Rapid advancements in technology and changing consumer habits have significantly increased the amount of useful data available to businesses.
This means the ability to manage and manipulate data to enable businesses to use their marketing resources effectively is in high demand.
If you're detail-oriented and want to develop your analysis skills to capitalise on this data revolution, this MA Marketing Analytics Master's degree is ideal.
You'll gain the knowledge and skills to apply data analytics in a marketing context, and uncover insights that help businesses create value for customers. You'll learn how to measure performance of marketing campaigns, uncover opportunities for boosting marketing performance, get a rich understanding of customers, and understand competitors.
You'll also get a grounding in core marketing theories and models, and have the chance to establish your own marketing agency, working with the local business community.
The future belongs to agile businesses that are equipped to act on the right data insights, at the right time. You'll graduate with the know-how and practical experience to do this for prospective employers.
What you'll experience
On this Marketing Analytics Master's, you'll:
- Learn how to analyse and interpret data, and forecast future market and consumer trends
- Develop your knowledge and practice in key marketing disciplines, such as consumer insights and analytics, social media marketing, applied marketing analytics, competitor research and data science
- Apply what you learn, as you learn, including establishing your own marketing agency, working with the local business community
- Develop transferable skills you can apply in all areas of your life, such as critical thinking, independent research, teamwork, verbal and written communication, analytical thinking and ethical practice
- Benefit from the experience of external guest speakers from a range of backgrounds – past speakers on similar courses include Jo Pabari (Director of Good Stuff Consulting and marketing consultant for Heineken, PepsiCo, Heinz and Twinings) and Emma Searle (Head of Digital at Verb Brands, a leading digital agency for luxury and premium brands)
You can also:
- Visit some of the world's leading digital marketing and advertising companies in London – we have links with organisations such as Google, Twitter and IBM
- Obtain additional qualifications that will boost your CV, via online training for applications such as Google Analytics and Adwords
- Immerse yourself in a different culture on a week-long self-funded study visit to a European university
You don't need a computing or maths background to study this course.
Work experience and career planning
During the Collaborative Project module, you'll have the opportunity to set up an agency with your peers and work alongside clients from the local community, giving you a taste of working in the industry.
We can also help you identify placements, internships, voluntary roles and freelancing opportunities that will complement your studies and build your CV.
What you'll study on this MA Marketing Analytics degree course
- Essentials of Marketing
- Contemporary Issues in Marketing
- Social Media Marketing
- Consumer Insight and Analytics
- Advanced Marketing Analytics
- Data Science for Marketing
- The Collaborative Marketing Project
- Independent Marketing Research Project
Teaching methods on this course include:
- Practical sessions in computer labs
- Collaborative sessions with peers in our Technology Enhanced Active Learning (TEAL) room
The teaching team has extensive academic and industry experience. Most academics have PhDs in marketing research or digital marketing.
You can access all teaching resources on Moodle, our virtual learning environment, from anywhere with a web connection.
For more about the teaching activities for specific modules, see the module list above.
How you're assessed
You'll be assessed through:
- Written essays
- Written reports
- Group presentations/pitches
- Online tests
- A portfolio
The independent research project assessment consists of 2 elements:
- A 5,000-word written assignment
- A 5–10 minute presentation at a conference/poster exhibition, held in May
You'll get feedback on all assessments, and receive further feedback on your general progress in seminar sessions and consultation meetings with academic staff.
Careers and opportunities
Demand for professionals with specialist data skills more than tripled between 2014 and 2019. This demand is likely to continue to grow (The Royal Society, 2019).
With your Master's, you could work in many digital marketing and data analytics fields when you graduate, including marketing analysis, consumer insight and planning, and market research.
Roles you could work in include:
- Data analyst
- Data planner
- Digital marketing analyst
- Research and engagement marketing executive
- Market intelligence analyst
- Business strategy analyst
Data numeracy is consistently highlighted as a key skill-set required by employers and today’s marketing practitioners must be adept at sourcing, analysing and communicating data. Therefore, the ability to turn data analysis into useful insights and strategic planning is vital to success in all areas of the marketing industry.
You'll also be able to pursue further studies at postgraduate or research level, or set up your own businesses with help and support from the University.
After you graduate, you can get help, advice and support for up to 5 years from our Careers and Employability service as you advance in your career.