Digital Marketing and Data Analytics PgCert/PgDip

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Study employer-led modules. Focus on your personal development in key areas of Business Data Analytics and Social Media. Progress onto an MSc in Digital Marketing and Data Analytics.

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The course aims to introduce you to contemporary marketing theory and practice, emphasising business-based data analysis as central to marketing practice today to provide a credible technical background in Digital Marketing. 

The course is particularly suitable for marketers wanting to update their skills and underpin digital marketing knowledge with credible computing experience or for those with mathematical and computing experience who want to move into Business Data Analytics.

Why us?

  • The course is closely linked to The Chartered Institute of Marketing and professionals working in industry
  • 'World leading' research in Business, according to the latest Research Excellence Framework (REF)
  • The course provides a pathway to the MSc in Digital Marketing and Data Analytics should you wish to pursue this route
  • Engage with real-world practice including company visits and the guest speakers programme

Course structure

Teaching and learning methods include lectures, seminars and group work which will encourage you to develop intellectual and cognitive skills. This includes a project, led by research-active academic staff, linking theory and practice.

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.

Depending on the modules studied, you will be assessed via a range of methods including, reports, practical exercises, individual coursework, discussion papers and research plans.

Attainment of the Certificate and/or Diploma is on successful achievement of the following credits attributed to the modules of study:

Postgraduate Certificate in Digital Marketing and Data Analytics (60 credits)
Postgraduate Diploma in Digital Marketing and Data Analytics (120 credits)
MSc Digital Marketing and Data Analytics (180 credits)

All modules are at postgraduate level (level 7 in the UK’s national scheme).

Postgraduate Certificate (60 credits)

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

Develop a critical understanding of both marketing as a discipline and the markets it operates in. Develop a range of transferable skills and competencies significant to obtaining a career in Digital Marketing and Data Analytics. Be introduced to contemporary marketing theory and practice in a novel way that gives an overview of wide range of different contexts from local, to national, international and global.

  • Data Science Fundamentals (30 credits)

Gain a sound underpinning in data science knowledge in terms of the range of problems associated with data science and data analytics. Gain understanding of research skill and methodology for data science. Understand the general Data Science lifecycle (collect, clean, analyse, share, act) to gel your skills and knowledge.

Learn how to differentiate types of data, and how to fuse more than one dataset together. Learn the core mathematic models and statistical analysis, and the principle and framework for intelligent analytics on a variety of datasets and make use of modern data science/data analytics platforms and languages. Cover techniques and tools for presenting and visualization.

Postgraduate Diploma (120 credits)

You still study the same modules as the Postgraduate Certificate plus:

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

Understand social media theories/applications and digital research. Consider the evolution and range of social media platforms including convergence and hybrid media. Learn key concepts and models in social media strategy such as consumer engagement, customer experience, word of mouth (e-WOM) and pervasiveness, use of augmented reality and VR in social media. Review the wide range of metrics used and their relative strengths, weaknesses and validity. Examine the use of analytics within and across different platforms. Undertake a social media audit and videography project to ensure that theory and practice are linked in an action learning approach. Consider international issues such as accessibility due to infrastructure, political or economic issues, legal and cultural issues.

  • Machine Learning and Data Analytics (30 credits)

Cover key background for understanding three interrelated subjects, i.e. machine learning, data mining, and data analytics including relevant professional, ethical, social and legal aspects. Focus on topics such as information and knowledge management, problems with data, approaches to selection of data analytics tools, principles of modelling and simulation, and operations research. Be introduced to the trends, tools, and current developments in the area of machine learning, data mining and data analytics and their practical applications. Explore relevant applications e.g. business, banking, text, health, web, cybersecurity.

MSc Digital Marketing and Data Analytics (180 credits)

  • Digital Marketing Project (60 credits)

If you wish to progress onto an MSc, you will be required to undertake a further 60 credit MSc Project. You will be required to undertake an independent research project which alone represents 33% of your overall degree. Tutor support will be offered to guide you through this process. Depending on the focus of the project you may be allocated a supervisor from Marketing or Computer Science.

  • We’ve got thousands of relevant books and e-books, 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. There are nearly 9,000 journal titles, mostly in electronic format.

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  • Map and directions


You’ll be based at The Reg Vardy Centre, on the Sir Tom Cowie Campus at St Peter’s. The Reg Vardy Centre is a modern building with views of the river, and just a short walk from both the coast and Sunderland town centre.


Entry requirements

We usually expect applicants to hold a 2:2 degree in a mathematical, computing or business subject. Some knowledge/experience of computer programming is also required. Those with extensive business experience may also be considered. Please contact us to discuss further.

The Postgraduate Certificate can be studied over 7 months part-time or 4 months full-time.

The Postgraduate Diploma can be studied over 16 months part-time or 7 months full-time.

Fees and finance

The fee for this course is tbc.


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This information was correct at the time of publication.

The Sir Tom Cowie Campus at St Peter's by night


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 sectors such as Digital Marketing Manager, Marketing Analytics Manager or Head of Data Analysis when you graduate.

Our graduates

Some of the companies which employ our graduates include: Microsoft, IBM, Nike, Adidas, P&G, Lloyds TSB, Marriott Hotels, and the NHS.

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