Digital Marketing And Data Analytics (MSc)

Course Overview

Location: York St John University Online Campus
Course fees: Full-time Home, EU & International students: £9,000
Duration: 18 months
Start date: October 2020 | January 2021
School: York Business School

Course Overview

The Digital Marketing and Data Analytics MSc is designed to provide you with the tools and insights needed for a successful career in today’s data-driven and digitally focused marketing industry.  This unique course has been developed in partnership with Mediaworks, one of the leading independent digital marketing agencies in the UK.

Mediaworks offer a range of services, including Search Engine Optimisation (SEO), Paid Search (PPC), Conversion Rate Optimisation (CRO), Online Reputation Management (ORM), Web Development and Content Marketing and are at the cutting edge of innovative digital marketing solutions.  Their growing client portfolio features everything from SMEs to large, multi-national blue-chip organisations, including brands such as GlaxoSmithKline (GSK), House of Fraser, Michelin, River Island, Yorkshire Water and the Newcastle United Foundation.

As a certified Google Premier Partner, their commitment to digital and dedication to client campaigns has attracted global recognition and a host of industry awards and now they are working in partnership with York Business School to share their knowledge, skills and innovative thinking.

The programme demonstrates how contemporary, digitally-focused tactics and strategies integrate with more traditional marketing tools and practices to capture new customers, build customer loyalty and provide superior customer service.

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Course structure

This programme is delivered online, with the option of attending regular residential events at different UK locations throughout the year. This on-line initiative recognises trends towards independent ways of learning, and virtual forms of communicating, whilst maintaining the known benefits of sharing and disseminating experience in a group.

You will understand the value of, and methods for, determining return on investment of Internet marketing programs, as well as online visitor and buyer behaviour, customer journey mapping, mobile marketing and social media. The award will enable you to develop a critical understanding of the issues relating to digital marketing, which will enhance your skills to develop sustainable individual and organisational potential.

The York Business School MSc Digital Marketing and Data Analytics programme brings together relevant contemporary academic theory and research with practical understanding of activities within organisations. Much of the learning is developed through the establishment of online collaborative learning communities of programme participants and tutors and you will become part of that community of learning. Solutions to real problems are suggested, discussed and analysed within the learning community with the support of tutors and fellow professionals.

In this module, you will understand the fundamentals of developing, implementing and measuring the impact of your marketing strategy.

The syllabus covers topics such as the importance of understanding and segmenting your audience; analysing the internal and external influences on your market position; effective targeting and your brand proposition; and how to accurately measure the impact of your marketing strategies.

In the modern age, the importance of unlocking powerful insights from your data cannot be underestimated. This module will cover some of the key concepts of data analytics, how this scientific field has evolved in recent years, and focus on numerous practical considerations – such as privacy, storage, security and visualisation of data.

During this module, you will develop a deep understanding of contemporary techniques and research methods for extracting valuable insights from your data.

The importance of communicating effectively with your audience in today’s digital-first word has never been more critical to a brand.

In this module, we will explore the evolution of the customer journey and the digital channels you need to adopt in order to reach your audience with the right message at the right time. Through real-life examples and practical exercises, you will understand the importance of developing and implementing effective marketing campaigns across to paid, owned and earned digital media to deliver the optimal return on your marketing investment.

The digital landscape is evolving and shifting more rapidly than ever before, and it is vital for good marketers keep pace with innovation.

The focus of this module is to develop a critical understanding of leadership, innovation and change in a digital context. You will investigate disruptive factors in the digital industry and explore why change is crucial to organisations and how the innovation process can be managed to deliver effective results.

The Capstone Project allows students the opportunity to demonstrate the understanding and knowledge gained from the course and how this can be applied in a practical or theoretical way in a particular context.

You will be encouraged to identify and solve a business problem, through the application of the knowledge, skills and techniques amassed throughout the above modules.

Entry Requirements

You must meet the University’s general entry criteria for postgraduate study.

In addition, you must have:

• A bachelor’s degree or equivalent, achieved at Class 2.2 or above, from an approved university or institution;


• Current or recent work experience (within the last two years) appropriate to enable you to contribute to the programme.


The tuition fee for 2020-2021 entry to this postgraduate course is £9,000 for full-time UK, EU and International students.

Postgraduate Loan: A new Postgraduate Master’s Loan is now available to help you pay for your Master’s course for students commencing in the 2020 academic year. Find out more about the postgraduate loan here:


  • Unique blend of academic theory with leading industry skills & knowledge

  • Flexible online learning to fit your lifestyle and current commitments. Allowing you to study from anywhere in the world

  • Online lectures, specially tailored to help develop critical thinking and innovative skills

  • Assessment methods used to mirror organisational based activities

  • Provides a supportive platform for critical reflection, through reflecting on the application of academic theories to real work situations

  • Participation in active and supportive forums drawing on practical expertise

  • Receive tailored student support from application to graduation

  • Graduate in front of family and friends in the stunning York Minster

Digital Learning Scholarships

To celebrate the successful launch of the MSc Digital Marketing and Data Analytics course, Mediaworks and York St John University have agreed to offer partial scholarships for those learners applying for the full MSc course on 18th January 2021.

All scholarships for this intake are backed directly by York St John University and Mediaworks and amount to a scholarship contribution of £1800 payable towards the cost of tuition fees per learner for the full MSc course.

To be eligible for this partial-fee scholarship you must meet the following criteria:

  • you must have applied to the MSc Digital Marketing and Data Analytics course by October 5th 2020
  • have relevant professional experience in a marketing or management-based role, or alternatively must hold the equivalent of a UK 2:1 honours degree
  • not be in receipt of another York St John University scholarship in the 2020-21 academic year
  • demonstrate in your application how you have the potential to empower, motivate and provide digital marketing and data analytics direction in your current organisation, or identify how undertaking the course will equip you with ability and determination to do this within the next 24 months.

All candidates will be assessed through the standard application process for this Scholarship. Please select the Digital Learning Scholarship Application tick box when submitting your application. Those that meet the eligibility criteria will then be sent a short document to complete and submit to the student support team.

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