COURSE CURRICULUM

The Data and Marketing Analytics MSc offers a comprehensive curriculum designed to equip students with the analytical, technical, and strategic skills necessary to excel in today’s data-driven marketing environment. Core modules cover a wide range of essential topics, beginning with Artificial Intelligence for Marketing, which explores how AI tools and techniques can be applied to optimise marketing strategies and enhance customer engagement. Corporate Digital Responsibility examines the ethical and social implications of digital marketing practices, ensuring graduates are aware of their responsibilities in a data-centric business world. Data Visualisation and Storytelling develops the ability to communicate insights effectively, translating complex datasets into clear, actionable narratives for stakeholders. Data Analytics for Marketing and Marketing Research Insights provide practical skills in collecting, managing, and interpreting data, alongside understanding consumer behaviour and market trends. Marketing Technology and Tools familiarises students with the latest software and digital platforms that support marketing operations, while Strategy and Organisational Transformation focuses on aligning data-driven insights with broader business objectives to drive growth. The program culminates in a Final Major Project, offering students the opportunity to apply their knowledge to a real-world marketing analytics challenge. Together, these modules ensure graduates are highly competent in combining analytical proficiency with strategic marketing thinking, preparing them for careers in marketing analytics, consumer insights, digital marketing, and related fields.