COURSE CURRICULUM

The MSc Digital Marketing and Analytics at Kent Business School offers a comprehensive program designed to equip students with both creative and analytical skills essential for success in the digital marketing industry. Compulsory modules cover a wide range of topics, including digital marketing communications, social media design, digital marketing strategy, online consumer behaviour, social media marketing, web analytics, applied data-driven marketing analytics, customer insights, and emerging issues in contemporary marketing. These modules provide a strong foundation in understanding consumer behaviour, developing strategic marketing campaigns, and using analytics to drive decision-making. Students gain practical experience in designing campaigns, analysing data, and applying insights to real-world business scenarios. Optional modules such as the Digital Marketing Challenge and professional placement or internship offer opportunities to further develop practical skills, gain industry exposure, and apply learning in professional settings. The course also addresses key ethical and societal considerations, including AI, privacy, sustainability, and inclusion, preparing graduates to operate responsibly in a rapidly evolving digital landscape. With a blend of theoretical knowledge, hands-on practice, and exposure to contemporary marketing issues, graduates leave the program well-prepared for careers in digital marketing, brand management, consumer analytics, social media strategy, and other data-driven marketing roles, ready to make an impact in a competitive, global market.