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Digital Marketing and Data Analytics MSc

Delivered in partnership with Digital Marketing Agency, Mediaworks. You'll gain insights needed for a career in a digital-first marketing industry.

A student smiling and sat at an office desk.

Our Digital Marketing and Data Analytics MSc is a unique programme. You'll investigate how marketing strategies with a digital focus integrate with traditional techniques. Question how to best use these to attract new customers, build loyalty and provide superior service. Delivery of this course is online only. This gives you the flexibility to study alongside varying commitments.

In partnership with

  • Mediaworks logo


  • Duration – 18 Months
  • Start date – April 2022, January 2022, June 2021, October 2022
  • School – York Business School

Tuition Fees

    UK and EU 2021-22 £9000 full time

    International 2021-22 £9000 full time

York Business School

Course overview

The aim of this programme is to develop your critical understanding and self-awareness of digital marketing and data analytics. 

We bring together relevant academic theory and research with practical activities. This ensures you have a deep understanding of digital marketing activities within organisations. By studying with us, you'll:

  • Develop a critical awareness of the key concepts of digital marketing, data analytics and organisational strategy.
  • Explore online visitor and buyer behaviour.
  • develop the ability to connect theory with practice in creative and innovative ways.
  • Map customer journeys.
  • Investigate mobile and social media marketing.
  • Investigate the impact of digital marketing and data analytics within organisations.
  • Suggest, discuss and analyse solutions to problems within business. 
  • Apply the theories and techniques learnt to complete projects and assignments.
  • Enhance life-long learning skills to work with self-direction and originality.

We've designed this course in partnership with leading digital marketing experts at Mediaworks. They'll deliver online lectures, providing up-to-date, cutting edge information direct from industry. You'll also have the opportunity to attend residential events held throughout the year. You'll develop much of your learning through online communities of peers and tutors. Taking advantage of the benefits of sharing and disseminating experience in a group.

Visit the Mediaworks website

Course structure

Digital Marketing & Data Analytics MSc 

All of these modules are delivered online. This means you can study flexibly and fit your work around existing commitments. 

Strategic Thinking in Digital Marketing (30 credits) 
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. 

Driving Insight from Data Analytics (30 credits) 

The analytics available in digital marketing gives 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.

Communicating in the Digital Age (30 credits) 

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.

Digital Change, Innovation and Disruption (30 credits)

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.

Capstone Project (60 credits)

We have designed this project to build on your learning throughout the programme. It gives you the opportunity to apply everything you have learnt 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


The programme delivery is based on principles of practiconer learning. It recognises that participants are likely to bring a large amount of experience and knowledge to the group, and can share this with each other. Resources for learning explicitly include the knowledge, experience and skills of all participants. This includes leading academics from York Business School and Digital Marketing experts from Mediaworks. This brings the perfect blend of theory and practice together.

The philosophy of the programme is that by bringing together relevant academic theory and practical experience, you can enhance your understanding of these elements and develop yourself as an individual and as a leader.

All modules are delivered utilising a range of online teaching, learning and assessment strategies. This includes:

  • Online video lectures delivered by Mediaworks
  • Discussion forums and tutorials led by both Mediaworks and the York Business School academic team.
  • Peer learning in online communities and forums. 


Our assessment methods mirror organisational based activities. This gives you the experience to pursue a career in digital marketing. These methods include: 

  • Reports
  • Critical essays
  • Portfolios
  • Recorded video presentations

Each module tutor will provide opportunities for practice assessment feedback and online one-to-one tutorials. You will receive detailed feedback on assessments to help you develop. Advice will be provided in relation to development, further areas for research and guidance on how to enhance your subject knowledge.

Entry Requirements

Minimum entry requirements

2:2 bachelor's degree from an approved university and/or work experience in a relevant setting, within the last two years.

International Students 

If your first language is not English, you need to take an IELTS test or an equivalent qualification accepted by the University. 

Accredited Prior Learning 

If you do not have traditional qualifications, you may be eligible for entry on the basis of Accredited Prior (Experiential) Learning (APL/APEL). We also consider applications for entry with advanced standing.


Terms and conditions

Our terms and conditions, policies and procedures contain important information about studying at York St John University. These can be accessed through our Admissions webpages.

Fees and Funding

To study for a Postgraduate degree with us, you will need to pay tuition fees for your course. How much you pay will depend on whether you're a UK or EU student or an international (non-EU) student. Tuition fees are charged for each year of your course.

This course is studied via distance learning.

The course is delivered entirely online. 


Tuition Fees

    UK and EU 2021-22 £9000 full time

    International 2021-22 £9000 full time

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