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Postgraduate Course

Digital Marketing and Data Analytics MSc

Study online and gain an innovative degree delivered in partnership with an industry leading digital marketing agency, Mediaworks.

student working on computer in the library

Give yourself a competitive edge in the increasingly digital led marketing industry. Discover how digitally focused marketing strategies can integrate with more traditional techniques. Learn to use these strategies to attract new customers, build loyalty and meet consumer needs.

Please note: This course is taught entirely online. While this would be a great course choice for international students, international students will not be eligible for a student visa as there is no requirement to enter the UK for study purposes.

Delivered in partnership with Mediaworks


  • Duration – 18 months full time
  • Start date – September 2024, September 2025
  • School – York Business School

Minimum entry requirements

    2:2 in an undergraduate degree from a UK ENIC listed institution

    Experience Evidence of relevant experience if your degree is in an unrelated subject

Tuition fees

    UK 2024-25 £9,000 full time

    International 2024-25 £9,000 full time

Why students love our course

Course overview

This course combines academic theory and research with practical learning, giving you a deep understanding of digital marketing activities within organisations. When you study with us you will:

  • Learn about key concepts in digital marketing, data analytics and organisational strategy
  • Explore online visitor and buyer behaviour
  • Learn to connect theory with practice in creative and innovative ways
  • Learn to map customer journeys
  • Investigate mobile and social media marketing
  • Investigate the impact of digital marketing and data analytics within organisations

We have designed this course in partnership with leading digital marketing experts at Mediaworks. They will deliver some of your lectures and give you insights into the latest developments from industry.

The course is delivered entirely online, allowing you to balance your studies with work or other commitments. You will also have the opportunity to attend residential events held throughout the year.

We encourage the sharing of knowledge and experience between students and staff with a wide range of professional backgrounds. This fosters a collaborative learning community which will provide both support and varied perspectives throughout your study. Solutions to real problems are suggested, discussed and analysed within the learning community, with the support of tutors and fellow learners.

Course structure

How you will study

You can study this postgraduate course full time online. This allows you to fit your studies around other commitments. The course will take 18 months to complete.

You will study 5 compulsory modules. You will work through these one at a time, with each module taking around 3 months to complete, with the exception of your final Capstone project, which will take 6 months.

You can find out which modules are available in each term in the Course Specifications.


Credits: 30

Compulsory module

On this module you will learn to develop strategic digital marketing plans. We will help you to do this by introducing you to relevant theoretical frameworks and models. These can be applied directly to a digital marketing setting. This module will challenge you to consider a range of digital theories and engage with relevant digital marketing techniques. 

Credits: 30

Compulsory module

The analytics available in digital marketing give insight into customers, competitors and market behaviour. This module will teach you how to understand the opportunities this presents. You will explore online interactions and develop your confidence in the language of data analytics. You will also be encouraged to consider and apply metrics and data analytics. This will help you to understand the impact these areas can have on digital marketing.

Credits: 30

Compulsory module

This module provides an understanding of digital marketing communication techniques, channels and strategy. Communication in the digital age focuses on the analysis of integrated marketing communications and associated consumer behaviour. You will explore the issues that influence digital communications and examine how you can optimise these. This allows you to influence consumers, customers and organisations.

Credits: 30

Compulsory module

The focus of this module is to develop a critical understanding of leadership, innovation and change in a digital context. You will explore the impact of disruptive technologies which are challenging traditional business methods and practices. You will also investigate ways to support organisational development by innovating new ways of working. This could involve changes to infrastructure, processes and people. We will encourage you to use your experiences to inform discussion, critical thinking and reflection.

Credits: 60

Compulsory module

We have designed this project to build on your learning throughout the course. It gives you the opportunity to apply your knowledge and skills to a current digital marketing issue. In this module you will define, research and analyse a topic of your choice, identifying potential solutions and reaching evidence-based conclusions. Your capstone project can take the form of either an academic dissertation or an applied business consultancy project.

Teaching and assessment

Teaching and learning

All of your modules will be delivered using a variety of different teaching sessions. This includes:

  • Online lectures delivered by Mediaworks
  • Discussion forums
  • Tutorials
  • Online learning communities

The style of learning on this course is participative and collaborative. We know that you are likely to bring valuable experience and knowledge to the group. You will benefit from sharing this with each other, as well as leading academics from York Business School and Digital Marketing experts from Mediaworks.

Our teaching draws on both our research and professional experience. This means your learning is informed by the most current thinking in the subject area. You can find out more about our research and backgrounds by visiting our staff pages.


Our assessment methods mirror organisational based activities. These methods include:

  • Reports
  • Critical essays
  • Portfolios
  • Recorded video presentations

You will receive feedback on your work throughout each module. This will help you to improve your work for your graded assessments. We will advise you on developing your skills, useful areas for research and how to extend your business knowledge further.

Entry requirements


Minimum entry requirements

    2:2 in an undergraduate degree from a UK ENIC listed institution

    Experience Evidence of relevant experience if your degree is in an unrelated subject

If you do not have a degree but you can provide evidence of relevant professional experience, your application will still be considered.

International students

If you are an international student you will need to show that your qualifications match our entry requirements.

Information about international qualifications and entry requirements can be found on our International pages.

If English is not your first language you will need to show that you have English Language competence at IELTS level 6.0 (with no skill below 5.5) or equivalent.

Please note: This course is taught entirely online. While this would be a great course choice for international students, international students will not be eligible for a student visa as there is no requirement to enter the UK for study purposes.

International entry requirements

Accreditation of Prior Experiential Learning (APEL)

If you do not have traditional qualifications, you might be able to provide evidence of professional experience in the subject as an alternative way to meet the entry requirements. This is called Accreditation of Prior Experiential Learning (APEL). Appropriate references and records of employment would need to be presented to support your case for admission.

Terms and conditions

Our terms and conditions, policies and procedures contain important information about studying at York St John University. You can read them on our Admissions page.

Fees and funding

2024 - 2025 entry

The tuition fee for 2024 entry to this postgraduate course is £9,000 for full time study.

This cost applies to all students, whether you are applying from the UK or are an international student.


Postgraduate loans are available to help you pay for your master’s course. Find out more about funding your postgraduate studies.

Funding opportunities

Tuition fees

    UK 2024-25 £9,000 full time

    International 2024-25 £9,000 full time


Due to immigration laws, if you are an international student on a student visa, you must study full time. For more information about visa requirements and short-term study visas, please visit the International Visa and Immigration pages.

Find out more about funding your postgraduate studies.

International Fees and Funding

Additional costs and financial support

Course-related costs

While studying for your degree, there may be additional costs related to your course. This may include purchasing personal equipment and stationery.

Career outcomes

Where could Digital Marketing and Data Analytics take you?

This course prepares you for many potential roles across digital marketing and data analytics. The leadership skills you will develop will put you in a good position to move into management roles. Innovative, specialist modules such as Data Analytics and the Blockchain will give you the industry-ready, transferable skills needed for a competitive edge in the marketplace.

This will give you an advantage in careers such as:

  • Marketing
  • Advertising
  • Market research
  • Media buying
  • Data analytics
  • Brand management
  • Social media management
  • Public relations

This course could also lead you to undertake further postgraduate study through an MPhil or PhD.

Stand out from the crowd with postgraduate study.

Far fewer people have postgraduate degrees than undergraduate qualifications. This gives you something extra to set yourself apart in a competitive graduate job market. Those with a postgraduate qualification will earn an average of £7,000 a year more than those with only an undergraduate degree. (Department For Education Graduate Labour Market Report 2020)

Our careers service, LaunchPad, provides career support tailored to your ambitions. Through this service you can access:

  • Employer events
  • LinkedIn, CV and cover letter sessions
  • Workshops on application writing and interview skills
  • Work experience and volunteering opportunities
  • Personalised career advice

This support does not end when you graduate. You can access our expert career advice for the rest of your life. We will help you gain the experience and confidence you need to succeed.

Apply for this course

Applications are not yet open for this course. Please check back here closer to the time for application links.

To complete the online application form you will need to create login details.

Please contact 2 referees before submitting your application. An automated request for a reference will be emailed to them as soon as you submit. Your application will not be reviewed until both references are in place.

Fees and key information

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