MSc Digital Marketing and Analytics

1 Years On Campus Masters Program

University of Sunderland

Program Overview

The MSc Digital Marketing and Data Analytics is designed to give you a modern, hands-on understanding of marketing in today’s digital world. Perfect for anyone looking to combine creativity with data-driven insights, this programme helps you develop the skills needed to plan, execute, and analyse marketing campaigns across digital platforms, preparing you for a career in fast-paced, technology-focused marketing environments.

Curriculum Structure

This one-year master’s blends strategy, digital marketing tools, analytics, and a final applied project, giving you both theoretical understanding and practical experience:

Foundation phase: You start with Integrated Marketing Strategy, learning how to identify opportunities, select target markets, and design marketing plans that deliver results. Digital Marketing and Analytics introduces you to online consumer behaviour, digital channels, and practical marketing skills to execute campaigns effectively.
Specialist digital focus: Next, you explore Social Media, Influencers and Creators, discovering how to engage audiences, build brand awareness, and understand social trends. Alongside this, E‑commerce and Digital Optimisation – Analytics and Metrics teaches you how to improve online retail experiences, optimise conversions, and use data to make informed marketing decisions.
Capstone project: The programme concludes with the Digital Marketing Project, a major research or consultancy-style project where you tackle a real-world business challenge. This gives you hands-on experience and a portfolio-ready output to showcase to future employers.

Focus Areas

"digital marketing strategy; digital analytics; social media & influencer marketing; e‑commerce and online retail optimisation; consumer behaviour in digital contexts; data-driven marketing decision-making; digital campaign planning and execution."

Learning Outcomes

"By the end of this programme, you will be able to plan and implement effective digital marketing campaigns, analyse consumer and campaign data, optimise e-commerce performance, understand online consumer behaviour, and complete research or consultancy projects — fully preparing you for roles in digital marketing, marketing analytics, or consultancy."

Professional Alignment (Accreditation)

This MSc is accredited by the Chartered Institute of Marketing (CIM), ensuring your skills and knowledge align with professional marketing standards and giving you a qualification recognised by employers worldwide.

Reputation (Employability & Relevance)

With strong industry connections, practical client-based projects, and a curriculum designed around real-world digital marketing and analytics, graduates leave ready to meet employer expectations in data-driven marketing roles. You’ll gain both the technical expertise and strategic thinking needed for modern marketing careers.

Experiential Learning (Research, Projects, Internships etc.)

At Sunderland, this MSc isn’t just about theory — it’s about getting your hands on real digital marketing challenges from day one. You’ll regularly work on practical projects, use industry-standard tools, and collaborate with classmates to tackle real-world business problems. The programme is designed to make sure that by the time you graduate, you not only understand digital marketing and analytics but can also apply them confidently in professional settings.

Here’s how this hands-on experience comes to life:

Live-client projects via the Marketing Hub: Work on real business briefs that cover digital marketing, analytics, social media, and e-commerce, gaining professional-level experience while still studying.
Project-based modules: Modules like Digital Marketing and Analytics, Social Media, Influencers and Creators, and E-commerce and Digital Optimisation – Analytics and Metrics include case studies, campaigns, and analytics exercises to develop practical skills.
Final Digital Marketing Project: Your capstone project allows you to tackle a real marketing problem, apply data-driven solutions, and produce a portfolio-worthy piece of work that demonstrates your abilities to future employers.
Access to digital tools and campus facilities: Use the university’s libraries, IT labs, and software for research, campaign building, and analytics, ensuring you have everything needed to succeed.
Networking and industry engagement: Attend guest lectures, company visits, and workshops through the Marketing Hub, helping you build contacts and gain insights from professionals in the field.

This programme blends learning with doing, so every assignment, project, and interaction is a step toward building practical skills and confidence in digital marketing and data analytics.

Progression & Future Opportunities

Graduating from this MSc opens doors to exciting careers where digital marketing meets data-driven decision-making. You’ll leave with both the creative and analytical skills employers value, ready to take on roles such as Digital Marketing Manager, E‑commerce Manager, Data & Analytics Specialist, or Marketing Insights Consultant. With hands-on projects, real client work, and industry-relevant tools, you’ll be well prepared to make an impact from day one.

Here’s how Sunderland helps you get there:

Tailored employability support: The university’s careers and employability team helps with CVs, interviews, networking events, and ongoing alumni support, making sure you’re ready to step confidently into the job market.
Industry-relevant experience: Through live client briefs, guest lectures, and practical modules, you gain experience that matches what employers are looking for in today’s digital marketing world.
Professional accreditation: The programme is accredited by the Chartered Institute of Marketing (CIM), giving your degree extra credibility and signalling your skills to future employers.
Versatile career paths: The combination of data, analytics, and digital marketing prepares you for roles in agencies, corporations, e‑commerce businesses, startups, or even your own ventures.
Portfolio-ready work: Projects and applied learning mean you graduate with real work examples to showcase, not just academic grades.

Further Academic Progression:
After finishing this MSc, you could deepen your expertise with advanced certifications in analytics, digital strategy, or e-commerce, explore research opportunities, or move into consultancy and leadership programmes to further accelerate your career.