COURSE CURRICULUM

The Marketing Analytics stream of the MSc program equips students with a rigorous foundation in marketing strategy, consumer behavior, and quantitative analysis, preparing them to apply advanced analytical techniques to real-world marketing challenges. Students begin with core courses in research foundations and a major research project, providing essential skills in study design, data collection, and research methodology. Specialization courses focus on marketing strategy and management, consumer behavior, consumer culture theory, and quantitative models for marketing, enabling students to integrate theoretical knowledge with practical applications in marketing decision-making. Electives allow students to tailor their program to individual interests, with options such as econometrics or statistical learning, providing advanced training in data-driven analysis and predictive modeling. Methods and related-field courses further strengthen students’ ability to conduct robust, high-quality research through applied statistics, econometrics, and other analytical approaches. By combining marketing theory, consumer insights, and quantitative methods, students develop the skills necessary to interpret complex data, design evidence-based strategies, and evaluate the impact of marketing initiatives. Graduates of the program are well-prepared for careers in marketing analytics, consulting, consumer insights, brand management, and digital marketing, and are also equipped with the research expertise needed for doctoral studies or other advanced academic pursuits in marketing and business analytics.