategy, you'll be prepared to confidently create and manage impactful digital marketing campaigns that drive results.
15 credits
This module focuses on how people buy and use products, and how they react to marketing action. You will:
- apply this buyer behaviour information to specify marketing goals and define an effective services strategy;
- critically evaluate the latest research developments in buyer behaviour, such as customer loyalty, satisfaction, advertising effectiveness, branding, pricing and store atmospherics;
- take a scientific approach, based on evidence and theory, to understand the practical application of research findings and to identify areas where further investigation may be needed; and
- evaluate the most appropriate methods of investigation and analysis.
30 credits
This module gives you the knowledge and hands-on skills essential for marketing analytics. You'll be introduced to core concepts, tools, and techniques in data analytics, including data collection, pre-processing, and visualisation.
Explore key topics such as web analytics, KPIs, A/B testing, AI and machine learning applications, and marketing attribution models, all with a strong focus on real-world digital marketing scenarios.
By the end of this module, you'll confidently apply advanced analytics to evaluate digital marketing campaign performance, make data-driven decisions, and navigate privacy and ethical considerations in a marketing context.
30 credits
Understand the elements of effective market research. Collect primary data that is valid and reliable for management purposes. Develop practical skills in data analysis to transform this raw data into information that guides marketing decisions. This module can act as a launch pad for a career in market research within the wider marketing industry.
The skills you learn in this module also prepare you for your dissertation. Learn to critically evaluate commercial and academic published research, construct and execute a programme of research, and analyse and present the results.
The module is delivered through a combination of class sessions, workshops and computer mediated practical sessions covering both quantitative and quantitative aspects of data collection and analysis.
Optional modules
60 credits
This module offers you the opportunity to research a specific area of digital marketing in depth.
You'll identify a key issue or problem, investigate it using relevant theories and research methods, and produce a dissertation that's not only grounded in theory but also offers practical insights.
You'll have the opportunity to refine your research skills, manage an independent research project, and apply the knowledge and expertise gained from other modules in the course.
This module is designed to help you develop advanced research capabilities while building your profile as a critical, independent, and creative thinker.
60 credits
This module equips you with the knowledge, skills, and practical experience to tackle a real-world digital marketing challenge through a consultancy project.
You'll work to solve a genuine problem and provide actionable recommendations for a business client, supported by workshops and guidance from a dedicated project supervisor.
Your project can focus on any aspect of the course, from strategic digital marketing to tactical planning and performance management, giving you the chance to apply your learning in a meaningful and impactful way.
Year 2 (optional placement year)
The professional placement year is optional. It takes place after the full time year. It allows students to do a 12-month work placement as part of their course. The work placement is an assessed part of the course and is therefore covered by a Student Route visa.
Find out more about the postgraduate work placement scheme.
Professional placement
120 credits
The Professional Placement module is a core module for those students following a masters programme that incorporates an extended professional placement that follows completion of the first 180 credits of taught modules and project or dissertation. It provides students with the opportunity to apply their knowledge and skills in an appropriate working environment, and to develop and enhance key employability skills and subject specific skills in their chosen subject.
It is the responsibility of individual students to locate and secure a suitable placement opportunity; this will normally involve one placement which must be completed over a minimum period of 10 months and within a maximum of 12 months. The placement must be approved by the module leader prior to commencement to ensure its suitability.
Career opportunities
The Digital Marketing and Analytics MSc will equip you with the skills to succeed in a data-driven digital world. You’ll learn to apply advanced digital marketing techniques while also understanding how to use data analytics to drive business strategy.
As a graduate, you will be prepared to pursue roles such as:
- Digital Marketing Manager/ Strategist
- Web Data Analyst
- Social Media Marketing Manager Strategist
- SEO Specialist
- Content Marketing Manager
- Search Marketing Strategist
- Marketing Consultant.
You may also decide to continue your studies at Kingston University through doctoral research. Many marketing graduates decide to use the skills they have learned to set themselves up in business.
Our strong ties with industry leaders provide excellent networking opportunities, internships, and career guidance, making Kingston University an ideal place to kickstart your digital marketing career.
You will take part in an Assessment Centre Experience, providing the opportunity to experience the pathway to employment with tailored feedback:
- Develop your understanding of the jobs market, including current trends and opportunities, different recruitment processes and how to identify relevant roles
- Receive personalised feedback reports to help you to improve and progress
- Access additional webinars on top tips, employer expectations and best practice
Teaching and assessment
When not attending timetabled sessions you will be expected to continue learning independently through self-study. This typically will involve reading journal articles and books, working on individual and group projects and preparing coursework assignments and presentations. Your independent learning is supported by a range of excellent facilities including online resources, the library and CANVAS, the online virtual learning platform.
As a student at Kingston University, we will make sure you have access to appropriate advice regarding your academic development. You will also be able to use the University's support services.
A course is made up of modules, and each module is worth a number of credits. You must pass a given number of credits in order to achieve the award you registered on, for example 360 credits for a typical undergraduate course or 180 credits for a typical postgraduate course. The number of credits you need for your award is detailed in the programme specification which you can access from the link at the bottom of this page. One credit equates to 10 hours of study. Therefore 180 credits across a year (typical for a postgraduate course) would equate to 1,800 notional hours. These hours are split into scheduled and guided. On this course, the percentage of that time that will be scheduled learning and teaching activities is shown below. The remainder is made up of guided independent study.
- Year 1: 16% of your time is spent in timetabled learning and teaching activity
The exact balance between scheduled learning and teaching and guided independent study will be informed by the modules you take.
Your course will primarily be delivered in person. It may include delivery of some activities online, either in real time or recorded.
Assessment typically comprises practical assessments (e.g. presentations) and coursework (e.g. essays, reports, self-assessment, portfolios, dissertation). The approximate percentage for how you will be assessed on this course is as follows.
- Digital Marketing and Analytics MSc: 100% coursework
- Professional Placement Year: 100% coursework
We aim to provide feedback on assessments within 20 working days.
You will be part of an intimate cohort of students which provides dedicated academic guidance and advice and the opportunity to build a life-long network of colleagues. Some modules are common across other postgraduate programmes; therefore you will be taught alongside students who are on these courses within the Business School.
Fees and funding
| Fee Category | Fee |
|---|---|
| Home (UK students) | Full Time £13,500 |
| International | Full Time £19,700 |
| Fee Category | Fee |
|---|---|
| Home (UK students) | Full Time £12,900 |
| International | Full Time £18,900 |
Funding support for postgraduate students
If you are a UK student living in England and under 60, you can apply for a loan to study for a postgraduate degree on the government's website.
Scholarships and bursaries
For students interested in studying Digital Marketing and Analytics MSc at Kingston, there are several opportunities to seek funding support:
The Inspire the Future Scholarship offers a 40% reduction in fees for taught masters or postgraduate diploma courses with September start dates. 20 scholarships are available for progressing Kingston University graduates.
For more information on how to apply for this scholarship, visit the Inspire the Future Scholarship page.
International postgraduate students could receive up to £5,000 towards tuition in their first year of study.
For more information on how to apply for these scholarships, visit the International Scholarship page.
If you are a Kingston University 2024/25 undergraduate progressing to a 2025/26 postgraduate degree (taught or research), you could get a 15% reduction in tuition fees.
For more information on how to apply for this scholarship, visit the Postgraduate Progression Scholarship page.
Kingston University offers a 10% discount on full and part-time postgraduate degree course tuition fees to our alumni.
For more information on how to apply for this discount, visit our alumni discount page.
Additional course costs
Some courses may require additional costs beyond tuition fees. When planning your studies, you’ll want to consider tuition fees, living costs, and any extra costs that might relate to your area of study.
Your tuition fees include costs for teaching, assessment and university facilities. So your access to libraries, shared IT resources and various student support services are all covered. Accommodation and general living expenses are not covered by these fees.
Where applicable, additional expenses for your course may include:
Our libraries have an extensive collection of books and journals, as well as open-access computers and laptops available to rent. However, you may want to buy your own computer or personal copies of key textbooks. Textbooks may range from £50 to £250 per year. And a personal computer can range from £100 to £3,000 depending on your course requirements.
While most coursework is submitted online, some modules may require printed copies. You may want to allocate up to £100 per year for hard-copies of your coursework. It’s worth noting that 3D printing is never compulsory. So if you choose to use our 3D printers, you’ll need to pay for the material. This ranges from 3p per gram to 40p per gram.
Kingston University will pay for all compulsory field trips. Fees for optional trips can range from £30 to £350 per trip.
Your tuition fees don’t cover travel costs. To save on travel costs, you can use our free intersite bus service. This route links the campuses and halls of residence with local train stations - Surbiton, Kingston upon Thames, and Norbiton.
If you choose to do a placement year, travel costs will vary depending on your location. These costs could be up to £2,000.
How to apply
Before you apply
Please read the entry criteria carefully to make sure you meet all requirements before applying.
How to apply online
Use the course selector drop down at the top of this page to choose your preferred course, start date and mode, then click 'Apply now'. You will be taken to our Online Student Information System (OSIS) where you will complete your application.
If you’re starting a new application, you’ll need to select ‘new user’ and set up a username and password. This will allow you to save and return to your application.
Please note: If you’re from a country outside the EU or EEA that’s classified as overseas fee-paying, you won’t be eligible to apply for a part-time course because of visa regulations in the UK. For information about exceptions, please visit the UKCISA website or email our CAS and Visa Compliance team.
Application deadlines
We encourage you to apply as soon as possible. Applications will close when the course is full.
Course changes and regulations
The information on this page reflects the currently intended course structure and module details. To improve your student experience and the quality of your degree, we may review and change the material information of this course. Find out more about course changes
Programme Specifications for the course are published ahead of each academic year.
Regulations governing this course can be found on our website.
