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Course Detail

MSc Digital Marketing & Analytics

MSc Digital Marketing & Analytics

Learn about the course below
1 year full time 2 years part time
Full Time Part Time
Fees (Total)
Annual Breakdown
Year 1 - 40,350 Year 2 - 40,350 (Part Time)

*This programme is subject to review.  The programme content will be updated upon final validation. 

Introduction to MSc Digital Marketing & Analytics

The MSc Digital Marketing degree is taught within Middlesex University’s Marketing, Branding and Tourism Department in the Business School. This is an exciting programme that will give students the opportunity to explore Digital Marketing theory and tools within an established and intellectually rigorous context and framework.  It will provide a diverse range of knowledge, competences and skills required to become Professional Digital Marketers. In response to the need of Digital Marketing professionals in the contemporary world, the MSc programme combines conceptual and theoretical thinking with the opportunity to develop practical insight and application.

This course offers a comprehensive take on digital marketing with a strong emphasis on the application of theory to practice, in subject areas such as e-marketing, social media, analytics, consumer psychology and digital advertising. It has been designed for graduates who have studies in fields such as marketing, media, management and social sciences, as well as professionals working in marketing across public, private and voluntary sectors seeking specialist knowledge and career development.

Embedding an understanding of Digital Marketing strategies, dynamics and platforms, you will take the knowledge and skills developed on the course and apply them to a variety of practice based activities, including the use of real-life case studies, and a residential week with industry professionals. There is also the opportunity to incorporate a 6 month industry placement into your learning, enhancing the opportunity to integrate theory and practice

Why Study MSc Digital Marketing & Analytics?

The MSc Digital Marketing aims to prepare students for successful employment by encouraging the development of a range of skills that will enable them to work effectively, both collaboratively and individually. It is designed to develop students’ understanding of Digital Marketing and its integration into an organisation’s overall marketing strategy.

The MSc Digital Marketing will help students with no or a limited knowledge of Digital Marketing to develop an advanced level of understanding and critical reflection of the key marketing and Digital Marketing theories, frameworks and tools across a diverse range of industry sectors. Students will learn to apply this knowledge to complex strategic issues based on leading edge research and practice in the field.

On successful completion of this programme, graduates will be able to critically evaluate particular situations, to problem solve, to write clearly and analytically, to work together and independently and to communicate. They will be able to retrieve and synthesise information from a diverse range of sources to develop well-informed and justified solutions to marketing and Digital Marketing challenges.

The achievement of these aims will provide our MSc Digital Marketing graduates with the knowledge and skills required to build a career in Digital Marketing. Whether our graduates wish to work as Digital Marketing Managers or Digital Campaign Managers or Social Media Analysts or Digital Entrepreneurs, the programme will allow them to acquire both general and specialised knowledge required to start building their chosen careers. The choice of dissertation will provide students with an opportunity to further develop specialist skills and knowledge in a field they are particularly interested in. For those students intending to further their education, the MSc Digital Marketing will equip them with the range of skills required for Doctoral level study.


*Chartered Institute of Marketing


This programme at Middlesex University Dubai is accredited by the leading professional marketing body, The Chartered Institute of Marketing (CIM). CIM works alongside universities worldwide, mapping their degree content against CIM’s most sought after professional marketing qualifications. 

This offers students the opportunity to gain exemptions on modules of CIM qualifications, reducing the number of module assessments taken to one or two instead of three. These exemptions make it more efficient and cost-effective to gain a professional marketing qualification.

CIM’s qualifications are based on detailed research and ongoing employer feedback, sharing the skills and knowledge required for today’s marketers. This helps our university students to advance into practitioners, stand out from the crowd and increase their chances of securing their first-choice graduate position.

Please visit the CIM Accredited Degrees website (and select Middlesex University Dubai from the drop down menu) to see the exemptions offered for your programme.

Middlesex University Dubai is also one of the few CIM Accredited Study Centres in Dubai, offering students the opportunity to complete remaining CIM modules required to earn their CIM qualification. For more details, please visit the Middlesex University Dubai CIM Accredited Study Centre website.

Subject to the approval of CIM

The MSc Digital Marketing & Analytics programme will be offered in full-time (lasting 1 year) and part-time (2 years) study modes. The programme will consist of four compulsory modules that students will complete over an academic year. Yearlong modules will provide students with more time to assimilate the subject matter in each module. A range of 15 credit modules will be available as optional modules. These will typically last for one term. In addition to these modules, candidates will complete a 60 credit contextual research methods and dissertation module that will result in the submission a research report on an approved topic.

A variety of learning, teaching and assessment strategies are employed in order to enhance the student experience and ensure that as wide a range as possible of appropriate skills and learning outcomes are met. 

Module and programme information is indicative and may be subject to change.

Residential Project

The Residential Project aims to provide students with a practical and applied perspective of the marketing discipline. The project is for all postgraduate students who study on one of our Marketing Degrees. This year's client was Hilton Garden Inn Hotel Mall of the Emirates. The project combines workshops from managers at Google, Facebook and Twitter and allows students to work in syndicate groups to discuss, disseminate and present their strategic thinking based upon the information provided throughout the week. You may find out more about the Residential Project here.

    • Research Methods and Dissertation (60 Credits) - Compulsory
      This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the research project.
    • Digital Advertising (15 Credits) - Compulsory
      Given that digital media is the fastest growing marketing channel, the aim of this module is to equip students with the skills and knowledge required for a potential career in digital advertising and related fields. The module will provide students with an understanding of the role of digital advertising in the marketing of products and services. Specifically, students will gain detailed knowledge on how to create successful digital advertising campaigns using a range of digital advertising tools and learn several metrics that are undertaken to evaluate the effectiveness of digital advertising.
    • Digital and Social Media Analytics (15 Credits) - Compulsory
      Digital Marketing and social media interaction generate a large volume of data (visits, shares, hits, likes, ratings, friend relationships, comments, posts, links, web log files etc.) that are increasingly important for all types of organisations. The analysis of such data provides insights that are useful in marketing, social analysis, outreach, product development, web site optimisation, web design and ROI analysis. The module equips students with knowledge, tools and methods to maximise the business value of social media data. It covers the process of identifying the right unstructured data, analysing it and acting on the gained knowledge. This module further provides students with the opportunity to become familiar with contemporary research techniques for data analytics such as web traffic analysis tools, social network analysis, social media harvesting and search engine optimisation
    • E-Marketing and Social Media Management (30 Credits) - Compulsory
      With the continuous growth of digital technologies, we are now living in a fast-moving digital age. This complex scenario leads marketers to face new challenges and opportunities. The aim of this module is to develop students' knowledge and skills for deeply understanding the emerging digital landscape and developing the roadmap to successfully compete in it. The module provides a critical overview of digital theories, tools, technologies and digital platforms that can be adopted by organisations to improve their approach in reaching, acquiring and retaining customers. Through this module, students will be able to understand the key aspects of digital, mobile and social media theories and frameworks to incorporate digital strategies, tactics and tools.
    • Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory
      Firms operate in an increasingly challenging business environment, with greater uncertainty, intense competition, more informed customers and rapidly changing market trends. In this environment, a well-planned marketing strategy can be a crucial determinant of success. The aim of this module is to provide a systematic process and an analytical tool-kit that can deliver success to a range of Business to Business and Business to Consumer markets and organisations. Students will learn how to minimise uncertainties surrounding marketing decisions through an analysis of market trends, competitive intelligence and informed judgement. They will assess the capability of a diverse range of organisations, including services, to design and deliver sustainable marketing strategies to meet expansion targets. They will develop and monitor strategies that can make a difference between high and low performance in the market, including competitive positioning, growth and digitally orientated strategies. They will finally learn how to improve and maximise their leadership style to aid decision making, inspire others and achieve business goals.
    • Internship in the Digital Sector (15 Credits) - Optional
      The primary aim of this module is to build on students' academic learning of digital marketing by providing them with the opportunity to undertake a period of either paid or unpaid work experience in the digital sector during which they will apply and further develop work-related knowledge, skills and capabilities, together with the aptitude to learn from experience.
    • Innovation-Driven Marketing (15 Credits) - Optional
      This module focuses on the challenges marketers face innovating and how to succeed. In particular, the aim of this module is to develop students’ knowledge and skills in building and fostering innovation throughout the organisation and within the marketing function. It will outline the importance of brands taking a visionary approach, and embedding innovation through a range of tools and theories to respond to increasingly dynamic marketplaces. 
    • Multichannel Marketing Management (15 Credits) - Optional
      The impact of technology has been immense on how products, services, experiences and ideas are being distributed to consumers. The internet, the mobile and the social media represent new platforms that businesses can use as potential channels to distribute their products and services. In this context, determining the appropriate channel combination is crucial for organisational success. The module aims to equip students with an in-depth understanding and knowledge of a range of theories and tools for creating an effective multichannel strategy. Students will learn how to reduce the risk of selecting inappropriate channels through a systematic analysis of market trends, organisational capability and the shopping experience across different channels. They will address the factors underpinning the successful integration of an organisation’s multichannel proposition for achieving competitive advantage. They will further learn to think strategically about offline and online retailing and apply a range of marketing principles in choosing and managing physical and virtual channels. 
    • Entrepreneurship in the Digital Sector (15 Credits) - Optional
      This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. The recent developments in digital technologies has facilitated a new breed of Entrepreneur  for the 21st century- the ‘ E-entrepreneur’ This module is designed to foster entrepreneurial talent and to encourage entrepreneurial skills underpinned by online digital technologies as a platform for students to shape their future careers ,income streams and destinies.
    • Consumer Psychology (15 Credits) - Optional
      Consumer psychology is interested in understanding how and why individuals and groups engage in consumption activities. Understanding consumers is essential for business and marketing professionals. Identifying consumers’ personality attributes, motives and lifestyles, their attitudes and behaviours as well as other external influences like culture and reference groups, helps organisations to segment markets and create marketing strategies relevant to the needs of the target markets. The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. Students will be equipped with advanced knowledge of consumer psychology and learn how to influence consumer behaviour in order to market products successfully. 

Academic Requirements

Applicants should normally have:

  • A second class honours degree or above in marketing, communications, or a business related field
  • We will also accept a professional qualification of an equivalent standard

Those without formal qualifications but have extensive marketing experience, are welcome to apply.

English Language Requirements (Postgraduate)

All programmes at Middlesex University Dubai are taught in English and applicants with previous education outside of English-speaking countries (such as the UK, the United States, Canada, England, Ireland, Australia, New Zealand), must demonstrate English language proficiency as follows:

English Language Test

Entry Requirement

IELTS Academic

6.5 (minimum 6.0 in each band)

TOEFL Internet-based

87 (21 in listening & writing, 22 in speaking and 23 in reading)

PearsonPTE Academic


For admissions related enquiries, kindly contact our admissions team on 0097143678100 / 0097143751212 alternatively you can email on

The programme is designed to equip students with the skills and knowledge to pursue successful careers in digital marketing roles across a wide range of different industry sectors and types of organisation. This MSc is for those who wish to develop their skills and acquire knowledge to build or further their career in private, public or charitable organisations. Graduates will be equipped with general and specialised knowledge to become Digital Entrepreneurs or pursue a career in a range of digital marketing positions such as that of Digital Marketing Consultant, Digital Campaign Manager and Social Media Analyst.  For those students intending to further their education, the MSc in Digital Marketing will equip them with a range of skills required for Doctoral level study.

The University Employability Service offers postgraduate students support in planning their career. The Chartered Institute of Marketing, Institute of Direct Marketing, Institute of Practitioners in Advertising and many other professional bodies offer career support to members and highlight job opportunities for all graduates.

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