Taught course

Marketing Analytics

University of Portsmouth · School of Strategy, Marketing and Innovation

Entry requirements

A second-class honours degree in a Marketing subject, or equivalent professional experience and/or qualifications, such as the Chartered Institute of Marketing Diploma in Marketing.

English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

Months of entry

January, September

Course content

The data revolution is upon us, with marketers at the forefront of this transformation. As guardians of the customer voice in businesses, marketers remain in high demand. If you're detail-oriented and want to develop your analysis skills, build on your undergraduate degree, and capitalise on this data revolution, this marketing Analytics Master's degree is for you.
The best marketers know how to take information and make it actionable. They can interpret data, understand the impact of what they're seeing on their business, and use their understanding to identify future opportunities.
This Master's course will help you take your understanding of marketing and business to the next level. You'll learn how businesses measure success and how to target audiences in online and offline campaigns. You'll explore how to set up and manage marketing projects from beginning to completion, discover how to measure the success of your campaigns and gain the knowledge and skills you need to apply data analytics in a marketing context.
You'll uncover insights that help businesses create value for customers, and gain a rich understanding of customers and competitors alike. You'll learn to use the key tools of search engine optimisation including Pay-Per-Click and Pay-Per-Purchase, discover new innovative tracing systems like those using Blockchain technology, and explore the algorithms used to power the success of companies like Amazon and Netflix.
The future belongs to agile businesses that are equipped to act on the right data insights, at the right time. You'll graduate with the know-how and practical experience you need to benefit your future company, and be ready to progress your marketing career, set up your own business, or continue your studies to doctoral level.
What you'll experience
On this Marketing Analytics Master's, you'll:
  • Learn how to analyse and interpret data, and forecast future market and consumer trends
  • Develop your knowledge and practice in key marketing disciplines, such as consumer insights and analytics, social media marketing, applied marketing analytics, competitor research and data science
  • Apply what you learn, as you learn, including working with the local business community (subject to travel restrictions)
  • Develop transferable skills you can apply in all areas of your life, such as critical thinking, independent research, teamwork, verbal and written communication, analytical thinking and ethical practice
  • Hear from top Data Scientists from the industry, like the former Head of Analytics at Google
  • Benefit from the experience of guest speakers from a range of backgrounds – past speakers on similar courses include Jo Pabari (Director of Good Stuff Consulting and marketing consultant for Heineken, PepsiCo, Heinz and Twinings) and Emma Searle (Head of Digital at Verb Brands, a leading digital agency for luxury and premium brands)
You may also:
  • Visit some of the world's leading digital marketing and advertising companies in London – we have links with organisations such as Google, Twitter and IBM (subject to travel restrictions and the Covid19 pandemic)
  • Obtain additional qualifications that will boost your CV, via online training for qualifications such as Google Analytics and Ads
  • Immerse yourself in a different culture on a week-long self-funded study visit to a European university
  • You don't need a computing or maths background to study this course.
Careers and opportunities
Demand for professionals with specialist data skills more than tripled between 2014 and 2019. This demand is likely to continue to grow (The Royal Society, 2019).
With your Master's, you could work in many digital marketing and data analytics fields when you graduate, including marketing analysis, consumer insight and planning, and market research.
Roles you could work in include:
  • Data analyst
  • Data planner
  • Digital marketing analyst
  • Research and engagement marketing executive
  • Market intelligence analyst
  • Business strategy analyst
Data numeracy is consistently highlighted as a key skill-set required by employers and today’s marketing practitioners must be adept at sourcing, analysing and communicating data. Therefore, the ability to turn data analysis into useful insights and strategic planning is vital to success in all areas of the marketing industry.
You'll also be able to pursue further studies at postgraduate or research level, or set up your own businesses with help and support from the University.
After you graduate, you can get help, advice and support for up to 5 years from our Careers and Employability service as you advance in your career.

Qualification, course duration and attendance options

  • MSc
    part time
    24 months
    • Campus-based learningis available for this qualification
    full time
    12 months
    • Campus-based learningis available for this qualification

Course contact details

02392 842991