Overview
Marketing analysts are in high demand in today’s data-driven economy. Organisations generate vast amounts of data – from product reviews to customer interactions. Marketing analytics makes sense of the data to guide successful business strategies.
Our MSc Marketing Analytics course equips you with the skills needed to thrive in a data-driven world. We have an active learning, careers-focused approach which puts key skills taught in theory into practice.
Our partnership with business makes sure you learn what is needed by global employers. Our curriculum is informed by an advisory board of top marketing practitioners. This includes high-profile professionals from companies such as Kortext, BMW and Clevertouch Consulting.
You’ll gain a toolbox of analytical techniques and strategic insights so that you can translate information into action. We teach a powerful blend of practical and theoretical skills, to enhance your employability in a competitive job market.
Gain practical experience in marketing and analytics
- Analyse Big Data such as social media comments or online product reviews.
- Understand consumer behaviours and generate marketing analytics solutions for organisations.
- Practical sessions on data analytics and marketing simulations.
- You will undertake consultancy-style projects. In addition, there are opportunities to work with a business as part of your consultancy project. Your project work will build-up the practical skills needed for future career roles. Recent organisations include:
- Keep Scotland Beautiful
- Care Opinion
- Volunteer Scotland
- Stirling Council
- Otter Adventures
Focus on analysis and communication
We designed our course to be a conversion course for those who are new to data analytics. You’ll learn to analyse data such as Power BI, Orange Datamining or SPSS, and communicate your insights. We want you to become a professional who can link marketing and data analysis.
We are AACSB accredited
The University of Stirling is accredited by the Association to Advance Collegiate Schools of Business (AACSB). AACSB International is the world's largest global standard-setting body for business education. Only 6% of the world’s leading business schools achieve this accreditation. This recognises our excellence in business education and societal impact.
Top reasons to study with us
Course objectives
The course is tailored for those who plan to pursue a career in the field of Marketing Analytics. It's perfect for those seeking professional development or career change.
This Masters degree in Marketing Analytics answers the industry’s demand for skilled graduates who can apply data science to solve marketing challenges.
Through a dynamic, hands-on learning environment, you'll gain the expertise needed to:
- analyse data effectively
- drive strategic decision-making
- solve real-world marketing challenges.
Work placements
You’ll work on real-world projects with key organisations who are using marketing analytics for strategic development. Our extensive network of external organisations across all sectors provides opportunities to build your knowledge, skills and experience for a successful career in marketing analytics roles.
Research overview
Students will engage with cutting-edge ideas and concepts throughout the programme. You will benefit from research-led teaching at the forefront of the field.
80% of our research impact in Business and Management Studies is ranked as world-leading or internationally excellent (REF 2021).
Our faculty members actively contribute to top academic and industry journals, including:
- Harvard Business Review
- MIT Sloan Management Review
- Journal of Retailing
- Journal of Advertising
- Journal of Business Ethics
- Psychology & Marketing
Entry requirements
Academic requirements
A minimum of a second class honours degree or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply. No background in business is required but you will need to have a strong interest in marketing and data analytics to get the most from the course.
Other routes of entry
If you don't currently meet our academic requirements, University of Stirling International Study Centre offers a variety of preparation programmes that can earn you the qualifications and skills you need to progress onto some of our courses. Explore University of Stirling International Study Centre to see the pathway and pre-masters routes available.
International entry requirements
English language requirements
If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS Academic or UKVI 6.0 with a minimum of 5.5 in each sub-skill.
- Pearson Test of English (Academic) 60 overall with a minimum of 59 in each sub-skill.
- IBT TOEFL 78 overall with a minimum of 17 in listening, 18 in reading, 20 in speaking and 17 in writing.
See our information on English language requirements for more details on the language tests we accept and options to waive these requirements.
Pre-sessional English language courses
If you need to improve your English language skills before you enter this course, University of Stirling International Study Centre offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for entry to this degree.
Find out more about our pre-sessional English language courses.
Course details
The course will teach you how to interpret the marketing data generated by businesses and how to effectively communicate your findings to inspire better ways of working. This course addresses the need for industry to have more managers with marketing analytics skills. Marketing Analytics opens up careers in diverse areas such as Marketing Management, Operations Planning, Sustainability, Customer-Relationship Management, Supply-Chain-Management, Process Improvement, or Disruption and Change Management.
This course equips you with the skills to transform data into actionable insights. You’ll learn how to communicate findings effectively, positioning yourself as a valuable asset to C-suite executives at some of the world’s leading organisations.
Beyond marketing, a strong foundation in data analytics and strategic thinking opens doors to a wide range of careers, including roles in operations, sustainability, and supply chain management
Modules
Teaching
Teaching is carried out a through a mix of lectures, tutorials, case studies, role playing, computer simulations, guest speakers and company projects as well as fieldwork exercises and site visits, when possible.
Assessment
The course uses a variety of assessment methods ranging from individual assignments, group assignments, class tests, examinations, individual and/or group presentations, research design and marketing reports.
Assignments and essays are used to test research skills with a strong emphasis on critical analysis and reflective insights. The assignments also provide the opportunity to develop and assess your problem identification and management communication skills and capability of using key software packages; presentations are used to test your oral communication skills and assess your capability for case study analysis.
Classroom hours
You can expect to have around 20 contact hours per 10-credit module each semester and 40 contact hours per 20-credit module. This can add up to between 10 and 15 hours of classroom contact in any week.
You'll be expected to work, either on your own or in a group, for at least another 20 hours a week to be able to complete all of the tasks expected of you.
Course director
Key staff
Dr Keri Davies
Dr Keri Davies is a Senior Lecturer in Marketing and a member of the Institute for Retail Studies at the University of Stirling. He is currently the Programme Director for the MSc Marketing. In addition to his academic credentials, Dr Davies has worked for the Town and Country Planning Association and he was elected to the Scottish Regional Board of the Cooperative Group in 2011-2012. His research interests include the retail change in Pacific Asia, and the development and role of community and food cooperatives in different regions of the world.
Dr Anupam Singh
Dr Anupam Singh is a Lecturer in Digital Marketing, Stirling Management School. His research interests lie at the intersection between data science, sustainability, and Marketing. He uses text mining, machine learning, and deep learning to understand consumer behaviour in areas such as sustainable consumption.
Dr Edgar is a Senior Lecturer in Management, Work and Organisation, and the Associate Dean of Learning and Teaching, Stirling Management School. His teaching interests lie in Information Systems Management, Project Management and Business Excellence. He is a founding member of the Scottish Quality Management Centre, KTP Provider, University of Stirling.
Dr Erdem is an Associate Professor of Economics and the Postgraduate Research Director of Stirling Management School. She is also a member of Stirling Behavioural Science Centre and Applied Choice Research Group, and a steering group member of the University of Stirling's two research programmes: the Global Food Security Research Programme and the Health and Behavioural Research Programme. Outside academia, she serves as an expert member of the Social Science Research Committee of the UK's Food Standards Agency, a non-ministerial government department of the UK to support decisions about public health at policy-level.
Dr Kane is a research-active Senior Lecturer in Business Analytics, with interests in analytics, data science and artificial intelligence. His primary research area is in the interactions between businesses and people. He has particular interests in Free and Open-Source Software for Medical Informatics and Large-Scale AI systems that perform Business and Societal functions. His background is both academic having published across these areas, and business focused; with work having been undertaken in consultancy capacities for some of the most innovative organisations in the UK. The rollout of business implementations of AI systems that address the ethical questions these systems raise are of interest both to his artificial intelligence training and his business background.
Professor Tinson’s research interests focus on generating insight into youth consumer behaviour. This research is both international and national as evidenced in her published work and conference presentations. Wider dissemination of and interest in her research has also been demonstrated by invited presentations as well as media attention and expert opinion to practitioner publications, she is often in the press e.g. The Times, The Scotsman, The Herald, Daily Mail and Mail on Sunday and on radio (e.g. BBC Business, You and Yours and BBC Radio Scotland, BBC News drive). She also appeared on Channel 4 SuperShoppers in May 2019. Her research is motivated by an interest in how transition impacts consumption and identity formation within families/groups. The contexts for this work have included rituals e.g. high school prom, as well as sport fandom and music. Her work often involves practitioners (e.g. The National Wallace Monument), and she has been successful in securing project funding from a range of organisations including Barclays, Associa, Tpoll and Channel 4.
Dr Brownlee is a Lecturer in the Data Science Research Group within Computing Science and Mathematics at Stirling, and also a Visiting Fellow in Civil and Building Engineering at Loughborough University. He is interested in value-added optimisation: techniques that yield optimal or near-optimal solutions but also reveal underlying information about the problem to help people make informed decisions. His main focus is in metaheuristics, including evolutionary algorithms and estimation of distribution algorithms; related issues such as fitness modelling (and mining such models), handling constraints and multiple objectives, and decision support. He works in application areas including scheduling and simulation-based optimisation in civil engineering and transport, and in art.
Fees and funding
Fees and costs
University of Stirling alumni will automatically be awarded a fee waiver for the first year of Masters studies through our Stirling Alumni Scholarship.
Applicants from the UK or Republic of Ireland who hold a first-class honours degree or equivalent will automatically be awarded a £2,000 scholarship through our Postgraduate Merit Scholarship.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Eligible students could receive a scholarship worth between £4,000-£7,000. See our range of generous scholarships for international postgraduate students.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Postgraduate tuition fee loans
This course is eligible for a postgraduate tuition fee loan from one of the UK’s governments. See the Scholarships and funding section, below, for more details.
Additional costs
There are some instances where additional fees may apply. Depending on your chosen course, you may need to pay additional costs, for example for field trips. Learn more about additional fees.
Scholarships and funding
Funding
If you have the talent, ability and drive to study with us, we want to make sure you make the most of the opportunity – regardless of your financial circumstances.
Learn more about available funding opportunities or use our scholarship finder to explore our range of scholarships.
Postgraduate tuition fee loans
Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £11,500 to cover tuition fees and associated living costs.
English students can apply for a loan of up to £12,167 each year as part of the Postgraduate Masters Loan Scheme.
Welsh students can apply for financial support of up to £18,770 as a combination of grant and loan from Student Finance Wales.
Northern Irish students can apply for a postgraduate tuition fee loan of up to £6,500 from Student Finance NI.
International students may be able to gain additional funding from loan providers.
Cost of living
If you’re domiciled in the UK, you can typically apply to your relevant funding body for help with living costs. This usually takes the form of student loans, grants or bursaries, and the amount awarded depends upon your personal circumstances and household income.
International (including EU) students won’t normally be able to claim living support through SAAS or other UK public funding bodies. You should contact the relevant authority in your country to find out if you’re eligible to receive support.
Payment options
We aim to be as flexible as possible, and offer a wide range of payment methods - including the option to pay fees by instalments. Learn more about how to pay
After you graduate
A Masters in marketing analytics can lead to excellent career positions (Woopra).
Jobs for marketing analytics continue to grow across a wide range of sectors. You may go onto roles in areas such as:
- strategic planning
- sustainability analytics
- customer insight
- marketing analytics
- or finance, pricing or technical analytics
Beyond marketing, a strong foundation in data analytics and strategic thinking opens doors to a wide range of careers. This includes roles in operations, sustainability, and supply chain management.
The average salary for a marketing analytics manager is £51,450 per year in the UK in 2024 (Source: glassdoor.co.uk, 2025).
Our marketing and data analytics graduates work with well-known brands across the world. These include:
- Nokia
- Pepsico
- eBay
- Bloomberg
- McCann Erickson
Study and careers support
You'll have a mentor who will guide you through your studies.
The Careers Service provides support for CV design, interview skills and other career skills.