Digital Marketing and Analytics

Course overview

Delivered by the triple-accredited Aston Business School, our MSc Digital Marketing and Analytics programme blends academic rigor with practical application to equip you for success in the dynamic field of digital marketing. This comprehensive approach ensures you acquire the essential skills and knowledge demanded by today's digital marketplace.

The programme addresses the critical need for skilled professionals capable of navigating the complexities of digital marketing across various sectors. From e-commerce to big data analytics, you will explore the latest trends and strategies, preparing you to meet the growing demand for digital marketing expertise both in the UK and globally.

Improving our students’ learning experience and wellbeing is at the centre of everything we do, and that is why we are implementing an innovative learning approach known as block teaching. This will enhance our students’ educational journey and emotional wellbeing.

The benefits of block teaching are numerous: it supports a balanced study-life experience, reduces the stress of multitasking across various subjects, and fosters a better understanding of each topic by concentrating on it fully. Students are more engaged, motivated, and resilient, which can lead to better learning outcomes and a healthier environment.

Why Digital Marketing and Analytics at Aston University?

Recognised for quality

Aston Business School is proud to be among 1% of business schools worldwide with triple accreditation

Gain the advantage

Get ahead of the competition with the Aston Global Advantage professional development module

Joint 11th the UK

Aston Business School is ranked joint 11th the UK (Eduniversal Business School Rankings 2024)

Safe in our hands

Ranked second in the UK for ‘graduate prospects – on track’ (Marketing; Complete University Guide, 2024)

Global top 100

Aston University was ranked among the top 100 universities worldwide for marketing (QS World University Rankings by Subject 2025)

Top 100 in Europe

We've been ranked 17th in the UK and 97th in Europe (Financial Times European Business Schools ranking 2024)

We're serious about employability

As a postgraduate student, you will have access to dedicated careers guidance with specialist support from our experienced team of careers consultants

Gain a competitive edge

As well as opening doors, an Aston University postgraduate degree builds on your experience, develops your skills and gives you a competitive edge in a crowded job market.

Course description

MSc Digital Marketing and Analytics

Our MSc Digital Marketing and Analytics programme blends digital marketing theories with practical skills, preparing you for success in diverse marketing roles in today's digital world.

What we will provide
First-class teaching in the UK’s second-largest city, delivered by a diverse array of staff who will inspire and excite you. You will benefit from applied learning, research-informed teaching and constructive assessment.

We are also an Adobe Creative Campus meaning you will have access to top-notch software licenses, including Adobe and Solidworks, commonly used in industry.

What you will provide
It is important you learn how to adapt a growth mindset to your studies – understanding that intelligence and success come from applying yourself, a willingness to learn and an ambition and drive to excel.

What skills we teach
Our programme fosters crucial skills for the digital landscape. You will gain proficiency in digital marketing tools, creative digital communications and branding, alongside analytical prowess in data metrics. Equipped with research and strategic abilities, you will lead digital transformation, while honing project management and teamwork skills for effective collaboration in diverse settings.

Career prospects
As an Aston University Digital Marketing and Analytics graduate, you will hold a dual award, combining academic excellence with professional certification from the Digital Marketing Institute. Equipped to embark on diverse roles in digital marketing strategy, e-commerce, content and social media management, you will thrive in the ever-evolving digital landscape.

How you will learn

Our MSc Digital Marketing and Analytics programme provides a dynamic learning experience. Engage in inspiring lectures on the latest digital marketing theories and benefit from guest presentations by industry experts, offering invaluable real-world insights. Through hands-on activities like case studies, you will apply theoretical concepts to practical scenarios, effectively honing your skills. With a focus on practical learning, you will develop strategies and campaigns, preparing you for the challenges of the real digital marketing world. This interactive approach ensures you acquire the essential skills and knowledge required to excel in today's dynamic digital marketing landscape.

At the start of your course, you will be allocated a personal tutor who can offer individual study advice and guidance. You will also benefit from access to the University Library's extensive collection of over 25,000 books and electronic journals. Aston University's virtual learning environment supports your journey, providing resources like lecture slides, e-books and online journals.

In the Aston Global Advantage module, you will gain a competitive edge by honing your professional skills and preparing for success in a fast-paced global environment. You will tackle real-world challenges, dive into entrepreneurship and work on team-based business simulations.

Our postgraduate programmes use a block learning structure. Block teaching condenses traditional semester-long courses into focused, consecutive blocks of learning. The ethos is to give students more time to engage with their learning by studying one subject at a time, instead of several at once.

Student holding laptop in student study space

Gain the advantage

Our flagship professional development module provides a range of opportunities to apply your learning and increase your employability.

The Aston Global Advantage

What you will learn

In the MSc Digital Marketing and Analytics programme, you will gain comprehensive insights into key aspects of digital marketing. From understanding customer behaviour to harnessing the power of data analytics, you will develop a holistic understanding of modern marketing practices.

In the taught phase, you will delve into essential topics such as formulating digital advertising strategies, crafting content marketing for digital platforms and integrating communication strategies within digital transformation initiatives. You will explore the significance of e-commerce management and techniques for social selling in today's competitive digital landscape. Through practical case studies and theoretical frameworks, you will develop the skills needed to thrive in various digital marketing environments.

In the dissertation phase, you will complete a research project on a strategic digital marketing topic of your choice, showcasing your ability to conduct independent research with a clear consideration of ethics, theory and methods.

The clear choice

When choosing a university, Lillian had criteria in mind for what she was looking for: best faculty, good accreditation, a vivid student life with a variety of clubs and societies available. The clear choice - Aston University.

Discover Lillian's journey

Learn business, do business

Our classroom goes beyond traditional lectures, focusing instead on real-life projects and hands-on experiences.

Student experience

Course objectives

Meets the needs of local, national and international candidates, enabling them to develop specialist skills and knowledge in Digital Marketing, aligned with the UN’s SDGs, in order that they may embark on, or progress successfully in, their chosen careers.
Provides you with opportunities to enhance your employability by developing lifelong learning, transferable skills, knowledge and expertise in digital transformation and leadership.
Develops greater insight into industry trends and best practice via hands-on projects and real-world case studies, supported by faculty expertise and the University’s links with the professional and public sectors.
Equips you with confidence and personal brand building techniques, enabling you to effectively navigate and leverage digital platforms for influence and professional success when pursuing digital marketing roles.
Encourages you to reflect upon and (digitally) communicate your positions on privacy and data security, corporate responsibility, sustainability, governance and ethics.
Provides you with the opportunity to enhance your employability skills by equipping you with key professional skills and competencies required for success in a global business context.

Modules

You will study:

Two 15 credit modules in terms 1,2 and 3 and each module is 5 weeks long. You only study one block module at a time.
Each term, you will engage in one of three core modules, focusing on foundational knowledge and skills, professional skills development, and research methods. These core modules span 11 weeks and run concurrently with shorter block modules.

Modules and programme outcomes

Taught stage modules

In the taught stage you will study the following core modules in Term 1:

Module Title	Credits
Digital Psychology and Buyer Behaviour Psychology is a vital discipline impacting day-to-day marketing decisions. This module is about understanding the underlying processes of customer psychology, behaviour, and choice in the online digital environment. It will enable you to tailor digital marketing communications at various critical touchpoints in the customer journey to different target audiences. This will enable you to make more informed decisions in a professional setting, understand customer behaviour better, and optimise important digital touchpoints in the enterprise’s ecosystem.	15
Digital Environment This module will provide you with a critical understanding of the current issues in digital marketing, including ethics and cybersecurity. It will also explore the role of disruptive technologies across different industry sectors, and the major changes happening in the digital marketing landscape. The module is designed for you to acquire strategic skills in enterprise, and to develop students who will be involved in the leadership of digital transformation in the future.	15
Digital Analytics and AI This module introduces you to the world of analytics and Artificial Intelligence (AI) tailored for marketers. Through a variety of practical sessions, you will uncover advanced techniques in using technologies to evaluate competitive market positions and the effects of employed communications strategies. More importantly, the module equips you with the skills of applying analytics and Artificial Intelligence (AI) in your strategic decision-making process. You will acquire knowledge and skills to use data more intelligently in enterprises and drive digital transformation in the deployment of AI.	15

In Term 2 you will study the following core modules:

Module Title	Credits
Content Marketing for Digital Media This module will explore the importance of content marketing for digital media. It is designed to help you to develop an effective content marketing strategy across different digital platforms using an integrated approach. This module will also unveil the core principles of content development for marketing purposes through the creative use of contemporary software. You will discover the art of crafting compelling narratives, designing captivating visuals, and strategising impactful campaigns. The module will teach the you how to resonate with diverse audiences, harness the power of storytelling, and leverage creativity to drive engagement and conversions. You will learn to develop a professional ethos in digital marketing where content marketing (Organic First) adds greater value to enterprise growth and improves brand engagement with external stakeholders.	15
Digital Advertising This module is about the theory and practice of advertising across various types of digital platforms. This includes websites, social media and mobile. You will not only learn about the nature of digital advertising but also how to improve the choice of digital channels and the effectiveness of advertising creatives. This module will delve into the intriguing world of digital campaign development. You will explore strategic planning and campaign deployment across digital channels. The module was designed to teach you how to craft tailored digital advertising campaigns. You will acquire important skills in managing enterprise resources and investing in paid digital more effectively. Most importantly, you will learn how to create more engaging advertising campaigns that connect with your intended audiences, improve brand equity and drive enterprise growth.	15
The Aston Global Advantage The Aston Global Advantage is our professional development programme that runs throughout all MSc programmes at Aston Business School. Focusing on professional development and employability, this integrated module gives you the opportunity to identify, develop and apply the key transferrable skills you will gain throughout the year.	15

In Term 3 you will study the following core modules:

Module Title	Credits
Social Selling and E-Commerce This module covers the important aspects of direct marketing, online selling and digital point of sale. It will help you critically examine the different aspects of e-commerce and sales across social media, website and online marketplaces. We will explore the dynamic world of e-commerce management from both B2C and B2B perspectives. You will gain practical skills in website optimisation, data analytics, and cybersecurity. This will prepare you to effectively manage and grow e-commerce in different enterprises and marketplaces.	15
Digital Communications Strategy This module is about developing an overall strategic mindset in digital marketing strategy. You will learn how to analyse critical issues, provide suitable strategic solutions, and drive innovative change in a brand or organisation from a digital marketing perspective. In this module, you will learn how to conduct a detailed audit of a brand’s digital presence and drive integrated digital strategy in growing enterprises.	15
Applied Research Methods and Skills This is an exciting opportunity for you to develop key problem solving and research skills which will allow you to follow your passion, use the strengths and interests developed during your degree, and creatively learn how ethically to explore this. This module equips managers and leaders of the future with the skills critically to evaluate research-based information. It covers various research methods and techniques, highlighting their strengths and weaknesses.	15

Dissertation stage modules

In the dissertation stage you will study the following core modules:

Module Title

Credits

Independent Project
The research project offers a unique opportunity for you to take the initiative and dive deep into a specific topic, fostering personal and academic growth. Building on the foundational knowledge gained in the taught portion of the programme, this module sharpens essential analytical and academic skills for lifelong learning in today's dynamic business landscape. By conducting independent empirical or theoretical research, you gain a deeper understanding of their chosen subject and contribute to the field. Additionally, this module serves as a stepping stone for those considering further research degrees.

Programme outcomes

On successful completion of both the taught and dissertation stage, you will be able to:

Critically evaluate and strategically apply core theories and frameworks in digital marketing and analytics practice.
Systematically evaluate and justify strategic digital marketing decisions and communicate these effectively to a diverse range of audiences.
Use emerging technologies ethically to support digital marketing strategy.
Critically apply transferable skills and knowledge in strategic leadership. critical analysis and evaluation of business-related problems.
Critically evaluate and apply a diverse set of transferable skills essential for a successful career in marketing, contributing to enhanced employability.
Undertake independent research by formulating well-defined research questions, critically evaluating and applying appropriate research techniques, and drawing informed conclusions and recommendations.

We may update our courses to reflect best practices and academic developments. If we do, we’ll let you know of any changes at the earliest opportunity by updating our course webpages. If you have already received an offer, we’ll write to you directly to let you know of the changes.

Entry requirements

One of the following:

2:2 (lower second-class honours) degree or equivalent
Equivalent overseas degree recognised by Aston University (see international students tab below for more information)

Subject specific requirements

Your degree should be in marketing or contain relevant marketing subjects. If you do not have academic qualifications in marketing-related subjects, we will consider relevant professional marketing experience. This can include two years of professional marketing experience or a full one-year internship in a marketing-related role. Work experience or prior studies in the field of digital marketing are preferable.

You will also need to provide:

A professional reference
- If you are a current student or recent graduate (within the last 2-3 years), we will ask for an academic reference
- If you are currently employed and not a recent graduate, we will ask for a professional reference
An official academic transcript of your university grades to date
A completed application form.

Aston University is a diverse, close community and welcomes international students on many of our postgraduate programmes. Students from over 120 countries choose to study with us every year. Based in the centre of Birmingham, Aston is not only a great place to study but also a great place to live.

Qualifications in your country

For details of equivalent qualifications in your country, use our area pages below:

English language requirements

Applicants whose first language is not English will be required to provide evidence of an English language qualification.

English language requirements

How to apply

Aston University provides a range of opportunities for international students to join our community and study on our campus. A key part of our strategy is our relationships with teaching partners, providing multiple pathways to Aston.

Aston’s professional work placements can improve your chance of securing a graduate job. Placements give you experience, confidence and opportunities and, as an Aston student, you’ll be better prepared for your future career. One of the great things about Aston is our focus on employability. Our close links with businesses, industries and professions make this possible.

Find out more about applying

Post-study work visa

Aston University welcomed the creation of a new Graduate Immigration Route which enables international students to remain in the UK for two years after you complete your studies to find work. This new post-study work visa applies to international students completing full-time undergraduate and postgraduate courses.

Graduate Immigration Route

Pathway programmes

If you don’t meet our entry requirements, we have a range of pathway programmes offered by our partner, ONCAMPUS Aston, which you can complete to progress onto one of our degrees.

We recognise the value of extensive professional experience. If you do not have the academic qualifications but have extensive and relevant professional experience and a proven ability to succeed, we would welcome your application.

The information contained on this website details the typical entry requirements for this course for the most commonly offered qualifications.

Applicants with alternative qualifications may wish to enquire with the relevant admissions teams prior to application whether or not their qualifications are deemed acceptable. For less commonly encountered qualifications this will be judged on a case-by-case basis in consultation with the academic admissions tutor.

Speak to our Admissions Team

If you have any questions about the application process please get in touch with our postgraduate admissions team:

Email: pgadmissions@aston.ac.uk

Call: 0121 204 3200 (Please note this line is open Monday-Friday between 09:30-16:30)

Read our guide to applying

Francis Mulleady MSc Strategic Digital Marketing

Meet your programme director

Francis Mulleady
Programme Director, MSc Digital Marketing and Analytics

If you have any questions about the course or modules you will be studying, you can get in touch via email and I will be happy to answer your queries.

Get in touch

Fees and scholarships

Course fees

UK students
(2025/26)

Annual tuition fees:

£12,000

International students
(2025/26)

Annual tuition fees:

£23,500

More information on fees

The United Kingdom government has confirmed that European Union (EU), other European Economic Area (EEA) and Swiss nationals commencing academic courses in England from August 2021 will no longer be charged the same tuition rates as UK students.

Tuition fees for students are reviewed annually and may increase in subsequent years in line with inflation linked to the Retail Price Index (RPI) to take account of the University’s increased costs of delivering the Programme. Any such increase shall always be in accordance with the law. When undertaking a placement year, a placement year fee applies.

Fees and funding

Scholarships

At Aston University we are committed to supporting the most talented and hardworking students to achieve their potential by providing a range of scholarships to help lower tuition and living costs.

Explore scholarships for UK students

Explore scholarships for international students

Assessment

A variety of assessment methods, including exams, coursework, and practical sessions are designed to test your understanding of key topics. Every assessment is designed to combine leading theoretical and practical aspects of digital marketing.

Career prospects

Graduates of the MSc Digital Marketing and Analytics programme possess a unique combination of skills that are in high demand across various industries. This positions them well for a wide range of career opportunities in the private, public and not-for-profit sectors, both in the UK and internationally. The programme's focus on the latest digital marketing strategies and technologies prepares students for key roles such as:

Social media manager
Content marketing specialist
Digital analytics analyst
Digital advertising executive
Digital public relations manager
Search marketing specialist
Digital marketing consultant
E-commerce manager

These roles span across diverse organisations and marketing agencies, enabling our alumni to drive digital transformation and strategy, manage comprehensive digital marketing campaigns and lead digital change within businesses of all sizes.

Our graduates have successfully secured positions in leading companies and innovative start-ups, leveraging their skills to enhance digital presence, engage with audiences and drive business growth.

Alex Chantrell Strategic Marketing Management graduate

Industry professionals

“The lecturers are industry professionals with years of real-work experience in marketing and heaps of trade knowledge.”

Discover Alex's journey

Our graduates achieve amazing things all over the world – whether it’s setting up their own businesses, landing jobs with high profile organisations, or making real differences within their communities.

Hear from our graduates

Be part of our community

Once you have joined us at Aston University, you’ll always be part of our community, even beyond graduation.

Alumni services

Frequently asked questions

Why study Digital Marketing and Analytics at Aston University?

Choosing to study Digital Marketing and Analytics at Aston University positions you for global recognition and unparalleled career prospects. Through our partnership with the Digital Marketing Institute (DMI), you're offered the unique opportunity to graduate with dual certifications, setting you apart in the job market. Aston Business School's prestige is underscored by its triple accreditation, a distinction held by only 1% of business schools globally, ensuring you receive education of the highest quality.

Our curriculum is designed not just for academic excellence but for real-world success, as evidenced by our top UK rankings for career prospects (Guardian, 2024; Complete University Guide, 2024). The Aston Global Advantage module further enhances your employability, providing professional development opportunities that give you a competitive edge.

With 100% of our students confirming they had appropriate access to extensive library resources and facilities (PTES, 2023), and our position as a leading institution for graduate prospects, your educational journey here is supported at every step.

At Aston University, you're not just gaining a degree; you're preparing to lead and innovate in the ever-evolving field of digital marketing.

What kind of careers does a degree in Digital Marketing and Analytics lead to?

The MSc Digital Marketing and Analytics course at Aston University will develop your specialist skills and knowledge in digital marketing to enhance your personal career development and meet the needs of future employers.

The dual award will enhance your career prospects across a wide variety of industries in the private, public and not-for-profit sectors. There are significant employment opportunities in the UK, international and global labour markets. If you choose to start up your own enterprise or are already involved in an expanding small business, this postgraduate programme will enable you to enhance digital marketing strategies and drive business growth.

Career options include professional roles in organisations and marketing agencies such as:

Social media: Managing a social media portfolio for social selling, branding, and customer engagement.
Content marketing: Developing organic content strategies across the entire digital portfolio of a brand or organisation for customer engagement and organic search optimisation.
Digital analytics: Analysing off-site and on-site user/customer data for marketing intelligence purposes.
Digital advertising: Creating and deploying digital advertising for a brand in-house or through an agency.
Digital public relations: Managing digital PR and online reputation in-house or at an agency.
Search marketing: Managing paid and organic search marketing and liaising with content marketers in-house or at a specialist agency.

Integrated digital communications, for example:

Digital consultancy: Working in a digital marketing consultancy or as a freelancer in digital marketing strategy.
Digital transformation and strategy: Managing digital change in a business or organisation.
Digital marketing for SMEs: Assisting small businesses in managing their entire digital portfolio and digital marketing strategy.
E-commerce: Managing digital selling and transactions through websites, social selling and direct marketing.

What is the ‘Aston Global Advantage’?

Embedded in all our masters degrees, this assessed module aims to develop professional and personal transferrable skills relevant to any workplace and create a bridge between the degree and the world of work.

The Aston Global Advantage

Why should I study my postgraduate degree at Aston University?

There are lots of benefits of studying a postgraduate degree at Aston University.

Watch this video from MBA student, Monique, who talks about just a few of them:

Is Birmingham a good place to study?

Our campus is based in the centre of Birmingham, the youngest major city in Europe and a great place to live, work and study.

Great music and entertainment with a vibrant nightlife. Bars, clubs, pubs, live music, festivals, concerts. Whatever your tastes, there's something here for everyone.
Fantastic food. Birmingham's diverse community means you can try anything from the famous Balti triangle, the Chinese Quarter, high street chains, halal and vegan food, and Michelin-star dining.
World-class shopping. The Bullring and Grand Central is a shopper's paradise. From the world's biggest Primark to luxury brands at the Mailbox.
Arts and culture. Museums, galleries, theatres, concerts and Birmingham's art collection is as wide as it is impressive - not to be missed.
Green, open spaces. One of the greenest cities in Europe, Birmingham has hundreds of publicly accessible parks and green spaces across the city.
Sporting action. Birmingham has some of the most exciting venues for watching or participating in sport in the UK.

Discover Birmingham

What will my timetable look like?

We understand how important it is to know your timetable in advance for planning around work, childcare, or other responsibilities. Here's some basic guidance on what to expect regarding your student timetable.

Full-time programmes

As a rough estimate, full-time postgraduate students in the College of Business and Social Sciences should expect to spend about 12-15 hours per week in lectures and on-campus seminars. This is in addition to independent study, and there may be additional guided learning activities during certain weeks. The exact distribution of these hours will vary depending on your course and module choices.

Part-time programmes

Part-time students will have fewer weekly on-campus hours compared to full-time students. This reduction is proportional to the number of modules you're enrolled in.

Timetable availability

Complete timetables are usually released shortly before the start of your programme. This timing is necessary to ensure that we accommodate all course requirements and that rooms are allocated based on the number of students likely to enrol on each programme. We aim to provide these timetables as early as possible, to assist you in your planning.

As your induction week approaches, you will be sent more information about your timetable via email, and you will be able to access your timetable by logging into MyAstonPortal. For any further queries or information regarding your timetable, you can reach out to your programme director or the Student Support team.

Online/distance learning programmes

The above information also applies to students enrolled in online/distance learning programmes. Please note that both full-time and part-time distance learning students are still required to attend scheduled synchronous learning sessions.

MyAstonPortal

What can I get involved in at Aston Business School?

At Aston Business School, you will dive into a dynamic blend of innovative learning and hands-on experiences. With our acclaimed triple-crown accreditation, we offer you academic excellence and a track record of producing successful graduates.

Located in Birmingham, the UK's vibrant second city, Aston Business School provides you with a culturally rich environment and superb connectivity. You will benefit from real-world business engagements, international study opportunities and entrepreneur support programmes like BSEEN and Pitchfest.

You can also engage in practical consultancy at the Aston Business Clinic and collaborate with global peers in events such as the Maastricht Case Competition or the Universities Business Challenge. Our partnership with The Prince’s Trust, alongside a range of student clubs including TEDx and Enactus further enriches your learning experience.

Discover more