MSc Digital Marketing with Data Analytics

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

Year of entry



Coventry University London (City of London)

Study mode



1 year full-time
2 years part-time
18 months Extended Professional Practice

Course code

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

Start date

September 2023
January 2024

The information on this page is for 2022-23 entry and should be used as guidance for 2023-24 entry. Please keep checking back on this course page to see our latest updates.

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.
  • Apply to study our MSc Digital Marketing with Data Analytics with the Extended Professional Practice route, an 18-month option aimed at individuals looking to attain a deeper understanding of business in a very practical way (additional fees apply).
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Global ready

An international outlook, with global opportunities

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Teaching excellence

Taught by lecturers who are experts in their field

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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 experience2

The MSc Digital Marketing with Data Analytics aims to offer an understanding of digitalisation of contemporary marketing and business activities prepare graduates for global citizenship, employability, and continuous career development. You could opt out to apply for our MSc Digital Marketing with Data Analytics MSc with the Extended Professional Practice.
Find out more about our Extended Professional Practice study option.

  • 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. Should you wish to start your own business, we offer business start-up advice and support through our Enterprise Hub.

Accreditation and professional recognition

CMI logo

Chartered Management Institute (CMI)

This course has been accredited 1 by the Chartered Management Institute (CMI) for the 2023-24 entry. Students who successfully pass the integrated CMI Module offered in this course on their way to achieving the full Coventry University qualification will be eligible for a CMI Level 7 Certificate in Strategic Management & Leadership award and assigned the Foundation Chartered Manager (fCMgr) status.

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 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.


  • This module is designed to help you interpret key theories related to digital transformation and how processes and approaches in engaging with markets online has influenced the way we approach marketing today.


  • This module aims to enable you to develop the skills needed in the new digital landscape to implement engaging marketing strategies.


  • This module is designed to help you investigate and critically evaluate digital marketing data from a variety of reliable and validated sources.


  • 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.


  • 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.


  • 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.


  • This module provides a contemporary outline of the role of marketing capabilities to develop a critical understanding of the role of strategic marketing in contemporary organisations. In this module, you will examine the importance of digital analytics and the impact of measuring marketing performance by considering how marketing intelligence together with internal data can be used to ensure the effectiveness of marketing strategies.


  • This module will highlight a range of research philosophies, techniques, and methodologies. The aim is to ensure that you have a thorough understanding of the requirements to complete an original postgraduate-level research project and to provide you with research skills of contemporary relevance to the industry.


  • As a mandatory part of this CMI approved course, this module is designed to equip you with a framework of knowledge and understanding of how to effectively lead and develop people in a strategically diverse and inclusive way. Therefore, upon successful completion of this module, you will gain the CMI Level 7 Certificate in Strategic Management and Leadership Practice.


  • Choose one from the following:

    • Internship Consulting Project, Creative Service Industries2 - 50 credits
      The internship will provide you with an opportunity to engage in a real business project, which is agreed by all parties and includes a set of specific, measurable, and achievable outcomes. During the internship, you will be supported by a Coventry University London lecturer to ensure the experience meets your learning needs and to supervise any research activity undertaken. At the same time, you will be supported by a business mentor based within the organisation. The business mentor’s role is to provide guidance and offer feedback to you, related to your performance within the organisation. 
    • Dissertation for the Creative and Service Industries - 50 credits
      This module aims to guide you through the significance of primary and secondary research and data collection for informed business decisions. The Dissertation builds upon the Research Proposal developed in the ‘Research Methods for the Creative Industries’ module developed in the previous term and provides an opportunity for you to develop your interests in a specific Marketing area by undertaking independent research. This should equip you with additional capabilities and confidence for your future steps and development, such as a career in marketing, research-related workplace objectives, or further studies at a doctoral level. The topic selected will need to be appropriate to the course of study, logistically feasible, adequately resourced and will adequately address ethics, safety and any required permissions.
    • Industry Simulation - 50 credits
      This module is designed to help you investigate and critically evaluate evidence synthesised from a variety of reliable and validated sources of data. The knowledge and information gained from previous modules in the course and the project that will be conducted in this module will help you to make valid marketing interpretations in contemporary digital contexts. As future marketing professionals, the ability to provide systematic reasoning to marketing approaches by recognising rational and analytical approaches to current marketing opportunities, improvements, and problems, will demonstrate your understanding of significant ethical values and principles of marketing within different environments by reviewing social, cultural and global factors.


  • This course includes the option to study for the MSc with Extended Professional Practice (EPP), with an extended period of internship. This is a full-time 18-month option and is aimed at individuals looking to attain a deeper understanding of business in a very practical way. You are expected to spend 22 weeks at one (or more) host employer2 or campus-based setting(s) and will have the opportunity to apply theory to practice. Find out more about our Extended Professional Practice study option.

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

    • Postgraduate Professional Practice 1 - 0 credits

    This non-credit bearing module, together with Extended Professional Practice 2 will provide students on MSc with Extended Professional Practice courses with a substantive professional experience. This will take the form of either an internship with a host organisation2, or a campus-based professional experience. This experience will support the development of your personal and professional skills, such as communication, team-working, self-management, project management and critical reflection to enhance their future employability. You will be expected to augment your previous learning and experiences to develop your knowledge and skills of professional practice in your chosen subject area. This module will also provide you with the necessary experience and focus on completing the project report for Extended Professional Practice Project. 

    • Postgraduate Professional Practice 2 - 0 credits

    This is a compulsory module on MSc courses with Extended Professional Practice. This non-credit bearing module is a continuation of Extended Professional Practice 1, providing students on an Extended Professional Practice MSc courses with a substantive professional experience. This will take the form of either a continuation of the internship with a host organisation2, or the campus-based professional experience. This module aims to provide you with further professional experiences, building on knowledge and skills, previously gained, consolidating and refining your personal and professional skills, theory and practice and further enhance your future employability. You will be expected to augment your previous learning and experiences in order to develop additional knowledge and skills of professional practice in your chosen subject area. As with the Extended Professional Practice 1, this module will also provide you with the necessary experience and focus on completing the project report for Extended Professional Practice Project.

    • Postgraduate Professional Practice Project - 50 credits

    This is a compulsory module on MSc courses with Extended Professional Practice. This module aims to integrate theory and practice either through undertaking an Extended Professional Practice2 or campus-based project in an area relevant to the subject being studied. This will have involved you working on an organisational issue either within a host organisation2 or on campus addressing a project brief, as part of the Extended Professional Practice modules 1 and 2.


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.

This course can be offered on a part-time basis. Whilst we would like to give you all the information about our part-time offering here, it is tailored for each course each year depending on the number of part-time applicants. Therefore, the part-time teaching arrangements vary. Please contact for more information about studying this course part-time.

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.

In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2022/2023 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.


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 2023/24 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.

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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.

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.

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Fees and funding

2023/24 tuition fees.

Student Full-time Part-time
UK £15,400 | £21,250 (extended prof experience) per year Not available
International £18,250 | £19,350 (Extended Professional Practice) per year Not available

The following are additional costs not included in the fees:

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

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

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

  • 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 government's 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.


Our Digital Marketing and Data Analytics MSc students have 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.

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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.

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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.

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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 a number of contemporary tools for 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

  • Coventry University together with Coventry University London Campus, 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. 


    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 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 COVID and visa requirements. To ensure that you fully understand the 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 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.


    Due to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.

    Student Contract

    By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. The 2023/24 Contract is currently being updated so please revisit this page before submitting your application. 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.

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