MSc Marketing Analytics

at University of Stirling

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 analytic 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.
 

You will learn in lectures, tutorials, workshops and practical labs for two semesters. For example, if you start in Autumn, you will do these from October to April and after the spring examination period you'll spend the summer carrying out a consultancy project. The project may be of your own design or as part of a placement or consultancy project for a company, where possible.
 

Modules
The module information below provides an example of the types of course module you may study. The details listed are for the current academic year (September 2021). Modules and start dates are regularly reviewed and may be subject to change in future years.
 

Year 1, Autumn semester

Compulsory module

• Flying Start Leadership Programme (MANPFSL)    0 credits
   

Compulsory module

• Professional Skills in Marketing (MKTP007)    10 credits
   

Compulsory module

 

• Text Analytics for Marketing (MKTP026)    20 credits
   

Compulsory module

• Statistics with R (MRMP007)    10 credits

Compulsory module

• Business Analytics (MANP001)    20 credits
   

Year 1, Spring semester

Compulsory module

• Data Analysis Techniques in Marketing (MKTP008)    10 credits
   

Compulsory module

• Machine Learning (ITNPBD6)    20 credits
   

Compulsory module

• Digital Marketing and Data Technologies (MKTP030)    20 credits
   

Option module
 

Select 20 credits from Marketing Analytics Options list

• Innovation Management (BUSP016)    10 credits
• Managing Change (BUSP021)    10 credits
• Digital Marketing and Advertising (MKTP011)    10 credits
• Multi-Channel Marketing and Retailing (MKTP024)    10 credits
   

Year 1, Summer semester

Dissertation
 

Select 50 credits from Marketing & Retail Consultancy Project list

• Marketing & Retail Consultancy Project (MKTP009)    50 credits

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.
 

Other routes of entry
If you don’t currently meet the academic requirements for this course, INTO University of Stirling offers a variety of preparation programmes that can earn you the qualifications and skills you need for direct entry.
 

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 
• Cambridge C1 Advanced (CAE) 169 overall with a minimum of 162 in each sub-skill
• Cambridge C2 Proficiency (CPE) 180 overall with a minimum of 162 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
• IBT TOEFL Special Home Edition Test 78 overall with a minimum of 17 in listening, 18 in reading, 20 in speaking and 17 in writing
• Trinity ISE II Pass overall with a Pass in each sub-skill, ISE III Pass overall and in all sub-skills, ISE IV Pass overall and in all sub-skills
• Aptis (4 skills) CEFR B2 overall and B2 in all sub-skills
• Duolingo 95 overall with a minimum of 90 in all sub-skills
• LanguageCert International ESOL B2 Communicator - High Pass overall with minimum 25 in each sub-skill

Overseas (non-EU) students

2022/23 - £19,145
2023/24 - £19,645
 

Course fees

Fees shown are for a full-time, one-year Masters course.

• 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.
   

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.
 

European Union and overseas 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.

A 2014 report by Egon Zehnder and the Kellog School of Management states that “all leaders need a working knowledge of data science” and the marketing industry is no exception. Further, the US Bureau of Labour Statistics is predicting employment of market research analysts to grow 18% from 2019 to 2029, a higher rate than the average for all occupations.
 

Through this course, graduates will acquire knowledge, skills and experience for a successful career in roles requiring good understanding of marketing analytics and data-driven decision-making. These may include:

• Strategic Planning or Sustainability Analytics teams
• Customer Insight or Marketing Analytics teams
• Finance, Pricing or other Technical Analytics teams
   

After having completed other related courses, our graduates have gone on to work with well-known brands and with organisations in countries such as Japan, China, Netherlands, Australia, South Africa, Switzerland, Germany, Mexico, India. They are currently contributing to the performance of  organisations such as: Yves Saint Laurent; Nokia; Unilever; eBay; Pepsico; Bloomberg; NCR Corporation; Intelligent Media Ltd; Nestle; Capital Group UK; Google and more.