Course summary

The MSc in Digital Marketing and Data Analytics is designed to prepare you for success in a rapidly evolving and technology-driven marketing landscape. The programme develops advanced knowledge across digital strategy, analytics, content creation, and customer insight, while strengthening your critical thinking and problem-solving skills. You will build practical expertise in data analytics, social media management, content production and digital marketing tech stacks, alongside a strong understanding of ethical, sustainable and values-led practice. By combining theory with hands-on learning, the course equips you with the creative, analytical and technical capabilities needed for future-focused digital marketing roles across a wide range of industries. The digital marketing sector continues to grow at pace. UK digital ad spend has surpassed £15.7 billion (IAB UK, 2022), while globally the digital advertising and marketing market is projected to reach $786.2 billion by 2026, highlighting the scale of opportunity for skilled professionals. With 73% of UK businesses identifying data-driven marketing as essential to their success, and digital marketing ranked among the top 10 most in-demand skills (LinkedIn, 2023), employers are increasingly seeking graduates who can work confidently with analytics, automation, attribution modelling and AI. A CIM survey also found that 70% of UK marketing leaders report a shortage of digital skills in their teams. This programme has been designed to help close that gap by providing the applied skills, technical understanding and industry insight required to excel. Our programme will be accredited by the Chartered Institute of Marketing (CIM), providing international recognition and access to additional resources and professional development opportunities. You will be assessed through authentic, industry-based tasks such as creative decks and presentations, campaign assets, strategic reports and hands-on data analysis, enabling you to develop the workplace-ready skills that employers value. Throughout your studies, you will apply your learning to real marketing challenges, developing strengths in data interpretation, measurement, attribution, insight generation and decision-making. You will graduate confident, capable and ready to lead in the global digital marketing and analytics profession.