About this course
We are top 3 in the UK for Marketing (Complete University Guide, 2020)
With our marketing analytics MSc you’ll learn industry-specific skills to make strategic marketing decisions using data and evidence. You’ll use a multi-channel approach to analyse and interpret data.
If you’re curious about how data informs everyday marketing techniques and want to learn how to become a marketing analyst, then this MSc in marketing analytics is the course for you. We incorporate new and relevant industry-specific topics which are only covered by a small number of marketing analytics courses in the UK, topics include social media data analysis and text mining.
MSc Marketing Analytics is aimed at those who have:
- an undergraduate degree in marketing and a good understanding of quantitative studies or
- marketing work experience looking to specialise within an analytics role
We’re the first university in the UK to offer a marketing analytics master's. We collaborate with leading practitioners from the industry who inform the curriculum using best-practice marketing techniques and the latest research.
You'll learn how to:
- integrate and use marketing channels within different markets or sectors
- interpret and manage large datasets to make evidence-based decisions
- use online analytics to analyse how consumer choices are influenced by social media
- incorporate different marketing frameworks and behaviour models to create an analytical tool
- use industry-standard data analysis software
- learn from traditional churn modelling models to offer customer incentives to enhance business profitability
We are a world-leading university which integrates current marketing research with practical expertise in the best of digital marketing and data analytics. Our reputation has attracted students from around the world and expert teaching staff who are also leading researchers within the industry.
We offer an international and inclusive learning experience which welcomes students from around the world. During your studies you’ll understand different perspectives from different cultures and countries which will teach you to be versatile in your approach to digital marketing analytics.
The course leader is Dr Carmen-Monica Mihalache MS, PhD, FHEA. Monica has over 12 years of experience in digital and offline communications, with focus on visual and video communication. After graduating BSc Economics and Marketing Degree, Monica continued her studies in USA with a Master Degree in Marketing Research at Texas A&M University. She also worked as a Specialist Referent in Marketing for the Public National Romanian Television and is a member of CIRCOM Network of trainers in television.
This course is based at Highfield.
This qualification is awarded by the University of Southampton.
Download the programme specification
The programme specification sets out the learning outcomes of this course and details how the course is taught and assessed.
You'll need a 2:1 degree.
We're looking for students who have a marketing degree but you can also apply if you studied a degree with quantitative training, such as:
- computer sciences
Recognition of professional experience
If you don't have the exact entry requirements, but you have significant work or voluntary experience in this sector we'll assess your relevant professional experience, your subject knowledge and your aptitude for learning.
Got a question?
If you're not sure that you have the right experience or qualifications to get onto this course please contact our enquiries team; we're very happy to help.Email: firstname.lastname@example.org
Tel: +44(0)23 8059 5000
This is a 12-month course, you'll complete all your taught modules in the first 9 months and in the final 3 months you'll work on your dissertation.
Compulsory modules provide a balanced grounding in the skills of marketing analytics. You'll then choose from optional modules that provide opportunities for specialism in areas including:
- luxury marketing
- project management
- data protection law
The first semester will build upon your knowledge of digital marketing analytics. You'll look at marketing in the 21st century, building customer insight, data analytics and text mining and social network analytics.
Want more detail? See all the modules in the course.
For entry in Academic Year 2020-21
You must study the following modules in year 1:
You must also choose from the following modules in year 1:
Learning and assessment
You’ll learn through a range of teaching methods, including:
- group work
- computer lab sessions
- 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.
You will prepare a dissertation in a domain of interest in Marketing Analytics. 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, LV=, and Firebrand Training.
You’ll have the opportunity to use the main industry-standard tools for managing, analysing and presenting big data, including statistical programming software. By the time they have graduated, many students are ready to take the exam to become a certified Base Programmer.
We'll use a variety of ways to assess that the main learning outcomes of the course are being met.
- group or individual coursework
- writing posts or blogs
- group presentations
- group or individual coursework
You'll need to use the methods, techniques and skills you learn in the taught part of the programme to write a 15,000-word dissertation. Researching and writing your dissertation will require around 600 hours.
There's plenty of support on offer should you need it. Your personal academic tutor will help you with 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.
There is a growing demand for big data analysts who can provide specialist support for marketing decision-makers. Former graduates have gone onto work for BMW in China, Starbucks in Taiwan and Yoyo Wallet, a mobile payment system company based in London.
You’ll be prepared for roles such as:
- marketing analyst
- market research analyst
- digital insight analyst
- decision support consultant
- data scientist
- data analyst
- data specialist
- customer relationship management (CRM) analyst
- credit risk analyst
Careers services at Southampton
We're a top 20 UK university for employability (QS Graduate Employability Rankings 2019). Our Careers and Employability Service will support you throughout your time as a student and for up to 5 years after graduation. This support includes:
- work experience schemes
- CV/resume and interview skills workshops
- networking events
- careers fairs attended by top employers
- a wealth of volunteering opportunities
- study abroad and summer school opportunities
We have a vibrant entrepreneurship culture. You'll be able to take advantage of:
Fees, costs and funding
Fees for a year's study:
- UK/EU students pay £11,950.
- International students pay £20,728.
What your fees pay for
Your tuition fee covers the full cost of tuition and all examinations.
Funding your postgraduate studies
A variety of additional scholarships, grants and bursaries may be available to help you fund your master’s study, both from the University and from other organisations.
How to apply
You can apply directly through our online form by using the apply button on this page.
When you apply you’ll need to submit a personal statement explaining why you want to take the course.
You’ll need to include information about:
- your knowledge of the subject area
- why you want to study a postgraduate qualification in this course
- how you intend to use your qualification
You'll also need to send 2 academic references.
Please include the required paperwork showing your first degree and your IELTS English language test score (if you are a non-native English speaker) with your application. Without these, your application may be delayed.
You may also be asked to provide:
- a degree transcript
- a degree certificate
- a reference
- an English language qualification
- a personal statement
- a CV/resume
- an art portfolio
- a sample of music composition/performance
- a sample of written work
- additional questions
- evidence of professional qualifications
- a fee questionnaire
- a fees supporting document
Learn more about how to apply with our postgraduate application guide.
What happens after you apply
You'll be able to track your application through our online Applicant Record System.
We will assess your application on the strength of your:
- academic achievements
- relevant professional experience
- personal statement
- academic references
We'll tell you if you're successful 3 weeks after the deadline of the round that you applied in.
We'll typically make one of four decisions. We will:
- offer you a place on this course
- offer you a place on a different course which we believe suits you better
- tell you that your application will be considered a second time in the next round of applications
- tell you that your application isn't successful
If we make you an offer, you will need to:
- accept it within 30 working days
- pay a deposit within 32 working days
Equality and diversity
We treat and select everyone in line with our Equality and Diversity Statement.
Got a question?
Please contact us if you're not sure you have the right experience or qualifications to get onto this course.
Tel: +44(0)23 8059 5000