Increase your understanding and impact of marketing with ever-evolving technologies. Aston University’s distance learning MSc Digital Marketing & Analytics programme emphasises central theories of marketing and analytics, as well as the ability to think critically and respond effectively when faced with different challenges. You will become equipped with the confidence and skills that drive success in both data-driven and traditional approaches to marketing.

MSc Digital Marketing & Analytics

Admission Requirements

To enter one of the online programmes in the MSc Business Analytics Suite, you should possess a good UK honours degree (minimum lower second class) or an equivalent overseas degree recognised by Aston University. All applicants must submit the following:

  • Official academic transcript(s) of your grades to date
  • Two written recommendations, preferably at least one academic referee
  • Current CV
  • International students: An official academic transcript, with an official English translation

The MSc Business Analytics degrees are highly technical analytics programmes. As such, a relevant quantitative undergraduate or master’s degree is preferred. We will also consider applicants with a non-quantitative degree if you have relevant work experience or alternative quantitative qualifications.

Preferred Degrees Include:

  • Accounting and Finance
  • Engineering
  • Business Informatics
  • Computer Science
  • Economics
  • Information Systems
  • Mathematics

Acceptable Alternative Qualifications Include:

  • Chartered Engineer or similar professional qualification
  • Advanced programming skills (C++, Java, Python, or R)
  • Statistics
  • Data Analysis
  • Machine Learning
  • Analytical software experience (SAP, SPSS, or SAS)

Language Requirements

International students must meet English language requirements outlined below or an equivalent English language qualification recognised by Aston University. 

  • TOEFL: A minimum score of 93
  • IELTS: An overall minimum score of 6.5, with a minimum of 6.0 for each individual IELTS skill

Download our programme guide

Business Analytics in Practice (15 credits)

The module aims to familiarise you with a number of predictive and prescriptive business analytics techniques that will be able to apply in different sectors such as marketing analytics, finance analytics and others.

Finance Pathway

Strategic Management Accounting - BFK503

Master the strategic tools and techniques accounting managers use to plan and control a range of international organisations in the private, public and not-for-profit sectors and the behavioural problems encountered during the process.


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Digital Marketing (15 credits)

The purpose of the module is to introduce you to the importance of the digital marketplace in the modern economy and the range of digital tools and techniques available to the marketing executive as part of your overall marketing strategy.

International Marketing Management (15 credits)

This module aims to develop your appreciation of the special requirements for successfully conducting international marketing activities.

Software for Analytics (15 credits)

This module will build the programming skills required to carry out advanced data analysis. These data analysis skills are now commonly expected by organisations seeking to employ data analysts, and the module aims to address this demand. The module will provide you with knowledge and skills necessary to perform basic data analysis and to complete assignments in subsequent modules in this programme.

Entrepreneurship Pathway

Legal Challenges: Starting an Innovative Business - BSK513

This module aims to provide students with an understanding of intellectual property law, copyright, patents, trademarks, designs and know-how. The module will allow them to recognise what intellectual property rights exist, who owns the rights, how to protect them and how to enforce them.


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Global Business Pathway
International Operations - BNK523

Gain awareness of the range of issues that, within an international context, constitute a holistic approach to the design and management of operations systems taking into considerations their social and environmental impacts.

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International Marketing Management - BMK533

Develop insight into the special requirements for successfully conducting international marketing activities. Evaluate the impact of environmental changes on international marketing strategies.


Organisational Development Pathway

Learning and Talent Development - BHK535

Understand how different management functions can be enhanced through human resource development (HRD) initiatives and how HRD relates to business strategy and effectiveness.


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