Digital Marketing & Analytics


Programme details

  • Next start date: Jan 2020
  • Future start date: Sep 2020
  • Study: Full-time
  • Duration: 12 - 16 months
  • Fee: £18,500 - £21,500

The face of marketing is changing.

Traditional techniques alone are not enough to attract the modern consumer. Today’s campaigns require interdisciplinary strategies and a deeper understanding of what the customers needs and wants are.

Our MSc in Digital Marketing & Analytics was the first programme to blend marketing with the digital analytical skills that employers crave. It remains the only programme of its kind in London, a thriving city of international brands and global campaigns.

Dr Bhavini Desai

We will prepare you to become a confident and effective marketing practitioner. You will develop an in-depth understanding of trusted techniques for strategy, planning and delivery. In addition, you will be introduced to new approaches and emerging tools that provide greater insight into how customers behave, and how to locate and reach them.

The programme will provide practical insights into:

  • Creating marketing campaigns
  • Data analytics
  • Digital marketing
  • Marketing strategy and planning
  • Privacy and ethics
  • Profiling and customer behaviour
  • Social media campaigns
  • Understanding markets
  • Wordpress and website creation

Our programme is designed to be hands-on, giving you practical tasks which show you how techniques are applied in research and industry. In our seminars and class discussions, you will be encouraged to think creatively and strategically and develop solutions. Today's marketers are expected to understand, locate and reach their intended audiences, rather than just expect the customer to find them.

In addition to receiving support and guidance from experienced tutors and supervisors, you will also be able to seek advice from our guest speakers/ industry experts based in and around London's thriving Silicon Roundabout. Our Central London location means that you will be on the doorstep of innovative startups and thriving marketing firms, giving you an unmatched insight into how marketing is evolving, and how your new skills can add value to businesses.

The programme is accredited by the Chartered Management Institute (CMI). If you choose to join as student members of the Institute (students have specific period to register) and upon completion of mapped modules within the MA Digital Marketing & Analytics programme, you will receive a CMI Level 7 Diploma in Strategic Management and Leadership.

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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.

Term 1

Module Title Overview
Digital Consumer and IT Trends for Marketing This module introduces the core theories and concepts of consumer behaviour and examines the ways in which digital technology is influencing how consumers behave in terms of their interaction with both organisations and other consumers. Additionally this module aims to provide you with an overview of the digital media landscape and the role of key technologies such as cloud computing, social media, mobile and analytics to better capture and analyse customers’ data.
The Evolution of Marketing Management 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.

Term 2

Module Title Overview
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

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.

Module Title Overview
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.

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, funding and bursaries

India Postgraduate Taught Masters scholarships

Regent’s University London has a long-standing tradition of welcoming talented students from all over India. Our students from this region have always had a strong entrepreneurial spirit and have graduated from Regent’s fully equipped to join a large multinational, start their own company or join the family business. Regent’s is therefore pleased to offer five postgraduate scholarships specifically for students of Indian nationality, each worth £3,000.

Full details

Regent’s Family Reward

Regent’s offers an intimate style of education, characterised by lots of personal attention. This personalised approach extends beyond our students to their families, with the University welcoming increasing numbers of brothers, sisters and even children of our alumni each year. The University is delighted to offer the Regent’s Family Reward as a thank-you to our alumni for their and their families’ loyalty.

Full details

Regent's Postgraduate Progression Scholarships

Regent's Postgraduate Progression Scholarships reward the loyalty of undergraduate students who progress to enrol on a postgraduate degree with us. It's our way of saying thank you. Scholarships are worth up to 15% of tuition fees. 

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Future Finance loans

Alternative loan funding* for students studying at Regent's University London.

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US Financial Aid

Direct subsidised and unsubsidised loans for US citizens, as well as Direct PLUS loans for eligible US citizens and Green Card holders administered by the US Department of Education (USED) for all eligible degree programmes offered at Regent’s University London.

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State-Sponsored Funding for Students from Norway

Loans and grants for Norwegian students studying for undergraduate or postgraduate degrees at Regent's University London.

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State-Sponsored Funding for Students from Sweden

Loans and grants for Swedish students studying for undergraduate or postgraduate degrees at Regent's University London.

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Postgraduate loans - Student Finance England 2018-19

Student Finance England (SFE) is now offering funding for UK and EU nationals, as well as students with the status of Migrant Worker (under the age of 60 on the date of first class of the first Master’s degree).

Students, who already hold one Master’s degree (or an equivalent or higher-level qualification) will not be eligible.

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Tuition fee

Starting September 2019: £18,500
Starting January 2020: £18,500
Starting September 2020: £21,500

Non-refundable advance deposit

Home/EU students: £1,000
Non-EU students: £4,000
Non-EU students in receipt of US Federal Loans: £1,000

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
  • As a registered charity, 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.

Joanne - MSc Digital Marketing & Analytics student

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.

Academic Calendar

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.

Teaching staff

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:

  • Coursework
  • Group and individual projects
  • A dissertation or 11-week company consultation project

Disability Support

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.

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. Typically, we will make an offer to a student holding a minimum lower second class (2:2) UK Honours undergraduate degree from a recognised institution. Other equivalent international qualifications from recognised institutions will be accepted. 

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 for September 2019

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.

On-campus diagnostic test

For offer holders in London, we can provide a free on-campus English diagnostic test.  This test must be arranged in advance. To book a test, please contact [email protected]. Please note, this is a diagnostic test for Regent’s University London only.

Through this very specialist programme, we teach our students 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 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.

Professional development

The programme is also accredited by the Chartered Management Institute (CMI). If you choose to join as student members of the Institute (students have a specific period to register) and upon completion of mapped modules within the MSc Digital Marketing & Analytics programme, you will receive a CMI Level 7 Diploma in Strategic Management and Leadership.

Engaging with Chartered Management Institute (CMI) as a professional body provides a wide range of benefits, which add value to your learning development in many different ways. Some benefits include:

  • Additional Level 7 qualification upon successful completion of the programme
  • Access to Career Development Centre
  • Access to latest research and thinking
  • Access to Mentoring scheme
  • Access to online Professional Manager magazine
  • Affiliate student membership whilst studying
  • 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
  • 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

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)
Chartered Management Institute

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MSc Digital Marketing & Analytics