Digital Marketing and Analytics

Digital Marketing and Analytics - MSc


Digital Marketing and Analytics MSc provides an advanced conceptual knowledge and understanding of the value of digital marketing in contemporary organisations.



The programme is delivered by the world-renowned Kent Business School (KBS). You learn up-to-date practices in key digital marketing disciplines, including:

  • online marketing strategy
  • web analytics
  • web applications
  • creativity and design
  • digital marketing strategy and communications.

Develop the ability to apply key marketing and management theories, through the development of cognitive, critical and intellectual skills, research skills and relevant personal and interpersonal skills. On successful completion of the programme, you will have the skillset to pursue a career in digital marketing and data analytics.

Funding opportunities

Business School has a wide range of funding opportunities for postgraduate students, which include scholarships, bursaries, the Double Loyalty Scheme for University of Kent undergraduates and the KBS Early Bird Scheme. The Early Bird equates to a 10% discount on tuition fees.

For more information on funding available from the University of Kent, please visit the Student Funding page.

Exchange partners

Kent Business School has excellent links with business schools globally, including in China, USA, Hong Kong, France, Germany, Spain, Sweden and Italy. Our wide array of exchange partners give you the opportunity to gain international experience. Our partners are committed to enhancing their international outlook while providing excellent teaching. You will gain invaluable work experience, develop your understanding of a new culture and improve your language skills.

Our exchange partners include these top ranked institutions amongst others:

  • University of Technology, Sydney
  • Renmin University of China, School of Business
  • University of Hong Kong
  • Neoma Business School
  • Freie Universitat Berlin
  • University of Florence
  • IE Madrid University
  • Stockholm Business School
  • Georgetown University.

About Kent Business School

With over 25 years’ experience delivering business education, Kent Business School is ranked as a top 30 UK business school, both for the standard of our teaching and student satisfaction. Our portfolio of postgraduate programmes demonstrates the breadth and depth of our expertise. Academic research and links with global business inform our teaching, ensuring a curriculum that is relevant and current. We also hold a number of accreditations by professional bodies.

Studying at Kent Business School (KBS) gives you the opportunity to increase your employability with real-life case studies, a student council and a business society. We have strong links to local and national organisations providing opportunities for projects, internships and graduate placements. The School attracts many high-profile speakers from industry and last year included visits and lectures from staff of the Bank of England, BAE Systems, Barclays, Lloyds Insurance, Cummins, Delphi and Kent County Council.

National ratings

In the Research Excellence Framework (REF) 2014, we were placed 25th (out of 101 institutions) in the UK for research intensity in business and management studies and 98% of our research was judged to be of international quality. The School’s environment was judged to be conducive to supporting the development of research of international excellence.

The School was also ranked 24th for its breadth and depth of research across the whole community of research active staff by the Association of Business Schools.

Course structure

This programme is studied over one year full-time and consists of ten compulsory modules. There are no optional modules on this programme. Stage 1 comprises modules to a total of 135 credits and Stage 2 comprises a 45 credit dissertation module.


The following modules are indicative of those offered on this programme. This list is based on the current curriculum and may change year to year in response to new curriculum developments and innovation.  Most programmes will require you to study a combination of compulsory and optional modules. You may also have the option to take modules from other programmes so that you may customise your programme and explore other subject areas that interest you.

Compulsory modules currently include Credits

The Internet and web applications have fundamentally changed nearly every aspect of our daily lives. Marketing practitioners have shifted their efforts online. This module aims to help students recognise the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web based marketing activities.

Topics to be covered are likely to include: Introduction to web analytics and web data driven marketing; Web server log analysis; Web metrics and key web performance Indicators; Web monitoring and trends analysis; Dashboard design; Navigation analysis; Online advertising; Future trends of web analytics

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This module examines the key factors that influence the digital consumer, including social networks and virtual communities. It identifies the importance of developing campaign content aimed at specific market segments and how campaigns can be measured. Topics to be covered are likely to include: Introduction to consumer behaviour across cultures; The digital marketplace and its impact on consumers; Online consumer behaviour; e-CRM and managing the customer experience; Generational differences in digital responsiveness; the psychology of Internet behaviour and communication; democracy in the digital age: the rise of digital political marketing.

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Social media not only provides practitioner with a means of communicating with their customers, but also a way to better understand their customers. This module helps students to explore multiple social media platforms for data collection and apply analytical methods to convert social media data to digital marketing insights.

Topics to be covered are likely to include: Basics of social media and the role and structures of social media conversations; Collecting and extracting social media data; Social media data analysis, visualisation, and exploration; Key metrics used for analysing social media; Social media case studies; Methods for identifying trends in social data; Theories of social networks

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This module introduces students to the fast-moving world of digital marketing technologies and their applications. It presents theoretical frameworks and models which are relevant to digital marketing practice. It examines the development of supporting technologies for digital marketing and explores digital channels and their suitability for inclusion for effective integrated online and off line marketing programmes and campaigns.

Topics to be covered are likely to include: Introduction to digital and social media marketing; Online marketplace analysis; Digital marketing strategy; The impact of digital media and technology on the marketing mix; Relationship marketing using digital platforms; Delivering the online customer experience; Campaign planning for digital media; Marketing communications using digital media platforms; Evaluation and improvement of digital channel performance; B2C and B2B digital marketing practice.

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This module covers data mining techniques and their use in marketing decision making. In this module students will gain practical experience and will critically apply software commonly used in contemporary organisations to support marketing strategies based on marketing data.

Topics to be covered are likely to include: Introduction to data mining (e.g., cluster analysis, PCA/factor analysis) for digital marketing; Data pre-processing, visualisation and exploratory analysis used to provide insight into marketing activities; Key marketing tasks: e.g., segmentation, profiling; Data Mining Methods for Classification; Data mining predictive models and their application; Accessing and collecting data from the Web and introduction to text mining; Web-analytics and data mining models in real-world applications.

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Marketing has become a digital process, blurring the lines between IT and marketing, and making IT an essential ingredient. Technology is becoming the fundamental essence for supporting digital marketing activities. This module aims to introduce the emerging and on-going IT trends and the applications of these technologies.

Topics to be covered are likely to include: Micro and Edge computing environments; IT applications and customer experience; Decision support systems; Internet of Things (IoT); Blockchain technology; Cyber security; Cloud computing; Social technology; Virtual reality.

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Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This module aims to develop understanding on how organisations can implement digital marketing capabilities into strategic marketing planning. Topics to be covered are likely to include: Introduction to twenty-first century marketing; The changing micro- and macro- online market environment; Segmentation, targeting and positioning strategies in online markets; Forecasting future online market demands and requirements;E-commerce and online trading; Strategic online customer analysis and management; Strategic alliance and networks; Digital marketing plan establishment; Digital marketing project management and implementation; Corporate social responsibility; New product development.

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In day-to-day life, consumers and companies generate large amounts of data all over the web that could provide valuable and useful business insights. Digital marketing research is the process of harnessing the Internet data and putting the data to meaningful use. Digital marketing research provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and problems, to initiate marketing action, and to improve marketing performance. This module aims to provide students with an understanding of the methods used in digital marketing research, and their roles in supporting marketing decisions. The module addresses the stages of the digital marketing research process, from identification of the problems and definition of the research objectives, to the presentation, visualisation and interpretation of research findings.

Topics to be covered are likely to include: Digital marketing research process and contemporary digital marketing topics; Introduction to digital marketing data sources and data collection tools; Qualitative digital marketing data analysis methods; Quantitative digital marketing data analysis methods; Measurement, scaling and online questionnaire design; Introduction to online analytics solutions (e.g., Google analytics);Ethical issues in digital marketing studies.

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This module aims to develop the skills and knowledge necessary for enhanced employability. Subjects covered will typically include:

• Employability skills

• Personal skills analysis

• Management skills development

• Insights into Business Management Career opportunities

• Navigating the job application process: Psychometric tests, interviews, assessment centres, and presentations

• Finding your consultancy project/internship

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Social media and information applications are transforming business. This module introduces students to the practice and strategy development of digital and social media design. The module uses a practical approach; students will learn and apply interactive technologies and web-based social media management tools to support digital marketing activities. Contemporary social media issues and business cases will be introduced and discussed.

Topics to be covered are likely to include:

• Applications of digital media tools and technologies, and user-centered web design and management

• The challenges and opportunities of digital social media

• Interactive online/Internet marketing activity implementation strategy and planning

• Designing strategic online messages, campaign planning for digital media

• Social media campaign management

• eWOM management

• Mobile technologies and social media

• Social media analytics and tools

• Economic, cultural and political factors that influence online social media design

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Compulsory modules currently include Credits

This module will focus on both qualitative and quantitative approaches to digital marketing research and allows students to gain knowledge of the various research techniques and research design issues. Subjects covered will typically include: Identification of digital marketing management issues and relevant research objectives; Literature review and theoretical framework development; Research ethics; Digital marketing data collection sources; Qualitative and quantitative methods and data analysis; Writing and presenting a digital marketing report.

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You gain much more than an academic qualification when you graduate from Kent Business School – we enhance your student experience and accelerate your career prospects.

In today’s business climate employers are increasingly demanding more from new employees, we are therefore proud that they continually target our graduates for their organisations across the globe. Employers respect our robust teaching and reputation for delivering international business expertise, leading global research and an outstanding international learning experience.

From the moment you start with us, our efforts are focused on helping you gain the knowledge, skills and experience you need to thrive in an increasingly competitive workplace.

Professional recognition

Kent Business School have partnered with the Chartered Institute of Marketing (CIM), the leading professional body for marketers worldwide, to give you the unique opportunity to gain highly sought after CIM qualifications alongside the MSc in Digital Marketing and Analytics through their Graduate Gateway.

Kent Business School is a member of the European Foundation for Management Development (EFMD) and the Chartered Association of Business Schools (CABS); and the Kent MBA is an Association of MBAs (AMBA) accredited programme.

In addition, KBS has accredited programmes with the following professional bodies:

  • The Chartered Institute of Personnel and Development (CIPD)
  • The Chartered Institute of Logistics and Transport (CILT)
  • The Chartered Institute of Procurement and Supply (CIPS)
  • The Chartered Institute of Marketing (CIM)
  • The Chartered Management Institute (CMI)
  • The Professional Risk Managers’ International Association (PRMIA)
  • The Global Association of Risk Professionals (GARP)
  • The Association of Chartered Certified Accountants (ACCA)
  • CFA Institute

KBS is a signatory of the United Nation's Principles for Responsible Management Education (PRME), which provides a global network for academic institutions to advance corporate sustainability and social responsibility.

Study support

Postgraduate resources

Each postgraduate student is assigned a specific member of academic staff who acts as your first point of contact throughout your studies. There is a lively postgraduate community at the School, with plenty of space to relax and interact with your fellow students and our academic staff.

The Sail and Colour Loft is Kent Business School's home on our Medway campus. This historic 18th-century building was renovated and adapted to create a unique learning and teaching space.

The Loft features six seminar rooms, a group learning room, a computer suite, quiet study areas, student social spaces and a special reference collection of core text books. Kent’s libraries offer over a million books, periodicals and journals, and we have subject-specific librarians to help you secure access to the information you need.

We also offer excellent teaching facilities with tailor-made specialist resources. Postgraduate students can access a range of specialist software packages used in quantitative analysis and in finance. Most academic schools have specific study areas for postgraduates and there is also a general postgraduate common room with work area.

An international focus

Kent Business School has more than 60 internationally recognised academics from 22 different countries. Most of our teaching faculty are involved with researching the latest issues in business and management, working with organisations to provide new insight for business leaders and policymakers. Their knowledge and findings feed into the programmes to ensure they are both cutting-edge and globally relevant.

Worldwide partnerships

Kent Business School has close links with: ifs (Institute of Financial Services); dunnhumby, who partners the Consumer Insight Service in the Centre for Value Chain Research; Hong Kong Baptist University, with whom we offer a joint Master’s programme in Operational Research and Finance Business Statistics; University of Castellanza (Italy); Audencia Nantes Business School (France); Aarhus School of Business and Social Sciences (Denmark); Universiti Teknologi Malaysia; University of Ingolstadt, Bayern (Germany); City University of Hong Kong; Renmin University of China, School of Business.

Dynamic publishing culture

Staff publish regularly and widely in journals, conference proceedings and books. Among others, they have recently contributed to: Critical Perspectives on Accounting; Quantitative Finance; Human Resource Management Journal; Journal of Product Innovation Management; European Journal of Operational Research; and Psychology & Marketing.

Global Skills Award

All students registered for a taught Master's programme are eligible to apply for a place on our Global Skills Award Programme. The programme is designed to broaden your understanding of global issues and current affairs as well as to develop personal skills which will enhance your employability.  

Entry requirements

Qualification requirements

Students who wish to apply for a higher degree should have a good honours degree from the UK (minimum 2:2) or equivalent internationally recognised qualifications in a business, management or marketing related discipline.

Applicants without an honours degree may also be considered on the basis of work experience, professional qualifications and the relevance of the programme to their current professional role.

English language requirements

For detailed information see our English language requirements web pages. 

Please note that if you are required to meet an English language condition, we offer a number of pre-sessional courses in English for Academic Purposes through Kent International Pathways.

All applicants are considered on an individual basis and additional qualifications, professional qualifications and experience will also be taken into account. 

International students

Please see our International Student website for entry requirements by country and other relevant information for your country.  Please note that international fee-paying students cannot undertake a part-time programme due to visa restrictions.

English language entry requirements

The University requires all non-native speakers of English to reach a minimum standard of proficiency in written and spoken English before beginning a postgraduate degree. Certain subjects require a higher level.

For detailed information see our English language requirements web pages. 

Need help with English?

Please note that if you are required to meet an English language condition, we offer a number of pre-sessional courses in English for Academic Purposes through Kent International Pathways.

Research areas

Research activities at Kent Business School are broadly organised into six areas;

Research in our Marketing group cuts across four main domains including, marketing strategy and performance; product development and innovation; buyer behaviour; and the management of supply (value) chains and market delivery systems. Projects cover a wide range of themes ranging from the marketing department’s influence on organisational performance, determinants of marketing innovation, brand and product development success, and pricing, advertising and distribution effectiveness, to marketing information/decision-support systems utilisation, value co-creation by open innovation, and consumer evaluation and processing of product communications.

The group has a long tradition in its focus on the food industry which has complemented its aim of promoting empirical, international and interdisciplinary research to enhance marketing theory and practice. Ongoing and future projects will continue to extend its sectoral foci to emerging market economies, high-technology and new (social and digital) media environments. In addition, the group’s empirical and policy-oriented work is supported by the strong links with industry and an international network of research partners.

Staff research interests

Full details of staff research interests can be found on the School's website.

Dr Marian Garcia: Professor

Crowdsourcing; open innovation; online communities; co-creation; value creation; food industry; innovation performance; customer-valuefocused innovation.

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Dr Des Laffey: Senior Lecturer in e-Commerce

Search engines; comparison websites; social media; online gambling; new venture creation.

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Dr Ben Lowe: Professor

Consumer behaviour; pricing; reference price; innovation acceptance; innovation; water consumption; virtual health communities; nutrition labelling.

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Dr Dan Petrovici: Senior Lecturer in Marketing

Marketing communications (advertising, product placement, sponsorship), cross-cultural marketing (validation of marketing models across cultures) and consumer behaviour (consumer processing of health-related information, behavioural change, interactions between advertising, personal values and pester power).

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The 2019/20 annual tuition fees for this programme are:

Digital Marketing and Analytics - MSc at Medway:
UK/EU Overseas
Full-time £10480 £18400

For students continuing on this programme fees will increase year on year by no more than RPI + 3% in each academic year of study except where regulated.* If you are uncertain about your fee status please contact

General additional costs

Find out more about general additional costs that you may pay when studying at Kent. 


Search our scholarships finder for possible funding opportunities. You may find it helpful to look at both:

Chevening scholarships

This programme attracts many applications from Chevening scholars. Chevening is the UK Government’s international awards scheme aimed at developing global leaders, and Kent is a Chevening partner. 

For details of the funding available, see our Chevening Scholarships page.