Become a data-driven marketing expert and learn how to harness the power of data analytics to drive business success.
Introduction
This course has been designed to boost your digital marketing skills and meet the increasing demand marketers who can effectively utilise digital technologies and make strategic data-driven decisions.
You will learn how to employ digital techniques and insights from marketing analytics to build stronger relations with consumers, improve business performance and identify new opportunities.
You will also gain practical problem-solving skills through an in-depth study of real-life case studies, alongside rigorous training in research methods, data analysis techniques, critical thinking and the use of analytics toolkits.
To pass the programme, you need to successfully complete six 20-credit modules and a final 60-credit applied research project or dissertation.
Please, note the structure of this programme remains subject to approval following exciting developments for our September 2025 students. This means there may be small changes to its structure before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date.
Who is this course for?
This course is an ideal option for aspiring digital marketers, marketing professionals, business analysts and entrepreneurs who want to gain expertise in using digital technologies and analytics tools to make data-driven decisions.
This course is open to those who already hold a degree in any discipline or have substantial and demonstrable experience in the field.
What you'll learn
Social media marketing
Marketing management
Research methods in practice
Integrated marketing technology
Marketing strategy and analytics
Critical perspectives and consumption.
Accreditation
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
During the first semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).
Please, note the structure of this programme remains subject to approval following exciting developments for our September 2025 students. This means there may be small changes to its structure before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date.
COMPULSORY MODULES
ULMS575 Marketing Management This module provides a comprehensive exploration of marketing management, encompassing both core concepts and contemporary service marketing principles. Students will engage with marketing as both a business function and a business philosophy, develop critical academic skills, and examine current trends that impact customer experiences and service quality. The syllabus combines theoretical knowledge with practical applications, preparing students for strategic roles in marketing.
ULMS576 Research Methods in Practice This module immerses students in the practical and theoretical aspects of marketing research, focusing on how data informs strategic decisions in marketing contexts. It is designed to provide students with robust skills in market research methodologies, data analysis, and data storytelling. Throughout the module, students will engage with real-world companies to gain hands-on experience and produce actionable insights, preparing them for professional roles across sectors such as digital marketing, tourism, retail, and data analytics.
ULMS579 Social Media Marketing This module provides an in-depth exploration of the dynamic world of social media, equipping students with the knowledge and skills needed to navigate and leverage these platforms effectively. Through a combination of theoretical frameworks and practical applications, students will engage with key concepts in social media strategy, content creation, influencer dynamics, online community building and data driven decisions.
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
During the second semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).
Please, note the structure of this programme remains subject to approval following exciting developments for our September 2025 students. This means there may be small changes to its structure before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date.
ULMS577 Critical Perspectives on Consumption A critical understanding of consumers is central to the business of marketing strategy. This module moves beyond the traditional focus and the act of buying (buyer behaviour), to focus on having and being as fundamental processes in value formation. Consumer behaviour in this regard is more than buying, it also embraces the study of how having (or not having) things affects our lives, and how our possessions influence the way we feel about ourselves and each other. We will provide students with the knowledge and skills to understand the consumer, their aspirations, their behaviours and their needs. Building on students’ fundamental knowledge of marketing, this module will provoke critical thinking around consumption. As organisations are becoming increasingly engaged in addressing the global challenges of creating a more sustainable and just society for present and future generations, students will develop their critical understanding of ethical concerns in relation to responsible marketing, and the ethics of consumption. It provides an opportunity for students to consider alternative approaches to the study of marketing and consumption, preparing students to become responsible marketers and global citizens.
ULMS578 Marketing Strategy and Analytics In the modern business world, companies increasingly rely on marketing data to make decisions. According to a recent survey of CMOs (Chief Marketing Officers), customer insights rank among the most important knowledge assets of the firm. In this context, modern marketing strategy and analytics have assumed their well-deserved position as a critical business function. The objective of the course will be to show the benefits of using a systematic and analytical approach to marketing. This module is designed to educate students on the use of marketing strategy principles as well as 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. Students will also use and execute data-analytic techniques and case studies to critically understand how to solve marketing strategy problems in a scientific and process-driven manner. In this module, students will work with real-life data sets and cases, e.g., Company data, online reviews about a brand, and develop an in-depth understanding of statistical software. Students will be introduced to statistical concepts and coding principles.
ULMS580 Integrated Marketing Technology This module offers a comprehensive exploration of key concepts, tools, and techniques in digital marketing and analytics, focusing on how organisations can strategically engage consumers in the digital space. It covers both foundational and advanced topics, including search engine optimisation (SEO), AI ethics, social media marketing and influencer marketing. Students will critically evaluate digital marketing performance metrics, conduct media text analysis, and evaluate digital marketing communication, with a critical perspective on AI applications. A significant component of the module involves appraising influencer marketing strategies, where students will learn to select and assess optimal influencers, perform network analysis, and evaluate influencer performance to design and execute effective digital engagement strategies.
By the end of the module, students will have developed a sophisticated toolkit for strategically contributing to and measuring the impact of digital marketing and influencer campaigns, demonstrating mastery in both the practical and theoretical aspects of digital engagement.
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
You will complete your course with a final 60-credit applied research project or dissertation.
For your final project you will be supported by an academic supervisor.
ULMS719 Advanced Management Research The module offers students to the ability to demonstrate the knowledge they have learned in the taught component of their MSc programme. 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 or undertaking a consulting project or undertaking an empirical investigation.
ULMS790 Dissertation 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.
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
Our Digital Marketing and Analytics MSc is delivered via online material, lectures, tutorials, practical tasks, interactive activities, case studies and project work.
Lectures will provide you the main of concepts, principles and theories around data-driven marketing.
You will then apply what you have learned during the lectures in practical sessions focused on real-life case studies, involving group or individual work.
Following semester two, you will complete a dissertation with the support of an academic supervisor.
This final project will deepen your knowledge, understanding and capabilities by undertaking research in a distinct area of data-driven marketing.
Teaching time accounts for an average of 10 hours per week. However, you should anticipate an additional 24 hours of self-directed study and group work per week.
How you're assessed
To achieve your MSc qualification, you need to complete 180 credits:
Semester One: three 20-credit modules (60 credits in total)
Semester Two: three 20-credit modules (60 credits in total)
Final project: 60 credits.
You must pass all the modules with a minimum grade of 50%. Subject to meeting specific criteria outlined by the University, you will graduate with a Pass, Merit or Distinction.
Assessment tasks are varied, and some may be explicitly designed to meet the learning outcomes of a particular programme of study.
You can expect to be assessed via coursework, essay, group work, (video) presentations, case studies, infographics, reports and examinations.
The weighting of individual assessment components varies across modules. You will find detailed information of this in 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
Part-time place, per year
£7,000
International fees
Full-time place, per year
£30,000
Part-time place, per year
£15,000
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.
We accept a 2:2 honours degree from a UK university, or an equivalent academic qualification from a similar non-UK institution. 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.
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
Have a question about this course or studying with us? Our dedicated enquiries team can help.
