MSc Marketing Analytics pre-arrival information

Welcome to the MSc Marketing Analytics course.

Dr Lisa Siebers, the Course Director for the MSc Marketing Analytics, looks forward to meeting you when you arrive at the University of Stirling to start your MSc course.

Got a question? 

If you have any questions about the course, please contact the Programme Administrator, Lynne McCulloch, who will be happy to answer any questions or queries you may have.

+44 (0) 1786 467381

Course director

Dr Lisa Siebers

Reading list

The information given below is meant to be only tentative and representative. The actual reading list for each module will be provided in the respective module outline which will be available at the beginning of the corresponding semester.

MKTP001 Responsible Marketing Management

Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen T. (2016) Marketing Management Hardcover, Pearson: Harlow, 3rd Edition.

MKTP002 Strategic Marketing Practice

Palmatier, R.W. and Sridhar, S. (2017) Marketing Strategy.  Based on First Principles and Data Analytics.  Palgrave

MKTP003 Marketing Communications and the Consumer

De Pelsmacker, P., Geuens, M. & Van den Bergh, J. (2017), Marketing Communications: A European Perspective, 6th Edition, Harlow: Pearson. (Very useful for some of the theoretical lecture content)
Hackley, C. & Hackley, R. A. (2017), Advertising & Promotion, 4th Edition, London: SAGE. (Particularly useful for the workshop seminars and the group project)

MKTP007 Professional Skills in Marketing

Chatfield, T (2018). Critical Thinking: your guide to effective argument, successful analysis & independent study, SAGE; p. 328