In the age of big data, companies have more consumer information than ever before. They can use this information to target consumers, but they can also use consumer information (e.g. feedback from reviews) to improve products and services. Gaining insight from customers and understanding shifting patterns of consumer behaviour is important for companies in order to satisfy customer needs and ultimately the viability or profit-making potential of the company.

Our MSc Consumer and Digital Marketing Analytics provides the opportunity to develop knowledge, understanding and skills across the marketing function, including: brand management and loyalty, consumer behaviour, marketing communications, digital marketing and customer insight in national and international settings.

Graduates from this course will develop a broad knowledge of marketing management subjects and will be able to demonstrate specialised knowledge and analytical skills across a range of marketing and digital applications. This course is intended to prepare students for a career in marketing and digital marketing or marketing analytics more specifically.

What will you study on this course?

You will benefit from learning a mix of fundamental theory in the marketing area and practice which includes undertaking a practical research project aimed at gaining consumer insight. You also have the opportunity to develop and enhance a range of advanced general transferable intellectual and study skills, which whilst being highly appropriate to a career in business and management generally, are not exclusive to these career choices. You will develop ypou skills through real-world marketing projects and real-world case studies.

Students on this course will complete a total of 180 credits comprising taught modules (120 credits) and a Project (60 credits).

Compulsory/core modules:

• Marketing Strategy (15 credits)
• Global Brand Management (15 credits)
• International Marketing (15 credits)
• Consumer Behaviour in a Global & Digital World (15 credits)
• International Marketing Communication (15 credits)
• E-marketing (15 credits)
• Customer Insight Analytics (30 credits)

As part of their degree students will also undertake a Project module (60 credits), choosing one from the following:

• International Marketing Project
• Applied Business Projects
• Customer Consultancy Project

This course is aimed at those seeking to obtain employment in a variety of careers in marketing (e.g. digital marketing, customer insight management, marketing analytics) or in general management and business in large, medium sized and small organisations both in the private and public/government sectors. Some graduates may go on to set up their own businesses, while others may progress to further postgraduate study leading to a PhD.

The job market demands students with strong analytical skills to both make sense of data and also to interpret it in line with the company/brand or strategy in place. Those seeking employment in this competitive market require not only have strong data analysis skills but also to need to be able to understand the wider role that marketing plays within the organisation. Our course recognizes and adresses this demand for graduates with this combination of skills, knowledge, and practical understanding.

We offer a wide range of innovative master’s degrees (MBA, MSc and MA) which provide you with an understanding of contemporary business themes including sustainability, entrepreneurship, management, leadership, digital marketing, data analytics, organisational behaviour, strategy, brand management and business planning.