MSc Digital Marketing and Analytics

Program Overview

Digital Marketing and Analytics MSc

Overview

This course provides you with the opportunity to study Digital Marketing and Analytics theory and practice in depth. It is designed for:

• Graduates who wish to convert to a career in Digital Marketing
• Graduates from marketing that wish to specialise in Digital Marketing
• Marketers who have already gained knowledge or experience of marketing/analytics and seek to further their careers

This course will enhance graduate employability in digital marketing-related business and management careers such as Digital Marketing Manager, Executive, Media Analytics Manager, Owner of Digital Marketing Consultancies and more.

Why us?

• Accredited by The Chartered Institute of Marketing (CIM)
• 'World-leading' research in Business, according to the latest Research Excellence Framework
• Engages with real-world practice for example, live clients via the Marketing Hub, company visits and the guest speakers programme

Our partners, accreditations and networks

• The Chartered Institute of Marketing (CIM)

Course structure

You will learn about many different areas of digital marketing including SEO, online advertising, website development, e-commerce, digital optimisation and social media, influencers and creators. You will be engaged in the contemporary area of digital marketing and using critical thinking, problem solving, Business Intelligence collection, creative thinking and challenging assumptions using academic sources and case studies in this fast moving area of study.

Modules on this course include:

Core modules:

• Integrated Marketing Strategy (30 credits) Examine the key theories, models, and frameworks that support the identification and assessment of market opportunity, the selection of target markets and the evaluation of choices available to marketers to ensure successful and sustainable marketing mix implementation. Focus on the strategic dimension of marketing, which is a key component of long-term corporate strategy. Explore sustainable competitive advantage and how marketers must 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) Examine the considerations of a digital marketer in 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 digital marketing knowledge and practical skills required to deliver digital marketing in the workplace. Undertake a practical case study where a digital marketing consultant role is adopted.
• Social Media, Influencers and Creators (30 credits) Gain an understanding of social media theories/applications and digital research. Study research literature from a wide range of disciplines, including computing, cyber-psychology, sociology, consumer behavior, and marketing. Consider the evolution and range of social media platforms, including convergence and hybrid media. Explore key concepts and models in social media strategy, such as consumer engagement, customer experience, e-word of mouth (e-WOM) and pervasiveness.
• E-commerce and Digital Optimisation – Analytics and Metrics (30 credits) Build on generalised digital marketing by focusing on selling online and e-commerce, and third-party marketplaces such as Amazon and eBay. Consider the evolution and range of e-commerce platforms, including pure-play businesses and hybrid sales models. Cover key concepts and models in e-commerce strategy, such as discoverability and buyability of product ranges. Study international issues such as accessibility, legal and cultural issues.
• Digital Marketing Project (60 credits) Get equipped with the necessary tools and transferable skills to take into your subsequent careers. Develop analytical, evaluative, digital and lifelong learning skills by investigating a pertinent problem in digital marketing and exploring a range of relevant literature. Working autonomously, develop knowledge and skills of the research process and apply research methods to design, manage, and execute an appropriate research project.

Facilities

You’ll be based across both The Reg Vardy Centre and David Goldman Informatics Centre on the Sir Tom Cowie Campus at St Peter’s. Both centres feature modern buildings with views of the river, and are just a short walk from both the coast and Sunderland town centre.

Entry requirements

Our typical offer is:

• Qualification | Minimum grade
  • a bachelor's degree (3 years) | 2:2 classification

If you already hold a postgraduate qualification, please see our Applying for additional postgraduate degrees Help and Advice article.

If you don't meet our standard entry requirements, you can take one of the foundation pathways at our partners ONCAMPUS Sunderland. Find out more information and whether your course is eligible on our ONCAMPUS page.

If your qualification is not listed above, please contact the Student Administration team at for further advice.

This is a specialist postgraduate degree. You may have a degree relating to marketing, business, computing, or another subject. Alternatively, you may have considerable experience in the workplace in any of these areas.

You should have:

• A first or second-class honours degree. Alternatively, you may possess a professional qualification (or combination of qualifications) recognised as the equivalent of an honours degree. Applicants who do not meet these requirements may be considered by exception (normally following an interview) at the discretion of the programme leader
• A demonstrable interest in marketing or business if you have a computing background

International students may be required to take the English for Business Purposes course in the month leading up to the start of the postgraduate academic year in October.

If English is not your first language, please see our English language requirements.

Fees and finance

Fees are:

• £8,500 if you're from the UK/Europe
• £17,000 if you're an international student
• Part-time fees are £500 per 10 credits. Please note that part-time courses aren't available to international students who require a student visa to study in the UK.

If you're unsure whether you qualify as a UK, EU, or international student, find out more in our Help and Advice article.

Take a look at the scholarships and bursaries that may be available to you.

This information was correct at the time of publication.

Career ready

This course will enhance your employability in digital marketing-related business and management careers such as a Digital Marketing Manager, Digital Owned Media Manager, Digital Marketing Executive, Digital Project Manager, Assistant Digital Manager, Digital Communications Manager, Marketing Analytics Manager, Media Evaluation & Analysis and a Owner of a Digital Marketing Consultancy.

The course aims to introduce you to contemporary marketing theory and practice and the importance of digital marketing in today's society. A research-led teaching philosophy informs the programme. The Programme gives opportunities for real life experience with links to The Chartered Institute of Marketing and professionals working in industry.

Guest speakers

We invite business leaders into the University to share their experiences with students including Visiting Professor of Marketing, Professor Anthony Patterson, University of Liverpool.

Learning from business professionals can be very useful if you’re not sure what career to pursue when you graduate. If you already have a plan for your career, these events are an excellent way to start building a network of business contacts.

Meet the team — MSc Digital Marketing and Analytics

• Kath Gooch Lecturer in Digital Marketing

View Kath Gooch profile

View all staff for MSc Digital Marketing and Analytics

Related courses

• MA Marketing
• MBA Master of Business Administration (Marketing)
• PgCert/PgDip Digital Marketing and Analytics