MSc Marketing Analytics

Our new MSc Marketing Analytics course provides students with essential cross-disciplinary knowledge and training in systems analysis, quantitative methods and data science to help you transform big data into a powerful marketing asset.

Marketing Analytics

Key facts

  • Award Masters / MSc, Postgraduate Diploma, Postgraduate Certificate
  • Start date September 2021, January 2022, September 2022, January 2023
  • Duration MSc full-time: 12 months, MSc part-time: 24 months
  • Mode of study Part-time, Full-time, Campus based

The increase in the collection and analysis of Big Data, — extremely large sets of information, such as social media comments or online product reviews — can provide valuable insight to consumer behaviors and preferences. As a result, businesses need market research analysts who are able to handle data and apply it to real-world marketing contexts. 

This course is designed to provide students with a thorough understanding of the industrial and scientific relevance of marketing analytics and their application in strategic and operational decision making for organisations that use Big Data. It has been developed to equip you with the practical, evaluative and analytical skills to allow you, as a future marketing manager, to influence and develop strategy and performance within organisations, as an expert in marketing analytics.

The course is multidisciplinary, combining the Stirling Management School’s expertise in marketing, business management and leadership with computing expertise. A key feature of the course is an Industry Partnership and Action Learning approach through consultancy projects with industry. To finish your studies you will undertake a three-month project giving you an opportunity to apply in the concepts and theories you have worked on during the course to a real-life topic.

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, as well as those seeking professional development or career change. It answers the industry’s demand for a skilled pool of graduates who can apply data science to solve marketing challenges.

Preparing Business Leaders of the Future

Postgraduate education at the University of Stirling Management School goes beyond text books and lecture rooms, we also focus on your personal and professional development.

Our unique Flying Start Leadership programme equips you with the awareness, knowledge and techniques essential for building a successful career in this big data age. These range from practical skills, like effective public speaking, to developing ways to work under pressure in difficult situations and manage conflict. Find out more about Flying Start.

Preparation for International students coming to study in the UK

Prepare for Success is an interactive web learning tool for international students who are coming to the UK to study. Take a look at the Prepare for Success website to get more information.

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. 

Flexible learning

If you’re interested in studying a module from this course, the Postgraduate Certificate or the Postgraduate Diploma then please email Graduate Admissions to discuss your course of study.

Research overview

The Stirling Management School was rated one of the UK’s top 25 institutions for business and management (out of 101 business schools) in the 2014 Research Excellence Framework (REF) exercise, and 64% of our research outputs were classified as world-leading or internationally excellent in terms of their originality, significance and rigour. We were ranked 14th in the UK in terms of research impact with over 60% of our research impact judged to have outstanding reach and wide-ranging impact on the policies of public, private and governmental organisations.

Members of our academic staff regularly publish in journals such as:

  • British Journal of Management
  • Journal of Marketing Management
  • European Journal of Marketing
  • Journal of Business Ethics
  • Journal of Advertising
  • Industrial Marketing Management
  • Marketing Intelligence and Planning
  • Journal of Retailing and Consumer Services

Our staff consistently serve as conference and track chairs at international marketing and management conferences and hold editorial posts across a wide-variety of academic journals. Notably, current members of staff regularly provide consultation to industry in high-profile issues such as the recent horse meat scandal, the role of marketing towards children, and the issues facing the high street retailers across the UK.

Changes at Stirling

Find out about important changes including how you'll be taught, start dates and how we're making campus safer.

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