The Digital Marketing & Analytics master's degree at Regent’s University London will equip you with a solid understanding of digital marketing strategy, together with the analytical skills needed to work in this data-driven industry.
You’ll examine how digital technology can alter consumer behaviour. Using this data, you’ll learn how to construct multi-dimensional customer profiles that help predict new trends and consumer behaviours.
Statistical software, such as SAS and SPSS, will help you master the quantitative skills needed to conduct and evaluate your own data analysis.
This digital marketing master's degree is accredited by the Chartered Management Institute (CMI). You will be eligible to receive a certificate for CMI Level 7 Strategic Management and Leadership Practice, and also a joint Regent’s/SAS certificate.
This degree is also accredited by the Institute of Direct and Digital Marketing (IDM), offering you the opportunity to take the IDM Certificate in Digital Marketing without any additional study. As part of your degree, you will also be encouraged to work towards a Google Analytics Individual Qualification (GAIQ).
The knowledge and qualifications you will acquire from this postgraduate degree will make you very attractive to marketing employers and will open up opportunities in areas including web analytics, social media, content marketing and data analysis.
Students may start the programme in either January or September. If you begin in September, the programme is 12 months, while a programme starting in January will last for 16 months.
|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|
|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.|
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.
|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.|
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:
- Apply online
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 further information, please visit our scholarships and funding page.
Annual tuition fee for September 2021 entrants: £22,000
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
- All fee increases are subject to approval of the Trustee Board thus ensuring that affordability for our students remains a primary concern in any decisions regarding fee increases
Teaching and assessment
On our programme, greater emphasis is placed on interaction and activity-based learning. All our staff are actively engaged in the areas of digital marketing and analytics, either as researchers or as practitioners.
Guest speakers will further enhance the applied nature of the programme and help to develop your understanding of digital marketing and analytics in industry. You will also work with digital experts to develop practical skills in analytics software such as SAS and SPSS, and with marketing managers and agency staff to improve your understanding of marketing decision-making in the world of work.
Many assignments take the form of live briefs, enabling you to experience the kinds of projects that you will be working on as marketing practitioners.
Attending industry events will give you a deeper understanding of the concerns of marketing practitioners and how the practical skills you are learning can be applied in a marketing department or agency.
Contact hours and expected workload
You will receive 30 hours of contact time weekly in the first term, and 36 in the second. Supervisors are available to discuss project issues during the third term, but you are required to meet for a progress update every two weeks at least.
Outside of class time, you will be expected to pursue your own research into the marketing industry. This includes attending networking events such as Silicon Drinkabout, as well as industry lectures and seminars. Coursework is set outside class, and there is also group work and a reading list.
Our teaching staff are academically active and publishing in the field of digital marketing and data analytics. Three are PhD-qualified while another three are completing their qualifications. Some staff also work as freelancers in the industry, with companies such as Microsoft.
Guest lecturers and experts have carried out international marketing work. They are employed with established corporates, and at startups in London's Silicon Roundabout.
Methods of assessment
This programme is assessed on:
- Group and individual projects
- A dissertation or 11-week company consultation project
We welcome and support students with a wide range of disabilities and health concerns. This includes learning difficulties, visual and hearing impairments, mental health difficulties, autism spectrum conditions, mobility difficulties, and temporary or chronic health conditions.
Our dedicated Disability Officer is here to support you. We ask that you speak with Student Registry and our Disability Officer as early as you can to enable us to support you. Find out more about our disability support and contact us.
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:
- IELTS: Overall score of 6.5, with 5.5 or above in all 4 component parts
- PTE Academic: Overall score of 58, with 51 or above in each individual component
- TOEFL IBT: Overall score 80 (We do not accept TOEFL from applicants requiring a Tier 4 visa, as this qualification is no longer accepted by the UK Visas and Immigration Department (UKVI)
- A-level/GCSE/IGCSE English: grade C / 4 or above (for IGCSE certificates, please provide the Supplementary Certifying Statement with the breakdown of component grades)
- International Baccalaureate: Grade 5 in A1 or A2 English at Higher or Standard Level
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.
Through this very specialist programme, we teach our students specific skills that can be applied to the fields of:
- 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 intelligent campaigns for organisations and brands ranging from AC Milan to Ferrero Rocher. Some have also revitalised family businesses, or set up startups in the UK and beyond.
This course is accredited by the Chartered Management Institute (CMI). If you choose to join and complete the mapped modules, you will receive a CMI Level 7 Diploma in Strategic Management and Leadership Practice on completion of your degree.
Engaging with Chartered Management Institute (CMI) as a professional body provides a wide range of benefits, which add value to students' learning development in many different ways. Some benefits include:
- Additional Level 7 qualification at the end of their PG degree completion
- Access to the Career Development Centre
- Access to the latest research and thinking
- Access to Mentoring scheme
- Access to online Professional Manager magazine
- Affiliate student membership whilst studying in their degree programme.
- CMI Management Library - book loans, databases, etc.
- CMI qualifications fast-track learners into the next stage of their development to become Chartered Managers (CMgr) - on completion of their degree and additional post-nominals after their name when they graduate upon membership renewal.
- Create and update their Continuous Professional Development (CPD) record online
- Management Direct - 24/7 extensive online knowledge resource on Management and Leadership – Access to thousands of online resources, including videos, e-learning, and publications
- Phone and email support from CMI information researchers
- Events and networking and lots more
Furthermore, if you wish to apply for additional certificates, you will be eligible to take the further certifications:
- A Certificate in Digital Marketing from the Institute of Direct and Digital Marketing (exam required)
- A Google Analytics Individual Qualification (this is something the students can study for and apply for certification if they wish to do so)