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Courses / Postgraduate / Marketing Analytics (MSc)

Marketing Analytics (MSc)

Master of Science
1 year
Course Type
Next course starts
September 2023

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.

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.

Data Visualisations: the story behind numbers in marketing analytics

Experience a taster lecture delivered by programme leader Dr Carmen-Monica Mihalache.

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.

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.

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