Marketing Data Analytics

Power up your career with a course designed to meet the growing demand for graduates who can transform the world of marketing though data-led decision making, using leading-edge, industry-standard analytics tools. These include R, Python, Excel, KNIME, Tableau, Power BI, SQL and Google Analytics) and AI (like ChatGPT, GitHub, Copilot, Gemini, K-AI and Cursor.

Facilities and specialist equipment

• State-of-the-art business analytics suite to support data analytics and big data

• Access to specialist software for digital marketing analytics

• Resources from the Institute of Data and Marketing (IDM)

• Access to R, Python, SQL, Tableau, Power BI and other industry software

Your student experience

Become adept at facilitating data-driven solutions for today's market, developing skills that give you the edge in the fast-paced digital transformation of business.

Constant training in data analytics using industry-appropriate software offers you many opportunities to explore how customer data and marketing metrics can help support data-informed decisions.

Learn from experts in data analysis who teach you how to make marketing decisions around target customer profile selection; which product features to develop; and how much to invest in a campaign while still maintaining profitability.

Get involved in opportunities for consultancy experience, competitions and live projects in data analytics during the second and third years of the degree, assisting businesses ranging from start-ups to established corporations to solve problems, up-skill and innovate.

Join our student Marketing Club, affiliated with the Chartered Institute of Marketing (CIM), and attend workshops on a range of areas – recent workshops have been on neuromarketing, AI and influencer marketing.

Benefit from masterclasses from industry experts so you learn from their experience and keep at the leading edge in your field.

Recent industry visitors include senior staff from Bute Street Festival; IBM Global Markets; Luton Town Football Club; Andrews UK; RetroGames; West Wing Studios; and Wonderbly.

See digital marketing and data analytics in action with field trips to relevant companies and agencies.

Course Modules

Year 1
Introduction to digital marketing and analytics – Learn core digital marketing concepts around social media, data-driven relationships, and metrics and analytics. Principles of marketing – Use market analysis and data to create plans for products and branding that meet specific briefs. Consumer behaviour – Understand how people think, act and engage with brands, and how brands target audiences. Beginning your professional business journey – Take on business challenges and collaborate with peers in a professional environment. Essential statistics for business and marketing – Build essential data and numerical skills for modern marketing. Introduction to data analytics software – How to use the programming language R and the tidyverse for data manipulation and analysis.

Year 2
Integrated digital marketing communications – Learn to respond to a range of marketing challenges using contemporary marketing communications methods. Data and research methods for business – Investigate research and data-analysis methods to support you in applying research findings to business issues. Econometrics for marketing - Understand quantitative marketing analysis, different marketing environments and the economic conditions firms operate in. Further data analytics software – Gain hands-on Python programming skills for business data manipulation. Analytics for customer insights and selection – Perform customer data analytics using R, Tableau and Excel, creating visualisations that communicate insights. Practical digital marketing analytics – Use specialist marketing-based analytical tools to identify gaps, suggest solutions and track impact.

Year 3
Marketing ethics and CSR – Understand the ongoing ethical debates around corporate social responsibility, and use this knowledge to present a clear, balanced argument. Further customer analytics and insights – Be able to collect and interpret marketing data using traditional research methods and modern machine-learning techniques. Using databases for marketing decisions – Develop the analytical skills to query databases efficiently and transform raw data into insights for marketing strategies. Practical text and social media analytics – Use Python to analyse real-world marketing challenges such as customer preferences and social media trends. Business project – Independently design, plan, manage and execute a research project.

Every effort is made to ensure this information is accurate at the point of publication on the UCAS website. For the most up-to-date information, please refer to our website.

Course work; practical tests; exams; group and individual project work.