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Digital Marketing and Analytics MSc

Digital Marketing and Analytics MSc

Different course options

Full time | University of Liverpool | 12 months | 25-SEP-23

Study mode

Full time


12 months

Start date


Key information

Qualification type

MSc - Master of Science

Subject areas

Data Analysis Digital Marketing Marketing

Course type


Course Summary

Course overview

This programme will equip you with theoretical and practical knowledge of digital marketing and analytics and provide a solid understanding of digital marketing concepts, trends, and methodologies.


Advancements in digital technologies and data analytics are continuously changing the marketing scene. Companies in all sectors employ digital techniques and insights from marketing analytics to build stronger relations with consumers and improve their performance. This increases the demand for skilled marketers who can navigate the digital environment, effectively utilise digital technologies, and make strategic data-driven decisions.

Through this programme, you will appreciate the importance of marketing analytics and its role in creating business opportunities. You will also gain practical problem-solving skills through an in-depth study of real-life case studies.

In addition to field-specific knowledge, you will receive rigorous training in research methods, data analysis techniques, critical thinking, and the use of analytics toolkits. You will have the opportunity to culminate this learning in your final Dissertation at the end of the programme which may take the form of an academic piece of research of your choosing, or instead be more applied in scope as a lengthier piece of analytical writing connected with direct business outcomes.


The University of Liverpool Management School is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation from AACSB, AMBA and EQUIS.


Services Marketing will introduce students to the current thinking and debate on the service dominant logic of marketing and provide an opportunity to develop the consumer perspective on service experiences and identify how sensory perception influences cognitive and affective responses to a service environment. In undertaking this module, students will be able to engage meaningfully in the goods-dominant versus service-dominant logic of marketing debates; understand how consumers use and integrate their resources in the digital age; incorporate experiential elements in service design and have up to date knowledge of consumer perceptions of service quality. Students will consider how services differ internationally and globally how services are treated.

Tuition fees

UK fees
Course fees for UK students

For this course (per year)


International fees
Course fees for EU and international students

For this course (per year)


Entry requirements

Normally a university degree with a minimum of 2:1 standard from a UK university, or an equivalent academic qualification from a similar non-UK institution is required. The MSc Marketing is suitable for graduates of any discipline and assumes no prior knowledge of marketing, and is, therefore, not suitable for applicants with a first degree in Marketing. Non-graduates with very extensive professional experience and/or other prior qualifications may also be considered.