The MSc Marketing and Digital Analytics programme is designed to provide insight into marketing and its relationship with the online data economy. Students will develop critical insights into the changing nature of marketing, and learn how to drive campaigns and build consumer relationships within a digital environment. The programme is open to graduates of all disciplinary backgrounds and is also suitable for individuals who are looking to start or develop their own businesses.
- Specialise in data analytics and their use in B2B and B2C marketing, and beyond.
- Examine techniques to measure, track and code human and consumer behaviour.
- Explore the opportunities and challenges within the Big Data economy.
Study options
- Starting in
- September 2025
- Location
- Mile End
- Fees
- Home: £15,250
Overseas: £33,500
EU/EEA/Swiss students
What you'll study
The core modules aim to build foundational knowledge and skills in marketing and digital economy concepts and theories. Broad skills that will be developed during the course include:
- Ability to develop independent insights on marketing in the digital economy.
- Ability to critically evaluate competing approaches and viewpoints, and justify decisions on Big Data and data analytics.
- Ability to review the use of data and its relevance in different cultural contexts.
- Knowledge of how to act ethically and with responsibility in terms of data analytics, while paying special attention to data ethics including data privacy, anonymity and governance.
Structure
- Seven compulsory taught modules
- One elective module
- Compulsory Dissertation for Marketing or Working with Open Data
Compulsory/Core modules
This module will give you a basic introduction to research methods for marketing, starting with problem definition and question formulation, continuing onto selecting and designing appropriate research methodology and collecting data in various marketing circumstances, and finishing with essential data analysis with modern tools, and interpretation of that data. Finally, we will also work on essential tools for putting all of this together: how to communicate these ideas and findings to a broad audience in the form of a research report and oral presentation.
The dissertation forms an important part of the assessment of the MSc Marketing Programme, carrying a weighting of 60 credits. The dissertation involves demonstration of ability to execute a research plan and independent investigation. The investigation can rely on primary data collected by the student, on secondary data available in the literature, or a mix of both. The dissertation will reflect skills of formulating research questions, synthesising information and analysing data, drawing insights and conclusions, and written communication.
This module will provide an overview of what AI is and how its applications can benefit businesses on strategic and tactical levels. Students will learn basic AI applications/algorithms and their limitations as well as utility.
This module interrogates the economic, social and cultural opportunities presented by the digital and platformed economy and its affordances of big data. In specific terms it provides an overview of the opportunities, risks and ethical challenges of such an economy for organizations, marketers, societies and humanity.
Marketing communications has a global perspective and there are implications in creating, developing, and implementing a marketing communications programme on a global scale or in different countries. This module draws extensively on international communication case studies and contexts.
This module examines networked and influencer marketing with the aim of understanding and applying key conceptual ideas to the platformed economy. These include the idea of celebrity endorsements, social influence and social capital as these transpire onto the platform economics.
In this course, students will learn the art and science of storytelling as a strategic and tactical language of brand communication to break the information clutter and inform, connect, inspire, persuade and engage the consumers. Storytelling in the digital age fosters brand-consumer conversation, co-creating deeper symbolic meaning and brand tribes.
In this module, students will explore the important role of metrics in an organisation's business strategy and its implementation. Students will learn the principles of business performance evaluation using analytic tools.
This dissertation is designed to use Open Data and to utilize the digital analytics taught in the classroom to answer a specific research question. This project is designed for students to identify open data on digital platforms and to design a study utilizing this data. This project leverages on independent work and is designed for students to apply the digital analytics taught in the programme.
Elective modules
The services sector has become one of the most important sectors from both an economic and a managerial point of view. Besides pure services providers an increasing number of 'new' services providers emerge, usually offering hybrid offerings that include goods and services components. This module provides students with an overview of important aspects of services management; outlines relevant frameworks, concepts, tools, and processes to improve the understanding of service design, management and commercialisation.
The aim of this module is to explore the theory and practice of planning, effectively designing social marketing strategy, implementing and evaluating social marketing campaigns, and understanding the theory, uses and impacts of behavioural science and behavioural economics on society for its common good and social justice.
This module is designed to expose students to the latest advancements in sustainability issues and research in the marketing discipline. The module will cover the roots of sustainability marketing as a field of research, and introduce the range of research on sustainability, from the theoretical to the empirical, and from the classic to the current. The core of this module will be boosting students' ability to integrate sustainability into the theory and practice of marketing. Readings in each session incorporate theoretical and empirical studies, giving students an opportunity to explore different ways of pursuing answers to current sustainability, CSR and ethical challenges.
Please note that all modules are subject to change.
Assessment
Learning outcomes are assessed using a mix of coursework, essays, projects, presentations and, in some cases, exams. There will be variation across modules, and some are wholly examined by coursework. Teaching staff will aim to provide students with constructive feedback on assessments.
Dissertation
Compulsory dissertation with a choice between Dissertation for Marketing or Dissertation with Open Data.
Teaching
The teaching team is comprised of Teaching and Research and Teaching and Scholarship staff, complemented where relevant by visiting lecturers with professional expertise in sectors such as communications, advertising and public relations. Students will benefit from this mix of expertise, gaining insights from research, scholarship and industry.
Students typically have 3 contact hours per week in each module. Within these three hours, each module has its own pattern of lectures, seminars/classes and other activities. Students could take part in a range of different teaching and learning activities, including one-to-one tutorials, guest lectures, simulation game(s), computer-lab based activities, group-work, independent studies, research projects and team learning.
Where you'll learn
Facilities
- ThinkPod interactive collaboration space with presentation, recording and video conferencing facilities.
- Media suite with industry-standard design and editing software (QUBE).
- Brand new Graduate Centre, offering purpose-built study spaces and an exclusive rooftop common room.
- 24-hour library on campus.
Campus
Teaching is based at Queen Mary’s Mile End campus, one of the largest self-contained residential campuses in the capital. Our location in the heart of London’s East End offers a rich cultural environment.
We have invested £105m in new facilities over the past five years, to offer our students an exceptional learning environment. Recent developments include the £39m Graduate Centre, providing 7,700 square metres of learning and teaching space.
The campus is 15 minutes from Central London by tube, where you will have access to many of the University of London’s facilities, such as the Senate House library.
About the School
School of Business and Management
The School of Business and Management has a reputation as a socially engaged management school, with an innovative, multidisciplinary, mindful and responsible approach. We invite our students to ask incisive questions, to challenge their assumptions, and to search for solutions to real-world challenges.
We ensure students experience innovative and engaging educational pathways, alongside supportive staff and excellent research facilities.
The School is accredited by the Association to Advance Collegiate Schools of Business (AACSB), which ensures that the highest standards of excellence in teaching, research, curriculum, and learner success are met.
In the most recent Research Excellence Framework (REF 2021), the School of Business and Management dramatically moved up the Times Higher Education rankings. Among 108 UK business schools, the School now ranks:
- 22nd for overall research quality (up from 39th in REF2014)
- 28th for research outputs (up from 34th)
- 12th for research impact (up from 24th)
- 21st for research environment (up from 59th)
Queen Mary is also part of the Russell Group - a body of leading UK universities dedicated to research and teaching excellence.
Career paths
Graduates of this course will be well-placed to pursue roles in social media management, marketing campaign management, market research, advertising, SEO, CRM communications, marketing analytics or business analytics.
Fees and funding
Full-time study
September 2025 | 1 year
- Home: £15,250
- Overseas: £33,500
EU/EEA/Swiss students
Conditional deposit
Home: Not applicable
Overseas: £2000
Information about deposits
Queen Mary alumni can get a £1000, 10% or 20% discount on their fees depending on the programme of study. Find out more about the Alumni Loyalty Award
Funding
There are a number of ways you can fund your postgraduate degree.
- Scholarships and bursaries
- Postgraduate loans (UK students)
- Country-specific scholarships for international students
Our Advice and Counselling service offers specialist support on financial issues, which you can access as soon as you apply for a place at Queen Mary. Before you apply, you can access our funding guides and advice on managing your money:
Entry requirements
UK
Degree requirements
A 2:1 or above at undergraduate level in any subject.
Find out more about how to apply for our postgraduate taught courses.
International
English language requirements
The English language requirements for our programmes are indicated by English bands, and therefore the specific test and score acceptable is based on the band assigned to the academic department within which your chosen course of study is administered. Note that for some academic departments there are programmes with non-standard English language requirements.
The English Language requirements for entry to postgraduate taught in the School of Business and Management falls within the following English band:
Band 4: IELTS (Academic) minimum score 6.5 overall with 6.0 in each of Writing, Listening, Reading and Speaking
We accept a range of English tests and qualifications categorised in our English bands for you to demonstrate your level of English Language proficiency. See all accepted English tests that we deem equivalent to these IELTS scores.
Visas and immigration
Find out how to apply for a student visa.