Consumer Analytics and Marketing Strategy MSc

Course overview

Students looking at a laptop together in the Esther Simpson lecture theatre.

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.
On all Masters courses at Leeds University Business School you’ll have an opportunity to apply for a place on a week-long international study tour which will include company visits, guest lectures and networking events, as well as an opportunity to visit local places of interest. Previous study tours have included visits to Berlin, Frankfurt, Milan and Zurich.

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

Accreditation

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 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.

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)

Module Name	Credits
Geodemographics and Neighbourhood Analysis	15
Dissertation - Consumer Analytics	45
Persuasive Writing and Speechmaking	15
Corporate Social Responsibility and Sustainability	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
Marketing Academic / Applied Dissertation	45
Machine Learning in Practice	15
Creating Effective Data Visualisations	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

Application deadlines

Applicants are encouraged to apply as early as possible.

International applicants: Thursday 26 June 2025

UK applicants: Friday 15 August 2025

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

Email: masters@lubs.leeds.ac.uk
Telephone:

Fees

UK: £15,750 (Total)

International: £32,250 (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 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)

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.

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