COURSE CURRICULUM

The MSc Marketing Analytics program equips students with the skills and knowledge needed to thrive in a data-driven business environment. In the Autumn semester, students develop a strong foundation in digital marketing, text analytics, and business analytics, alongside participating in the Flying Start Leadership program to enhance their professional skills. These modules provide practical tools for analysing marketing data, understanding consumer behaviour, and applying digital strategies effectively. In the Spring semester, students advance their expertise through data analysis techniques, machine learning, and capturing marketing effectiveness. These modules focus on applying statistical and computational methods to interpret complex marketing datasets, evaluate the success of marketing campaigns, and generate actionable insights for organisations. The program emphasises the integration of theoretical frameworks with practical applications, ensuring students can translate analytical findings into strategic decisions that drive business growth. In the Summer semester, students undertake a Marketing and Retail Consultancy Project, a dissertation-style module that allows them to apply their skills to real-world business challenges, working on substantial research projects or industry-based consultancy assignments. Through this combination of analytical training, industry engagement, and hands-on project work, graduates develop the expertise required for roles such as marketing analyst, data strategist, or digital marketing consultant. The program fosters critical thinking, problem-solving, and the ability to use data to inform business strategies effectively.