Consumer Analytics and Marketing Strategy MSc
Year of entry 2026
- Start date
- Delivery type
- On campus
- Duration
- 12 months full time
- Entry requirements
- A bachelor degree with a 2:1 (hons)
Full entry requirements - English language requirements
- IELTS 6.5 overall, with no less than 6.0 in any component
- UK fees
- £15,750 (Total)
- International fees
- £31,500 (Total)
- Contact
- masters@lubs.leeds.ac.uk
Course overview
This course gives you the ability to turn complex customer data into impactful marketing decisions. You'll graduate with a rare combination of technical expertise and strategic marketing insight - helping you stand-out to employers.
Companies hold vast amounts of data about their customers. Understanding the people behind the numbers is what drives real marketing impact: data provides crucial insight into consumer behaviour, desires and preferences.
With a strong focus on linking the numbers to human behaviour, this course gives you both advanced analytical skills and strategic marketing know-how.
Led by academics from both Leeds University Business School and the School of Geography, you’ll learn how to turn complex data into actionable marketing strategies while understanding the motivations, identities and relationships that shape consumer decisions.
You’ll explore big data, predictive analytics and Geographic Information Systems (GIS) alongside consumer behaviour and marketing strategy – helping you to connect customer information directly to market outcomes. You’ll follow an applied, project-based approach to learning that mirrors the way marketing and analytics professionals work in industry.
Optional modules cover specialist skills in geographical data mapping and location analytics. This will enable you to map, analyse and predict consumer behaviour geographically - a valuable skillset in retail, location planning, logistics and omnichannel marketing, and one that’s rarely found in other marketing Masters degrees.
Course highlights
- Gain a rare combination of technical analytical expertise and psychological insight, setting you apart in a competitive job market where brands are looking to make smarter, more meaningful connections with consumers.
- The dual focus of this course, with input from Leeds University Business School and the School of Geography, means you’ll be able to connect complex analytics directly to market outcomes.
- Our strong industry links will connect you to emerging trends in topics including consumer behaviour, decision science and digital and interactive marketing.
- Benefit from our affiliation with the UK’s Consumer Data Research Centre, as well as the expertise of the School of Geography’s Centre for Spatial Analysis and Policy.
- Gain access to a wealth of insight and resources in data sciences from the campus-based Leeds Institute for Data Analytics.
- Make use of state-of-the-art computing facilities, as well as coding, programming and modelling software.
- On all Masters courses at Leeds University Business School, you can apply for a place on a week-long international study tour which includes company visits, guest lectures and networking events. Previous study tours have included visits to Berlin, Frankfurt, Milan and Zurich.
Accreditation
Leeds University Business School has triple accreditation from the three leading bodies AACSB, AMBA and EQUIS.
This means you'll join one of the UK's most prestigious business schools with a global reputation for high-quality teaching and research. We’ll introduce you to a culture of new ideas and different perspectives. Our diverse, international learning community will offer you new experiences and global connections for life.
Course details and modules
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 one optional module allows you to develop your marketing or geography 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.
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)
| Module Name | Credits |
|---|---|
| Geodemographics and Neighbourhood Analysis | 15 |
| Dissertation - Consumer Analytics | 45 |
| Persuasive Writing and Speechmaking | 15 |
| Corporate Social Responsibility and Sustainability | 15 |
| Public Relations and Corporate Communications | 15 |
| Sales Promotion and Sponsorship | 15 |
| Change Management and Communication | 15 |
| Digital and Interactive Marketing | 15 |
| Marketing Academic / Applied Dissertation | 45 |
| Machine Learning in Practice | 15 |
| Creating Effective Data Visualisations | 15 |
| Brand management | 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
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.
Applying
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 6.5 overall, with no less than 6.0 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 Business (6 weeks) and Language for Business (10 weeks).
We also offer online pre-sessionals alongside our on-campus pre-sessionals. Find out more about our six week online pre-sessional and our 10 week online pre-sessional.
You can also study pre-sessionals for longer periods – read about our postgraduate pre-sessional English courses.
How to apply
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 2026
This course is taught by
Leeds University Business School
School of Geography
Contact us
Postgraduate Admissions Office
Email: masters@lubs.leeds.ac.uk
Telephone:
Fees
UK: £15,750 (Total)
International: £31,500 (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 over 100 Business School Excellence Scholarships to UK and International students starting one of our Masters courses in 2025. These scholarships offer up to a 50% fee reduction and will be awarded to particularly deserving applicants who demonstrate excellent academic, professional and personal achievements.
Find out more about scholarships at Leeds University Business School:
International Excellence Scholarships (International applicants)
Masters Excellence Scholarships (UK applicants)
Read more about Masters Funding and Scholarships at the University of Leeds
Career opportunities
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 management.
The most progressive companies are particularly interested in marketing graduates who can not only run an analysis, but also explain what it means for the business, influence decisions and deliver results. This degree will help you stand out from the competition and ensure you leave university ready to contribute to a business right from the start.
Entry-level roles could include consumer insight analyst, marketing data analyst, junior CRM manager, retail store manager on leadership programmes, or graduate marketing executive. Typical organisations our graduates work with include:
- retail and FMCG
- marketing and advertising agencies
- e-commerce and digital platforms
- consultancy and market research
- hospitality, tourism and leisure
- technology and data services.
Skills for your future
In a competitive job market, the combination of hard and soft skills provided by this course sets candidates apart. Employers value graduates who can not only run an analysis but also explain what it means for the business, influence decisions and deliver results. This programme ensures you leave ready to contribute as soon as you start your first job.
You’ll graduate with a range of professional skills that are highly valued by employers in this sector, including:
- Digital and data literacy - hands-on experience enabling you to work effectively in data-driven environments.
- Analysis and problem-solving – the ability to confidently interpret complex data, identify trends, and make evidence-based decisions
- Commercial awareness – an in-depth understanding of how analytical insights translate into strategic marketing actions and business growth.
- Critical thinking and research– the ability to evaluate sources, challenge assumptions and apply rigorous research methods to marketing challenges
- Communication and collaboration – how to present insights persuasively to technical and non-technical audiences and work effectively in teams.
- Time management and adaptability – be able to deliver results under pressure and adapt quickly to changing market or project demands.
- Cultural and diversity awareness – how to apply consumer insights with sensitivity to different markets, cultures, and customer segments.
Links with industry
This programme benefits from strong industry and professional links, supported by guest speakers, case studies, applied projects and our affiliation with the Consumer Data Research Centre. There’s a wealth of opportunity to gain valuable exposure to current industry practice and direct insights from practitioners, and you’ll develop your practical skills by working on a live data project from one of our partner businesses.
Guaranteed industry experience
The Global Industry Programme gives Masters students a great opportunity to gain real-world experience through live industry projects. You’ll connect with leading companies across the globe to work on impactful, hands-on consultancy projects, enhancing your employability skills and enabling you to apply your theoretical knowledge to practical business challenges.
Careers support
Professional development activities are built into your course from the start. You can access advice and guidance on your career choices, help in identifying and applying for jobs and support to boost your employability.
Employability workshops provide practical guidance and support to help you prepare for the job market with confidence. These workshops cover essential skills such as CV writing, interview techniques, networking and personal branding, all of which are crucial for standing out to employers. They also offer insights into recruitment processes and industry expectations, helping you make informed career choices and improve your chances of securing internships or graduate roles.
You’ll also benefit from the University’s Careers Service, where you can access a range of support to help secure the career you want, even after you graduate.