MSc Digital Marketing and Analytics

1 Year On Campus Masters Program

University of Kent

Program Overview

The MSc Digital Marketing & Analytics at Kent Business School is perfect for anyone who wants to combine creativity with data-driven insights. You’ll learn how to plan digital campaigns, analyse consumer behaviour, and use tools like Google Analytics and social media platforms to make smarter marketing decisions — all while exploring the latest trends and ethical issues in digital marketing.

Curriculum Structure

Stage 1 – Building Core Digital & Analytical Skills
In your first term, you’ll gain hands-on experience in Digital Marketing Communications, learning how to create campaigns across websites, email, and immersive media. In Social Media Design, you’ll practice building engaging content and designing websites that capture audience attention. Digital Marketing Strategy & Online Consumer will help you understand online behaviour, while Social Media Marketing & Web Analytics teaches you to use essential tools like Google Analytics, SEO, and Google Ads to measure campaign success.

You’ll also dive into Applied Data-Driven Marketing Analytics, where you’ll learn data mining, visualization (with Excel or SPSS), and analysis techniques. Customer Insights will develop your research skills, and Emerging Issues in Contemporary Marketing introduces you to trends like AI, sustainability, and data privacy, giving you a broader perspective on the field.

Stage 2 – Real-World Application & Capstone
In your final term, you can choose a hands-on project: the Digital Marketing Challenge, where you work as a consultant to tackle real business problems, or a Professional Placement / Internship, giving you valuable industry experience. Those taking the placement will reflect on their work in a detailed report, linking classroom knowledge to real-world marketing challenges and building a professional network along the way.

Focus Areas

“Digital strategy · Web analytics · Consumer data · Social media design · Emerging digital trends · Marketing research”

Learning Outcomes

“You will graduate with the confidence and skills to design and analyse data-driven digital marketing campaigns, understand online consumer behaviour, and make strategic marketing decisions that create real business impact.”

Professional Alignment (Accreditation)

The MSc is accredited by the Chartered Institute of Marketing (CIM), giving your qualification strong recognition and credibility in the marketing profession.

Reputation / Employability

Kent Business School is in the top 1% of business schools worldwide, with triple-crown accreditation (AMBA, EQUIS, AACSB). Graduates go on to careers in digital marketing, SEO, analytics, and social media management, working for companies that value both creative and analytical marketing skills.

Experiential Learning (Research, Projects, Internships etc.)

At Kent, this MSc isn’t just about learning marketing theory — it’s about putting your skills into action. You’ll get hands-on experience with real data, create digital campaigns, and explore the latest tools that marketing professionals actually use. The course gives you opportunities to work on live projects, take part in consultancy-style challenges, and even step into the workplace with an internship, so you graduate ready to make an impact.

Here’s how you’ll gain practical experience:

Professional Placement / Internship (12 months): Spend up to a year working in a real company, applying digital marketing and analytics skills in a professional setting.
Digital Marketing Challenge: Collaborate with real businesses on live projects, acting as a digital marketing consultant to develop practical solutions.
Analytics & Campaign Tools: Use industry-standard platforms like Google Analytics, Google Ads, SEO tools, and R programming to analyse consumer data and optimise campaigns.
Data Skills Workshops: Learn data mining, visualization, and content analysis techniques with Excel, SPSS, and NVivo to turn insights into action.
Entrepreneurial Support via ASPIRE: Build and pitch your own business ideas with mentoring, developing both marketing and leadership skills.
Guest Lectures & Consultancy Projects: Connect with industry professionals through live briefs and talks, gaining valuable insights and networking opportunities.
Final Research Project / Report: Complete a detailed digital marketing report under the guidance of an academic supervisor, tackling real-world business questions.

Progression & Future Opportunities

Graduates of the MSc Digital Marketing & Analytics at Kent leave equipped to step confidently into the fast-paced world of digital marketing and data analytics. You’ll be prepared for roles such as Digital Marketing Analyst, Social Media Strategist, Data Consultant, or Digital Campaign Manager, combining technical know-how with creative insight to make a real impact in business.

Here’s how Kent helps you turn your degree into a successful career:

Career Support – Kent’s Careers & Employability Service offers tailored guidance, one-on-one coaching, employer workshops, and continued support up to three years after graduation.
Professional Placement / Internship – The optional 12-month placement allows you to gain hands-on experience in a real company, applying your digital marketing and analytics skills in a professional environment.
CIM Accreditation – This MSc is accredited by the Chartered Institute of Marketing (CIM), giving your qualification strong professional recognition.
Graduate Outcomes – Alumni work in exciting roles across SEO, social media, web analytics, content marketing, and data consultancy, at companies like Hitachi, Press Group, and Sparta Global.
Industry Connections & Projects – Through Kent’s ASPIRE programme and live consultancy projects like the Digital Marketing Challenge, you can develop entrepreneurial skills and build real-world experience.

Further Academic Progression:
After your MSc, you could pursue a PhD in Digital Marketing, Analytics, or Consumer Behaviour, taking advantage of Kent’s research expertise. Alternatively, you can enhance your professional profile with advanced CIM qualifications or executive education programmes to grow your leadership and specialist skills.