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Undergraduate Course

Digital Marketing and Data Analytics BSc (Hons)

Become an invaluable member of any digital team with the skills to understand how best to market to your target audience.

Student working at computer

Discover how goods and services are marketed effectively using online tools and apps. Explore how human behaviour is translated into data and how this can shape business thinking. This course will give you a head start in data analysis. You will also gain a wider appreciation of what the numbers mean, and what questions to ask as you begin your career in marketing.

  • Chartered management institute logo

York campus

  • UCAS Code – N111 (N118 with placement year)
  • Duration – 3 years full time, 4 years full time with placement
  • Start date – September 2022
  • School – York Business School

Minimum Entry Requirements

    104 UCAS Tariff points

    3 GCSEs at grade C/4 (or equivalent) including English Language.

Tuition Fees

    UK and EU 2021 entry £9,250 per year full time

    International 2021 entry £12,750 per year full time

Discover why York St John is The One

Course overview

The digital revolution has changed the face of marketing forever. Learn to analyse, evaluate and develop digital marketing strategies which meet the needs of businesses in our changing world. Modules will focus on how different digital marketing tools and channels can be used to market products and services.

You will be introduced to contemporary marketing theory and practice, with a focus on data analysis. We will equip you with the knowledge and skills you need to be successful in modern marketing. You will build a portfolio of materials to present to future employers.

You will also learn about:

  • Consumer behaviour and digital trends
  • Branding
  • Integrated digital marketing communications
  • Web design and analytics
  • Social media marketing and analytics
  • Blockchain technology and its applications in industry.

We will encourage you to think analytically, strategically and ethically. You will explore how data analytics are reshaping business concepts, managerial decision making and marketing.

As a Business School we are passionate about social responsibility and sustainability. These values and this commitment will be embedded throughout this course. We are a Principles of Responsible Management Education (PRME) signatory for the United Nations. Our mission is to develop your potential so that you can make a difference in society.


Course structure

Year 1

Our academic year is split into 2 semesters.

In your first year, you will study:

  • 3 compulsory modules in semester 1
  • 3 compulsory modules in semester 2.

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


Credits: 20

Compulsory module

On this module you will examine the nature of business enterprise and its relationship with wider society, focusing on what it means to be a responsible business. In the ongoing debate about what a business behaving responsibly really means, we will en we ideas including:

  • Stakeholder theory
  • The triple bottom line
  • Corporate social responsibility
  • Business ethics
  • The role of the state.

Credits: 20

Compulsory module

The ability to recognise and meet customer needs is an important factor in the success of all organisations. You will learn how organisations can identify and address the needs of internal and external stakeholders. We will introduce you to specific marketing concepts, like the marketing mix, with a focus on the 4Ps: product, price, place, promotion. You will consider the wider definition of marketing, its role within business and its functions.

Credits: 20

Compulsory module

This module will help you develop front end web authoring skills. We will help you to analyse user experience issues on the web such as inclusive web design and accessibility. You will also learn basic skills in markup languages for creating websites, such as HTML, CSS and Javascript. We will investigate legal issues like copyright and Creative Commons licenses.

Credits: 20

Compulsory module

In the age of Big Data, analytics is becoming a necessity in all areas of business. It is an essential tool to drive managerial decisions and sustain competitive advantage. This module will teach you how to business data. We will consider the importance of visualising and understanding data, and representing data in a meaningful way so we can use it for decision making. You will also examine the importance of Big Data in today’s business environment and the increasing significance of Blockchain.

Credits: 20

Compulsory module

On this module we will introduce you to essential quantitative methods for modelling and analysing financial data. You will investigate statistics and probability concepts, and then use these theories to analyse practical situations. This module feeds into the year 2 module Applied Econometrics.

Credits: 20

Compulsory module

On this module you will learn about the financial environment. You will look at key sources of information for decision makers and their needs. You will gain an understanding of the statements in published financial accounts and learn how to analyse and interpret the information presented.  You will also look at the information for financial decision makers inside organisations. This will include budgetary control, short term and long-term decision making.

Year 2

In your second year you will study:

  • 3 compulsory modules in semester 1
  • 2 compulsory modules and 1 optional module in semester 2.

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

Optional modules will run if they receive enough interest. It is not guaranteed that all modules will run every year.


Credits: 20

Compulsory module

The digital revolution has changed what marketing looks like. Much of marketing is now done online or on mobile and handheld devices. This module provides a broad understanding of digital marketing and will focus on understanding, evaluating and developing digital marketing strategy and tactics. You will study how you can use different digital marketing tools and channels to market products and services. We will cover:

  • Website marketing and usability
  • Search engine optimisation
  • Display and search advertising
  • Online PR and blogging
  • Introduction to social media
  • Content, email marketing and mobile marketing. 

Credits: 20

Compulsory module

On this module you will develop your programming skills. You will explore decomposition, which explains how to break down problems into smaller parts. You will also learn how to write algorithms while planning how to deliver a project, enabling you to master time management. These skills are transferable to other problem solving scenarios. As part of this module you will devise, plan and code a project.

Credits: 20

Compulsory module

On this module we will introduce you to consumer behaviour theories and how this relates to consumer and organisational buyer behaviour. You will investigate how cultural and sociological shifts affect consumers and markets and how we can use these insights to inform future strategy. You will learn how to identify these opportunities and translate them through to creative solutions to satisfy future needs in line with industry practice. 

Credits: 20

Compulsory module

Organisations need to understand how and why data is acquired, and have the ability to collect, analyse and interpret it. On this module you will learn about quantitative and qualitative research methods and how to use them to your work. We will help you develop skills in data collection, analysis and reporting your findings. You will also develop your project planning and management skills as a way to manage the research process. 

Credits: 20

Optional module

Enhance your future employability by experiencing the workplace. We have designed this module to help you develop your skills, knowledge and understanding in different areas related to your career. You will engage with issues such as:

  • Career decision making
  • The recruitment cycle
  • Applying for jobs
  • Interviewing.

As part of this module you will embark on a work placement or business project in a group, or individually.

Credits: 20

Optional module

This module aims to develop you into a confident, enterprising and creative graduate who will be able to cope with the ever changing business environment, recognise opportunities and to take responsible and measured risks. This is a very practical module. Starting with an initial idea, you will explore and assess a business opportunity and present a feasible business concept. Working alone or in groups, you will develop skills in collecting, analysing and organising ideas and information.

Credits: 20

Compulsory module

On this module we will introduce you to business information systems and provide an overview of their use. You will learn about the different types of business software and information systems, considering how businesses use them. The module brings together ideas that have been introduced in previous modules, and shows how the flow of information across a business is fundamental to its success.

Year 3

In your third year you will study:

  • A compulsory dissertation module across semesters 1 and 2
  • 2 compulsory modules in semester 1
  • 1 compulsory module and 1 optional module in semester 2.

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

Optional modules will run if they receive enough interest. It is not guaranteed that all modules will run every year.

Optional Placement Year

On all of our business courses you can choose to go on a placement year. This is usually between years 2 and 3 of your course. This is a great opportunity to gain professional experience alongside your academic qualification and boost your career prospects. You will pay 15% of a standard annual tuition fee on your placement year. You do not need to decide on this before you apply, we will support you in making the decision and finding a suitable placement.


Credits: 40

Compulsory module

This module is your chance to plan and conduct a piece of independent research. You will be able to choose from the following projects:

  • Traditional dissertation: Plan and conduct a piece of independent research. Present your findings in a writing.
  • Business Research Project: Complete a small scale piece of individual research work.
  • Consultancy Project: Work with industry professionals and investigate a business project and produce a research based report.
  • Business creation project: Develop a full business proposal and plan. Use primary and secondary research to support your work.

Credits: 20

Compulsory module

Business intelligence technologies have had a profound impact on corporate strategy, performance, and competitiveness. This module will give you an overview of how business intelligence technologies can support decision making across different business sectors. You will learn to analyse new demands in business intelligence and apply new and emerging technologies in the management of data and information resource. You will also complete a major piece of independent study in a research or work based environment.

Credits: 20

Compulsory module

Social media is both exciting and terrifying for marketers. The world of constant connectivity has created new, game changing opportunities. This module will give you a broad understanding of social media marketing, content marketing and the essentials of branding. You will explore:

  • Different social media platforms,
  • Social media audits, 
  • How to create persuasive and engaging content
  • How to build strong brands
  • How to measure social media
  • Content marketing and branding success.

Credits: 20

Compulsory module

On this module you will learn how to manage customer relationships strategically using Customer Relationship Management (CRM) systems, as well as key concepts of web analytics in digital marketing. This module will strengthen your knowledge and understanding of the digital marketing landscape. In particular you will focus on using technology to establish, maintain and develop customer relationships and understand how they behave online.

Credits: 20

Optional module

On this module you will investigate several issues in the rapidly changing information technology (IT) environment. We will help you understand the importance of technology in the development of business organisations, industrial sectors, and national economies. This module has a very practical focus and you will use case studies and examples from different industries. You will explore important applications of IT in business, including:

  • E-Commerce
  • Managing Knowledge
  • Enterprise Applications
  • Business Analytics
  • Internet of Things
  • FinTech
  • IT Security Management and IT Governance.

Credits: 20

Optional module

On this module you will gain a detailed knowledge of marketing theory and operations at an international level. An understanding of international marketing is particularly important when considering contemporary management issues, such as cultural diversity and strategic decision making. You will develop your understanding of the international context of marketing and particular issues that affect marketing decision making and planning at this level. We will introduce you to the complexities of international marketing practice by analysing product development, branding and market entry strategies in different international contexts. 

Teaching and assessment

Teaching and learning

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

  • Lectures
  • Seminars
  • Guest speakers
  • Workshops
  • Events.

Each module has 3.5 hours of contact time a week. This consists of a 1.5 hour lecture and a 2 hour seminar. 1 to 1 time can be booked through our tutorial booker system.

You will have regular individual tutorial sessions with your academic tutors to support your learning. You will also have opportunities to gain work experience through modules which take your learning beyond the classroom and into the city.

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.


We use a wide variety of assessment types, which help you to develop skills relevant to the workplace. This includes:

  • Written assignments
  • Individual and group presentations
  • Exams
  • Practical activities.

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.

Professional Skills

We encourage you to extend your learning through Continuing Professional Development as you study. Our Success Lab provides extra events, short courses and opportunities to help you make the most of your degree. The academic and professional skills you develop through this will help to boost your employability when you graduate.

Career outcomes

Your future with a degree in Digital Marketing and Data Analytics 

This course will prepare you for a career in marketing. You will develop technical skills as well as your knowledge of digital media. The skills you gain in strategic thinking, research and communication will open up a range of career options.

This degree could be the first step toward your career as a:

  • Digital marketer
  • Digital copywriter
  • Market researcher
  • Product manager
  • Social media manager
  • UX designer.

Discover more career options on Prospects careers advice pages.

You could also progress onto a postgraduate degree and take your learning even further.

Postgraduate courses at York St John University

Digital Marketing and Data Analytics MSc

Marketing MSc

Whatever your ambitions, we can help you get there.

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 doesn't end when you graduate. You can access our expert career advice for the rest of your life. We will help you gain experience and confidence to succeed. It's your career, your way.

Entry requirements


Minimum Entry Requirements

    104 UCAS Tariff points

    3 GCSEs at grade C/4 (or equivalent) including English Language.

Calculate your UCAS Tariff points

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.

International entry requirements

This course is available with foundation year

If you do not yet meet the minimum requirements for entry straight onto this degree course, or feel you are not quite ready for the transition to Higher Education, this is a great option for you. Passing a foundation year guarantees you a place on this degree course the following academic year.

Business foundation year

Mature Learners Entry Scheme

If you have been out of education for 3 years or more and have a grade C GCSE in English Language or equivalent, you are eligible for our entry scheme for mature learners. It's a scheme that recognises non-traditional entry qualifications and experience for entry onto this course. Information on how to apply can be found on our dedicated page.

Mature entry offer scheme

Advanced Entry

Considering transferring to join us in year 2 or 3 of our Business Courses? Please see our Advanced Entry page for information on the courses available and how to apply.

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

To study for an undergraduate degree with us, you will need to pay tuition fees for your course. How much you pay depends on whether you live inside the UK or EU, or internationally (outside the UK/EU). Tuition fees may be subject to inflation in future years.

UK and EU 2021 entry

The tuition fee for 2021 entry onto this course is £9,250 per year for full time study.

This price applies to all UK/EU, Jersey, Guernsey and Isle of Man students.

You can find out more about funding your degree by visiting our funding opportunities page.

Funding Opportunities

Placement year funding

If you choose to take a placement year, and your course offers it, you can apply for the Tuition Fee and Maintenance Loan for your placement year. How much you are awarded is based on the type of placement being undertaken and whether it is a paid or unpaid placement. The tuition fee for your placement year will be reduced.

Tuition Fees

    UK and EU 2021 entry £9,250 per year full time

    International 2021 entry £12,750 per year full time

International 2021 entry

The tuition fee for 2021 entry to this course is £12,750 per year for full time study.

This price applies to all students living outside the UK/EU.

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 degree.

International Fees and Funding

Additional costs and financial support

There may also be some additional costs to take into account throughout your studies, including the cost of accommodation.

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, books and optional field trips.

Study Abroad

For more information on tuition fee reductions and additional costs for studying abroad, please visit our study abroad pages.

Accommodation and living costs

For detailed information on accommodation and living costs, visit our Accommodation pages.

Financial help and support

Our Funding Advice team are here to help you with your finances throughout your degree. They offer a personal service that can help you with funding your studies and budgeting for living expenses.

For advice on everything from applying for scholarships to finding additional financial support email

Course highlights

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