Digital Marketing and Analytics MSc

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Access a unique blend of expertise across subject areas. Develop both digital marketing and analytics knowledge and skills. Qualify for senior positions in FTSE companies.

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MSc Digital Marketing and Analytics introduces you to contemporary marketing theory and practice, emphasising digital marketing as central to marketing practice today. The course assumes no previous knowledge of marketing but does require knowledge of computer programming. You will have the opportunity to study digital marketing and data analytics theory and practice in depth. The course draws on the latest marketing research to provide you with a highly-practical postgraduate degree. You'll also have the option to study topics such as social media, data visualisation, consumer research, and global marketing.

This degree is ideal for computing or marketing graduates who wish to specialise in digital marketing or professionals in other fields who want to further their careers as highly-qualified digital marketers.

The University of Sunderland Business School is associated with the following bodies:

Association to Advance Collegiate Schools of Business

Principles for Responsible Management Education


European Foundation for Management Development


Chartered Association of Business Schools


Why us?

  • Links to The Chartered Institute of Marketing (CIM) and professionals working in industry
  • 'World-leading' research in Business, according to the latest Research Excellence Framework
  • Engages with real-world practice for example, company visits and the guest speakers programme

Course structure

You will learn about the latest research in the fields of digital marketing and analysis; the emphasis is on understanding research findings, rather than the research process. You will be engaged in locating, collecting, referencing, critiquing, applying evidence, challenging assumptions, questioning and interpreting contemporary research articles, conference papers and case studies.

Modules on this course include:

Core modules:

  • Markets and Marketing in the Digital Age (30 credits)

Understand the theoretical underpinnings of the programme.

  • Contemporary Issues in Digital Marketing Analytics (30 credits)

Focus on key aspects of digital marketing analytics today.

  • Social Media, Analytics and Digital Research (30 credits)

Undertake a social media audit linking theory and practice. Examine contemporary digital research methods such as netnography and videography.

  • Digital Marketing Project (60 credits)

Undertake an independent research project which represents over 30% of your overall degree. Tutor support will be offered to guide you through the process. Depending on the focus of your project you may be allocated a supervisor from Marketing or Computing Science.

Optional modules - choose one (30 credits):

  • Digital marketing

  • Theoretical and Managerial Implications of Integrated Marketing Communications

  • Consumer Research 

  • Contemporary Issues in Marketing

The exact list of modules available will depend on student demand and resource availability. Some modules have prerequisites. Read more about what this means in our Help and Advice article.

  • You can access free Wi-Fi throughout the University campus, so you can work from anywhere. If you don't want to carry a laptop around, just use one of the University’s PCs or Apple Macs. We have hundreds of computers for you to use in the Murray Library, St Peter's Library, and the David Goldman Informatics Centre. If you ever have any technical problems, just ask the friendly helpdesk team.

    IT provision
  • The St Peter’s Library contains over 31,000 books related to business, economics, management, human resources, marketing, strategy and tourism, with many more titles available through the inter-library loan service. We also subscribe to a comprehensive range of print and electronic journals so you can access the most reliable and up-to-date academic and industry articles.

    Library Services - St Peter's Library
  • The Sir Tom Cowie Campus at St Peter’s is nestled between the River Wear and the sea, just two minutes from the coast, and set in expansive green space on the banks of the river next to the historic St Peter's Church. This provides a picturesque backdrop and a great location for travelling to the beach or the city centre.

    The Reg Vardy Centre is a self-contained teaching and learning facility which houses a café as well as a specially designed discussion and breakout area. The building is also home to the University’s Moot Court and features high-spec IT equipment throughout all of its lecture and seminar rooms.

    Reg Vardy Centre
  • Map and directions


You’ll be based across both The Reg Vardy Centre and David Goldman Informatics Centre on the Sir Tom Cowie Campus at St Peter’s. Both centres feature modern buildings with views of the river, and are just a short walk from both the coast and Sunderland town centre.


Entry requirements

This is a specialist postgraduate degree that requires some knowledge of computing and programming in particular. You may have a degree relating to marketing, business or computing. Alternatively, you may have considerable experience in the workplace in any of these areas.

You should have:

  • A first or second-class honours degree. Alternatively, you may possess a professional qualification (or combination of qualifications) recognised as the equivalent of an honours degree. Applicants who do not meet these requirements may be considered by exception (normally following an interview) at the discretion of the programme leader
  • Knowledge of computer programming
  • A demonstrable interest in marketing or business if you have a computing background

International students may be required to take the English for Business Purposes course in the month leading up to the start of the postgraduate academic year in October.

If English is not your first language, please see our English language requirements.


Fees and finance

The annual fee for this course is:

  • £6,000 if you are from the UK / EU
  • £12,500 if you are an international student

Please note that part-time courses are not available to international students who require a Tier 4 visa to study in the UK.

If you are not sure whether you qualify as a UK, EU or international student, find out more in our Help and Advice article.

Take a look at the Your Finances section to find out about the scholarships and bursaries that may be available to you.

Use our scholarships calculator to see what you may be entitled to.

Scholarships calculator

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This information was correct at the time of publication.

A student with graduation scroll


As the course links directly to changing skills requirements of employers, you’ll be ready to step into senior roles in the Marketing or Computing sector such as Digital Marketing Manager, Marketing Analytics Manager or Head of Data Analysis when you graduate.

Our graduates have secured roles in organisations such as Facebook, Microsoft, Sage, HSBC, IBM, Enterprise, Nissan, Accenture, Procter & Gamble, Merck & Co, Barclays, Nissan, Marriott Hotels, Viacom 18, PricewaterCoopers and Adidas.

The average salary of a marketing manager is £37,000, with marketing directors earning an average of around £77,000, according to Marketing Week/Ball and Hoolahan.

Guest speakers

We invite business leaders into the University to share their experiences with students including Visiting Professor of Marketing, Professor Anthony Patterson, University of Liverpool.

Learning from business professionals can be very useful if you’re not sure what career to pursue when you graduate. If you already have a plan for your career, these events are an excellent way to start building a network of business contacts.

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