Consumer Analytics and Marketing Strategy MSc

Year of entry

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Start date
September 2024
Delivery type
On campus
12 months full time
Entry requirements
A bachelor degree with a 2:1 (hons)
Full entry requirements
English language requirements
IELTS 7.0 overall, with no less than 6.5 in any component
UK fees
£15,750 (Total)
International fees
£30,250 (Total)

Course overview

Many students are in a lecture theatre. Two students are in the foreground smiling and looking at a laptop.

The digital revolution has led to an unprecedented volume of information about consumers, which progressive organisations are eager to understand and use. This innovative Masters degree will give you the practical skills to analyse consumer data and provide insights for successful marketing strategies.

Taught by leading academics from Leeds University Business School and the School of Geography, you’ll explore a range of analytical techniques including applied Geographic Information Systems (GIS) and retail modelling, consumer and predictive analytics, and data visualisation. You’ll also develop the skills to use analytic data to inform decisions about marketing strategy.

Thanks to our connections with businesses worldwide, you’ll have access to emerging trends in various areas, including consumer behaviour, decision science and digital and interactive marketing. You’ll further develop your practical skills by working on a live data project provided by a company.

Course highlights

  • This course combines the latest thinking and developments from the Leeds University Business School and the School of Geography.

  • Benefit from the Business School’s affiliation with the UK’s Consumer Data Research Centre, alongside the knowledge of the School of Geography’s Centre for Spatial Analysis and Policy.

  • Gain access to a wealth of expertise and resources in data sciences from the Leeds Institute for Data Analytics on campus.

  • Join Leeds Data Science Society, a group of diverse individuals at the University who share an interest in 'big data' and analytics. The society hosts numerous workshops and events throughout the year.

  • Utilise state-of-the-art computing facilities, as well as coding, programming and modelling software.

Find out more about studying your Masters at Leeds University Business School.


Leeds University Business School has triple accreditation from the three leading bodies AACSB, AMBA and EQUIS.

Course details

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, developing your knowledge of retail modelling to evaluate new markets and locations. You’ll study consumer and business analytics, while learning how to deploy data to inform decisions about marketing strategy.

Modules include marketing strategy, marketing analytics and consumer behaviour. You’ll also be involved in collaborative work 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. You’ll choose an optional module from a range which includes areas such as digital and interactive marketing, geodemographics and neighbourhood modelling, and corporate social responsibility and sustainability.

The course culminates in a final dissertation, allowing you to demonstrate the knowledge and skills you’ve gained through detailed analysis of a specific topic. Two options are available – you can complete a standard research dissertation, with either a Marketing or Geography academic focus, or choose to complete a practice-based dissertation, allowing you to work on a real-world marketing problem.

Course structure

The list shown below represents typical modules/components studied and may change from time to time. Read more in our terms and conditions.

For more information and a full list of typical modules available on this course, please read Consumer Analytics and Marketing Strategy MSc in the course catalogue

Year 1 compulsory modules

Module Name Credits
Geographic Data Visualisation & Analysis 15
Big Data and Consumer Analytics 15
Predictive Analytics 15
Applied GIS and Retail Modelling 15
Consumer Behaviour 15
Marketing Analytics 15
Research Methods for Marketing 15
Marketing Strategy 15

Year 1 optional modules (selection of typical options shown below)

Students will select one 45 credit dissertation module, plus one 15 credit optional module.

Module Name Credits
Dissertation - Consumer Analytics 45
Marketing Academic / Applied Dissertation 45
Geodemographics and Neighbourhood Analysis 15
Persuasive Writing and Speechmaking 15
Advanced Quantitative Research Techniques in Marketing 15
Brand Management and Corporate Identity 15
Public Relations and Corporate Communications 15
Sales Promotion and Sponsorship 15
Change Management and Communication 15
Digital and Interactive Marketing 15
Machine Learning in Practice 15
Creating Effective Data Visualisations 15
Corporate Social Responsibility and Sustainability 15

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, allowing you to develop your skills in research and analysis.

Our Virtual Learning Environment will help to support your studies. This is a central place where you can find all the information and resources for the school, your course 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.


Entry requirements

A bachelor degree with a 2:1 (hons) in any subject. Quantitative skills are beneficial but not essential; a willingness to engage with quantitative materials is required.

International qualifications

We accept a range of international equivalent qualifications.

English language requirements

IELTS 7.0 overall, with no less than 6.5 in any component. For other English qualifications, read English language equivalent qualifications.

Improve your English

International students who do not meet the English language requirements for this programme may be able to study our postgraduate pre-sessional English course, to help improve your English language level.

This pre-sessional course is designed with a progression route to your degree programme and you’ll learn academic English in the context of your subject area. To find out more, read Language for Marketing (6 weeks) and Language for Business: Marketing (10 weeks).

We also offer online pre-sessionals alongside our on-campus pre-sessionals. Find out more about our six week online pre-sessional.

You can also study pre-sessionals for longer periods – read about our postgraduate pre-sessional English courses.

How to apply

Application deadline:

We operate a staged admissions process for this course with selection deadlines throughout the year.

If you do not receive an offer in a particular round, you will either be notified that your application has been unsuccessful, or we will carry your application forward to be considered in the next round.

Please see our How to Apply page for full details and the application deadlines for each stage.

The ‘Apply’ link at the top of this page takes you to information on applying for taught programmes and to the University's online application system.

If you're unsure about the application process, contact the admissions team for help.

Documents and information you’ll need

  • A copy of your degree certificate and transcript, or a partial transcript if you’re still studying
  • Contact details for two academic references
  • A personal statement
  • An up-to-date CV
  • Your approved English Language test* (if applicable)
  • A letter of sponsorship, if you need one.

* Applicants who have not yet completed an approved English language test may apply for a Masters course prior to taking a test.

Read about visas, immigration and other information in International students. We recommend that international students apply as early as possible to ensure that they have time to apply for their visa.

Admissions policy

University of Leeds Admissions Policy 2025

This course is taught by

Leeds University Business School
School of Geography

Contact us

Postgraduate Admissions Office



UK: £15,750 (Total)

International: £30,250 (Total)

Read more about paying fees and charges.

For fees information for international taught postgraduate students, read Masters fees.

Additional cost information

There may be additional costs related to your course or programme of study, or related to being a student at the University of Leeds. Read more on our living costs and budgeting page.

Scholarships and financial support

We’re offering up to 50 Business School Excellence Scholarships to UK and International students starting one of our Masters courses in 2024. These scholarships offer a 50% fee reduction and will be awarded to particularly deserving applicants who demonstrate excellent academic, professional and personal achievements.

You do not have to submit a separate application for our Excellence Scholarships - you will be automatically considered when your course application is reviewed.

International Excellence Scholarships (International applicants)

Masters Excellence Scholarships (UK applicants)

Read more about Masters Funding and Scholarships

Career opportunities

From day one, we encourage you to think beyond your time at Leeds and reflect on a meaningful career. As a graduate of this course, you'll be equipped with advanced skills in consumer analytics and marketing strategy – ideal for those wishing to pursue a career in consumer data analytics, marketing and/or management.

Due to the digital revolution, companies around the world and in many sectors have access to greater amounts of data. The most progressive companies are particularly interested in marketing graduates with strong analytical skills, so this degree positions you at the heart of the recruitment pool.

Typical roles could include marketing or consumer data analyst, direct marketing manager, marketing manager, retail manager, or marketing or management consultant.

Careers support

You’ll also benefit from the University’s Careers Service, where you can access range of support to help you plan your career and make well-informed decisions, even after you graduate.

Read more about our careers and professional development support

Student profile: Christine Ma

After gaining practical skills from this course, it is easier for me to use the big data that companies own to generate marketing strategies, communications and plans to expand the market.
Find out more about Christine Ma's time at Leeds