COURSE CURRICULUM

The Consumer Analytics and Marketing Strategy MSc combines rigorous analytical training with strategic marketing knowledge to prepare students for data-driven decision-making in business. The compulsory modules provide a strong foundation in key areas such as geographic data visualisation and analysis, big data and consumer analytics, predictive analytics, applied GIS and retail modelling, consumer behaviour, marketing analytics, research methods, and marketing strategy. These modules equip students with the skills to collect, analyse, and interpret complex consumer data and apply insights to practical marketing challenges. Optional modules allow students to specialise and tailor their learning to their career goals, covering areas such as geodemographics and neighbourhood analysis, machine learning in practice, brand management, persuasive writing and speechmaking, digital and interactive marketing, corporate social responsibility, public relations, sales promotion, change management, and applied dissertations. The program’s combination of theory, applied skills, and project-based learning ensures that students can connect quantitative analysis with strategic decision-making, understanding the human behaviour behind consumer data. Through these experiences, graduates develop the technical, analytical, and communication skills required to interpret complex datasets, identify trends, and deliver actionable marketing strategies, preparing them for careers in marketing, retail, location analytics, consulting, and other data-driven business roles.