Digital Marketing with Data Analytics MSc/PGDip/PGCert

Postgraduate

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Enhance your marketing-related knowledge, business understanding, critical thinking, and skill sets, to prepare you for a successful career in marketing with specialisation in digital marketing with data analytics.

Year of entry

2024-25 2025-26

Location

Coventry University London (City of London)

Study mode

Full-time

Duration

1 year full-time
18 months Extended Professional Practice

Course code

LONT060 (Digital Marketing with Data Analytics MSc)
LONT061 with Extended Professional Practice

Start date

January 2025

How to apply

Book an Open Day

Download a prospectus

Course overview

MSc Digital Marketing with Data Analytics aims to reflect the digitalisation of contemporary marketing and business activities and help graduates for global citizenship, employability, and continuous career development.

Gain the knowledge, skills sets (cognitive, practical, and transferable) and business awareness required for a successful career in marketing
Develop a high level of transferable skills relevant to the current work environment that allows you to gain analytical and practical tools to examine complex marketing issues within a global context.
Study the 18-month Extended Professional Practice route, to gain more practical insights and in-depth experience. See the module section for more details.

Global ready

An international outlook, with global opportunities

Icon of human figure in front of a whiteboard

Teaching excellence

Taught by lecturers who are experts in their field

Employability

Career ready graduates, with the skills to succeed

Why you should study this course

Professional accreditation and recognition¹

Gain a professionally recognised Chartered Management Institute (CMI) Level 7 Certificate in Strategic Management and Leadership Practice, subject to the successful completion of the CMI accredited Professional Development module.

London location

Living, studying, and even working in London can give you extraordinary exposure to marketing in many shapes and forms. The location gives you ready access to observe world-leading and innovative practice relevant to your degree.

Industry insight

The course is taught by experts in business, from both academic and professional backgrounds (please note staff are subject to change). There are extensive links to industry through networking events, client-based projects, and an exciting programme of industry speakers, subject to availability².

Real world experience

For more in-depth experience, you can also choose to study this course over 18 months which includes a period of Extended Professional Practice. You will explore what you’ve learnt in more detail through professional experiences with a host organisation or in a campus-based professional experience².

Prepare for your future²

Your learning will be very much applied, ensuring that it relates directly to your chosen industries and to the workplace, and your tutors will aim to create opportunities for experiential learning. Teaching and assessments are often work-based, and could include case studies, simulations, presentations, live projects for clients, work experience, field trips, company visits, and guest lectures².

Accreditation and professional recognition

Chartered Management Institute (CMI)

As part of this course, you will undertake a professional development module currently accredited by the Chartered Management Institute for the 2024-25 intake. Upon successful completion of this module (achieving a pass grade), you will be eligible for the CMI Level 7 Certificate in Strategic Management and Leadership Practice at no additional cost.

Coventry University’s accreditation with CMI is currently ongoing for the relevant modules and is regularly reviewed and monitored by the CMI through its quality systems.

What you'll study

This course provides you with the core knowledge, understanding and skill sets to operate successfully within a marketing-related operation and learn specialised fundamentals in a digital context. We aim to link theory to practice providing up-to-date context and understanding of how marketing operates within the contemporary corporate world.

Courses

Digital Marketing with Data Analytics MSc (LONT060)

Compulsory

Digital Marketing with Data Analytics PGDip (LONT060)

Compulsory

Digital Marketing with Data Analytics PGCert (LONT060)

Digital Marketing Strategy - 15 credits
This module aims to enable you to develop the skills needed in the new digital landscape to implement engaging marketing strategies.
Buyer Behaviour in the Digital Era - 15 credits
This module is designed to help you investigate key consumer behaviour theories and how they have changed with the introduction of digital marketing. As a future marketer, you will be expected to develop marketing plans, which include identification of customers and their journey, and customer relationship management.
Data Analytics for Digital Marketers - 15 credits
This module aims to help you examine the role of digital marketing metrics within an organisation (such as Apple, H&M, River Island and British Airways.) and apply a range of measurement techniques, which can enable organisations to achieve marketing insights and strategic decision-making.
Creativity and Brand Storytelling - 15 credits
This module aims to give you the opportunity to conceptualise the contemporary model of business particularly dual transformation; experiential and digital marketing; and the theories and practices of brand storytelling for successful digital branding.

Compulsory

Digital Marketing with Data Analytics MSc with Extended Professional Practice (EPP) (LONT061)

Modules: All mandatory modules as listed for the MSc, plus:

MSc with Extended Professional Practice

This route integrates theory and practice by engaging in a substantive professional experience or a campus-based project related to your subject². The EPP extends the full-time MSc from 12 to 18 months. You will organise your own internship.

You will work within a host organisation² in the form of an internship or in a campus-based professional experience, addressing an issue or project brief in an area relevant to the subject you have studied. You will look to build on your prior course knowledge and skills to enhance your professional experience and expertise, with the aim of improving your employability.

You will study two compulsory non-credit bearing modules:

Postgraduate Professional Practice 1 (0 credits)
Postgraduate Professional Practice 2 (0 credits)

These provide on-campus activity time to enable you to get the most out of your Extended Professional Practice.

You must also complete:

Postgraduate Professional Practice Project (50 credits )

This module applies your learning in a real business setting to enable you to reflect on and consolidate your knowledge, skills and experience into a final project report.

Discover more about our Extended Professional Practice study option

Compulsory

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

How you'll learn

Your learning shall be highly practical, taking place both within and beyond the classroom², and your tutors will continually apply what you learn to the real world of work. Classroom learning may involve practical tasks such as case studies, report-writing, business simulations, planning, presentations and debates.

Teaching methods may include lectures, seminars, textbooks, workshops, debates, case studies, consultancy projects, simulations, business plans and online collaborations.
The modules have been developed to highlight the interrelationship of subject-relevant disciplines, for example, how content marketing, or brand storytelling, can include and be influenced by digital marketing.
Our tutors are extremely well-qualified and experienced, with extensive backgrounds in the digital marketing and data analytics industries (please note staff may be subject to change).
Take part in extra-curricular activities such as student mentoring programmes and volunteering opportunities to develop your personal and professional skills². You could also take part in our High Flyers programme (subject to availability), to help you develop the personal and professional skills necessary to thrive in a rapidly changing world, through a suite of extra-curricular, non-course specific workshops².

You will have the opportunity to work with current staff on real-world problems from industry, commerce and research groups, as you would in professional practice; this means that you can develop all of the professional skills at the same time as learning the technical content of your degree.

Teaching contact hours

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 10 contact hours per week. The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.

Additionally, you will be expected to undertake significant self-directed study of approximately 20 hours each week, depending on the demands of individual modules.

As an innovative and enterprising institution, the university may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the university may deliver certain contact hours and assessments via online technologies and methods.

Since COVID-19, we have delivered our courses in a variety of forms, in line with public authority guidance, decisions, or orders and we will continue to adapt our delivery as appropriate. Whether on campus or online, our key priority is staff and student safety.

Assessment

This course will be assessed using a variety of methods which will vary depending upon the module.

Assessment methods may include:

Presentations
Case study analysis
Business reports (some of which might emanate from ‘live’ client projects)
Videos
Reflective practices

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.

International experience opportunities

This course looks at digital marketing and data analytics within a global context, so every aspect of your learning will be internationalised. You may have opportunities for a field trip, and in your final semester you could arrange to do an internship, or an industry research project, which could be in another country².

You may have the chance to study alongside students from all over the world, including some leading travel destination countries. They will be encouraged to share their experiences and insights, informing your studies with perspectives on issues such as sustainability, globalism and workforce management. Group projects will also develop your skills in cross-cultural working.

Throughout the duration of the course you will study a mix of business and marketing-related subjects. The modules have been developed to highlight the interrelationship of subject-relevant disciplines, for example, how content marketing, or brand storytelling, can include and be influenced by digital marketing. It is vital that marketers have a working knowledge and understanding of various aspects of digital marketing. This is central to the operation of a marketing unit within an organisation.
Josie Juggsessur, Digital Marketing and Data Analytics MSc Course Director, quoted in 2021

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Entry requirements

Typical offer for 2024/25 entry.

A second-class honours degree (2:2) or equivalent in a relevant subject.

There is careful monitoring of applications to ensure that applicants are suited to course at their entry point. Where necessary applicants are interviewed (remotely if applicable), especially those applicants who do not appear to meet standard entry criteria. Where deemed appropriate, a written exercise is administered to establish suitability.

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.

Select your region to find detailed information about entry requirements:

You can view our full list of country specific entry requirements on our Entry requirements page.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

Typical entry requirements

A second-class honours degree (2:2) or equivalent in a relevant subject.

English language requirements

IELTS: 6.5 overall (with at least 5.5 in each component area)

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.

For more information on our approved English language tests visit our English language requirements page.

Fees and funding

2024/25 tuition fees.

Student	Full-time	Part-time
UK, Ireland*, Channel Islands or Isle of Man	£15,400 \| £21,250 (extended prof experience)	Not available
EU	£15,400 \| £21,250 (extended prof experience) per year with EU Support Bursary £20,050 \| £21,250 (extended prof. practice) per year without EU Support Bursary	Not available
International	£20,050 \| £21,250 (extended prof. practice)	Not available

If you choose to do a work placement², you should consider travel and living costs to cover this. There is also a tuition fee³ of £1,250 that will cover your academic support throughout your placement year.

For advice and guidance on tuition fees³ and student loans visit our Fees and Finance page.

We offer a range of international scholarships to students all over the world. For more information, visit our international scholarships page.

The following are additional costs not included in the tuition fees:

Additional overseas ﬁeld trips or visits: £400+ per trip.
Any costs associated with securing, attending or completing a placement (whether in the UK or abroad).

*Irish student fees

The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.

**EU Support Bursary

Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in line with that of UK students. Students studying a degree with a foundation year with us are not eligible for the bursary.

How do you know if you need to pay UK or international tuition fees?

We carry out an initial fee status assessment based on the information you provide in your application. Your fee status determines your tuition fees, and what financial support and scholarships may be available to you. The rules about who pays UK (home) or international (overseas) fees for higher education courses in England are set by the Department for Education. The regulations identify all the different categories of student who can insist on paying the home rate. The regulations can be difficult to understand, so the UK Council for International Student Affairs (UKCISA) has provided fee status guidance to help you identify whether you are eligible to pay the home or overseas rate.

If you meet all the criteria required by any one category, including any residence requirements, your institution must charge you the home rate. You only need to find one category that you fit into.

Facilities

Our MSc Digital Marketing and Data Analytics gives you access to a range of facilities⁴ to help you practice your skills and apply theoretical knowledge.

Take a virtual tour of our campus to explore all of the facilities available to you.

Mac suite

There is a fully equipped Mac suite for digital and creative work. Here you could learn to create digital marketing and social media campaigns and engage with consumers in effective ways. Our Mac Suite has the latest industry standard software such as Adobe Creative Cloud.

Enterprise Hub

Our Enterprise Hub supports student entrepreneurs by providing extensive industry knowledge and guidance to help develop ideas into viable ventures. It is a dedicated space for enterprising students and professionals to solve problems, network professionally and collaborate on projects.

recruitment session two ladies and one man

Talent Team

Need employability support? Our dedicated Talent Team are on hand to help. They can assist you in applying for work placements, graduate level jobs and offer skills development workshops. They also organise networking events to enable you to meet potential employers and industry contacts.

Careers and opportunities

On successful completion, you will be able to:

critically analyse and apply digital marketing technologies to problem-solving and decision-making processes within various organisational contexts.
effectively manage the evolving consumer behaviour by questioning current marketing practices and employing digital methodologies to building successful online presence.
systematically appraise and apply appropriate digital solutions and metrics from various sources for data analysis to meet the requirements of contemporary organisations and report information on business performance.
act analytically, reflectively, innovatively, and creatively to respond to current trends and contemporary marketing challenges by utilising relevant theoretical, methodological, and technical knowledge and appropriate cognitive, practical, and transferable skills.
synthesise theories and practical examples using data analytics to critically evaluate digital business models and produce contemporary marketing plans to facilitate the digital customer journey and business opportunities for organisations in the global digital era.
critically debate current knowledge to respond to key trends, complex real-business scenarios, and contemporary marketing issues with the use of digital tools, marketing methodologies and digital measurement techniques.
diagnostically illustrate CMI Strategic Management and Leadership skills to actively present knowledge, skills, and behaviours to drive digital business activities by building self-confidence and keeping up to date with the latest digital/management trends and best practice.

The course intends to help you become a future-ready marketer and equip you with the knowledge, skills sets (cognitive, practical and transferable) and business awareness required for a successful career in marketing. No matter your aim to be self-employed, an entrepreneur, head of your own company, or to work for private business, not-for-profit organisations or government agencies, digital marketing can provide several contemporary tools to help you deliver success.

As you progress through each module towards the completion of the degree of MSc Digital Marketing with Data Analytics, your engagement with the course and online immersion will improve your digital capabilities in the post-digital world. Enhanced digital literacy is one of the top skills for employers today and, as such, this course can contribute to increasing the skills portfolio of its graduates.

Once again, this MSc Digital Marketing with Data Analytics course seeks to provide a developmental framework that immerses students in marketing-related subjects to enhance your career-readiness and employability. The Course Team has designed the curriculum to include new approaches to understanding and actioning marketing, such as digital disruptions, and how the changing digital landscape continues to shape marketing operations and the client or consumer environment.

Further study

As part of the journey of professional and role development, students are encouraged to continue on their academic journey through access to a range of higher degrees, including PhD and other taught doctorates.

Hear from our students

Our students are at the heart of everything we do here at Coventry University London. Hear about Hitanshu, Shaikh, Amrin, Hani and Philippine’s experiences of studying with us in the City of London.

How to apply

UK students

International students

Students applying to start in September should apply directly to the university. Read our application pages to find out your next steps to apply.

How to apply

For further support for international applicants applying for an postgraduate degree view our International hub.

Get in touch with us today for further advice and guidance.

(+44) 024 7765 2152

ioadmissions@coventry.ac.uk

Complete our contact form.

Disclaimers

Coventry University together with Coventry University London, Coventry University Wrocław, CU Coventry, CU London, CU Scarborough, and Coventry University Online come together to form part of the Coventry University Group (the University) with all degrees awarded by Coventry University.

¹Accreditations

The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.

²UK and international opportunities

Please note that we are unable to guarantee any UK or international opportunities (whether required or optional) such as internships, work experience, field trips, conferences, placements or study abroad opportunities and that all such opportunities may be unpaid and/or subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel, public authority guidance, decisions or orders and visa requirements. To ensure that you fully understand any visa requirements, please contact the International Office.

³Tuition fees

The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For UK (home) students, if Parliament permit an increase in tuition fees, the University may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation.

For international students, we may increase fees each year, but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.

⁴Facilities

Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised and/or may have reduced availability or restrictions where the university is following public authority guidance, decisions or orders.

Student Contract

By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. A copy of the current 2024/2025 contract is available on the website. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the university will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the university.