About this course
We are top 5 in the UK for Marketing (Complete University Guide, 2023).
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.
Data Visualisations: the story behind numbers in marketing analytics
This course is based at Highfield.
This qualification is awarded by the University of Southampton.
Download the Course Description Document
The Course Description Document details your course overview, your course structure and how your course is taught and assessed.
Changes due to COVID-19
Although the COVID-19 situation is improving, any future restrictions could mean we might have to change the way parts of our teaching and learning take place in 2022 to 2023. This means that some of the information on this course page may be subject to change.
Find out more on our COVID advice page.
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
Find the equivalent international qualifications for your country.
We do not accept the following subjects:
- Language Studies – degrees that focus on learning a language or how to translate, such as 'Business English', 'Applied English', or 'Translation', are not acceptable. However, this restriction does not apply to ‘English’ and ‘English literature’ degrees of the kind taught in the UK.
- Art/Design/Vocational Studies – degrees that focus on learning a particular form of art, craft or vocation. These include degrees in art, graphic design, photography, television broadcasting, script writing, or performance/dance.
English language requirements
If English isn't your first language, you'll need to complete an International English Language Testing System (IELTS) to demonstrate your competence in English. You'll need all of the following scores as a minimum:
IELTS score requirements
- overall score
We accept other English language tests. Find out which English language tests we accept.
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?
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
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 2022-23
Year 1 modules
You must study the following modules:
Digital Marketing Strategy
This module focusses on strategic marketing decision making and reflects the marketing role in building and sustaining an organisation’s competitive advantage in a digital age. We examine the dynamic digital environment through a situation analysis employ...
Digital and Media Analytics
To introduce you to the key concepts of digital analytics in the marketing discipline and how analytics can build knowledge of online customer behaviour and campaign effectiveness that can be used effectively in the business environment within which marke...
Integrated Marketing Communication Design
During the course of the module, you explore the scope of marketing communications within the dynamic contextualized communication coexistence of digital and classical channels. More specifically, the module introduces key terms and concepts, current theo...
Marketing Analytics & Visualizations
The module will cover some of the most important marketing analytic techniques that you will face as a data analyst, exploring ways to create dynamic synthetic visuals that communicate your analysis to various audiences.
Research Methods for Marketing
This module aims to provide opportunities for students to develop an appreciation of marketing research in theory and practice. There are two broad objectives: (1) to enhance your knowledge of the research process and enable you to be aware of the problem...
You must also choose from the following modules:
Having learnt the basic techniques and principles of business analytics in semester 1 modules, this module will introduce you to a number of advanced applications of business analytics in practice. These include data management using database engines, GLM...
Building Customer Insight
The aim of this module is to provide you with an understanding of consumer behaviour and how knowledge of consumers contribute to organisational strategy.
Dissertation for Marketing
The dissertation stage of your Master's programme involves an extended, independent investigation of a topic of your own choosing and the preparation of a 15,000 word dissertation describing your work. Essentially, the dissertation is a test of your abili...
International Corporate Social Responsibility and Ethics
This module gives an overview of moral philosophy and shows how such ethical theories apply in a business context. This module also covers the development of the concept and the meaning of the terms ‘corporate social responsibility’ (CSR) in a business co...
Marketing Data Science
This module focuses on in-depth and advanced statistical tools for analysing big data. The module uses real raw data (as well as big data) that require knowledge of data pre-processing prior to systematic data analysis. This includes using suitable analyt...
Marketing Practice Based Dissertation
The Marketing Practice Based Dissertation provides an opportunity to undertake a sustained piece of individually developed project applied to a real-life marketing situation or problem which involves an extended, independent investigation. This module foc...
Marketing in the 21st Century
This module focuses on the nature of marketing in the context of today’s rapidly changing social and business environment. Its emphasis is on how marketing may remain legitimate in society and relevant to business practice.
Measuring Marketing Effectiveness
In the contemporary business environment, marketing accountability is constantly increasing in importance. Being able to measure marketing performance and demonstrate how effectively marketing is conducted in organisations has also become a source of perf...
Python for Business and Marketing
This module aims to teach students the fundamentals of writing structured computer programs, applicable using any high level programming language. However, students will be shown the special features of Python that makes this language especially useful fo...
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 2022). 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 thriving entrepreneurship culture. You'll be able to take advantage of:
- our dedicated start-up incubator, Futureworlds
- a wide variety of enterprise events run throughout the year
- our partnership in the world’s number 1 business incubator, SETsquared
Fees, costs and funding
Fees for a year's study:
- UK students pay £13,704.
- EU and international students pay £26,352.
What your fees pay for
Your tuition fee covers the full cost of tuition and any exams.
Find out how to pay your tuition fees.
Accommodation and living costs, such as travel and food, are not included in your tuition fees. Explore:
Southampton Business School Deans International Scholarship
A scholarship of £8,000 is available to international students studying for an eligible postgraduate master’s at Southampton Business School.
Find out more about the Southampton Business School Deans International Scholarship, including eligibility and conditions.
Southampton Business School Postgraduate International Scholarship
A scholarship of £3,000 is available to international students studying for an eligible postgraduate master’s at the Southampton Business School.
Find out more about the Southampton Business School Postgraduate International Scholarship, including eligibility and conditions.
Southampton Business School Excellence in English Postgraduate International Scholarship
A scholarship of £3,000 is available to international students from mainland China, Hong Kong or Macau who are studying for an eligible postgraduate master’s at the Southampton Business School.
Find out more about the Southampton Business Excellence in English Postgraduate International Scholarship, including eligibility and conditions.
Other postgraduate funding options
A variety of additional funding options may be available to help you pay for your master’s study. Both from the University and other organisations.
Funding for EU and international students
Find out about funding you could get as an international student.
How to apply
- Use the 'apply for this course' button on this page to take you to our online application form.
- Search for the course you want to apply for.
- Complete the application form and upload any supporting documents.
- Submit your application.
The deadline for applying for your course for the 2023 year of entry depends on where you’re domiciled (where your permanent home is and where you have the closest ties).
This is because:
- students from different countries tend to apply at different times of year
- we want a diverse and balanced mix of international students with exceptional academic ability
|Place of domicile||Deadline|
|China||7 December 2022 (closed)|
|Anywhere else (except the UK)||29 March 2023|
|The UK (and others eligible for home fees)||7 July 2023|
We must receive new applications by midday GMT.
Applications for 2023 are now closed to those domiciled in China. The deadline for applicants domiciled in other countries may still move to:
- an earlier date if we have already received enough applications before the deadline
- a later date if there are still places available on the deadline
We receive many high-quality applications, so places for many of our courses are very competitive.
Application assessment fee
We’ll ask you to pay a £50 application assessment fee if you’re applying for a postgraduate taught course.
This is an extra one-off charge which is separate to your tuition fees and is payable per application. It covers the work and time it takes us to assess your application. You’ll be prompted to pay when you submit your application which won’t progress until you've paid.
If you're a current or former University of Southampton student, or if you’re applying for certain scholarships, you will not need to pay the fee. PGCE applications through GOV.UK and Master of Research (MRes) degree applications are also exempt. Find out if you’re exempt on our terms and conditions 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 personal statement
What happens after you apply
You'll be able to track your application through our online Applicant Record System.
We'll assess your application on the strength of your:
- academic achievements
- relevant professional experience
- personal statement
- academic references
We will aim to send you a decision 6-8 weeks after you have submitted your application.
If we offer you a place, you will need to accept the offer within 30 working days. If you do not meet this deadline, we will offer your place to another applicant.
Unfortunately, due to the volume of applications we receive, we may not be able to give you specific feedback on your application if you are unsuccessful.
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
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