Marketing and Data Analytics MSc drafted
| Program start date | Application deadline |
| 2023-07-27 | 2023-04-01 |
| 2023-10-01 | 2023-07-01 |
| 2024-01-05 | 2023-10-01 |
| 2024-04-01 | 2024-01-01 |
Program Overview
Introduction:
The significance of data analytics needs no acknowledgement. Companies across industries have leveraged data science in combination with marketing to enhance productivity and to build long-term relationship with customers. Over the last decade, marketing has been revolutionised by data analytics, allowing brands to improve brand strategies and business management and therefore, to deliver better experience through personalised communication.
This course is designed to provide an advanced study of marketing analytics which is both practically and academically relevant to the current and future demands of the marketing profession. We work closely with industry practitioners so that you benefit from expert’s real-life experience and the latest sector trends. Through specialist modules, you'll develop an advanced conceptual knowledge of the value of data analytics in contemporary organisations, and be introduced to the latest methods and techniques that enable identification of data to answer strategically important questions.
Designed for aspiring marketing data specialists
Our MSc Marketing and Data Analytics is the ideal next step for marketing graduates who want to pursue careers in customer analytics, marketing intelligence and marketing management. You'll be well-equipped to work in the analytical area of organisations, with the knowledge of the latest industry trends and skills to
draw actionable insight from customer data
.
What you’ll gain from this degree?
NTU is ranked in the Top 20 for Marketing in The Complete University Guide 2021.
93% of students studying a postgraduate marketing course would recommend studying at Nottingham Trent University to others (Postgraduate Taught Experience Survey, 2021).
You will be allocated an Academic Mentor at the beginning of the academic year and you will meet with them regularly throughout the year. Academic Mentors help you make the most of your time at NBS.
At NBS you can create a personalised learning experience, giving you a unique Masters degree that equips you with the skills you'll need, for the career you want.
Join our internationally accredited business school
Nottingham Business School is accredited to AACSB and EQUIS, the highest international standards for business school education. We are one of 47 global PRME Champions - a United Nations-supported initiative leading the way with sustainable and responsible management education.
Program Outline
What you’ll study
At NBS you can create a personalised learning experience, giving you a unique Masters degree that equips you with the skills you'll need, for the career you want. Each of the modules will be delivered over a four week period, with teaching delivered in three weeks and the fourth week left clear for assessment work. This enables you to focus on one subject at a time, whilst allowing time for preparation and assessment work.
At the beginning of your course you will attend a residential trip with your new course mates and course team. This is a perfect introduction to your course and a great opportunity to get to know who you will be spending the next year studying with. The trip involves interactive ice-breaker sessions and team building activities.
Modules
Placement opportunities
Professional Development
Semester One
Marketing for the Boardroom (20 credits)
This module examines the importance of presenting marketing data to inform effective decision-making at a senior level in organisations. The module will establish how an understanding of a range of marketing measurement techniques can enable organisations to achieve market insights and strategic decision making, and provides an appreciation of how measurement techniques, aligned to business objectives, can establish and determine the effectiveness of marketing activities. You will look at the major areas of marketing metrics, measurement in different market contexts, how to identify appropriate and relevant data sources, methods of creating marketing insights and understand their role in the boardroom.
Informed Customer Insight (20 credits)
During this module you will cover the first phase of designing the data mining approach in which the business situation should be understood, and the marketing goals should be defined. The overall aims are to develop an understanding of Customer Relationship Management (CRM), how knowledge of consumers contributes to organisational strategy, and the concept of customer value and customer-based metrics. You will explore key components of successful CRM strategies, traditional marketing metrics, segmentation and targeting of markets and data-informed positioning of strategies.
Data Analysis and Visualisation (20 credits)
This module focuses on the data understanding and data preparation phases of data mining process. You will develop your understanding of data collection processes and potential issues with availability and quality, and explore statistics, visualisation tools and new and emerging technologies in data analytics. You will develop a critical awareness of data protection and ethical use of data and the relationship between business strategies and data analytics.
Semester Two
Data Mining for Marketing (20 credits)
Following on from the Data Analysis and Visualisation module, Data Mining will develop your understanding of modelling techniques and model evaluation that contribute to business objectives. You will develop an awareness of various data mining models and parameter settings and learn how to effectively compare them to select the one that yields the best results in different contexts. The module will introduce you to a range of techniques including acquisition modelling, classification modelling and cross-selling and up-selling modelling and develop your understanding of how they work to meet business success criteria.
Informed Decision Making (20 credits)
During this module you will develop your understanding of the data analysis and decision-making processes, and apply them to assumptions underlying various statistical techniques to identify their appropriateness in different contexts. You will understand how to perform statistical analysis and interpret results in a meaningful way and understand the value of data collection and analysis in acquiring knowledge and making decisions in the business environment. Through examining strategic decision making, strategic metrics and data analysis you will learn how to deploy various models into different systems including CRM.
Web Analytics and Digital Strategy (20 credits)
This module will introduce the key concepts of web analytics in digital marketing and how they can build the knowledge of online customer behaviour that can be used effectively in digital strategy development. You will develop your understanding of the fundamentals and process for web analytics in digital strategy improvement, learn how to complete the marketing feedback loop using digital and web analytics, and become aware of the different tools and platforms that can provide this data. Through learning the marketing analytics processes, you will develop a critical awareness of how to collect web-based data and tools, and examine them to coax the insights that can best inform marketing decisions and effectively communicate data insights to stakeholders.
Semester Three
In your final semester you will take on a experiential project, giving you a fantastic opportunity to use the theories and knowledge you've gained to produce a challenging and meaningful piece of work. Projects include:
Consultancy Experience Project (40 credits)
Working as part of a team, you'll undertake focused research, developing your professional skills, managing a complex project and delivering results in a real business situation. You'll present your findings to the client and learn valuable project management tools and concepts.
In-Company Experience Project (40 credits)
On an in-company experience project of seven weeks or more, you'll apply the theories you've learnt to a substantial, live project. This will involve focused research, developing skills, managing a complex project and delivering results in a real business situation. You'll also learn project management tools and concepts.
Business Research Project (40 credits)
This project is a more traditional piece of independent research, creating an academic research paper, presentation and methodological reflection. Because we believe experiential learning is so important, this project is only available to students with significant prior work experience or a desire to progress to a PhD.
For more information about semester three options please visit our Experiential Projects page.
Ongoing Learning
Throughout the year you will also study the following modules which will help you understand how to manage your own continuous personal and professional development (PPD).
Professional Practice (10 credits)
The purpose of the module is to increase your understanding of your own personal and professional development needs to enhance your business acumen and improve your employability. The module utilises a series of taught sessions to help you explore the human side of enterprise and deploys a series of diagnostics tests to help you evaluate yourself and develop an individual action plan. It will combine teaching with individual and group mentoring to help you execute your plan. The module also promotes engagement with internal and external workshops, lectures, experiential learning opportunities and extra-curricular events to help you expand your knowledge and skills, whilst challenging your attitudes and behaviours. You will gain a deeper understanding of the importance of continuous professional development from the perspective of professional bodies, such as the CMI, CIM, APM and SPE.
Researching Your Market (10 credits)
This module will look at the basics in market research, in addition to contemporary developments in the field, including tools, techniques and the role of market research agencies. The aim is to develop you as an effective decision maker with an understanding of today's marketing industries, and an effective academic, with the ability to research, critique academic literature and contribute to philosophical debates related to market research.
Placement Diploma in Industrial Experience (2 year course only)
This module aims to develop your understanding of the business and commercial environment. You will apply relevant prior knowledge and skills in the business environment increasing your commercial awareness. On completion of the module, you will have developed a range of skills and have a practical insight into the world of work and possible career opportunities.
If you opt for the two-year route you can add a year’s work placement onto your course. It’s a great way to put your learning into practice and gain valuable real-world experience to help boost your career prospects once graduating.
Your placement year will last up to 48 weeks (minimum 36 weeks). If you are unable to take a full year's placement, but have completed the minimum 36 weeks you can qualify for a Placement Diploma in Industrial Experience. If you undertake a placement, you must take up the Business Research Project in Semester Three.
Please note that
placements are not guaranteed and you will need to work hard in securing one during your first semester
. We have a dedicated Employability team who are here to help and support you during the placement process with CV writing, creating a LinkedIn page, interview tips, where to search for a placement etc. You can visit the Employability team’s page for further information.Chartered Institute of Marketing (CIM)
This course has been aligned to the CIM curriculum which is a reflection of course currency and relevance to the marketing profession. The CIM is an industry-recognised, professional body that employers know about.
As a student on this course you will also be able to access free membership to the CIM. Membership gives you access to a range of benefits including CPD opportunities, webinars, networking events and online journals to name a few.
You’ll be given the opportunity to attend the Google workshops which will be run by Google Partners to gain a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords.
Careers and employability
At Nottingham Business School, we’re focused on your employability from the start of your postgraduate degree. We provide you with a learning experience that integrates theory and practice.
Matching your ambition
Our course is designed to produce graduates with focused knowledge on data and analytics for marketing. This is crucial knowledge to have to succeed as a data specialist, in roles across market research, consumer insight or product marketing.
Market research and consumer insight professionals primarily work in market research and development, seeking to discover target areas that help drive the operational and creative strategies in organisations. Consumer insight is used in various divisions of a company, from product development to customer service.
Potential job roles this degree will prepare you for include:
As your career evolves, progression from these roles can include Senior Insight Manager, Head of Market Research, Strategy Director or Director of Marketing.
Employability Team
We have a dedicated Employability Team who not only help you during your time with us but also following graduation, they’ll continue to support you by providing a number of services that will help kick-start your career.
Our Employability Team offer a wide range of support from one-to-one appointments with our specially trained consultants, to arranging recruitment fairs and skill building workshops.
Services they provide include:
As a student you will have access to our virtual learning environment, where you will be able to get in touch with our Employability team for CV support, application, interview and job hunting advice, career ideas and employer videos.
You can visit the Employability Team on your local campus every day during term time. They are also open outside of term time too, except on University closure days. So drop in, say hello, and get help with quick enquiries or book an appointment with a careers consultant from your school.
Re:search Re:imagined
To us, research is about more than writing papers and proposing new ideas. By daring to think differently, we’re disrupting the research landscape and finding the answers to the questions that really matter. From ethics, innovation and entrepreneurship to behavioural science, we’re inspiring the brightest minds to rise up and find solutions to some of the most significant global challenges facing society.
Find out more: ntu.ac.uk/research
Entry requirements
One year course
2.1 or above
).Two years with placement
2.1 or above
).Get in touch on .
NTU may admit a student with advanced standing beyond the beginning of a course, through an assessment of that student's prior learning, whether it is certificated or uncertificated. Our Recognition of Prior Learning and Credit Transfer Policy outlines the process and options available to these prospective students, such as recognising experiential learning or transferring to a similar course at another institution, otherwise known as credit transfer.
All prospective students who wish to apply via Recognition of Prior Learning should initially contact the central Admissions and Enquiries Team who will be able to support you through the process.
One year course
2.1 or above
).Two years with placement
2.1 or above
).
International qualifications
We accept qualifications from all over the world – check yours here:
Postgraduate preparation courses (Pre-Masters)
If you don’t yet meet our entry requirements, we offer Pre-Masters courses through our partner Nottingham Trent International College (NTIC), based on our City Campus:
English language entry requirements
You can meet our language requirements by successfully completing our pre-sessional English course for an agreed length of time, or by submitting the required grade in one of our accepted English language tests, such as IELTS:
Would you like some advice on your study plans?
Our international teams are highly experienced in answering queries from students all over the world. We also have members of staff based in Vietnam, China, India and Nigeria and work with a worldwide network of education counsellors.
Complete this simple form
to keep in touch with the International Office.