Digital Marketing and Data Analytics MSc

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.

Course Overview


York St John University Online Campus


Full-time Home, EU & International students: £9,000


 18 months

Start Date

July 2021


 York Business School

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.

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World first

Unique blend of academic theory with leading industry skills & knowledge

Globally accessible

Flexible online learning to fit your lifestyle and current commitments, from anywhere in the world

100% online

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

Industy recognised

Assessment methods used to mirror organisational based activities for recognised learning

Supportive platform

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

Tailored support

Receive tailored student support from application to graduation

Honorary graduation

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

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.

Fees, funding and scholarships.

The tuition fee for 2021-2022 entry to this postgraduate course is £9,000 for full-time UK, EU and International students. However, you may be eligible for our Digital Learning Scholarship.

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Prestigious graduation.

We invite you to celebrate the end of this academic journey in the exquisite, handcrafted stone cathedral of York Minster. York Minster, the Cathedral and Metropolitical Church of Saint Peter, is the largest gothic cathedral in Northern Europe – decorating York’s skyline for centuries. Graduations have been held in York Minster since 1989, so celebrate with your family and peers at our ceremony and become part of its long and rich history.