Program Overview

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MSc Marketing Analytics

Overview

Marketing analysts are in high demand in today’s data-driven economy. Organisations generate vast amounts of data – from product reviews to customer interactions. Marketing analytics makes sense of the data to guide successful business strategies.

Our MSc Marketing Analytics course equips you with the skills needed to thrive in a data-driven world. We have an active learning, careers-focused approach which puts key skills taught in theory into practice.

Our partnership with business makes sure you learn what is needed by global employers. You’ll gain a toolbox of analytical techniques and strategic insights so that you can translate information into action. We teach a powerful blend of practical and theoretical skills, to enhance your employability in a competitive job market.

Key Facts

• Award: Masters / MSc, Postgraduate Certificate, Postgraduate Diploma
• Start date: September 2025, January 2026
• Duration: MSc full-time: 12 months, MSc part-time: 24 months
• Mode of study: full time, part time
• Delivery: on campus

Entry Requirements

Academic Requirements

A minimum of a second class honours degree or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply. No background in business is required but you will need to have a strong interest in marketing and data analytics to get the most from the course.

Other Routes of Entry

If you don't currently meet our academic requirements, University of Stirling International Study Centre offers a variety of preparation programmes that can earn you the qualifications and skills you need to progress onto some of our courses.

International Entry Requirements

View the entry requirements for your country.

English Language Requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:

• IELTS Academic or UKVI 6.0 with a minimum of 5.5 in each sub-skill.
• Pearson Test of English (Academic) 60 overall with a minimum of 59 in each sub-skill.
• IBT TOEFL 78 overall with a minimum of 17 in listening, 18 in reading, 20 in speaking and 17 in writing.

Course Details

The course will teach you how to interpret the marketing data generated by businesses and how to effectively communicate your findings to inspire better ways of working. This course addresses the need for industry to have more managers with marketing analytics skills. Marketing Analytics opens up careers in diverse areas such as Marketing Management, Operations Planning, Sustainability, Customer-Relationship Management, Supply-Chain-Management, Process Improvement, or Disruption and Change Management.

This course equips you with the skills to transform data into actionable insights. You’ll learn how to communicate findings effectively, positioning yourself as a valuable asset to C-suite executives at some of the world’s leading organisations.

Beyond marketing, a strong foundation in data analytics and strategic thinking opens doors to a wide range of careers, including roles in operations, sustainability, and supply chain management.

Modules

• The module information below provides an example of the types of course module you may study. The details listed are for the academic year that starts in September 2025. Modules and start dates are regularly reviewed and may be subject to change in future years.

Teaching

Teaching is carried out a through a mix of lectures, tutorials, case studies, role playing, computer simulations, guest speakers and company projects as well as fieldwork exercises and site visits, when possible.

Assessment

The course uses a variety of assessment methods ranging from individual assignments, group assignments, class tests, examinations, individual and/or group presentations, research design and marketing reports.

Assignments and essays are used to test research skills with a strong emphasis on critical analysis and reflective insights. The assignments also provide the opportunity to develop and assess your problem identification and management communication skills and capability of using key software packages; presentations are used to test your oral communication skills and assess your capability for case study analysis.

Classroom Hours

You can expect to have around 20 contact hours per 10-credit module each semester and 40 contact hours per 20-credit module. This can add up to between 10 and 15 hours of classroom contact in any week.

You'll be expected to work, either on your own or in a group, for at least another 20 hours a week to be able to complete all of the tasks expected of you.

Course Director

Professor Rob Angell

Key Staff

• Dr Anupam Singh
• Dr Gerry Edgar
• Dr Seda Erdem
• Dr Tom Kane
• Professor Julie Tinson
• Dr Alexander Brownlee

Fees and Funding

Fees and Costs

University of Stirling alumni will automatically be awarded a fee waiver for the first year of Masters studies through our Stirling Alumni Scholarship.

Applicants from the UK or Republic of Ireland who hold a first-class honours degree or equivalent will automatically be awarded a £2,000 scholarship through our Postgraduate Merit Scholarship.

If you need to extend your period of study, you may be liable for additional fees.

If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.

For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.

Eligible students could receive a scholarship worth between £4,000-£7,000. See our range of generous scholarships for international postgraduate students.

If you need to extend your period of study, you may be liable for additional fees.

If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.

For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.

Postgraduate Tuition Fee Loans

This course is eligible for a postgraduate tuition fee loan from one of the UK’s governments. See the Scholarships and funding section, below, for more details.

Additional Costs

There are some instances where additional fees may apply. Depending on your chosen course, you may need to pay additional costs, for example for field trips. Learn more about additional fees.

Scholarships and Funding

Funding

If you have the talent, ability and drive to study with us, we want to make sure you make the most of the opportunity – regardless of your financial circumstances.

Learn more about available funding opportunities or use our scholarship finder to explore our range of scholarships.

Postgraduate Tuition Fee Loans

Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £11,500 to cover tuition fees and associated living costs.

English students can apply for a loan of up to £12,167 each year as part of the Postgraduate Masters Loan Scheme.

Welsh students can apply for financial support of up to £18,770 as a combination of grant and loan from Student Finance Wales.

Northern Irish students can apply for a postgraduate tuition fee loan of up to £6,500 from Student Finance NI.

International students may be able to gain additional funding from loan providers.

After You Graduate

A Masters in marketing analytics can lead to excellent career positions.

Jobs for marketing analytics continue to grow across a wide range of sectors. You may go onto roles in areas such as:

• strategic planning
• sustainability analytics
• customer insight
• marketing analytics
• or finance, pricing or technical analytics

Beyond marketing, a strong foundation in data analytics and strategic thinking opens doors to a wide range of careers. This includes roles in operations, sustainability, and supply chain management.

The average salary for a marketing analytics manager is £51,450 per year in the UK in 2024.

Our marketing and data analytics graduates work with well-known brands across the world. These include:

• Nokia
• Pepsico
• eBay
• Bloomberg
• McCann Erickson
• Google

Study and Careers Support

You'll have a mentor who will guide you through your studies.

The Careers Service provides support for CV design, interview skills and other career skills.

What Our Students Said

View more student stories

Afnan Khan MSc Marketing Analytics

"Marketing Analytics degree has much more to offer - the amazing faculty and staff to support and guide you throughout the course, to help you get a consultancy project with a top organisation - and I am already excited about classroom teaching coming in place."

Read Afnan's story

View more student stories

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