Course summary

The MSc Digital Marketing and Analytics is a one-year full programme that prepares students for the data-driven marketing landscape by combining strategic marketing expertise with digital and analytical capabilities. This specialised programme encompasses a wide range of contemporary modules including digital marketing principles and practice, consumer behaviour in the digital age, marketing analytics, digital business strategy and generative AI and business intelligence. Students also have the opportunity to customise their own learning through optional modules such as Social Media and Reputation Management and AI Frontiers. Students will develop proficiency in leveraging analytics tools and creating evidence-based marketing solutions that drive measurable business impact. Through applied learning including industry projects and capstone research, the programme equips marketing graduates with the technical and strategic competencies required to lead digital transformation initiatives and optimise marketing performance in contemporary organisations.