Marketing Analytics University of Stirling

Overview

This Marketing Analytics MSc course from University of Stirling 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.

Key facts

• 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.
• 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.
• 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.