Marketing Analytics (MSc) drafted

Program Overview

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We are top 5 in the UK for Marketing (Complete University Guide, 2023).

With our marketing analytics MSc you’ll learn industry-specific skills to make strategic marketing decisions using data and evidence. You’ll use a multi-channel approach to analyse and interpret data.

If you’re curious about how data informs everyday marketing techniques and want to learn how to become a marketing analyst, then this MSc in marketing analytics is the course for you. We incorporate new and relevant industry-specific topics which are only covered by a small number of marketing analytics courses in the UK, topics include social media data analysis and text mining.

MSc Marketing Analytics is aimed at those who have:

an undergraduate degree in marketing and a good understanding of quantitative studies or

marketing work experience looking to specialise within an analytics role

We’re the first university in the UK to offer a marketing analytics master's. We collaborate with leading practitioners from the industry who inform the curriculum using best-practice marketing techniques and the latest research.

You'll learn how to:

integrate and use marketing channels within different markets or sectors

interpret and manage large datasets to make evidence-based decisions

use online analytics to analyse how consumer choices are influenced by social media

incorporate different marketing frameworks and behaviour models to create an analytical tool

use industry-standard data analysis software

learn from traditional churn modelling models to offer customer incentives to enhance business profitability

We are a world-leading university which integrates current marketing research with practical expertise in the best of digital marketing and data analytics. Our reputation has attracted students from around the world and expert teaching staff who are also leading researchers within the industry.

We offer an international and inclusive learning experience which welcomes students from around the world. During your studies you’ll understand different perspectives from different cultures and countries which will teach you to be versatile in your approach to digital marketing analytics.

Course lead

The course leader is

Dr Carmen-Monica Mihalache

MS, PhD, FHEA. Monica has over 12 years of experience in digital and offline communications, with focus on visual and video communication. After graduating BSc Economics and Marketing Degree, Monica continued her studies in USA with a Master Degree in Marketing Research at Texas A&M University. She also worked as a Specialist Referent in Marketing for the Public National Romanian Television and is a member of CIRCOM Network of trainers in television.

Program Outline

This is a 12-month course, you'll complete all your taught modules in the first 9 months and in the final 3 months you'll work on your dissertation.

Compulsory modules provide a balanced grounding in the skills of marketing analytics. You'll then choose from optional modules that provide opportunities for specialism in areas including:

luxury marketing

project management

data protection law

forecasting

The first semester will build upon your knowledge of digital marketing analytics. You'll look at marketing in the 21st century, building customer insight, data analytics and text mining and social network analytics.

Want more detail?

See all the modules in the course.