How to apply

Overview

The details

Course: Digital Marketing and Analytics

Start date: October 2025

Study mode: Full-time

Duration: 1 year

Location: Colchester Campus

Based in: Essex Business School

Digital marketing methods are leading the way in the modern marketing world. From social media trends to using data to optimise website traffic, if you're not capitalising on digital marketing, you're losing customers.

Digital marketing allows companies to target and reach their audiences within the online space, promote their brand, and sell their products. Analytic methods allow us to determine how effective our digital marketing strategies have been, analysing data and optimising our techniques. It is through these methods that marketing has transformed in recent years, becoming ever more essential for the growth and success of a company.

Our MSc Digital Marketing and Analytics is designed to provide you with the techniques you will need to conquer the digital marketing space. The course will cover topics including:

Social media marketing
Marketing and technology
Analysing consumer behaviour
Utilising data analytic platforms

By the end of this course, you will have gained hands-on experience in digital marketing, marketing analytics and strategy, giving you the perfect foundations for your marketing career.

At Essex Business School you will learn from expert academics and marketing practitioners who tailor their course content to the issues currently being faced by organisations around the world. Studying alongside other students with a marketing background, you'll build a deeper insight into marketing with a real-world focus. A Masters from Essex Business School can give you the best head-start to build your marketing career.

Why we're great.

Our academics work with business to ensure their teaching is informed by the issues facing today's firms.
Our Students' Union Creative Suite gives you access to software used by leading marketing agencies.
We analyse the latest digital and social media marketing trends in a fast moving industry.

Our expert staff

Management and marketing research at Essex Business School is very diverse but can best be described as exploring business with a social conscience. For example, our research investigates workplace ethics, corporate social responsibility and the lived experience of work in the global economy.

One of the academics you may meet during your course is Dr Muhammed Shakaib Akram, Lecturer in Management and Marketing at Essex Business School, who serves as the programme director for MSc Digital Marketing and Analytics. Dr Akram mainly teaches in the areas of marketing strategy and digital marketing. Dr Akram has a particular interest in quantitative research methods and has used various data analysis and visualisation tools, such as SPSS, AMOS, SmartPLS, and Tableau in his research.

You may also meet Dr Erik Jacobi, a Lecturer in Management and Marketing at Essex Business School and an expert in ethical marketing and sustainable consumer behaviour, the politicisation of brands, and social media influencers. Dr Jacobi is involved in a number of consulting activities including a recent project with Ultimotive Group advising how they can use social media and influencer marketing to establish a new brand and increase sales in the UK and in North America. Erik's work with business ensures his teaching is well-informed by the contemporary issues facing today's businesses.

The research activities of academics in our Management and Marketing Group is supported by the COVER (Commons Organising Values Equalities and Resilience). The Centre is made up of an interdisciplinary set of scholars whose research aims to promote collaborative advantage, collective intelligence and “open source” problem solving both within communities and globally.

Specialist facilities

MSc Digital Marketing and Analytics is based at our Colchester Campus.

You'll be studying at Essex Business School, home to the first zero-carbon business school in the UK, demonstrating our sustainable approach to business first-hand. Set around a lush winter garden, with shared spaces to encourage collaborative working, you'll find a wealth of inspiring teaching and study zones:

learn in modern lecture theatres with ‘listen again' recording to aid your study
access to Mintel market share and forecast data for consumer market analysis
utilise study booths in our winter garden and versatile break-out areas for group working throughout the building
dynamic blended learning provision for uninterrupted study and engaging online lectures featuring guest speakers
study skills support provided by the Essex Business School Learning Team
networking opportunities with visiting businesses and careers events
Bonds café and adjacent foyer to enjoy on-site fresh food and drink

You'll also benefit from fantastic University facilities located close by, including our state-of-the-art Silberrad Student Centre, complete with an open-access 24-hour Learning Hub.

Why not try the Creative Studios? Equipped with top of the range kit, all of the computers here have the full Adobe Creative Cloud suite installed, which means you have access to Photoshop, InDesign, Premiere Pro, After Effects and loads more. With a similar feel to the offices of modern marketing agencies, the free-to-use technology can greatly enhance your projects and give you hands-on experience for your CV.

Our building is located on the Knowledge Gateway, home to some of the region's most exciting enterprises in the science, technology and creative sectors. The Knowledge Gateway provides potential networking and career opportunities for students directly on campus.

Your future

This course provides an excellent foundation to build your career in digital marketing by developing your skills in creativity, innovation and ethical awareness.

Many of our graduates go on to manage marketing activities in organisations of all sizes. Recent graduate destinations include high-profile organisations and SMEs such as:

KPMG
HP
Groupon
Wefarm, the world's largest platform for small-scale farmers
fast-growing digital agency, Footprint Digital
award-winning marketing agency, Coast Digital

Read our graduate profiles to find out the types of organisations our Masters students go on to work for.

Our Student Support team work closely with the University's Employability and Careers service to help you with careers information and advice and CV support. They will help you find work experience, internships, placements and voluntary opportunities and provide access to employer talks on campus. We also work closely with the Essex Startups team to support our budding entrepreneurs get their business ideas off the ground.

“I did my undergraduate degree at Essex and felt comfortable here, so I decided to stay for my Masters. The teaching is excellent and I love the facilities in the new business school building. After I graduate, I’ll be joining the John Lewis graduate buying scheme. It’s an opportunity I wouldn’t have had without my Masters or the extra-curricular activities I’ve been involved with.”

Chloe Mongelard, MSc Marketing and Brand Management (former course title)

Entry requirements

UK entry requirements

A 2:2 degree, or international equivalent, in one of the following subjects:

Advertising
Business Administration
Commerce
Communications
Entrepreneurship
Management
Management Information Systems
Marketing
Media studies
Retailing
Psychology
Public Relations

A 2:1 degree, or equivalent, in one of the following subjects:

Anthropology
Computer Engineering
Computer Sciences
Economics
Information Technology
Mathematics
Sociology
Statistics

Other degree types will be considered on a case by case basis and applicants with certain degrees may also need to demonstrate at least one year's additional relevant work experience in Advertising, Branding, Communications, Computer Sciences, Digital and Social Media Marketing, Engineering, Marketing, Media. or Sales (please include your CV with your application).

We will also consider applicants who hold a level 6 CIM Diploma in Professional Marking, Digital Marketing or Sustainable Marketing (pass or above) and two years' relevant work experience in the fields above (please include your CV with your application).

International & EU entry requirements

We accept a wide range of qualifications from applicants studying in the EU and other countries. Get in touch with any questions you may have about the qualifications we accept. Remember to tell us about the qualifications you have already completed or are currently taking.

Sorry, the entry requirements for the country that you have selected are not available here. Please contact our Graduate Admissions team at pgquery@essex.ac.uk to request the entry requirements for this country.

English language requirements

If English is not your first language, we require IELTS 6.5 overall with a minimum component score of 6.0 in writing and 5.5 in all other components.

If you do not meet our IELTS requirements then you may be able to complete a pre-sessional English pathway that enables you to start your course without retaking IELTS.

Additional Notes

The University uses academic selection criteria to determine an applicant’s ability to successfully complete a course at the University of Essex. Where appropriate, we may ask for specific information relating to previous modules studied or work experience.

Structure

Course structure

We offer a flexible course structure with a mixture of core/compulsory modules, and optional modules chosen from lists.

Our research-led teaching is continually evolving to address the latest challenges and breakthroughs in the field. The following modules are based on the current course structure and may change in response to new curriculum developments and innovation.

We understand that deciding where and what to study is a very important decision for you. We'll make all reasonable efforts to provide you with the courses, services and facilities as described on our website and in line with your contract with us. However, if we need to make material changes, for example due to significant disruption, we'll let our applicants and students know as soon as possible.

Components and modules explained

Components

Components are the blocks of study that make up your course. A component may have a set module which you must study, or a number of modules from which you can choose.

Each component has a status and carries a certain number of credits towards your qualification.

Status	What this means
Core	You must take the set module for this component and you must pass. No failure can be permitted.
Core with Options	You can choose which module to study from the available options for this component but you must pass. No failure can be permitted.
Compulsory	You must take the set module for this component. There may be limited opportunities to continue on the course/be eligible for the qualification if you fail.
Compulsory with Options	You can choose which module to study from the available options for this component. There may be limited opportunities to continue on the course/be eligible for the qualification if you fail.
Optional	You can choose which module to study from the available options for this component. There may be limited opportunities to continue on the course/be eligible for the qualification if you fail.

The modules that are available for you to choose for each component will depend on several factors, including which modules you have chosen for other components, which modules you have completed in previous years of your course, and which term the module is taught in.

Modules

Modules are the individual units of study for your course. Each module has its own set of learning outcomes and assessment criteria and also carries a certain number of credits.

In most cases you will study one module per component, but in some cases you may need to study more than one module. For example, a 30-credit component may comprise of either one 30-credit module, or two 15-credit modules, depending on the options available.

Modules may be taught at different times of the year and by a different department or school to the one your course is primarily based in. You can find this information from the module code. For example, the module code HR100-4-FY means:

100

The department or school the module will be taught by.

In this example, the module would be taught by the Department of History.

The module number.

The UK academic level of the module.

A standard undergraduate course will comprise of level 4, 5 and 6 modules - increasing as you progress through the course.

A standard postgraduate taught course will comprise of level 7 modules.

A postgraduate research degree is a level 8 qualification.

The term the module will be taught in.

AU: Autumn term
SP: Spring term
SU: Summer term
FY: Full year
AP: Autumn and Spring terms
PS: Spring and Summer terms
AS: Autumn and Summer terms

COMPONENT 01: CORE WITH OPTIONS

(60 CREDITS)

COMPONENT 02: CORE

Research Methods in Marketing

(20 CREDITS)

This module introduces the methods of research in the fields of marketing. You explore a variety of quantitative and qualitative methods, using examples and case studies to determine the suitability of different types of research in particular situations. You gain understanding of research ethics and acquire the skills to organise and undertake a research project.

View Research Methods in Marketing on our Module Directory

COMPONENT 03: COMPULSORY

Marketing Strategy

(20 CREDITS)

Marketing strategy involves key marketing decisions such as managing customer heterogeneity, customer dynamics, marketing-based sustainable competitive advantage, and resource trade-offs. This module trains you on the fundamental frameworks, processes, and analysis tools for developing and implementing marketing strategies to make informed marketing decisions. Such decisions, followed by actions, help firms build marketing-based, sustainable competitive advantages to create value for stakeholders.

View Marketing Strategy on our Module Directory

COMPONENT 04: COMPULSORY

Digital Marketing

(20 CREDITS)

This module provides an overview of key practical and theoretical issues within digital marketing and social media. You explore the impact of digital on marketing models and practices and discuss the changing nature of business, consumer behaviour and communication. Topics may include the digital customer experience, managing digital relationships and digital marketing strategy.

View Digital Marketing on our Module Directory

COMPONENT 05: COMPULSORY

Marketing Analytics

(20 CREDITS)

This module aims to teach you the many ways that marketing analytics can determine the success of digital marketing campaigns. By the end of the module, you will understand how analytics can help marketers overcome challenges in today’s data era and have the skills to use analytics software to make data-driven decisions.

View Marketing Analytics on our Module Directory

COMPONENT 06: OPTIONAL

(40 CREDITS)

Teaching

The programme places a strong emphasis on real-world applications and connections to industry.
You will benefit from an interactive and research-based teaching environment led by experienced faculty who are actively engaged in research and have strong industry connections.
By concentrating on and mastering the latest research-based theories and strategies, you will advance your knowledge of marketing beyond fundamental principles.
Along with building the theoretical foundation, you will engage in experiential learning through simulations and data-driven case studies.
You may choose from a variety of electives focusing on critical marketing and management areas of your interest to differentiate yourself in the job market.

Assessment

Regular assessment methods may include coursework, presentations, case studies, group work, tests, projects, and examinations

Dissertation

An opportunity to apply knowledge gained throughout the course of study and to further engage with that knowledge in order to produce an independent piece of work.
Develop a 15,000-word dissertation under the supervision of an academic expert on a topic of your choice.

Fees and funding

Home/UK fee

£15,000

International fee

£23,500

Masters fees and funding information

Research (e.g. PhD) fees and funding information

What's next

We hold Open Days for all our applicants throughout the year. Our Colchester Campus events are a great way to find out more about studying at Essex, and give you the chance to:

tour our campus and accommodation
find out answers to your questions about our courses, student finance, graduate employability, student support and more
meet our students and staff

If the dates of our organised events aren’t suitable for you, feel free to get in touch by emailing tours@essex.ac.uk and we’ll arrange an individual campus tour for you.

2025 Open Days (Colchester Campus)

Wednesday 19 March 2025 - Postgraduate Open Evening

Find out more

You can apply for this postgraduate course online. Before you apply, please check our information about necessary documents that we'll ask you to provide as part of your application.

We aim to respond to applications within two weeks. If we are able to offer you a place, you will be contacted via email.

For information on our deadline to apply for this course, please see our ‘how to apply' information.

A sunny day with banners flying on Colchester Campus Square 4.

Set within 200 acres of award-winning parkland - Wivenhoe Park and located two miles from the historic city centre of Colchester – England's oldest recorded development. Our Colchester Campus is also easily reached from London and Stansted Airport in under one hour.

Find out more

View from Square 2 outside the Rab Butler Building looking towards Square 3

If you live too far away to come to Essex (or have a busy lifestyle), no problem. Our 360 degree virtual tour allows you to explore the Colchester Campus from the comfort of your home. Check out our accommodation options, facilities and social spaces.

At Essex we pride ourselves on being a welcoming and inclusive student community. We offer a wide range of support to individuals and groups of student members who may have specific requirements, interests or responsibilities.

Find out more

The University makes every effort to ensure that this information on its programme specification is accurate and up-to-date. Exceptionally it can be necessary to make changes, for example to courses, facilities or fees. Examples of such reasons might include, but are not limited to: strikes, other industrial action, staff illness, severe weather, fire, civil commotion, riot, invasion, terrorist attack or threat of terrorist attack (whether declared or not), natural disaster, restrictions imposed by government or public authorities, epidemic or pandemic disease, failure of public utilities or transport systems or the withdrawal/reduction of funding. Changes to courses may for example consist of variations to the content and method of delivery of programmes, courses and other services, to discontinue programmes, courses and other services and to merge or combine programmes or courses. The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications. The University would inform and engage with you if your course was to be discontinued, and would provide you with options, where appropriate, in line with our Compensation and Refund Policy.

The full Procedures, Rules and Regulations of the University governing how it operates are set out in the Charter, Statutes and Ordinances and in the University Regulations, Policy and Procedures.