COURSE CURRICULUM

The Digital Marketing and Analytics MSc at Kingston University equips students with a comprehensive understanding of contemporary digital marketing and analytical techniques. Through core modules, students explore essential areas including digital marketing strategy, buyer behaviour, marketing analytics, and the use of digital marketing tools. The program provides practical skills in search engine marketing, social media, programmatic advertising, performance measurement, and data-driven decision making, enabling students to design and optimise effective marketing campaigns. Market Research and Data Analysis develops the ability to gather, interpret, and apply insights from consumer and market data, supporting evidence-based strategy and informed decision-making. To consolidate learning and gain real-world experience, students can choose between completing a Digital Marketing Dissertation or undertaking a Consultancy Project. The dissertation option allows for in-depth research on a specific area of interest, developing advanced analytical and research skills, while the consultancy project provides an opportunity to address a real-world business challenge, applying theoretical knowledge to practical marketing solutions. Both pathways encourage problem-solving, strategic thinking, and professional development. Overall, the MSc combines theoretical knowledge, practical application, and industry-relevant skills, preparing graduates for roles such as digital marketing manager, data analyst, marketing strategist, or consultant, and equipping them to thrive in the dynamic and data-driven digital marketing environment.