Marketing Analytics (Taught)

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. 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

Curriculum informed by top experts
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.
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.

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.

Professionally accredited courses provide industry-wide recognition of the quality of your qualification.

• AACSB International