Consumer Analytics and Marketing Strategy MSc

Overview

Please note, this course is also available for January 2021 entry. Applications for January entry close on 21 September 2020. View information about January 2021 entry to this course.

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 softer skills to use the results of these analyses to inform decisions about marketing strategy.

Thanks to our connections with businesses worldwide, you’ll have access to emerging trends in topics such as consumer behaviour, decision science and digital and interactive marketing. You’ll further develop your practical skills with the opportunity to work on a live data project provided by a company.

Academic excellence

This course offers you a rare combination of teaching expertise; the Business School’s academic excellence in Marketing alongside world-class teaching from the School of Geography, which draws on the knowledge of the Centre for Spatial Analysis and Policy.

The University of Leeds is a major centre for big data analytics and you’ll benefit from affiliation with the UK’s Consumer Data Research Centre. The centre aims to make data that are routinely collected by businesses and organisations accessible for academic purposes.

With the Leeds Institute for Data Analytics on campus, the University of Leeds has a growing wealth of expertise and resources in data sciences.

You'll also be encouraged to join the Leeds Data Science Society, a group of diverse individuals at the University who share an interest in 'big data' and analytics, which continues to grow and host a number of workshops and events throughout the year.

Course content

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, 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, consumer behaviour and direct, digital and interactive marketing. You’ll also deliver a data-driven marketing research group project.

Optional modules allow you to further your knowledge in a related area of interest, either corporate social responsibility, marketing analytics, machine learning in practice, or applied population and demographic analysis.

By the end of the course, you’ll submit an independent project. You can either research a topic in-depth and submit a dissertation, or gain practical experience through a consultancy project working with an external organisation.

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

Modules

Year 1

Compulsory modules

Geographic Data Visualisation & Analysis 15 credits
Big Data and Consumer Analytics 15 credits
Predictive Analytics 15 credits
Applied GIS and Retail Modelling 15 credits
Business Analytics and Decision Science 15 credits
Consumer Behaviour 15 credits
Marketing Research Consultancy Project 15 credits
Digital and Interactive Marketing 15 credits
Marketing Strategy 15 credits

Optional modules (selection of typical options shown below)

You will choose one dissertation module (30 credits) and one additional (15 credit) module from the following:

Dissertation - Consumer Analytics 30 credits
Dissertation OR Marketing Consultancy Project 30 credits
Geodemographics and Neighbourhood Analysis 15 credits
Corporate Social Responsibility and Sustainability 15 credits
Change Management and Communication 15 credits
Marketing Analytics 15 credits
Brand Management and Corporate Identity 15 credits
Machine Learning in Practice 15 credits

Learning and teaching

We use a range of teaching methods so you can benefit from the expertise of our academics, including lectures, workshops, seminars, simulations and tutorials. Company case studies provide an opportunity to put your learning into practice.

Independent study is also vital for this course, allowing you to prepare for taught classes and sharpen your own research and critical skills.

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. You’ll be assessed using a range of techniques including exams, group projects, written assignments and essays, in-course assessment, group and individual presentations and reports.

Applying, fees and funding

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

If you're an international student and you don't meet the English language requirements for this programme, you 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).

If you need to study for longer than 10 weeks, read more about our postgraduate pre-sessional English course.

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.

Documents and information you’ll need

A copy of your degree certificate and transcript, or a partial transcript if you’re still studying
Two academic references
A personal statement
An up-to-date CV
Evidence of your English language qualifications, if English is not your first language
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.

Fees

UK: £12,250 (total)
International: £25,250 (total)

Read more about paying fees and charges.

Brexit
Visit our Brexit page for the latest information on the effect of the UK's exit from the EU on current students and applicants to the University.

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 about additional costs

Scholarships and financial support

We award a range of scholarships to UK, EU and international students. Scholarships are available to candidates who can demonstrate an excellent academic record and show excellent professional and personal skills.

Career opportunities

As a graduate of this course you will 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 from around the world and in many industrial sectors have access to greater amounts of data.

The most progressive companies in the world are particularly interested in marketing graduates with strong analytical skills, and typical roles could include marketing or consumer data analyst, direct marketing manager, marketing manager, retail manager, or marketing or management consultant.

Careers support

As a masters student you will be able to access careers and professional development support, which will help you develop key skills including networking and negotiating, and put you in touch with potential employers.

Our dedicated Professional Development Tutor provides tailored academic and careers support to marketing students. They work in partnership with our academics to help you translate theory into practice and develop your interpersonal and professional business skills.

You can expect support and guidance on career choices, help in identifying and applying for jobs, as well as one-to-one coaching on interpersonal and communication skills.

Read more about careers support at the Business School.

You'll also benefit from advice and guidance from the University's careers centre, even after you graduate.