Postgraduate MSc
Digital Marketing and Analytics
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 now integral part of business. You 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 MSc Digital Marketing and Analytics course has a strong focus on marketing metrics and a large practical element. You'll apply theoretical knowledge and hit the ground running with top-end skills needed for digital campaigns for any business. Also available with an optional Placement.
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.
You take all compulsory modules and in your final term, you will choose one of our capstone modules, either 'The Digital Marketing Challenge' or the 'Professional Placement/Internship'.
The Professional Placement/Internship module will give you the chance to work in a business as part of your degree, getting real world experience alongside your learning. Whereas the Digital Marketing Challenge is the perfect module for you to prepare for a career as a consultant. You'll pitch solutions to real organisational problems and create a consultancy report, demonstrating your skills and knowledge.
Whichever option you choose, you will be engaging with real problems in real businesses, giving you crucial experience and expanding your network. So you can make rapid progress in your career.
Want to know how Digital Marketing Communication can boost engagement and build meaningful relationships with consumers?
This quest begins with the exploration of the three vital elements of the MarCom mix – Tools, Media and Content. Learn how tools such as immersive web advertising, digital PR, email marketing and website effectiveness can influence communications globally. See how different media can be used holistically across various digital touchpoints to formulate an Integrated Marketing Communication campaign. Reflect on the pivotal role of Content Marketing and Brand Storytelling in brand development. Assess contemporary media and grasp the significance of consumer-generated advertising in shaping brand narratives. Through the assessments you will evaluate operational approaches to devising, formulating and implementing a Digital Marketing Communications plan. Further, you will analyse issues that influence digital marketing communication and how these impact organisations, consumers and policy-makers. Join in deciphering the intricacies of digital marketing communication and discover how it shapes the ever-evolving dynamics of engagement and brand relationships.
Get ready to roll up your sleeves and dive into the world of website design, where you will craft your own digital masterpiece. By the end of this module, you will not just be knowledgeable; you will be a creator, a storyteller, and a digital architect. You will possess the skills to not only engage your audience with riveting content but also to design websites that leave a lasting impression. It is not just about boosting online visibility; it is about creating an online presence that resonates.
In our hyper-connected world, effective digital marketing requires a compass to guide businesses to cut through the noise on digital platforms and engage with their consumers. Thus, crafting a winning digital marketing strategy has become a cornerstone of modern business success. This module is your landing page to becoming a digital marketing strategist extraordinaire as you will master the essential components of digital marketing strategies, combining this with an in-depth understanding of online consumer behaviour. Through the classwork and assessments, you'll acquire the skills needed to develop digital marketing strategies that enhance the digital customer experience, align with ethical and environmental standards, and drive results sustainably. Upon completing this module, you will also emerge with the knowledge of Contemporary Marketing Technology tools. This expertise is not just a career advantage; it's your key to becoming a driving force in the digital marketing arena.
Dive into the exciting world of digital marketing tools with our hands-on module. You will roll up your sleeves and immerse yourself in the up-to-date applications such of Google Analytics, Google Ads, Google AdSense, SEO, and Facebook Ads. We are also throwing in an introduction to R programming. No more just theory; it is time for practical and hands-on sessions. Gain not just knowledge but real-world, applicable skills that set you apart in the digital arena. By the end of this journey, you will not just be familiar with digital marketing tools; you will be wielding them with finesse. It is not just about learning; it is about mastering the tools that define the digital landscape.
In this module, you will delve into the art of data visualization using Excel and SPSS master the intricacies of data mining, and unravel the power of content analysis through NVivo. This is not only your average data tutorial – this is a hands-on experience that equips you with the essential skills to navigate the vast landscape of data-driven marketing. By the end of this module, you will not just be familiar with data; you will be fluent in its language. Imagine making marketing decisions backed by data-driven insights, confidently steering strategies toward online marketing success. That is the level of proficiency you will achieve.
Learn about Customer Insights using systematic marketing research methods in a global business environment. The module focuses on exploring the different types of data marketers can utilise, and how marketing research fits into the marketing management process to create customer insights. After taking this module you will have the skills to understand and critically appraise the diverse forms of data that marketers have access to.
Get ready for captivating discussions on cutting-edge topics such as artificial intelligence, privacy, sustainability, and ethics. This module is an invitation to be at the forefront of marketing evolution. Join the module as we navigate the twists and turns of the marketing landscape, where each challenge becomes an opportunity, and each question sparks innovation. Let the exploration begin.
The Marketing Challenge module connects students to organisational case studies and challenges them via a student consultancy experience. Students will be working in small teams on a company problem presented to them their task will be to pitch a solution to the organization. Students will practice consulting, team-work, communication and self-reflection skills as part of this module.
Thinking about a career in a private sector? Or maybe you’re contemplating a career in the public or voluntary sector? Then this could be the module for you. This module builds on your previous subject specific learning, and enhances your understanding of how organisations operate in practice. You have the opportunity to gain experience whilst still on the postgraduate course and apply learning gained on the course. You will be able to reflect on the placement experience and how this relates to your academic knowledge. You will further enhance your critical thinking, communication, professional behaviours and resilience.
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. You can increase your career prospects through an optional short-term Professional Placement/Internship module as part of your degree, develop consultancy skills through our optional 'The Marketing Challenge' module or progress onto a 12-month optional Placement. You can even transform your idea into a business through the Business start-up Journey with Aspire. Our qualified careers practitioners provide support for up to three years after graduation.
For course aims and learning outcomes please see the course specification.
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, 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. You can increase your career prospects through an optional short-term Professional Placement/Internship module as part of your degree, develop consultancy skills through our optional 'The Marketing Challenge' module or progress onto a 12-month optional Placement. You can even transform your idea into a business through the Business start-up Journey with 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.
The 2025/26 annual tuition fees for this course are:
For details of when and how to pay fees and charges, please see our Student Finance Guide.
Tuition fees may be increased in the second and subsequent years of your course. Detailed information on possible future increases in tuition fees is contained in the Tuition Fees Increase Policy. 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.
Tuition fees may be increased in the second and subsequent years of your course. Detailed information on possible future increases in tuition fees is contained in the Tuition Fees Increase Policy. If you are uncertain about your fee status please contact information@kent.ac.uk.
You'll need regular access to a desktop computer/laptop with an internet connection to use the University of Kent’s online resources and systems. We've listed some guidelines for the technology and software you'll need for your studies.
Find out more about accommodation and living costs, as well as 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 40 in The Times Good University Guide 2025.
Fees and funding
Kent has risen 11 places in THE’s REF 2021 ranking, confirming us as a leading research university.
Accommodation
