Course Structure

The MSc Digital Marketing and Analytics is a one-year full-time programme delivered at Queen's Business School through in-person instruction, combining traditional lectures with student-focused workshops and hands-on practical classes. The programme equips students with advanced knowledge and skills in digital marketing concepts and analytical applications, enabling them to drive consumer engagement, develop data-informed campaign strategies, and implement responsible digital marketing practices across diverse business sectors.

The course can only be taken on a full-time basis. Students undertake 4 modules in semester 1 (September to December) and a further 4 in semester 2 (January to April/May). In semester 3 (July to September) students either undertake the Capstone module.

Students who successfully complete eight taught modules (120 CATS) and the Capstone module (60 CATS) in semester 3 are awarded an MSc in Digital Marketing and Analytics degree. Other exit qualifications available: students may exit with a Postgraduate Diploma by successfully completing 120 CATS from taught modules or a Postgraduate Certificate by successfully completing 60 CATS from taught modules.

Introduction

This programme has been designed to equip students with the analytical, technical, and strategic skills required to excel in the data-driven digital marketing landscape. You'll develop expertise in leveraging analytics tools, interpreting consumer data, and applying AI-driven insights to create evidence-based marketing strategies that drive measurable business results.

Semester 1

Semester 1 is structured through a 60 CATS package. This package consists of 4 core modules, each worth 15 CATS.

Digital Marketing Principles and Practice
The course is divided into two key parts: Digital Marketing Principles and Digital Marketing Practice. The first part covers foundational digital marketing concepts, while the second delves into specific strategies organisations use to engage customers in the online environment, providing students with a comprehensive understanding of both essential techniques and applied strategies in the digital landscape.

Marketing Management
This module serves as a platform for understanding the far reaching and holistic application of marketing as both a philosophy and function in contemporary organisations. The module serves as a base for the MSc in Marketing, providing the requisite level of knowledge needed to advance in the parallel and sequential modules in the course. The module is taught at an introductory level. It assumes no prior knowledge of the business system - marketing in particular.

Digital Business Strategy
The module explores digital business strategy as both an extension of and a challenge to conventional strategy concepts. The primary aim of the module is to equip students with the knowledge and skills to craft and implement strategy in an increasingly digital world. The module is structured around three main strategy challenges: Strategic position (where are we?), strategic decisions (what options do we have?), and strategic practice (what is done). The module draws on strategic management, organisation theory, and information systems to build an understanding of digital business strategy.

Generative AI and Business Intelligence
This module equips students with foundational skills in data analysis, modelling, and prompt engineering, essential for deriving actionable insights from Gen AI. By covering practical applications (e.g., A/B testing/scenario simulations), students will gain the tools to enhance decision-making, communicate insights clearly, and critically evaluate Gen AI’s impact on BI processes. These competencies support students in mastering Gen AI fundamentals, applying analytical techniques, and understanding the transformative potential and responsibilities that Gen AI brings to BI.

Semester 2

Semester 2 is structured through a 60 CATS package. This package consists of 2 core modules, each worth 15 CATS, and an additional 2 15 CAT modules, selected from 4 options.

Core Modules:

Consumer Behaviour in the Digital Age
This module explores how consumer behaviour theory and research informs marketing strategy in contemporary digital environments. Students will examine the evolution of consumer behaviour practices and their application in organisational contexts to drive business performance and enhance customer experiences. Students will understand how consumer insights effect change across the marketplace, informing strategic decisions for practitioners, management, and organisations while considering the ethical implications of consumer data collection and analysis in the digital age.

Marketing Analytics
The module will explore several methodologies that can be used for achieving analytics driven marketing decisions. The course will provide the necessary fundamentals and will serve as a strong foundation for aspirants aiming to explore the fast-evolving area of modern marketing.


Optional Modules:

Strategy, Change and Analytics
This module integrates analytical techniques with AI to enhance organisational strategy, change management, and business transformation. It focuses on data-driven insights for formulating and implementing strategies while addressing the challenges of managing change within organisations. The module covers methodologies for evaluating strategic options, forecasting outcomes, and utilising AI tools to analyse and interpret data across key business functions including finance, HR, and operations.

Social Media and Reputation Management
This module is the second optional module available on the programme. It explores the strategic role of social media in shaping brand identity, managing online reputation, and engaging with stakeholders. It equips students with the skills to effectively use social media platforms for communication, marketing, crisis management and maintaining a positive brand reputation in the digital landscape.

AI Frontiers
This module explores the latest advancements in artificial intelligence (AI) and their implications for businesses and society. By focusing on cutting- edge innovations, including developments in machine learning, deep learning, and autonomous systems, this module provides students with the tools to understand how these technologies are reshaping industries and augmenting human capabilities. The module emphasises the importance of ethical considerations and regulatory frameworks that govern AI advancements. Students will critically evaluate the societal impacts of AI, addressing issues such as data privacy, algorithmic bias, and the need for responsible AI deployment.

Cyber Security & Digital Risk Management
This module explores the critical aspects of managing digital threats in business environments, with an emphasis on strategy, operations, and ethics. It explores the digital threat landscape, covering common cyber threats such as phishing, ransomware, and data breaches. Through case studies of cybersecurity incidents, the module examines the financial, operational, and reputational impacts of digital threats, illustrating the importance of proactive risk management. Key approaches to digital risk assessment and prioritisation form a core component of the module.

Semester 3

Semester 3 is a 60 CATS Capstone Dissertation module. The Capstone Dissertation represents an independent piece of research with the opportunity to apply knowledge and skills acquired over previous semesters to design, develop, and propose marketing solutions for real-world business or societal challenges. The capstone combines critical elements of business models, marketing concepts, and data analytics, allowing students to deliver actionable and sustainable impact while demonstrating their ability to plan, design, and execute independent research focused on practical applications of digital marketing and analytics.

Providing flexibility in approach, students have two pathways to choose from in completing this capstone project. The detail, structure, and content will vary depending on the selected pathway, though both are applied in nature, utilising a practice-based approach:

(i) Applied Marketing Project (working on an organisation) - Students conduct an independent research project analysing and proposing solutions to specific digital marketing challenges faced by a real organisation/s.

(ii) Industry Placement Project (working in an organisation) - Students undertake a placement within a company, agency, or marketing department, conducting research that directly informs their host organisation's marketing strategy and operations.

Learning and Teaching

Classes will be delivered as a mix of seminars, lectures and workshops and they will be interactive and discussion-based blending theory with practical examples. Learning and engagement approaches will involve a range of styles such as case studies, software demonstrations, practical workshops, role plays, groupwork, scenario discussions and organisation visits.

Semester 3 is structured around independent and applied learning through the capstone projects where students choose between different pathways. Students are assigned dedicated academic support for these projects and company mentors where relevant.

Teaching Times

There are 4 taught classes per week, 3 hours each.

Additional academic and employability support classes are timetabled throughout the week.

Assessment

Assessments associated with the course are outlined below:

• The programme emphasises applied and practical assessments, encouraging students to develop actionable recommendations for addressing real-world scenarios and challenges. Students will complete individual student assignments, oral presentations, group casework, examinations, computer-aided assessment, multiple-choice tests and research work. Other innovative assessment methods are incorporated as appropriate.

Modules

Career Prospects

Introduction

The programme prepares graduates for high-demand careers in specialised roles such as Digital Marketing Manager, Customer Insights Specialist, Marketing Performance Analyst, Social Media Strategist, Marketing Analytics Consultant, and Brand Development Manager. Graduates will be equipped to drive digital transformation initiatives, optimise campaign performance through data analytics, and lead marketing innovation across diverse industries including technology, retail, financial services, healthcare, and digital agencies.

For further opportunities to enhance your studies and career prospects please see the school website.
https://www.qub.ac.uk/schools/queens-business-school/student-opportunities/

Employment after the Course

Graduates from this programme have secured roles with employers such as PwC, BBC, Marriott International, Warner Brothers, ASOS, Primark, Selfridges, Yahoo, Amazon, and many others.
https://www.qub.ac.uk/directorates/sgc/careers/

Graduate Plus/Future Ready Award for extra-curricular skills

In addition to your degree programme, at Queen's you can have the opportunity to gain wider life, academic and employability skills. For example, placements, voluntary work, clubs, societies, sports and lots more. So not only do you graduate with a degree recognised from a world leading university, you'll have practical national and international experience plus a wider exposure to life overall. We call this Graduate Plus/Future Ready Award. It's what makes studying at Queen's University Belfast special.

Tuition Fees

Northern Ireland (NI) 1	£8,950
Republic of Ireland (ROI) 2	£8,950
England, Scotland or Wales (GB) 1	£10,400
EU Other 3	£26,500 (£6,000 discount, see T&Cs link below)
International	£26,500 (£6,000 discount, see T&Cs link below)

£6,000 Scholarship available for 2026 entry. Click this link to view the Terms and Conditions.

¹EU citizens in the EU Settlement Scheme, with settled status, will be charged the NI or GB tuition fee based on where they are ordinarily resident. Students who are ROI nationals resident in GB will be charged the GB fee.

² EU students who are ROI nationals resident in ROI are eligible for NI tuition fees.

³ EU Other students (excludes Republic of Ireland nationals living in GB, NI or ROI) are charged tuition fees in line with international fees.

All tuition fees quoted relate to a single year of study unless stated otherwise. Tuition fees will be subject to an annual inflationary increase, unless explicitly stated otherwise.

More information on postgraduate tuition fees.

Additional course costs

Terms and Conditions for Postgraduate applications:

1.1  Due to high demand, there is a deadline for applications. 

1.2  International applicants will be required to pay a deposit to secure their place on the course. The current mandatory tuition fee deposit payment is £1000 International (Non- EU & EU except ROI). 

1.3  This condition of offer is in addition to any academic or English language requirements.

Read the full terms and conditions at the link below:
https://www.qub.ac.uk/Study/postgraduate/tuition-fees/deposit-refunds-policy/

All Students

Depending on the programme of study, there may be extra costs which are not covered by tuition fees, which students will need to consider when planning their studies.

Students can borrow books and access online learning resources from any Queen's library. If students wish to purchase recommended texts, rather than borrow them from the University Library, prices per text can range from £30 to £100. Students should also budget between £30 to £75 per year for photocopying, memory sticks and printing charges.

Students undertaking a period of work placement or study abroad, as either a compulsory or optional part of their programme, should be aware that they will have to fund additional travel and living costs.

If a programme includes a major project or dissertation, there may be costs associated with transport, accommodation and/or materials. The amount will depend on the project chosen. There may also be additional costs for printing and binding.

Students may wish to consider purchasing an electronic device; costs will vary depending on the specification of the model chosen.

There are also additional charges for graduation ceremonies, examination resits and library fines.

How to Apply

Apply using our online Queen's Portal and follow the step-by-step instructions on how to apply.

Apply now

Terms and Conditions

The terms and conditions that apply when you accept an offer of a place at the University on a taught programme of study.
Queen's University Belfast Terms and Conditions.

Download a prospectus