Core modules will introduce you to a range of analytical methods, ensuring you develop a solid foundation in the essential skills for consumer analytics and marketing strategy.
You’ll learn how to analyse geographic data using GIS software and understand the application of this in retail modelling, to evaluate new markets and locations. You’ll study predictive analytics, big data and consumer analytics, business analytics and decision science using software likes R, Python, STATA, and SPSS, and learn how to communicate results through data visualisations.
Alongside this, you’ll learn how to deploy data to inform decisions about marketing strategy. Marketing modules include marketing strategy, marketing analytics, consumer behaviour and digital and interactive marketing. You’ll also be involved in group work aiming to analyse data and make marketing predictions.
The choice of optional modules allows you to develop your marketing interests, explore new ideas and concepts, or develop skills and knowledge relevant to your career path.
The course culminates in a final dissertation, which allows you to demonstrate the knowledge and skills you’ve gained while focusing on a single topic in-depth. Two options are available – you could complete either a standard research dissertation on an academic topic of your choice, or a practice-based dissertation, allowing you to work on a real-world marketing problem.
The list shown below represents typical modules/components studied and may change from time to time. Read more in our Terms and conditions.
<p>Throughout the year you’ll study a combination of compulsory modules covering different aspects of marketing and consumer analytics. </p><p>You will develop a critical understanding of how consumers behave and explore how to apply these concepts across broader consumer analytics and marketing strategies. </p><p>At the same time, you will gain knowledge of the major concepts and theories associated with strategic marketing, environmental and competitive market forces, and the importance of delivering sustainable competitive advantage. </p><p>You will develop the core visualisation, spatial analysis and statistical skills required for the analysis of geographically referenced data. You’ll also be introduced to ‘traditional’ and ‘novel’ datasets at different spatial scales and granularities related to areas, individuals, households and neighbourhoods. </p><p>Optional modules will give you the chance to shape the course to suit your interests or career plans, allowing for a wider understanding of these subjects. Typically, this may include subjects such as digital and social media marketing, corporate social responsibility, brand management, public relations and corporate communications, geodemographics and neighbourhood analysis. </p><p>The course culminates in a final dissertation, which allows you to develop your knowledge of a set of concepts and/or techniques relating to a specific area of marketing. Two options are available - you could complete either a standard research dissertation on a related academic topic of your choice, or a practice-based dissertation allowing you to work on a specific marketing problem in the context of a contemporary business.</p>
Learning and teaching
You’ll be taught using a range of methods including lectures, tutorials, seminars and workshops. The rest of your time will be spent in independent learning, which allows you to develop your skills in research and analysis.
Our Virtual Learning Environment will help to support your studies: it’s a central place where you can find all the information and resources for the School, your programme and modules.
On this course you’ll be taught by our expert academics, from lecturers through to professors. You may also be taught by industry professionals with years of experience, as well as trained postgraduate researchers, connecting you to some of the brightest minds on campus.
Assessment methods emphasise not just knowledge, but essential skills development too. This may include formal exams, group projects, reports, computer simulation exercises, essays and written assignments, group and individual presentations and reflective logs.
This diversity enables you to develop a broad range of skills as preparation for professional life.