Digital Marketing and Analytics MSc
Why choose this course?
In the age of advanced technology, increased digitisation and rapid changes in the digital business environment, few business functions have had to evolve as profoundly as marketing.
This exciting course will equip you with the in-demand skills to make an immediate effective contribution to roles within digital marketing and analytics.
You will develop a strategic and practical understanding of value creation, customer relationship management and marketing communications – among other key marketing practices – through the lens of digital. You will explore the impact that big data, automation, AI and emerging technologies have on businesses' abilities to influence consumer and marketing decisions.
| Mode | Duration | Start date |
|---|---|---|
| Full time | 1 year | September 2025 |
| Full time | 2 years including professional placement | September 2025 |
| Main Location | Kingston Hill |
Reasons to choose Kingston University
- Kingston Business School is one of only 6% of the world's business schools to be accredited by AACSB International.
- You will gain in-depth knowledge across all key areas of digital marketing, including strategy, tools, analytics, buyer behaviour, and market research.
- You will explore emerging technologies like AI, machine learning, and programmatic advertising, keeping you ahead in the fast-evolving digital landscape.
- You will have the opportunity to work with real clients on exciting projects, and hear best practice from experts at companies such as Coca-Cola, Samsung, TikTok, Royal Mail and John Lewis.
- You will develop the ability to create, execute, and optimise digital marketing strategies that drive results in today's competitive market.
About the Department of Strategy, Marketing and Innovation
The Department of Strategy, Marketing and Innovation comprises passionate and enterprising academics from a diverse range of backgrounds. Our undergraduate and postgraduate qualifications bring together research, practitioner insights and teaching expertise in the disciplines of marketing, international business, entrepreneurship, strategy and innovation.
Our courses are truly experiential, providing you with opportunities to undertake company visits, attend networking events and hear best practice from industry guest speakers.
Kingston Business School Accreditations
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 5% of the world's business schools and recognises the high quality and standard of our business degree offerings.
After you graduate
You will graduate ready for a wide range of roles, such as:
- Digital marketing manager/strategist
- Social media marketing manager
- Web analyst
- Content marketing manager
- Search marketing strategist.
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.
Specialist careers support
You will take part in an Assessment Centre Experience, providing the opportunity to experience the pathway to employment with tailored feedback to help develop your employability skills for the world of graduate employment.
- 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
Kingston Business School: be who you want to be
What you will study
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
Year 2 (optional placement year)
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
Digital Marketing Strategy
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.
Digital Marketing Tools
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.
Buyer Behaviour
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.
Marketing Analytics
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.
Market Research and Data Analysis
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
Digital Marketing Dissertation
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.
Consultancy Project
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.
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
Professional Placement module
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.
All modules are underpinned by current theory, utilising 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.
At Kingston Business School we lead
Entry requirements
Teaching and assessment
Who teaches this course?
You will be taught by an experienced teaching team whose expertise and knowledge are closely matched to the content of the modules on this course. The team includes senior academics and professional practitioners with industry experience. The following group of staff members are currently involved in the delivery of different elements of this course. This pool is subject to change at any time within the academic year.
Fees for this course
Additional costs
Depending on the programme of study, there may be extra costs not covered by tuition fees. Students will need to consider these costs when planning their studies. Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, access to shared IT equipment and other support services. Accommodation and living costs are not included in our fees.
Where a course has additional expenses, we make every effort to highlight them. These may include optional field trips, materials (e.g. art, design, engineering), security checks such as DBS, uniforms, specialist clothing or professional memberships.
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. Course changes explained.
Programme Specifications for the course are published ahead of each academic year.
Regulations governing this course can be found on our website.
