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The University of Southampton
Southampton Business SchoolPostgraduate study

MSc Marketing Analytics (1 year)

MSc Marketing Analytics offers a unique opportunity to gain specialist marketing data analysis skills that are highly sought after by employers.

Introducing your degree

MSc Marketing Analytics is a unique course that will prepare you for a career in a growing sector.

Bringing together Southampton Business School’s world-leading expertise in digital marketing and data analytics, MSc Marketing Analytics covers key concepts and techniques that will enable you to manage and analyse big data to inform marketing decisions.

You’ll also learn about cutting-edge areas that only a small number of UK analytics programmes offer, such as text mining and use of data from social networks. Another distinctive feature of the marketing analytics course is the opportunity to learn R and SAS software – both of which are invaluable for a career in analytics.

While masters degrees in business analytics have become relatively common, Southampton is currently one of only two Universities in the UK to offer a course specialising in marketing analytics.

Today’s digital and online marketing techniques generate vast amounts of data, which means there is increasing demand for analysts who can interpret this data, to help businesses to understand their customers and optimise their marketing activities. MSc Marketing Analytics will provide you with the knowledge and practical skills to unlock the potential of big data to inform sound marketing strategies, preparing you for a successful career in this fast-growing sector.

View the programme specification for this course for 2018/19 entrants

View the programme specification for this course for 2019/20 entrants


The Association to Advance Collegiate Schools of Business

Programme Structure

This one-year MSc Marketing Analytics degree is taught over 12 months. The first nine months are divided into two semesters; during this time you will complete compulsory and optional modules. In the final three months you’ll undertake independent research for your dissertation.

The core modules will give you a thorough grounding in areas such as building customer insight, data analytics, web analytics, credit scoring and data mining.

MSc Marketing Analytics offers the flexibility to choose three optional modules during the year, allowing you to advance your knowledge in a direction that suits your career ambitions. The options cover subjects including luxury marketing, consultancy skills, forecasting and revenue management. You’ll be able to specialise further through your choice of dissertation topic.

Our students include recent graduates from marketing undergraduate degrees who wish to specialise further, and marketing professionals looking to enhance their skills and move into analytics roles.

Cutting-edge modules

All our modules reflect the latest developments in marketing and analytics. For example, this is one of just a few UK analytics programmes to offer a module in the areas of text mining and analysis of social networks. Analytics traditionally uses quantitative data, but new techniques have been developed to exploit the growing volumes of online text data made available by social media. The Text Mining and Social Networks Analysis module will teach you how to extract and analyse text data using R software. This can be useful in enhancing the traditional churn modelling, for example, which predicts whether a customer might be looking elsewhere for a better deal, allowing a company to offer incentives to retain their business.

Consumers’ choices or actions may be influenced by members of their online social networks; you’ll also learn how to analyse activity in these networks to predict customer behaviour.

Learn industry-standard software

Unusually for a masters course of this kind, MSc Marketing Analytics gives you the opportunity to use SAS and R statistical programming software, giving you a strong foundation for your career. By the end of the course many students are ready to take the exam to become a certified SAS Base Programmer, which demonstrates your capabilities to potential employers.

Professional skills

Our modules aim to give you transferable as well as technical skills to give you a career advantage. For example:

• The final module, Using Big Data for Consultancy, consolidates your learning and gives you the opportunity to use your skills in realistic scenarios. You’ll solve problems, generate insights and present your findings – all of which will be valuable preparation for the workplace.

• You can choose optional modules such as consultancy and project management to develop skills that will be sought after in any sector.

Research-informed learning

Our academics are active researchers working at the forefront of this cutting-edge field. They bring their specialist knowledge to the course. For example:

 • Research by Professor Teck Yong Eng, who leads the Using Big Data for Consultancy module, has conducted research into the use of big data by supermarkets to optimise the display of products on retailers’ shelves, and the use of Bayesian modelling to explore the cross-media effect of television advertising on online sales.

Programme Leader

Dr. Monica Mihalache - 3rd Year Link Tutor - BSc Marketing Programme
Department of Digital and Data Driven Marketing.

Linkedin Profile

Key Facts

  • A unique course drawing on Southampton Business School’s world-leading expertise in digital marketing and data analytics
  • One of the few analytics programmes in UK to offer a module in the cutting-edge areas of text mining and social network analytics
  • A rare opportunity to learn R and SAS software as part of your MSc. Many graduates are ready to take the SAS exam to become a certified SAS Base Programmer.
  • Our marketing courses are ranked in the top 15 in the UK (The Complete University Guide, 2017)

Programme Leader

Typical entry requirements

Bachelors degree

2:1 classification UK bachelors degree or equivalent

Find out about equivalent entry requirements and qualifications for your country.

Acceptable subjects: Prefer a marketing degree or work experience in marketing or analytics OR a degree with some quantitative elements eg economics, engineering, statistics, information systems, management sciences, pure science, computer science etc.

Required module areas: Business, Management, or Marketing

Excluded subjects: English translation, Art/Performing Art, Vocational Studies

Work experience in a related field can compensate for degree subject/grade.

Selection process

The University’s Admissions Policy, available at, applies equally to all programmes of study. These are the typical entry criteria to be used for selecting candidates for admission. The University’s approved equivalencies for the requirements listed will also be acceptable. The entry criteria for our programmes are reviewed annually by the Faculty. Those stated were correct as of July 2015. Applicants should refer to their specific offer conditions on their offer letter.

International applicants

If English is not your first language, you will need to demonstrate that you have reached a satisfactory standard in an approved English language test.

The following scores are accepted for direct entry:

  • IELTS 6.5 overall with 6.5 in reading and writing, 6.0 in listening and speaking

All tests must be no more than two years old at the time of enrolment.

For more information visit a list of equivalent English language tests that are also accepted.

Visit our International Office website or the NARIC website for further information on qualifications.

Pre-sessional courses

Our pre-sessional English language courses are the best way to prepare for study at the University of Southampton. The courses will improve your capability and confidence in using English language in your studies.

Recognition of prior learning (RPL)

If you have professional experience, or credit through prior learning at another institution, you may be eligible to use this experience against some of the programme requirements for period of study. You will need to present evidence that you have met the learning outcomes of the programme. Read the University’s Recognition of Prior Learning Policy.

This page contains specific entry requirements for this course. Find out about equivalent entry requirements and qualifications for your country.

Typical course content

Students can choose one Option Modules [7.5 CATS/3.75 ECTS] in Semester 1 and two Optional Modules [15 CATS/7.5 ECTS] in Semester 2.

Year 1

Semester One
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Semester Two
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Core [?]
A core module is a module which must be taken and passed.
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).

Please note: This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if s/he takes full advantage of the learning opportunities that are provided. More detailed information can be found in the programme handbook (or other appropriate guide or website).

Tuition fees

List of tuition fees for this course and it's variations
Course TitleAwardYear of entryMode of studyUK/EUInternational
Knowledge and Information Systems ManagementMSc 2019Full-time£11,950£19,950
Knowledge and Information Systems ManagementMSc 2019Part-time£5,975£9,975
View the full list of course fees


Scholarships, bursaries, sponsorships or grants may be available to support you through your course. Funding opportunities available to you are linked to your subject area and/or your country of origin. These can be from the University of Southampton or other sources.

Explore funding opportunities

Costs associated with this course

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

There will also be further costs for the following, not purchasable from the University:

StationeryYou will be expected to provide your own day-to-day stationery items (eg pens, pencils, notebooks, etc). Any specialist stationery items will be specified under the Additional Costs tab of the relevant module profile.
BooksWhere a module specifies core texts these should generally be available on the reserve list in the library. However, due to demand, students may prefer to buy their own copies. These can be purchased from any source. Some modules suggest reading texts as optional background reading. The library may hold copies of such texts, or alternatively you may wish to purchase your own copies. Although not essential reading, you may benefit from the additional reading materials for the module.
Printing and copyingIn most cases, written coursework such as essays, projects and dissertations are submitted online and by hard copy. The costs of printing a hard copy for submission of such coursework will be the responsibility of the student. The cost of photocopying will also be the responsibility of the student. For more information about University printing costs, visit
TravelSome modules may include optional visits. You will normally be expected to cover the cost of travel and admission, unless otherwise specified in the module profile.
OtherCandidates may use calculators in the examination room only as specified by the University and as permitted by the rubric of individual examination papers. The University approved models are Casio FX-570 and Casio FX-85GT Plus. These may be purchased from any source and no longer need to carry the University logo.

In some cases you'll be able to choose modules (which may have different costs associated with that module) which will change the overall cost of a programme to you. Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

You’ll learn through a range of teaching methods including lectures, group work and computer lab sessions. During a typical week you’ll spend around 20 to 25 per cent of your time in the classroom, using the rest of your time for private study. You’ll apply your learning using real-world case studies and data – for example in the Credit Scoring and Data Mining module you’ll use real credit scoring data and software. 

Assessment methods vary by module, but will include exams, group presentations, and group or individual coursework. The Marketing in the 21st Century module takes a more unusual assessment approach – on this course you’ll be required to set up and write posts for a personal marketing blog.

Industry input

You’ll be taught by academics who bring industry experience as well as research expertise to the course. For example, programme leader and lecturer Dr Mee Chi So was previously a customer relationship management (CRM) analyst for B&Q and a market research analyst for international market intelligence company IDC.

We also invite industry speakers from the marketing analytics field to talk to students about current sector issues. Previous speakers have come from companies such as Alitex, Firebrand Training and LV=.

Software skills

You’ll have the opportunity to use the main industry-standard tools for managing, analysing and presenting big data, including SAS and R statistical programming software. By the time they have graduated, many students are ready to take the exam to become a certified SAS Base Programmer.

Other software programmes used on the course include:

• SAS Enterprise Miner for predictive analytics

• R graphics for data visualisation

• SPSS for quantitative data analysis

• QSR NVivo for qualitative data analysis

Student support

This is a rigorous programme but there is plenty of support on offer should you need it. Your personal academic tutor will be able to advise on academic issues or signpost you to other types of support. The relatively small intake on this course means you’ll get plenty of individual attention from module leaders, who will also keep you informed of relevant special events or career opportunities.

Study locations

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