MSc Marketing Analytics

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.

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. 

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

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.

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.

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.

Professor Rob Angell

rob.angell@stir.ac.uk

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 Gerry Edgar

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 Seda Erdem

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 Tom Kane

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 Julie Tinson

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 Alexander Brownlee

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.

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.

Find out about the cost of living for students at Stirling

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