Postgraduate MSc
Digital Marketing and Analytics
Are you an analytical thinker with a creative flair that you could apply to marketing campaigns?
Accreditation
Are you an analytical thinker with a creative flair that you could apply to marketing campaigns?
From social media, website management and digital design, digital marketers are an integral part of 21st Century business. They require not only a head full of marketing ideas but the ability to work with data for the purpose of analysing marketing campaign effectiveness.
Our CIM-accredited MSc Digital Marketing and Analytics course has a strong focus on marketing metrics and a large practical element. It allows you to apply theoretical knowledge and hit the ground running with top-end skills needed for digital campaigns for any business. Also available with an optional Industrial Placement.
Watch our Postgraduate Placements video here.
You’ll learn about the digital consumer, digital and social media and design, data mining, digital marketing research and analytics across web marketing, social media and digital marketing. You will end your Master's with a detailed report with the support of a dedicated expert supervisor.
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.
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.
This course requires a Good level of English language, equivalent to B2 on CEFR.
Details on how to meet this requirement can be found on our English Language requirements webpage.
Examples:
IELTS 6.0 with a minimum of 5.5 in each component
PTE Academic 63 with a minimum of 59 in each sub-test
A degree from a UK university
A degree from a Majority English Speaking Country
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.
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.
In Stage 1 you will take all 10 compulsory modules. These modules are designed to give you a deeper understanding of strategic project management and make rapid progress across each topic.
In a digital world web and social media branding is essential in creating value. You'll explore contemporary social media issues and branding cases, and understand a range of digital media tools, user-centred digital design and management strategies. From designing strategic online messages to orchestrating comprehensive campaign plans for digital media, you'll develop your practical skills to address the challenges and opportunities across digital and social media. You'll demonstrate advanced critical knowledge and understand the unique characteristics of new media communication and platforms in various business and digital contexts.
Web analytics is essential in the creation and maintenance of a successful web marketing strategy. You'll practically apply cutting-edge tools and technologies for monitoring the performance of web-based marketing. From deciphering web server logs and understanding key web performance indicators to navigating the intricacies of online advertising, you’ll gain the practical skills essential for success in the digital era. Using a holistic approach, you’ll navigate not only the current trends but also the future of web analytics. Stay ahead in the digital marketing arena, where web analytics knowledge is the key differentiator in achieving success and ethical digital practices paramount.
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.
As social media becomes more and more important to our everyday lives, it also becomes more and more important for modern business. Understanding social media is a crucial skill businesses need to expand and grow. Through lectures, workshops and real world cases studies, you'll get hands-on with social media analytics and gain the knowledge, skills and confidence you need to decipher the digital landscape. Your use of cutting-edge tools and techniques such as text mining and sentiment analysis means you are able to thrive in a world of data-driven decision-making. You’ll finish this module as a proficient digital marketing strategist with expertise that will not just give you a competitive edge in tomorrow’s business landscape, it'll be your foot in the door to endless opportunities.
Digital and social media marketing is a dynamic and fast moving arena. You'll understand key concepts across analysis of the online marketplace, formulation of digital marketing strategy, the influence of digital technology on the digital marketing mix and planning campaigns for digital media. You’ll also understand how to utilise digital media platforms for marketing communications and evaluation and enhancement of digital channel performance, across both B2C and B2B digital marketing. You’ll critically evaluate and explain the implications of value generation through digital marketing from both theoretical and practical perspectives.
What is data mining? How does it shape decision-making? You'll understand data pre-processing, visualisation and exploratory analysis for insights into marketing activities. Understanding key marketing tasks such as segmentation and profiling data mining methods, application of predictive models in data mining for marketing and accessing and collecting data from the web, as well as text mining. You’ll be able to see the potential in data mining for acquiring marketing insights and aiding marketing decision-making.
We're living in the digital age. Experience the fusion of IT and marketing in the digital era. Explore cutting-edge IT trends that power and shape digital marketing. Embrace emerging technologies and acquire the essential technical knowledge of today’s digital marketer. You’ll craft results-driven strategies and examine future trends, elevating your skills and harnessing technology to manage success.
In today's digital age, information is power, and for marketers, data is the key to unlocking endless opportunities. You'll explore digital marketing from both the perspectives of marketing and technology so you can harness the power of data to drive successful marketing campaigns. Through interactive workshops and collaborative group discussions, you'll develop the practical skills needed to conduct effective digital marketing research, transform raw data into actionable intelligence, and use this knowledge to drive marketing strategies that deliver measurable results. This means that when launching your career, you will have a key advantage in navigating the digital marketing landscape and securing a role where you can thrive.
As businesses embrace digital marketing as a tool to reach key audiences and deliver results, they need experts in strategy and planning to give their campaigns an edge and ensure they are successful. Through collaborative projects and hands-on workshops you'll become the kind of expert businesses are looking for. You’ll gain the skills, knowledge and confidence needed to develop, deliver and refine digital marketing strategies to drive results and enhance brand visibility in a competitive landscape. Being a leader in digital marketing gives you the edge that makes employers sit up and take notice, not only ensuring you’ll jump into a successful and exciting career, but you’ll be a driving force in the field.
'Do your research' is a phrase we are all familiar with. But how can we trust the sources we draw on? In an information-rich environment, how can you ensure that the research you do stands out from other sources of knowledge and is seen as trustworthy and valuable?
You'll build understanding of who you are as a researcher and the type of research that is valued in both academic and professional settings. You'll gain the knowledge you need to build a research project from an idea into a mature investigation that can make a novel contribution to broader research debates. Study how to craft research questions, build a sample of respondents, work with databases, design data collection tools, perform quantitative and qualitative analyses of data and communicate your results to the wider world.
Learn how to use an array of research tools to create world-leading research and become known as an innovative and dynamic researcher driving growth and positive change.
In Stage 2 you will complete your Digital Marketing Report. This is a fantastic example of your skills, knowledge and insight to show employers after you graduate.
Digital marketing is all around us. You'll understand qualitative and quantitative methodologies within the framework of marketing research. This includes recognising digital marketing management challenges and creating pertinent research objectives, conducting a literature review and crafting a theoretical framework as well as adhering to research ethics and considering sustainability perspective. You’ll also understand how to identify sources for digital marketing data collection, employing qualitative and quantitative methods and conducting data analysis. This will allow you to deliver a comprehensive digital marketing report, to the standards of modern business practice.
We use a variety of teaching methods, including:
Classroom-based learning is supported by the latest online technologies and learning platforms.
Your progress on this course is assessed through a variety of means, including:
This course embeds employability into our teaching, learning, and assessment practices. We work with employers and industry partners in order provide all of our students with exceptional career development support and opportunities to develop skills, knowledge, and experiences to thrive in their future careers.
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. As part of the course, you may wish to undertake an Industrial Placement or opt for an In-Company Scheme to work on a real business case study as part of your capstone Research project. Go on our Business Start-up Journey and transform your idea into a business through ASPIRE. Our qualified careers practitioners provide support for up to three years after graduation.
Our lively and active postgraduate community is brought about in part by our strong research culture and by the close community between our staff and students. Staff publish regularly and widely in journals, conference proceedings and books and embed their research in their teaching.
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. Also, all students on our postgraduate courses take part in our ‘Ambition in Motion’ programme – a set of supportive workshops which ensure that students are progressing through their learning journeys smoothly.
You can also get involved with extra-curricular academic and social activities with guest lectures, talks and workshops organised by our academic staff, research centres and the ASPIRE team.
Our Canterbury campus provides a welcoming environment and a close-knit student community. Kent Business School is based within the Sibson Building which opened in 2017 and its impressive design won the RIBA Regional and National Award. It houses well-equipped lecture and seminar spaces, as well as breakout spaces for group work, Bloomberg suite, computer labs, a dedicated MBA suite, and our ASPIRE Lab Space. There is also a cafe on site.
The School is conveniently located at the University of Kent’s campus, close to continental Europe and with easy access to London. World-famous Canterbury Cathedral is situated in the heart of the historic city centre, just a 25-minute walk or a short bus ride.
Kent Business School has close links with: Universität Innsbruck; Beijing Normal University - Bay Area International Business School; ESSEC Business School; Neoma Business School; Rennes Business School; EBS Universität für Wirtschaft und Recht; Freie Universität Berlin; City University of Hong Kong; Hong Kong Baptist University; University of Hong Kong; Institut Teknologi Bandung (The Bandung Institute of Technology); Università Carlo Cattaneo in Castellanza; Università degli Studi di Bologna; Università degli Studi di Firenze (University of Florence); IE Madrid; Stockholm University.
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.
Our world-class academics influence management strategies and practices world-wide through our outstanding research projects and direct involvements with industry. We address some of the biggest challenges of our time such as sustainability and responsible leadership to drive progress and create better business globally.
At its core, our research strategy is about delivering a sustainable tomorrow - a theme that Kent Business School embodies in all areas. We want to answer the big 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? These are the problems we are here to solve.
We are global leaders advancing knowledge through constant collaboration and promotion of innovative research. We collaborate with local, national and international business, but we don't stop there. We have forged partnerships with other academic institutions and organisations such as the NHS. This wider focus allows us to advance towards our goal of a sustainable tomorrow.
Research Departments
Department of Accounting and Finance – The Department enjoys a significant international presence and reputation in several fields, including critical accounting, accounting history, sustainability accounting, corporate finance, banking and options pricing and performance.
Department for Analytics, Operations and Systems – The Department offers world class education and conducts internationally leading research in operational research, data analytics, operations management, information systems and sustainability.
Department of Marketing, Entrepreneurship and International Business – The Department brings together experts in the areas of three key management disciplines promoting interdisciplinary teaching and research as well as cross interdisciplinary knowledge exchange.
Department of Leadership and Management – The Department is a cross-disciplinary community dedicated to tackling complex business and societal challenges. Our teaching and innovative research encompasses the economic, psychological, social, political, and technological contexts in which organisations operate worldwide.
Research centres
The Centre for Logistics and Sustainability Analytics – The Centre helps companies to address a wide range of transport, logistics, and supply chain problems with sustainability considerations.
The Centre for Productivity and Workplace Performance – The Centre contributes to the evidence base for competitiveness, environmental growth, regional productivity, technology and innovation.
The Centre for Quantitative Finance – Providing quantitative analysis of issues in the financial markets for businesses and policymakers.
Dynamic Publishing
Staff publish regularly and widely in journals, conference proceedings and books. Among others, they have recently contributed to: Journal of Corporate Finance, British Journal of Management, Organizations and Society, European Journal of Operational Research, Journal of Environmental Management, Financial Accountability & Management, Journal of Banking and Finance, Management Science, Transportation Science, International Journal of Operations and Production Management, British Journal of Management, Journal of Business Venturing, Entrepreneurship, Theory and Practice, British Journal of Management, Journal of International Business Studies, Journal of World Business, Research Policy, European Journal of Operational Research, European Journal of Marketing, International Journal of Research in Marketing, International Marketing Review.
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. As part of the course, you may wish to undertake an Industrial Placement or opt for an In-Company Scheme to work on a real business case study as part of your capstone Research project. Go on our Business Start-up Journey and transform your idea into a business through ASPIRE. Our qualified careers practitioners provide support for up to three years after graduation.
Our careers and employability support at Kent Business School is designed to make sure you are ready to hit the ground running when you graduate, when you study with us you can expect:
Additionally, the Postgraduate Employability Edge programme, available to postgraduate students at Kent Business School takes place from Welcome Week until the end of your studies and is designed to enhance your career prospects further.
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:
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.
Accredited by CIM (Charted Institute of Marketing) - the leading body in the UK specialising in marketing, meaning our master's degree is recognised and highly valued by employers all around the world.
The 2024/25 annual tuition fees for this course are:
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.
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.
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.*
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.
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:
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.
Next steps
Learn more about the application process or begin your application by clicking on a link below.
You will be able to choose your preferred year of entry once you have started your application. You can also save and return to your application at any time.
Supporting your success
Kent ranked top 50 in The Complete University Guide 2024.
Fees and funding
Kent has risen 11 places in THE’s REF 2021 ranking, confirming us as a leading research university.
Accommodation
