MSc Consumer Analytics and Marketing Strategy

Programme overview

Entry requirements

• Upper second class or first class bachelor’s degree or international equivalent. Applicants whose first language is not English will need to attain an IELTS overall test score of 7.0 with no less than 6.5 in each section; or equivalent TOEFL scores totalling at least 92 overall with a minimum of 21 in Listening, 21 in Reading, 23 in Speaking and 22 in Writing.
• The programme aims at:
  Graduates with a degree in business, geography or a technical field (e.g., statistics, computing or engineering), who want a career in consumer data analytics, marketing and/or management;
  Graduates with a degree in a non-related discipline with some relevant work experience or interests, who want a career in consumer data analytics, marketing and/or management;
  [Note that a numerate background would be helpful but is not required. A willingness to engage with quantitative materials is required.]
  

Programme specification

Companies across many industries and markets are interested in building their capability in the big data area. The unprecedented levels of technological change brought on by the digital revolution mean the skills and approaches that elevated marketing executives to senior roles even a few years ago are no longer sufficient to propel them further. The attractiveness of the MSc Consumer Analytics and Marketing Strategy to the marketplace will result from its practical focus on furnishing firms with graduates that have highly sought-after analytical skills in the big consumer data area. There is recognition among managers that big data specialists require the insight to change strategy decisions. The novelty of this MSc programme is that brings together consumer analytics skills with softer skills necessary to utilise data for marketing strategy decisions. In Semester one, modules will teach the foundations of consumer analytics and marketing strategy theory. Semester two modules place more emphasis on applying high-level analytical tools and techniques to scan, analyse, and solve practical problems. Modules such as Digital and Interactive Marketing and Marketing Research Consultancy Project involve practices with real data and simulations. In Semester three students can either take a Dissertation or a Project that involves using company data provided by the CDRC.

To achieve this, the MSc programme includes unique contributions from the School of Geography (i.e., Centre for Spatial Analysis and Policy) and the Marketing and Management (i.e., Centre for Decision Research, Global and Strategic Marketing Research Centre) Divisions of LUBS.

Year 1

[Learning Outcomes, Transferable (Key) Skills, Assessment]
View Timetable

Students are eligible for the award if they pass the 150 credits of modules (including any pass for progression modules) and achieve an overall average mark of 50 or above, calculated across the 180 credits of modules.

Compulsory Modules

Students will be required to study the following 120 credits of compulsory modules:

Code	Title	Credits	Semester	Pass for Progression
GEOG5042M	Geographic Data Visualisation & Analysis	15	Semester 1 (Sep to Jan)
GEOG5917M	Big Data and Consumer Analytics	15	Semester 2 (Jan to Jun)
GEOG5927M	Predictive Analytics	15	Semester 2 (Jan to Jun)
GEOG5937M	Applied GIS and Retail Modelling	15	Semester 1 (Sep to Jan)
LUBS5402M	Consumer Behaviour	15	Semester 1 (Sep to Jan)
LUBS5403M	Marketing Analytics	15	Semester 2 (Jan to Jun)
LUBS5453M	Research Methods for Marketing	15	Semester 2 (Jan to Jun)
LUBS5465M	Marketing Strategy	15	Semester 1 (Sep to Jan)

Optional Modules

Students will be required to study 45 credits from List A and 15 credits from List B.

List A - Candidates are required to study 45-credits from the following modules

Code	Title	Credits	Semester	Pass for Progression
GEOG5967M	Dissertation - Consumer Analytics	45	1 Feb to 31 Aug
LUBS5499M	Marketing Academic / Applied Dissertation	45	1 Feb to 30 Sep

List B - Candidates are required to study 15-credits from the following optional modules

Code	Title	Credits	Semester	Pass for Progression
GEOG5255M	Geodemographics and Neighbourhood Analysis	15	Semester 2 (Jan to Jun)
LUBS5417M	Persuasive Writing and Speechmaking	15	Semester 2 (Jan to Jun)
LUBS5419M	Advanced Quantitative Research Techniques in Marketing	15	Not running in 202425
LUBS5427M	Corporate Social Responsibility and Sustainability	15	Semester 2 (Jan to Jun)
LUBS5432M	Brand Management and Corporate Identity	15	Semester 2 (Jan to Jun)
LUBS5435M	Public Relations and Corporate Communications	15	Not running in 202425
LUBS5440M	Sales Promotion and Sponsorship	15	Semester 2 (Jan to Jun)
LUBS5443M	Change Management and Communication	15	Semester 2 (Jan to Jun)
LUBS5447M	Social Media Marketing	15	Semester 2 (Jan to Jun)
LUBS5449M	Digital and Interactive Marketing	15	Semester 2 (Jan to Jun)
LUBS5990M	Machine Learning in Practice	15	Semester 2 (Jan to Jun)
LUBS5991M	Creating Effective Data Visualisations	15	Semester 2 (Jan to Jun)

Last updated: 07/08/2024 15:42:49

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