In the age of big data, companies have more consumer information than ever before.  They can use this information to target consumers, but they can also use consumer information (e.g. feedback from reviews) to improve products and services. Gaining insight from customers and understanding shifting patterns of consumer behaviour is important for companies in order to satisfy customer needs and ultimately the viability or profit-making potential of the company.

Our MSc Consumer and Digital Marketing Analytics provides the opportunity to develop knowledge, understanding and skills across the marketing function, including: brand management and loyalty, consumer behaviour, marketing communications, digital marketing and customer insight in national and international settings.

Graduates from this course will develop a broad knowledge of marketing management subjects and will be able to demonstrate specialised knowledge and analytical skills across a range of marketing and digital applications. This course is intended to prepare students for a career in marketing and digital marketing or marketing analytics more specifically.

This course is aimed at those seeking to obtain employment in a variety of careers in marketing (e.g. digital marketing, customer insight management, marketing analytics) or in general management and business in large, medium sized and small organisations both in the private and public/government sectors. Some graduates may go on to set up their own businesses, while others may progress to further postgraduate study leading to a PhD. 

The job market demands students with strong analytical skills to both make sense of data and also to interpret it in line with the company/brand or strategy in place. Those seeking employment in this competitive market require not only have strong data analysis skills but also to need to be able to understand the wider role that marketing plays within the organisation.  Our course recognizes and adresses this demand for graduates with this combination of skills, knowledge, and practical understanding.