Program Overview

Digital Marketing and Analytics PgCert/PgDip

Overview

The course aims to introduce you to contemporary marketing theory and practice, emphasising business-based data analysis as central to marketing practice today to provide a credible technical background in Digital Marketing.

Why us?

• The course is accredited by The Chartered Institute of Marketing (CIM) and has close links with professionals working in industry
• Engage with real-world practice including company visits and the guest speakers programme

Course structure

Teaching and learning methods include lectures, seminars and group work which will encourage you to develop intellectual and cognitive skills. This includes a project, led by research-active academic staff, linking theory and practice.

You will learn about the latest research in the fields of digital marketing and analysis; the emphasis is on understanding research findings, rather than the research process. You will be engaged in locating, collecting, referencing, critiquing, applying evidence, challenging assumptions, questioning and interpreting contemporary research articles, conference papers and case studies.

Depending on the modules studied, you will be assessed via a range of methods including, reports, practical exercises, individual coursework, discussion papers and research plans.

Attainment of the Certificate and/or Diploma is on successful achievement of the following credits attributed to the modules of study:

• Postgraduate Certificate in Digital Marketing and Analytics (60 credits)
• Postgraduate Diploma in Digital Marketing and Analytics (120 credits)

All modules are at postgraduate level (level 7 in the UK’s national scheme).

Course modules

Postgraduate Certificate (60 credits)

• Integrated Marketing Strategy (30 credits)
  • Focus on the strategic dimension of marketing which is a key component of long-term corporate strategy. Learn what enabled organisations to meet customer needs and support the customer journey in a more optimal and efficient way than competitors. Explore sustainable competitive advantage and how marketers are required to understand the dynamic environment to identify long-term objectives and deliver short term tactical marketing solutions in an increasingly digital and sustainably aware world.
• Digital Marketing and Analytics (30 credits)
  • Consider digital marketing in the context of addressing the behaviour and expectations of the contemporary customer in both business-to-consumer (B2C) and business-to-business (B2B) markets, be they local, national, or global. Build the knowledge and practical skills required to deliver digital marketing in the workplace. Respond to a real client case study and apply the theories, concepts and learning gained throughout the module to address a specific business challenge.

Postgraduate Diploma (120 credits)

You still study the same modules as the Postgraduate Certificate plus:

• Social Media, Influencers and Creators (30 credits)
  • Understand social media theories/applications and digital research. Consider the evolution and range of social media platforms including convergence and hybrid media. Learn key concepts and models in social media strategy such as consumer engagement, customer experience, word of mouth (e-WOM) and pervasiveness, use of augmented reality and VR in social media. Review the wide range of metrics used and their relative strengths, weaknesses and validity. Examine the use of analytics within and across different platforms. Undertake a social media audit and videography project to ensure that theory and practice are linked in an action learning approach. Consider international issues such as accessibility due to infrastructure, political or economic issues, and legal and cultural issues.
• Ecommerce and Digital Optimisation – Analytics and Metrics (30 credits)
  • Focus on ecommerce and selling online on third-party marketplaces such as Amazon, and eBay. Consider the evolution and range of ecommerce platforms including pure-play businesses and hybrid sales models. Review a wide range of metrics and analytics and assess their relative strengths, weaknesses, and validity. Examine the use of metrics and analytics within and across different platforms, review ecommerce dashboards, and assess their advantages and disadvantages.

Facilities

You’ll be based at The Reg Vardy Centre, on the Sir Tom Cowie Campus at St Peter’s. The Reg Vardy Centre is a modern building with views of the river, and just a short walk from both the coast and Sunderland town centre.

Entry requirements

We don’t currently display entry requirements for Ireland. Please contact the Student Admin team on or .

We usually expect applicants to hold a 2:2 degree. Those with extensive business experience may also be considered. Please contact us to discuss further.

The Postgraduate Certificate can be studied over seven months part-time or four months full-time.

The Postgraduate Diploma can be studied over 16 months part-time or seven months full-time.

Is your qualification not displaying here? For international qualifications, search our full list of international entry requirements for this course.

Fees and finance

2025/26 fees are:

PgCert

• £2,833 if you are from the UK/Ireland/EU settled/pre-settled
• £5,666 if you are an international student

PgDip

• £5,666 if you are from the UK/Ireland/EU settled/pre-settled
• £11,333 if you are an international student

Learn more about settled status, pre-settled status, special discounts, visa requirements and Common Travel Area (CTA) agreements for the Republic of Ireland applicants in our Help and Advice article.

This information was correct at the time of publication.

Career ready

As the course links directly to the changing skills requirements of employers, you’ll be ready to step into senior roles in the marketing or computing sectors such as Digital Marketing Manager, Marketing Analytics Manager, or Head of Data Analysis when you graduate.

Our graduates

Some of the companies which employ our graduates include: Microsoft, IBM, Nike, Adidas, P&G, Lloyds TSB, Marriott Hotels, and the NHS.