Digital Marketing and Analytics - MSc

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Has there ever been a more critical time to understand digital marketing and how it can push a business to success?

Our CIM accredited MSc in Digital Marketing and Analytics gives students detailed theoretical knowledge and important practical skills to produce engaging and exciting digital marketing material across a range of platforms with a strong focus on developing a thorough understanding of using analytic techniques to measure success.

Overview

Tomorrow’s world has changed. In our physical distance, we are closer than ever, digitally. Business is even more global and customers are increasingly on the other side of a screen. It is paramount that we understand digital consumers of the future and captivate them with innovative digital marketing material that actually delivers.

Studying MSc Digital Marketing and Analytics at Kent Business School, develop a deep understanding of theories and methodologies across digital media platforms and become a seasoned expert in analytic techniques to measure effectiveness.

Our course has a strong focus on marketing metrics and a large practical element, allowing you to physically apply theoretical knowledge and hit the ground running with digital campaigns for real life businesses.

Studying at our historic Medway campus with close links to London, learn from our internationally recognised team of specialists at the top of research in their field.

Our MSc Digital Marketing and Analytics degree programme

Studying Digital Marketing and Analytics, you critically evaluate and apply to real digital marketing campaigns important topics in the field, such as understanding the digital consumer, digital media design, social media, data mining and digital marketing analytics.

Becoming part of Kent Business School, experience incredible opportunities to develop practical skills through in-class live case studies and visiting industry experts. Those who study this programme will also obtain the coveted Advanced Google Analytics certificate.

You will also have access to our ASPIRE centre, a purpose built entrepreneurial lab where you can develop, plan and launch your own start up business.

Our Digital Marketing and Analytics graduates leave the university with the skillset and contacts to pursue a sought-after career within the sector with a wide range of well-known and successful businesses and organisations.

The programme also allowed me to put my years of experience into learning the fundamental theories and frameworks of digital marketing as well as explore the analytical decision-making process further.

~ Aliaa Elshabrawy, MSc Digital Marketing and Analytics, 2020

Gain a competitive edge: industrial placement

Industrial placements are the perfect way for you to enhance your career prospects and deepen your understanding of your specific area of expertise. You will have the opportunity to put taught skills into practise and develop a network of industry professionals.

With the option to undertake the programme with an industrial placement this course offers you the opportunity to gain work experience in the UK or overseas. Placements are self-sought and can range from an additional 12 to 50 weeks. This would extend the normal 12 month Masters programme to a maximum of 24 months.

The School offers support to those students seeking an industrial placement, through extra-curricular engagement with our dedicated placements team. Our dedicated placement team can help you gain a suitable paid position and provide support throughout your placement.

Students considering this option should be aware that they will be required to successfully complete all stage 1 and 2 modules and that there may be additional costs for students in terms of visa extensions, Immigration Health Surcharge (IHS) and accommodation, for example.

What’s next?

If you want to learn more visit the Kent website where you can register for open events, take a virtual tour and explore our world.

If you have any further questions regarding the course or the application process please contact kbsadmissions@kent.ac.uk

You can apply for this postgraduate course online. Before you apply please check our information on how to apply and the documentation required to process your application.

About Kent Business School

Our School is proud to be in the top 1% of business schools globally to hold accreditations from three large business organisations:

Our programmes offer world-class business education enabling transformative learning experiences built around the School’s fundamental values of sustainable innovation and responsible management practice. Our students are at the heart of all considerations and through engaging teaching, world-class research, professional partnerships and an international community, we create an exciting atmosphere in which to learn and thrive.

All of our programmes at Kent Business School address the challenges of modern global business and we aim to meet industry demands of producing quality graduates by ensuring we unlock our students’ potential, expand their thinking and nurture their talent.

Entry requirements

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You are more than your grades

For 2022, in response to the challenges caused by Covid-19 we will consider applicants either holding or projected a 2:2. This response is part of our flexible approach to admissions whereby we consider each student and their personal circumstances. If you have any questions, please get in touch.

Entry requirements

A minimum of a second-class UK degree, or an equivalent internationally recognised qualification is accepted for this course. We encourage applicants from a marketing, business or management background, but other subject areas will be considered.

All applicants are considered on an individual basis and those 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.

All applicants are considered on an individual basis and additional qualifications, professional qualifications and relevant experience may also be taken into account when considering applications. 

International students

Please see our International Student website for entry requirements by country and other relevant information. Due to visa restrictions, students who require a student visa to study cannot study part-time unless undertaking a distance or blended-learning programme with no on-campus provision.

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.

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Course structure

Duration: 1 year full-time

This programme consists of 10 compulsory modules in Stage 1 with Stage 2 consisting of a piece of Digital Marketing and Analytics research.

Stage 1 aims to provide you with a range of topics to furnish expertise in digital marketing, covering areas including the digital consumer, digital and social media and design, data mining, digital marketing research and analytics across web marketing, social media and digital marketing,

Stage 2 consists of one piece of research. This allows you to apply the knowledge and skills developed throughout Stage 1, practically.

The MSc Digital Marketing and Analytics programme is available with an optional industrial placement, which will require you to complete the Industrial Placement Report.

Modules

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. 

Compulsory modules currently include

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

• Employability skills and career theory

• Personal skills analysis

• Management skills development

• Insights into Career opportunities relevant to course of study

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

• Finding your consultancy project/internship/industrial placement opportunity

Find out more about BUSN9123

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 design skills to support digital marketing activities. Contemporary social media issues and business cases will be introduced and discussed.

Indicative topics to be covered are likely to include:

• Applications of digital media tools and technologies

• 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

Find out more about BUSN9132

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

Find out more about BUSN9134

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.

Find out more about BUSN9135

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

Find out more about BUSN9136

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 offline marketing programmes and campaigns.

Indicative 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

Find out more about BUSN9137

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.

Find out more about BUSN9138

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.

Find out more about BUSN9139

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.

Find out more about BUSN9141

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.

Find out more about BUSN9142

Compulsory modules currently include

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.

Find out more about BUSN9133

Teaching and assessment

Teaching

 We use a variety of teaching methods, including:

  • lectures
  • small group seminars
  • group projects
  • presentations
  • expert speakers
  • company visits
  • computer-based workshops.

Classroom-based learning is supported by the latest online technologies and learning platforms.

Assessment 

Your progress on this course is assessed through a variety of means, including:

  • written examinations
  • essays
  • presentations
  • reports
  • projects
  • computer based quizzes.

Students wishing to undertake the optional industrial placement will be required to successfully complete all stage 1 modules. The Industrial Placement is assessed by the completion of the Industrial Placement Report.

Fees

The 2022/23 UK fees for this course are:

  • Home full-time £11400
  • EU full-time £15900
  • International full-time £21200

For details of when and how to pay fees and charges, please see our Student Finance Guide.

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 information@kent.ac.uk.

Your fee status

The University will assess your fee status as part of the application process. If you are uncertain about your fee status you may wish to seek advice from UKCISA before applying.

Additional costs

General additional costs

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

Funding

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.

We have a range of subject-specific awards and scholarships for academic, sporting and musical achievement.

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Independent rankings

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.

Research

Research areas

Kent Business School is a research-led business school. Our research strategy is developed around the core theme of sustainable innovation which cuts across the entire School. This theme can be seen as being divided into two sub-strands of research aimed at answering these main questions:

  • How can innovation that enables sustainable long-term economic growth be created and supported?
  • How can sustainable business practices improve environmental and social conditions?

Kent Business School advances knowledge through constant promotion and support of innovative research. We have an impact on wider society through extensive collaborations with external partners which range from other academic institutions to a variety of local, national and international businesses as well as the NHS. Within this wider context, our main strategic aim has been geared towards establishing ourselves as a leading institution for research in sustainable innovation.

Kent Business School is a global leader in research and develops a wide portfolio of research related activities including workshops, conferences and research seminar series. This has led to a large number of international collaborations and to over 200 co-authored papers with international partners.

Research groups

Accounting

Specialising in public-sector critical accounting and accounting history.

Finance

Looking into a wide array of financial issues from derivatives pricing to real-estate modelling.

Management Science

Innovating in wide-ranging topics such as operational research and systems thinking.

Marketing

Studying issues surrounding consumer behaviours, product development and maintaining value supply chains among others.

People, Management and Organisation

Specialising in improving human resource management, organisational behaviour and leadership.

Strategy and International Business

Helping in the development of innovative business strategies for business all over the world.

Research centres

Centre for Logistics and Heuristic Optimisation

Helping companies to solve complex strategic, tactical and operational problems.

Centre of Productivity and Workplace Performance

Contribute to the productivity debate and drive improvements at all levels; from the national economic output, to changes in the ways SME’s operate.

Centre for Quantitative Finance

Providing quantitative analysis of issues in the financial markets for businesses and policy makers.

TIME

Helping both academics and practitioners tackle the challenges emerging from the rapid development of new digital technologies

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.

Careers

Successful KBS graduates: graduate destinations

Our Digital Marketing and Analytics graduates find work in both financial institutions and general management in public and private sector management and consultancy both overseas and in the UK in a wide range of companies and organisations, including careers in digital marketing, mobile marketing, SEO account management, web analytics, marketing communications, search and social media in a range of consumer goods, business-to-business, consultancies and not-for-profit organisations.

Companies our graduates have gone on to work with, include:

  • Hitachi as Big Data Consultants
  • Press Group as Search Engine Optimisation Specialist
  • Canterbury Housing Advice Centre as Digital Marketing & Social Media Officer
  • European Green as Social Media Coordinator
  • Sparta Global as Data Analyst Consultant

Many of our students also stay local and find job opportunities regionally in small and medium firms or even set-up their own businesses as well-equipped entrepreneurs.

Embedded employability: developing career-enhancing skills

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.

Ongoing support: help finding a job

Kent Business School has an excellent international reputation and good links with businesses locally and globally. Our qualified careers practitioners provide support to all business postgraduate students for up to three years after graduation.

In addition, Careers and Employability Service at the University provide a comprehensive package of skills development training programmes, careers advice, volunteering and paid work opportunities to enhance your career prospects.

Professional recognition

Our Digital Marketing and Analytics MSc is accredited by CIM - The Chartered Institute of Marketing.

CIM is the leading body in the UK specialising in marketing, meaning our Master's is recognised and valued highly by employers all around the world.

Study support

A friendly and supportive environment

Kent Business School has a lively and active postgraduate community, brought about in part by our strong research culture and by the close interaction between our staff and students. Staff publish regularly and widely in journals, conference proceedings and books and embed their research in their teaching.

Taught students have regular contact with their course and module conveners with staff on hand to answer any questions and to provide helpful and constructive feedback on submitted work.

The Business School has an active and inclusive extra-curricular academic and social scene with guest lectures, talks and workshops organised by our academic staff, research centres and the ASPIRE team. You can catch up with our most recent Open for Business Seminar Series.

State-of-the-art facilities

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 new digital classrooms, a Bloomberg suite, seminar rooms, group learning room, a computer suite, quiet and general study areas, social spaces and a special reference collection of core textbooks.

Kent’s libraries offer over a million books, periodicals and journals, and we have subject-specific librarians to help you to secure access to the information you need.

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.

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.  

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Learn more about the applications process or begin your application by clicking on a link below.

Once started, you can save and return to your application at any time.

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Telephone: +44 (0)1227 827726

Fax: +44 (0)1227 761187

Email: kbsadmissions@kent.ac.uk

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