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Marketing Analytics (MSc)

Master of Science
Typical Offer
2:1 degree View full entry requirements
1 year
Course Type
Next course starts
September 2024

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.

This programme is accredited by The Institute of Data and Marketing (IDM). The IDM has over 30 years of experience helping marketers reach the next level in their careers by offering a portfolio of qualifications and training courses, all informed by industry and underpinned by core principles and best practice.

Our Marketing students who are part of an IDM-accredited course are eligible to sit a 2-hour online exam to achieve the IDM Certificate in Digital and Data-Driven Marketing. IDM Tutor for this programme: Dr Monica Mihalache

We regularly review our courses to ensure and improve quality. This course may be revised as a result of this. Any revision will be balanced against the requirement that the student should receive the educational service expected. Find out why, when, and how we might make changes.

Our courses are regulated in England by the Office for Students (OfS).

Course lead

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.


Hear from MSc Marketing Analytics student, Julia, on her master's experience at Southampton Business School.

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Course location

This course is based at Highfield.

Awarding body

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.