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.
Introduction
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.
Discover what you'll learn, what you'll study, and how you'll be taught and assessed.
Semester one
The 12-month programme consists of eight compulsory modules followed by either a research project (ULMS719) or the dissertation (ULMS790) carried out over the summer period upon completion of Semester 2.
Compulsory modules
CONSUMER BEHAVIOUR (ULMS795)
Credits: 15 /
Semester: semester 1
Understanding how ‘customers and consumers really behave’ has been highlighted as one of the fundamental issues, which serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines and compel further research inquiry. This module has been designed to equip students with the knowledge and skills to explore this question. It is delivered through a series of lectures and seminars and assessed via both coursework and end of module examination.
DIGITAL MARKETING (ULMS855)
Credits: 15 /
Semester: semester 1
The module will develop critical understanding of the main digital marketing tools and enhanced awareness of the changing role of marketing communications in the interactive online marketplace. Students will develop skills in the design and creation of a digital marketing strategy embracing website analytics. Wide academic reading will illuminate and reinforce the theoretical underpinning of digital marketing communications, enabling the development of skills to interpret, analyse and draw critical conclusions from relevant academic journal articles.
MARKETING MANAGEMENT (ULMS766)
Credits: 15 /
Semester: semester 1
The overall aim of this module is to provide students with an understanding of marketing in terms of academic principles and practical applications. Academically, students will learn about both the foundations of marketing management but also current debates within the field. Practically, students will learn about marketing management tools such as the extended marketing mix, segmentation, positioning and targeting and how these might be applied using case studies.
SERVICES MARKETING (ULMS803)
Credits: 15 /
Semester: semester 1
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.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Semester two
The 12-month programme consists of eight compulsory modules followed by either a research project (ULMS719) or the dissertation (ULMS790) carried out over the summer period upon completion of Semester 2.
Compulsory modules
Consumer Insight Research (ULMS894)
Credits: 15 /
Semester: semester 2
Consumer insight is an understanding of how consumers think, feel, and behave based on in-depth data analysis. This module will develop a critical understanding of how marketing research creates actionable insights for business and policy. Students will develop skills in identifying sources of consumer data; learn about various research methods and analysis techniques; develop skills to interpret consumer data and behaviour. Taught by several expert academics, this module provides students with a broad knowledge of cutting-edge research in the field.
Experiential Marketing (ULMS890)
Credits: 15 /
Semester: semester 2
This module will provide students with an understanding of experiential marketing in terms of academic principles and practical applications. Experiential marketing emphasises the impact of external stimuli on consumers’ cognitive processes, which lead to strategies for creating long-term benefits for both suppliers and customers. Experiential marketing is relevant in business-to-consumer (B2C) and business-to-business (B2B) contexts and both are included in this module. Academically, students will learn about the theoretical foundations of experiential marketing and current debates within the field.
Leading Marketing and Entrepreneurship (ULMS892)
Credits: 15 /
Semester: semester 2
The digital and technological revolutions experienced in recent decades have transformed marketing practice, consumer behaviour, and market dynamics. In a world of dynamic change the role of the marketer in shaping purposeful, proactive and entrepreneurial responses to our world’s biggest social, economic, political and technological challenges has never been more significant. This is highlighted in part by the relatively recent proliferation of marketing-related C-suite positions at organisational levels, i.e. the Chief Experience Officer (CXO); Chief Innovation Officer (CIO); and Chief Marketing Officer (CMO). Today’s marketers have to be agile, entrepreneurial, and acutely aware of the strategic implications of their actions.
In this module we focus on the leadership and entrepreneurial dimensions of marketing practice. Here, attention is given to the capabilities, different forms of knowledge, and technologies that the modern marketer must navigate in delivering innovative strategic solutions.
Marketing and Digital Analytics (ULMS893)
Credits: 15 /
Semester: semester 2
According to a recent survey of CMOs (Chief Marketing Officers), customer insights rank among the most important knowledge assets of the firm. This module is designed to educate students on the use of web, online ad and social media analytics to analyse customer responses to firms’ current marketing programmes and online activities and derive recommended actions. A particular focus will be on generating customer/consumer insights from social media and product reviews. In this module students will work with real-life data sets, e.g. Twitter posts about a brand, and develop a basic understanding of Google Analytics and R Studio as well as use Office applications more generally including Excel and, PowerPoint. This module does not require advanced quantitative skills, although students will be introduced to coding. All codes will be supplied to students and the focus will be on developing critical thinking skills as marketing data analysts.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Final project
The 12-month programme consists of eight compulsory modules followed by either a research project (ULMS719) or the dissertation (ULMS790) carried out over the summer period upon completion of Semester 2.
Compulsory modules
DISSERTATION (ULMS790)
Credits: 60 /
Semester: summer
This module is designed to help students develop an in-depth understanding of a topic within their chosen domain of management and business and for the student to use this knowledge to analyse a management problem or issue. A preparation phase of the module is included to provide the students with the skills necessary in problem analysis and research in order that they can undertake an independent research project. Thereafter, independent, guided study and research are used to develop both theoretical and practical critical-thinking skills, and to present research, analysis and findings. The reflective element of the dissertation gives students an opportunity to critically analyse and evaluate their experience of the learning process.
STRATEGY, PLANNING AND IMPLEMENTATION (ULMS719)
Credits: 60 /
Semester: summer
This module offers an opportunity for students to develop knowledge and understanding of the multi-level processes involved in organisational and managerial practices. The module is a practical platform for students to develop business analysis and strategic decision-making skills; as well as the opportunity to demonstrate the ability to research, analyse and present information coherently in order to support a recommended course of action. The individual assignment provides students with the opportunity to carry out an in-depth investigation of a management issue relevant to their MSc programme. For this assessment students are to critically evaluate and synthesise relevant theories, models and practices of management by undertaking a detailed enquiry into a programme specific area of research by undertaking an analytical literature review by using secondary data. The reflective element of the individual assignment encourages students to critically analyse and evaluate their experience of the learning process during the module and their MSc.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
How you'll learn
Delivery of the programme syllabus is via online material, lectures, tutorials, practical tasks, interactive activities, case studies, and project work.
Lectures provide the principal approach to imparting subject knowledge and constitute most of the formal contact time with students.
A significant amount of case-study material and practical work is included in the programme in order to demonstrate the application of principles and theories delivered within the main lecture programme.
The practical elements of the programme take the form of both group-based and individual or self-directed exercises.
Following semester two you will complete either the Dissertation or Strategy, Planning and Implementation module with the support of an academic supervisor.
Teaching time will account for an average of 10 hours per week and you should anticipate an additional 24 hours of self-directed study and group work per week.
How you're assessed
In semester one and two, you will take modules totalling 120 credits. The Dissertation or Strategy, Planning and Implementation module completed during the summer period is worth 60 credits and students will be supported by their academic supervisor.
Students are required to complete 180 credits to achieve a full MSc.
Subject to meeting specific criteria outlined by the University, students will graduate with a Pass, Merit or Distinction.
Assessment tasks are varied and some may be designed specifically to meet the learning outcomes of a particular programme of study, but students can expect to be assessed via coursework, essay, group work, presentations, case studies, reports and examinations. The weighting of individual components will vary from one module to another. All assessment information is included within the module specification.
Liverpool Hallmarks
We have a distinctive approach to education, the Liverpool Curriculum Framework, which focuses on research-connected teaching, active learning, and authentic assessment to ensure our students graduate as digitally fluent and confident global citizens.
The School has a thriving international master’s community with a comprehensive, interdisciplinary programme of social and extra-curricular events and dedicated careers and employability support.
Support for students with differing needs from the Disability advice and guidance team. They can identify and recommend appropriate support provisions for you.
What students say...
My advice would be to enjoy and learn new things each and every day. Try to be part of every event which helps you to grow many skills which would be helpful for your career progression. Utilize all the services available.
Graduates of MSc Digital Marketing and Analytics will be equipped with the knowledge, skills, awareness, and confidence to meet the dynamic demands of employers.
They will be well-rounded marketers, equipped with a broad understanding of the competitive business environment and cutting-edge marketing practices, the ability to make strategic marketing decisions, and analysis skills.
Career support from day one to graduation and beyond
From day one, you will have access to a specialist, in-house postgraduate careers team and have access to one-to-one careers guidance, workshops, seminars, and employability initiatives.
Graduates will gain the necessary skills to integrate into professional life in a marketing-related career including:
Digital Marketing
Marketing Strategy
Marketing Research
Data Analyst roles
Consultancy positions in private and public sector organisations.
Fees and funding
Your tuition fees, funding your studies, and other costs to consider.
Tuition fees
UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)
Full-time place, per year
£14,000
International fees
Full-time place, per year
£30,000
Fees stated are for the 2025-26 academic year.
Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support.
If you're a UK national, or have settled status in the UK, you may be eligible to apply for a Postgraduate Loan worth up to £12,167 to help with course fees and living costs. Learn more about fees and funding.
Additional costs
We understand that budgeting for your time at university is important, and we want to make sure you understand any course-related costs that are not covered by your tuition fee. This could include buying a laptop, books, or stationery.
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. We are able to offer a level of flexibility for applicants. Those with a 2:2 honours degree will be considered on an individual basis.
Non-graduates with very extensive professional experience and/or other prior qualifications may also be considered.
International qualifications
If you hold a bachelor’s degree or equivalent, but don’t meet our entry requirements, you could be eligible for a Pre-Master’s course. This is offered on campus at the University of Liverpool International College, in partnership with Kaplan International Pathways. It’s a specialist preparation course for postgraduate study, and when you pass the Pre-Master’s at the required level with good attendance, you’re guaranteed entry to a University of Liverpool master’s degree.
International applicants who do not meet the minimum required standard of English language can complete one of our Pre-Sessional English courses to achieve the required level.
English language qualification
Requirements
IELTS
6.5 overall, with no component below 6.0
TOEFL iBT
88 overall, with minimum scores of listening 19, writing 19, reading 19 and speaking 20. TOEFL Home Edition not accepted.
Duolingo English Test
120 overall, with no component below 105
Pearson PTE Academic
61 overall, with no component below 59
LanguageCert Academic
70 overall, with no skill below 65
PSI Skills for English
B2 Pass with Merit in all bands
INDIA Standard XII
National Curriculum (CBSE/ISC) - 75% and above in English. Accepted State Boards - 80% and above in English.
WAEC
C6 or above
PRE-SESSIONAL ENGLISH
Do you need to complete a Pre-Sessional English course to meet the English language requirements for this course?
The length of Pre-Sessional English course you’ll need to take depends on your current level of English language ability.
Liverpool bursts with diversity and creativity which makes it ideal for you to undertake your postgraduate studies and access various opportunities for you and your family.
To fully immerse yourself in the university experience living in halls will keep you close to campus where you can always meet new people. Find your home away from home.
Discover what expenses are covered by the cost of your tuition fees and other finance-related information you may need regarding your studies at Liverpool.
Contact us
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