Master of Science in Digital Marketing and Analytics (MSc.)

Graduate students attending a digital marketing and analytics lecture at UNYP

Empower your career with advanced expertise in Digital Marketing and Analytics

Unlock your future in digital marketing with a master’s program designed to prepare you for today’s data-driven world. The University of New York in Prague, in conjunction with Dublin Business School, offers a unique, internationally accredited MSc in Digital Marketing and Analytics — a program delivered entirely in English, combining strategic marketing thinking with advanced analytical skills. Set in the heart of Europe, this degree equips graduates with the tools and experience to thrive in fast-paced global markets.

What Makes This Program Unique?

UNYP’s MSc in Digital Marketing and Analytics in Prague stands out through its emphasis on real-world application and cross-functional marketing expertise:

A dual specialization that integrates modern digital marketing practices with data analytics and performance measurement.
Extensive hands-on training using industry-standard platforms like Google Analytics, Tableau, Meta Ads Manager, and SEMrush.
Real-world marketing projects and simulations based on live datasets and case studies from international businesses.
Instruction by experienced faculty members who are active in both academia and professional marketing circles.
A collaborative, multinational classroom environment that encourages cross-cultural learning and idea exchange.
A degree recognized across Europe and the U.S., offering true global career mobility.

Why Choose UNYP?

At the University of New York in Prague, students benefit from more than just a classroom education:

All-English instruction, ideal for non-native speakers looking to work in international markets.
A strategic central European location in Prague — one of Europe’s most affordable and livable cities.
A diverse, welcoming campus with students from over 60 nationalities.
Robust career services, including resume coaching, job search assistance, and internship opportunities with global marketing firms.
Access to an engaged alumni network and partnerships with top employers across Europe.

What You’ll Learn

This program is structured to bridge theory with practical skills, preparing you to lead marketing initiatives that are driven by performance and consumer data. Key areas of focus include:

Developing and managing omnichannel digital marketing campaigns
Mastering SEO, SEM, content marketing, and social media advertising
Understanding consumer behavior, customer journey mapping, and retention strategies
Utilizing web analytics tools to interpret data and refine marketing strategies
Building interactive dashboards and data visualizations for stakeholder communication
Exploring ethical considerations, including data privacy and marketing regulations

Career Outcomes

Graduates of this program leave with a well-rounded portfolio and the confidence to take on competitive roles in both creative and technical marketing environments. Potential career paths include:

Digital Marketing Manager — lead multichannel campaigns and drive growth strategies.
SEO/SEM Specialist — optimize visibility and performance through search platforms.
Social Media Strategist — create high-impact, data-driven content strategies.
Marketing Analyst — translate analytics into actionable business insights.
CRM & Lifecycle Marketing Manager — manage customer segmentation and retention.
Performance Marketing Consultant — evaluate ROI and scale paid media efforts.

UNYP graduates go on to work for global agencies, startups, e-commerce companies, and multinational corporations across Europe and beyond.

Who Should Apply?

This program is ideal for:

Recent bachelor’s graduates in marketing, communications, business, or related disciplines who want to specialize in digital marketing and analytics.
Career changers and professionals seeking to reskill into high-growth digital marketing and data roles.
International students looking for a globally respected master’s degree taught in English within the EU.
Anyone eager to combine creative thinking with analytical problem-solving in a marketing context.

A Master’s degree in Digital Marketing and Analytics opens doors to a wide range of exciting, high-growth roles in the marketing and tech industries. Here are five of the most promising career paths for graduates of this program:

Digital Marketing Manager

What You’ll Do:
Lead and coordinate multichannel campaigns across platforms like Google, Meta, LinkedIn, and email. Manage content, strategy, teams, budgets, and performance KPIs.

Why It’s In Demand:
As companies increasingly invest in online growth, they need strategic leaders who can execute comprehensive, ROI-focused digital marketing initiatives.

Performance Marketing Analyst / Paid Media Specialist

What You’ll Do:
Design, test, and optimize paid digital campaigns using analytics to improve targeting, conversion rates, and customer acquisition costs. Work closely with tools like Google Ads, Meta Ads Manager, and programmatic platforms.

Why It’s In Demand:
Performance marketing is highly measurable, making it a priority for businesses that want accountability and results. Analysts who understand both the data and the creative side are highly valued.

Marketing Data Analyst

What You’ll Do:
Collect, interpret, and visualize marketing data to guide campaign decisions. Use tools like Tableau, Google Analytics, and Python or Excel to extract actionable insights.

Why It’s In Demand:
In today’s data-rich marketing environment, brands need professionals who can turn numbers into strategic decisions that drive engagement and sales.

SEO/SEM Specialist

What You’ll Do:
Improve a brand’s visibility in search engines through keyword strategy, technical site optimization, content planning, and link-building. May also manage paid search ads (PPC).

Why It’s In Demand:
With organic and paid search still dominating digital discovery, SEO/SEM experts are vital for maintaining online competitiveness and visibility.

CRM & Retention Marketing Manager

What You’ll Do:
Develop and implement lifecycle marketing strategies, manage customer segmentation, and create personalized campaigns to increase loyalty and customer lifetime value.

Why It’s In Demand:
Acquiring new customers is costly — companies rely on CRM professionals to nurture existing users and drive recurring revenue through data-driven retention efforts.