Data and Marketing Analytics MSc

Program Overview

Data and Marketing Analytics MSc

Course Overview

Our Data and Marketing Analytics MSc addresses contemporary business challenges, focusing on data-driven decision-making for marketing success.

On this course, you’ll gain skills in interpreting real-time analytics, understanding consumer behaviour and optimising marketing strategies. You’ll be equipped with the essential tools for navigating the digital marketing landscape, blending marketing expertise with analytical skills.

As businesses evolve, our commitment to diversity, equity and sustainability ensures that you will contribute to a forward-thinking and socially responsible approach to data. This commitment perfectly aligns with the evolving needs of companies in today's global market.

Our blended delivery approach ensures an inclusive learning experience, with a mixture of face-to-face lectures and online resources accommodating your individual needs.

The Data and Marketing Analytics MSc takes an innovative approach, incorporating Generative AI to enhance your learning experience with dynamic case studies, adaptive quizzes and AI-generated summaries tailored to create a personalised environment.

Your studies will culminate with a final major project that seamlessly integrates theory and practice, allowing you to showcase the depth of your understanding and skills in the field of Data and Marketing Analytics.

Stand out in today's business landscape with a degree tailored to address contemporary challenges.

Top Reasons to Study with Us

• Meet industry demands for professionals capable of data-driven decision-making
• Gain skills in interpreting real-time analytics, understanding consumer behaviour and optimising marketing strategies
• Learn to leverage data for effective marketing planning and gain a competitive edge
• Blend marketing expertise with analytical skills for success in the modern marketing field
• Contribute to a forward-thinking and socially responsible approach to data
• Our blended delivery approach ensures an inclusive learning experience
• Work-based learning opportunities allow you to apply your skills in real-world settings and build connections
• Practise on the same Adobe Creative Cloud applications used in top agencies in our dedicated digital marketing lab, Switch 23

Course Structure

This course focuses on practical application in an industry context, incorporating digital media and technology.

You’ll be taught through a mixture of lectures, seminars, workshops and tutorials to facilitate effective learning. To enhance flexibility and accessibility, digital media and technology are integrated into the learning process, allowing you to have the opportunity to embrace both synchronous and asynchronous learning.

Assessments are designed to simulate real-world scenarios, fostering an inclusive and dynamic environment that will prepare you for the challenges of industry.

Core Modules

• Artificial Intelligence for Marketing This module provides you with a comprehensive grasp of AI's theoretical foundations, practical applications and ethical dimensions within the context of marketing. Through rigorous analysis, you will gain insights into the methodologies and limitations of AI, honing your ability to identify marketing challenges suitable for AI-driven solutions. Furthermore, you will develop proficiency in extracting valuable insights and making informed decisions using data-driven techniques. Ethical implications and social responsibility including equality and diversity, are critically evaluated to ensure the responsible usage AI technologies. By the end of the module, you will possess not only the knowledge and skills but also the ethical awareness necessary to effectively leverage AI in marketing analytics.
• Corporate Digital Responsibility The Corporate Digital Responsibility module explores the role of responsible digital practices in building trust and positive relationships with stakeholders. It analyses the implications of emerging technologies on workforce dynamics and societal inequalities and proposes strategies for inclusive digital economies and responsible workforce management. You will evaluate the legal and regulatory frameworks governing digital activities, ensuring compliance and ethical conduct in areas such as data protection, intellectual property, consumer rights, and cybersecurity. Strategies and policies are developed to promote digital responsibility within organisations, integrating principles of transparency, accountability, inclusivity, and sustainability. This module equips you with the knowledge and skills to navigate the complex landscape of corporate digital responsibility and make ethically informed decisions.
• Data Visualisation and Storytelling This module focuses on equipping you with the necessary skills to effectively communicate insights derived from data through visual representations and compelling storytelling techniques. You will learn how to structure your visualisations and presentations to create a coherent and persuasive story that resonates with your target audience. You will also explore techniques for incorporating data into storytelling, using narratives to highlight key insights, and leveraging visual elements to enhance the impact of your message. The module includes hands-on experience with industry-standard tools like Tableau and Power BI enabling you to create interactive visualisations and compelling data stories. Throughout the module, you will engage in practical exercises and projects that involve analysing real-world datasets, designing visualisations, and presenting findings to your peers and instructors.
• Managerial Data Analytics for Marketing A variety of industry-standard mathematical and statistical data-analytic tools can be used with conventional and big data sets to guide marketing decision-making. This module provides hands-on exposure to some of these tools, enabling you to learn how to convert data into inputs for decisions. Such skills are in increasing demand in today’s information-rich organisations. Through this module you will learn how to structure marketing problems, and to identify data and analysis tools that would be useful in solving them.
• Marketing Research Insights Companies need deep and meaningful insights into the market and how consumers think, feel and behave to make their online and offline marketing activities effective. Companies use a range of sophisticated approaches to collect data in order to compete with their competitors and to access and target their customers in the fast-changing environment. This knowledge informs the decision-making and planning of marketing strategy. This module develops competency in mining big data and applying the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results.
• Marketing Technology and Tools This module on Marketing Technology (MarTech) and Tools provides you with a comprehensive understanding of the foundational concepts and principles underlying MarTech and its significant impact on contemporary marketing practices. You will develop a critical assessment of a range of popular MarTech tools and platforms, rigorously examining their functionalities, features, capabilities, and limitations. The module will also help you acquire advanced techniques and methodologies to effectively leverage technology for data-driven decision-making, performance measurement, and optimisation of marketing campaigns. The course will explore how MarTech enables informed decision making, enhances performance measurement, and enables efficient campaign optimisation. By the end of the module, you will be equipped with the necessary knowledge and skills to critically analyse and leverage MarTech tools, make data-driven decisions, optimise marketing campaigns, and overcome implementation challenges. This will enable you to effectively navigate the dynamic landscape of marketing technology and harness its potential to achieve marketing objectives in a rapidly evolving digital era.
• Strategy and Organisational Transformation This module explores the fundamental aspects of strategic management and investigates the impact of AI, digital disruption, and big data on organisational transformation. In today's rapidly evolving business landscape, organisations need to navigate the complexities of emerging technologies and leverage data-driven insights to drive successful strategic initiatives. This module aims to equip you with the knowledge and skills to formulate effective strategies that encompass digital disruption and associated developments such as those in AI and automation, to foster organisational transformation and sustainable competitive advantage.
• Final Major Project This module is the culmination of the Masters’ programme. Much of the learning on the module takes place as you complete a dissertation or negotiate either a project (consultancy project or creative project) addressing a defined business problem. All routes require you to review the literature and to design and carry out primary research to gain insights into the problem prior to defining and developing the solution. This flexible approach to assessment is intended to provide a range of options, reflecting diverse strengths and educational backgrounds.

Careers

Our Data and Marketing Analytics MSc will ensure you are highly employable by embedding career development skills in the curriculum. Graduates are well-equipped for diverse industries, including retail, e-commerce, advertising, technology and consulting.

Leveraging our global network of 3,000 employers, the University's Careers and Employability Service facilitates students in exploring and connecting with exciting career opportunities worldwide.

Elevate Your Career

• Meet industry demands for professionals capable of data-driven decision-making
• Gain practical experience through part-time work, placements and real-world learning applying data and marketing analytics knowledge
• Build a global network and develop your own professional online ‘brand’

Industry Links

We maintain strong partnerships with employers, involving them in curriculum design and actively engaging them in career education and guidance initiatives. The teaching team also works closely with industry partners in the delivery of modules, through guest lectures, real-world learning activities and assessment briefs.

Graduate Employers

Graduates from the Business School have found employment at organisations including:

• Neilson
• Ipsos
• Mintel
• GWI
• Unilever, London
• M&C Saatchi
• Adidas

Job Roles

This course will prepare you for roles in a variety of areas, including:

• Marketing Analyst
• Data Analyst
• Digital Marketing Specialist
• Market Researcher
• Customer Insights Analyst
• Marketing Consultant
• Marketing Manager
• Business Intelligence Analyst
• Data-driven Entrepreneur

Entry Requirements

• A minimum of a lower second class honours degree (2:2). Relevant degree disciplines include business studies, economics, geography, management, and operation research. However, students with qualifications in other disciplines, such as engineering, environmental sciences, the humanities and languages, are also encouraged to apply.
• If your first language is not English, you should have an IELTS 6.5 overall, with a minimum of 6.0 in each component.

Fees and Funding

UK

• UK tuition fee: £16,700 (Price per academic year)
• When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
• Find out how we set our tuition fees.
• Paying your fees: If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
• Alumni discount: This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.
• Funding: There is a range of funding available that may help you fund your studies, including Student Finance England (SFE).
• Scholarships: The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students.

International

• International tuition fee: £19,500 (Price per academic year)
• When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.
• Find out how we set our tuition fees.
• Paying your fees: If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
• Alumni discount: This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.
• Funding: There are a number of funding schemes available to help you fund your studies with us.
• Scholarships: The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible postgraduate students.

Course Location

Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.

Westminster Business School

Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.

Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).

Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.