Marketing Analytics MSc: University of Southampton

Course Description

The last decade has seen a massive development of research approaches, information systems and software to help understand how consumers behave. This programme provides insight into how marketing data are collected, stored, analysed, disseminated and interpreted, in order to make sound marketing decisions.

Issues are set in a context of strategic marketing decision making. An applied approach, with much of the training built around industry-standard software, provides a strong foundation for careers in marketing decision support or marketing management.

Programme Structure

Core modules

• Introduction to Marketing
• Strategic Marketing Intelligence
• Consumer Insight
• Strategic Marketing Decisions
• Measuring Marketing Effectiveness
• Data-driven Marketing
• Analytic Skills
• Information Systems Strategy
• Quantitative Methods
• Credit Scoring and Data Mining
• Multivariate Statistics for Data Mining
• Software for Data Analysis and Modelling
• Key Personal Skills

Entry Requirements

• First or upper second-class honours degree from a UK university, or equivalent overseas/professional qualification
• degree should involve information systems and/or some quantitative study
• mathematics not essential