Digital Marketing and Analytics MSc

Program Overview

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The Digital Marketing and Analytics MSc at the University of Liverpool equips students with practical and theoretical knowledge in digital marketing concepts, trends, and analytics. Through case studies and research methods, the program develops problem-solving skills and an understanding of the role of marketing analytics in creating business opportunities. Graduates are prepared for careers in digital marketing, marketing strategy, data analysis, and consultancy positions.

Program Outline

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Digital Marketing and Analytics MSc - University of Liverpool

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Degree Overview:

This program equips students with theoretical and practical knowledge of digital marketing and analytics, providing a solid understanding of digital marketing concepts, trends, and methodologies. It emphasizes the importance of marketing analytics and its role in creating business opportunities. The program aims to develop practical problem-solving skills through in-depth study of real-life case studies.

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Objectives:

• Gain a comprehensive understanding of digital marketing concepts, trends, and methodologies.
• Develop practical problem-solving skills through real-life case studies.
• Master research methods, data analysis techniques, critical thinking, and the use of analytics toolkits.
• Appreciate the importance of marketing analytics and its role in creating business opportunities.

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Outline:

The 12-month program consists of eight compulsory modules followed by either a research project (ULMS719) or the dissertation (ULMS790) carried out over the summer period upon completion of Semester 2.

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Semester One:

• CONSUMER BEHAVIOUR (ULMS795): This module explores how customers and consumers behave, equipping students with the knowledge and skills to analyze this question.
It is delivered through lectures and seminars and assessed via coursework and an end-of-module examination.
• DIGITAL MARKETING (ULMS855): This module develops critical understanding of the main digital marketing tools and enhanced awareness of the changing role of marketing communications in the interactive online marketplace.
Students will develop skills in the design and creation of a digital marketing strategy embracing website analytics. Students will learn about the foundations of marketing management, current debates within the field, and marketing management tools such as the extended marketing mix, segmentation, positioning, and targeting. Students will develop skills in identifying sources of consumer data; learn about various research methods and analysis techniques; develop skills to interpret consumer data and behaviour.
• Experiential Marketing (ULMS890): This module provides students with an understanding of experiential marketing in terms of academic principles and practical applications.
• Leading Marketing and Entrepreneurship (ULMS892): This module focuses on the leadership and entrepreneurial dimensions of marketing practice, giving attention to the capabilities, different forms of knowledge, and technologies that the modern marketer must navigate in delivering innovative strategic solutions.
• Marketing and Digital Analytics (ULMS893): This module educates students on the use of web, online ad, and social media analytics to analyze customer responses to firms’ current marketing programs and online activities and derive recommended actions.

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Assessment:

• Semester One and Two: Students will take modules totaling 120 credits.
• Summer Period: Students will complete either the Dissertation or Strategy, Planning and Implementation module worth 60 credits, with support from their academic supervisor.
• Assessment Methods: Assessment tasks are varied and may include coursework, essays, group work, presentations, case studies, reports, and examinations.
The weighting of individual components will vary from one module to another.

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Teaching:

• Delivery: The program is delivered via online material, lectures, tutorials, practical tasks, interactive activities, case studies, and project work.
• Lectures: Lectures provide the principal approach to imparting subject knowledge and constitute most of the formal contact time with students.
• Practical Work: A significant amount of case-study material and practical work is included in the program to demonstrate the application of principles and theories delivered within the main lecture program.
• Support: Students will be supported by an academic supervisor during the Dissertation or Strategy, Planning and Implementation module.

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Careers:

• Potential Career Paths: Graduates will be equipped with the necessary skills to integrate into professional life in a marketing-related career including:
• Digital Marketing
• Marketing Strategy
• Marketing Research
• Data Analyst roles
• Consultancy positions in private and public sector organizations.

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Other:

• Accreditation: The University of Liverpool Management School holds the gold standard ‘triple-crown’ accreditation from AACSB, AMBA, and EQUIS.
• International Community: The School has a thriving international master’s community with a comprehensive, interdisciplinary program of social and extra-curricular events and dedicated careers and employability support.
• Liverpool Hallmarks: The program is delivered within the Liverpool Curriculum Framework, which focuses on research-connected teaching, active learning, and authentic assessment to ensure students graduate as digitally fluent and confident global citizens.

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• Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support.
• You can pay your tuition fees in installments.
• All or part of your tuition fees can be funded by external sponsorship.
• International applicants who accept an offer of a place will need to pay a tuition fee deposit.
• UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)

£13,750

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£6,875

• International fees

£28,000

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£14,000