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Digital Marketing & Analytics

MSc

Programme details

  • Next start date: Jan 2023
  • Future start date: Sep 2023
  • Study: Full-time
  • Duration: 12 - 16 months

Overview

Develop your understanding of digital marketing strategy, together with the technical and analytical skills needed to work in this data-driven industry – client or agency-side. 

Combine traditional marketing knowledge with digital, analytical and social expertise – harnessing global trends in mobile, cloud computing, consumer behaviour and social technologies, and learning how different marketing elements (web, email, social media, affiliate, display advertising) can work together as part of an integrated campaign to target, monitor and convert audiences. 

You’ll learn how to gather digital data using a variety of industry tools, analyse your findings using statistical software (from SAS to SPSS), and explore how businesses use this data to construct multi-dimensional customer profiles that not only describe their past actions but also predict their future trends. 

You’ll also finely examine the role that an organisation’s website can play in its digital marketing strategy and the tools available to measure its effectiveness. You’ll learn the principles of designing and building a site, creating and organising content and using analytics to listen, monitor, manage communications and improve user experience – working towards your Google Analytics Individual Qualification (GAIQ). 

In your final term, choose between a written dissertation or a live consultancy project – teaming up with local businesses and working with live data to propose solutions to problem proposals. 

Graduate business-ready

Graduate with the skills of a modern marketer: creativity, analytics, web and digital – attractive to marketing employers and digital agencies worldwide, able to work in areas like web analytics, social media, content marketing, digital advertising and data analysis. Our alumni have worked on campaigns for organisations such as AC Milan and Ferrero Rocher as well as revitalising family businesses and launching their own start-ups.

This course is also accredited by the Chartered Management Institute (CMI) and, upon completion, you’ll receive a Level 7 Diploma in Strategic Management and Leadership Practice alongside your degree. 

It’s also accredited by the Institute of Direct and Digital Marketing (IDM), meaning you can take the IDM Certificate in Digital Marketing without the need for additional study.

Download the Programme Specification

How to apply

Applying to study at Regent's University London is quick and easy. We have put together some helpful information to guide you through the process. We accept direct applications and there is no application fee.

Not received your results yet?

That's fine, you can still apply even without your exam results. We can issue a conditional offer without your results. You just need be clear in your application which qualifications you are currently studying for.

There's still time to submit an application. Get in touch, we'd love to hear from you.

Step 1: Apply

You can apply in the following ways:

If you have not uploaded the relevant supporting documents during the online application process, you should ensure that we have the below supporting documents as soon as you have completed your application.These can be sent to the Regent’s Admissions Department via email to [email protected].

  • Copies of academic transcripts and certificates from all university studies (i.e. undergraduate degree)
  • One letter of academic recommendation
  • A copy of your CV/resumé showing your work experience, if applicable.
  • A 1,000 word personal statement outlining the reasons for applying to your chosen programme. This should demonstrate an understanding of a current issue relevant to the subject, how you feel you will benefit from the programme of study, what contributions you will make to the University and how this will help your future career aspirations.
  • A copy of your passport photograph (ID) page
  • If you are not a native English speaker, proof of your English proficiency

For some of our programmes, the selection process may include an interview. Interviews can take the form of a one-to-one interview or group interview. These are generally conducted on campus but may be conducted by telephone or as a Skype call. Arrangements of these are made between the Admissions Department and the applicant.

Step 2: Receive a response to your application

You can expect to receive a decision on your application within 10 working days of receipt of your completed application and supporting documents.

We will assess whether you meet our entry requirements and will notify you of the decision via email.

Step 3: Accepting your offer

If you wish to accept the offer, please pay the advance tuition fee deposit (non-refundable) to confirm your place. 

Please see here for information on how to pay.

Step 4: After you have accepted your place

Closer to the start of the term the Admissions Team will send information regarding the registration process. This will include information on completing your online enrolment prior to your arrival as well as a checklist of documents you will need to bring with you to fully register onto the programme.

Information for international students

If you are an overseas student requiring visa sponsorship to study in the UK, our team will be in touch with information on applying for your student visa and the documents you will need. More information can be found on our visas and immigration page.

Scholarships and funding

There are a wide variety of funding and scholarship opportunities to help you finance your studies. For more information, please visit our scholarships and funding page.

Fees

Tuition fees

January 2023 entry: £23,000 per academic year (read more)

September 2023 entry: £23,000 per academic year (read more)

Non-refundable advance deposit

Home/EU students: £1,000
Non-EU students: £4,000

What do fees include?

Fees cover the cost of all tuition and access to the University’s IT infrastructure and library learning resources. 

What other costs should I budget for?

You will need to budget additional funds for accommodation and living expenses, travel, and any additional trips, visits, activities or courses (such as Summer programmes) that you choose to participate in outside of the tuition offered as part of the programme.

The library hold a limited number of copies of core text books and where possible in e-format. You will be encouraged to purchase your own text books and will need to budget approximately £80-£100 for the year, depending on your programme of study.

When are fees paid?

Fees are payable in the following instalments:

  • An initial non-refundable advance deposit paid when you accept your offer of a place
  • The advance deposit is allocated against the first term’s fees
  • Tuition fees (including fees for subsequent terms) are due two weeks in advance of classes commencing

Additional fee charges

  • The programme fee outlined is for the full Masters programme including the dissertation element
  • Should there be a requirement to retake modules during an additional term of study or during the dissertation term,  there will be an additional charge per module retaken at the rate applicable to that period of study
  • The module charge will be calculated on a credit basis for each module, in line with the overall credit weighting of the programme  
  • Fees for subsequent years of study are subject to fee inflation
  • The University aims to keep annual fee increases in line with the University’s cost inflation. The expectation is that this will be no greater than UK consumer price inflation (CPI) plus 3%. There are occasionally variations to this dictated by the costs of running specific programmes or facilities required for our programmes. The University reserves the right to alter fee levels.

Teaching and assessment

At Regent's you’ll have the freedom to explore your interests in a supportive and nurturing environment with interactive classes, regular one-to-one contact with tutors, specialist facilities, industry opportunities and tailored careers advice – ensuring you develop the skills, experience and confidence you need to succeed.

We centre our teaching around your individual goals, identifying support you need to thrive. You'll be part of a collaborative environment, that brings all the nuances of digital marketing to life in the classroom: facilitating creativity, innovation and teamwork as you explore current issues and propose solutions to real problems.

You’ll pair deep industry knowledge with hands-on experiences, taking part in a blend of learning formats to give your studies context:

  • Seminars and lectures
  • Practical workshops and creative labs
  • Industry masterclasses
  • Marketing bootcamps and simulations 
  • Group work and pitches
  • Live briefs and consultancy work 
  • Industry placements 

Based in London, you'll also have opportunities to meet employers through guest lectures, live briefs, field trips and industry visits – giving you insights into the world of digital marketing and enabling you to put theory into practice.

Contact hours – In a typical week, you'll attend up to 30 hours of lectures in the first term and 36 in the second. Supervisors are available to discuss projects during the third term, but you're required to meet for a progress update every two weeks at least.

Teaching staff 

You'll be taught by a range of marketing leaders and research-active academics, who regularly collaborate with luxury brands and agencies, and have work published in journals. Their knowledge and experience ensure your classes are shaped by the most current industry practices.

You'll also be allocated a personal tutor, who'll meet you on a one-to-one basis at various stages throughout the year to provide you with guidance and advice to support your personal and professional development.

We're really proud of the global nature of our marketing courses, and our tutors also reflect this ethos – coming from a wide variety of countries and cultures across the world. In every way, you'll feel part of a global family.

Independent learning

Throughout the course, you'll be expected to undertake extra reading, research, revision and reflection, as well as preparing work for workshops, attending networking events such as Silicon Drinkabout and working collaboratively with other students in preparation for assessment.

Method of assessment

Your skills and knowledge will be assessed via a wide range of task-based projects, reports, presentations, debates, research plans and live and simulated briefs – as well as essays, case study analysis and data collection. It's important to us that your learning and assessment is:

  • Inclusive – fostering a student-focused approach
  • Engaging – encouraging interaction and participation
  • Authentic – based on real business challenges

Disability support

We welcome and support students with a wide range of disabilities and health concerns, including learning difficulties, visual and hearing impairments, mental health difficulties, autism conditions, mobility difficulties and temporary or chronic health conditions. 

Our Student Support & Welfare team is here to support you. We ask that you speak with us as early as possible to enable us to support you. Find out more about our disability support and contact us.

Entry requirements

Academic requirements

A Regent’s education provides you with a high level of personal attention, and this begins from the moment you apply to study with us. We want to understand who you are and what your skills and interests may be – we are interested in your potential, as well as your prior achievements. We review each application comprehensively and on its individual merit, considering all of your skills, interests and attributes.

Minimum entry requirements for Level 7 students

One of the following qualifications:

  • Minimum second class UK undergraduate degree
  • Equivalent international qualifications as deemed acceptable by the University
  • Exceptional entry will be assessed on case by case basis by academic referral only based on:
    - An undergraduate degree lower than 2:2 plus one year of relevant work experience
    - No undergraduate degree but three years of relevant work experience

We also welcome applications from candidates who do not meet the essential entry criteria outlined above. In order to be accepted for exceptional entry, you must:

  • Hold a minimum of two years’ relevant work experience
  • Provide a 1,000-word personal statement outlining your reasons for applying, and how your previous experience is of relevance to the programme you are applying for
  • Be prepared to attend an interview with the Postgraduate Admissions Panel

English Language requirements 

We require proof of English Proficiency. For example, we ask for:

Qualification Subject Grade
GSCE* English C (4)
PTE Academic  

Overall score of 67, with 59 or above in each individual component

 

IB SL or HL* English A 4
IB HL* English B 5
US HSD (studied in a majority English-speaking country)* Cumulative GPA 2.5
IELTS* Academic Overall score of 6.5, with 5.5 or above in all 4 component parts
UG degree English-speaking country (as defined by UKVI) Second class

*qualification satisfies the English language requirements of the UK Immigration and Visas (UKVI) for non-UK/Irish nationals.

This list is not exhaustive, we will review the English qualifications you have as part of your application and be in contact if we require anything further.

For applicants who wish to improve their English language proficiency, please see our English language courses.

Regent's English Proficiency Test (REPT)

We provide an online English diagnostic test known as the Regent’s English Proficiency Test (REPT). This test must be booked in advance. To find out more information and to book a test, please visit the REPT page. The REPT test is currently free of charge.

Careers

Throughout the year, you'll define and develop your career with dedicated one-to-one support from our Careers, Enterprise & Industry team. They'll help to organise industry placements and build life-long connections.

Through this very specialist programme, we teach you specific skills that can be applied to the fields of:

  • Marketing
  • Data analytics
  • Social media management
  • Digital marketing

This means you will have the flexibility to work across various industries of your liking in the specialist areas mentioned above. Our alumni have worked on campaigns for organisations ranging from AC Milan to Ferrero Rocher. Some have also revitalised family businesses, or launched start-ups in the UK and beyond.

Professional development

This course is also accredited by the Chartered Management Institute (CMI) and, upon completion, you’ll receive a Level 7 Diploma in Strategic Management and Leadership Practice alongside your degree, with access to: 

  • Mentorship from a member of the CMI 
  • Activities accredited for Continuing Professional Development
  • A variety of CMI events with networking opportunities
  • Consultations with specialist advisers to develop your career 
  • A vast library of the latest research and thinking

This can fast-track your career development – able to quickly become a Chartered Manager (CMgr). You'll also be eligible to take:

  • A Certificate in Digital Marketing from the Institute of Direct and Digital Marketing (exam required)
  • A Google Analytics Individual Qualification (this is something you'll study for and can apply for certification if you wish)
Chartered Management Institute
IDM logo

Structure

You can choose to start in either January or September. A course starting in September will last 12 months, while starting in January will last 16 months.

In the final term, you will have the opportunity to choose between a 10,000 word dissertation, and a consultancy project that offers practical insight into the industry. For the project, you will team up with a company and help propose a solution to their problem proposal.

For both you will be asked to submit:

- A report (for dissertation, the report will come in the form of a journal article)
- A presentation, made to examiners (for the consultancy project, the company in question will also be invited)
- A personal reflection, describing the approach and takeaways from the experience.

MSc Digital Marketing and Analytics

Term 1

Module Title
Consumer Intelligence
Marketing Management for the Digital Age This module explores the central role of marketing in business and corporate strategy and the ways in which marketing roles, strategies and techniques are evolving due to developments in the areas of digital technology and analytics. You will develop a fundamental understanding of the core concepts of marketing which underpin a more detailed examination of specific digital marketing methods in other modules. The module will examine the influence of digital marketing on business and the similarities and differences between digital and traditional marketing.
Research Methods Managers in organisations often need to rely on research-based information to make decisions. In order to make proper use of such material and to ensure that any decisions made on the basis of research findings are soundly based, it is necessary to understand the strengths and weaknesses of the methods and techniques used to collect and analyse such information. There is a wide range of possible approaches to conducting research or consultancy studies which vary in terms of the kinds of questions they seek to answer and the methods used to provide answers are explored in this module.
Exploring and Visualising Data

Term 2

Module Title
Digital Marketing Data Analysis This module will give you an in-depth understanding of qualitative and quantitative data analysis methods and statistical techniques as well as the use of latest analytics software packages and their application to both business as well as academic contexts. You will learn to manipulate data from a variety of industry databases and how to analyse and interpret primary data. The module will also help you understand how to evaluate and choose methods for data analysis for business and academic research.
Integrated Digital Marketing Communications and Analytics You will gain a practical understanding of the key elements of digital marketing communications with a particular focus on mobile marketing, email marketing, display and native advertising and affiliate marketing. You will look at how and when each element can most effectively be used and for what kind of marketing objectives each is suited. This is a practical, hands-on module where you will learn by using the tools and techniques discussed. The module covers the setting up of campaigns as well as how the results of each campaign element can be monitored and assessed using appropriate analytics tools. The emphasis is on understanding how all the different elements of the digital marketing communications mix can work together as part of an integrated campaign and how analytics can help both optimise campaigns prior to execution as well as assess results and ROI as the campaign runs.
Social Media Marketing and Analytics Marketing communications play a vital role in supporting and maintaining a brand. This module introduces the key concepts of social media marketing. You will learn how to understand, critically evaluate and apply conceptual social media frameworks, theories and approaches relevant to the marketing and promotional mix. You will also harness the key metrics tools of social media marketing in order to listen, monitor and manage communications through such tools. The module also aims to develop your strategic understanding of how to build and manage social media marketing communications campaign which impacts on the identified target audiences and integrates with all other relevant media.
Web Marketing and Analytics This module introduces the basics of good website design. It explores the role that an organisation’s website can play in its digital marketing strategy and the analytics tools available to measure the effectiveness of web marketing. You will learn the principles of designing and building a website, along with creating and organising appropriate content for each stage of the RACE process. You will also learn how to use analytics to improve the user experience through analysis of data. At the end of the module you will have the opportunity to take the Google Analytics Individual Qualification (GAIQ) test.

Term 3

You will complete one final project from the options below.
Dissertation This module enables you to consolidate your learning in the form of an intensive piece of academically rigorous research focused on a research question of relevance to some aspect of digital marketing and analytics. You will identify a question, framed within the context of existing academic research, and collect and analyse relevant data. The completed dissertation will take the form of a draft journal article. Where appropriate, you will be encouraged to base your research upon organisations with which you are familiar. The module will help you to develop key employability skills such as creative and strategic thinking, time management, and effective communication, alongside academic skills such as critical thinking, evaluation of existing research, data analysis and academic writing.
Consultancy Project You will undertake a digital marketing consultancy project, operating in effect as a trainee management consultant for your client. You will undertake research into an issue related to digital marketing and analytics and develop recommendations that are intended to benefit the client organisation and perhaps the sector as a whole. The module offers the opportunity to carry out a project that is of real practical benefit and to demonstrate the knowledge and skills you have gained in a real marketing management situation.

Apply now

MSc Digital Marketing & Analytics

Joanne Wang quote

Joanne Wang
‘I already had a successful career in marketing, communications and change management but, after a career break, I wanted a course to refresh my skills – and this one stood out amongst many others’. Joanne Wang, MSc Digital Marketing alumna