MSc Digital Marketing and Analytics

12 Months On Campus Masters Program

Kingston University London

Program Overview

Kingston’s MSc Digital Marketing and Analytics is designed for students who want to blend creative marketing with the power of data. It’s a great fit if you’re excited by digital strategy, enjoy understanding what makes customers click, and want to graduate with the skills employers look for in today’s data-driven marketing teams.

Curriculum structure

Year 1 (core taught year)
Your first year builds the perfect balance between digital strategy and analytical capability. In Digital Marketing Strategy, you’ll explore how brands operate online, how omnichannel campaigns are designed, and how AI now shapes everything from customer journeys to personalisation. Through Digital Marketing Tools, you’ll get hands-on with SEO, social media management, email automation, programmatic advertising and the platforms marketers use every day — learning by doing, not just theory.
You’ll also take Buyer Behaviour, where you dig into how people think, choose, and stay loyal to brands, helping you design campaigns that truly connect. Marketing Analytics teaches you how to collect, analyse, and interpret data — including A/B testing, attribution, dashboards and performance optimisation. In Market Research and Data Analysis, you’ll learn how to run research projects, analyse both qualitative and quantitative data, and use insights to guide marketing decisions. You’ll finish the year with either a Digital Marketing Dissertation or a Consultancy Project, giving you the chance to specialise or work with a real client.

Year 2 (optional placement year)
If you choose the placement year, you’ll step into a real marketing or analytics role for up to 12 months. It’s a chance to apply everything you’ve learned, gain industry experience, and graduate with a CV that stands out.

Focus areas: “Digital strategy, analytics, consumer insight, campaign execution (SEO, social media, programmatic), research or consultancy, optional professional placement.”

Learning outcomes: “Design and manage digital campaigns, use analytics tools confidently, understand customer behaviour, turn data into insight, and make strong, evidence-based marketing decisions.”

Professional alignment (accreditation): The programme is accredited by the Digital Marketing Institute (DMI), and includes the DMI’s Advanced AI for Digital Marketing track — giving you an additional industry-recognised credential.

Reputation (employability rankings): Delivered by Kingston Business School, which holds prestigious AACSB accreditation — a mark held by only a small percentage of business schools worldwide and highly valued by employers.

Experiential Learning (Research, Projects, Internships etc.)

At Kingston, the MSc Digital Marketing and Analytics isn’t just about theory — it’s about doing. From day one, you’ll gain hands-on experience using real digital marketing tools, running campaigns, analysing data, and solving real-world business problems. The course is designed so that by the time you graduate, you’ll have practical skills that employers value and confidence to step straight into a marketing or analytics role.

Some of the ways you’ll gain this practical experience include:

Using industry-standard tools for SEO, social media, email marketing, programmatic advertising, and analytics dashboards through the Digital Marketing Tools and Marketing Analytics modules.
Conducting real market research in the Market Research and Data Analysis module, gathering and analysing data to provide actionable insights.
Working on a live consultancy project or dissertation, tackling a real business challenge and building a tangible portfolio of work.
Opting for a placement year to spend 10–12 months in a real workplace, applying your knowledge and skills in a professional environment.
Accessing Kingston’s libraries, computing facilities, and virtual learning platforms, giving you the tools and support to work like a professional while still at university.

These opportunities make sure that learning at Kingston is not just in the classroom — it’s practical, immersive, and directly relevant to the world of digital marketing.

Facilities and resources: Kingston Business School offers dedicated learning spaces, IT labs, and the latest software tools to support your projects and research.

Progression & Future Opportunities

Graduates of Kingston’s MSc Digital Marketing and Analytics are ready to take on exciting, data-driven marketing roles right after finishing the programme. Many go on to work as Digital Marketing Managers, Web Data Analysts, Social Media Strategists, SEO Specialists, or Marketing Consultants. With a mix of practical experience, analytics skills, and strategic insight, you’ll be prepared to make an immediate impact in any marketing team.

Here’s how the programme supports your career journey:

Kingston’s Career & Employability services help students and alumni with job and internship listings, CV and interview workshops, networking events, and connections to industry professionals.
The degree is accredited by the Digital Marketing Institute (DMI), giving you a recognised industry credential that stands out to employers.
Kingston Business School holds AACSB accreditation, a prestigious mark of quality that adds long-term credibility to your qualification.
The course’s hands-on approach, including real-world projects, analytics work, and digital campaign execution, ensures you graduate with practical skills and experience that employers value.
Students who take the optional placement year gain professional experience, often leading to job offers and smoother entry into the workforce.

Further Academic Progression:
If you’re interested in research or specialising further, you could continue to doctoral-level study (PhD) in areas like digital marketing analytics, consumer behaviour, or digital strategy. The MSc provides a solid foundation for advanced academic exploration and long-term career growth.