Consumer Analytics and Marketing Strategy MSc

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.

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 continues to grow and hosts a number of 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

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 using software likes R, Python, STATA, and SPSS, 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, marketing analytics, consumer behaviour and digital and interactive marketing. You’ll also be involved in group work aiming 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.

The course culminates in a final dissertation, which allows you to demonstrate the knowledge and skills you’ve gained while focusing on a single topic in-depth. Two options are available – you could complete either a standard research dissertation on an academic topic of your choice, or a practice-based dissertation, allowing you to work on a real-world marketing problem.

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.

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

As part of this course, our dedicated Professional Development Tutor will provide tailored academic and careers support to help you achieve your career ambitions.

You can expect expert advice and guidance on your career choices, help in identifying and applying for jobs, support to boost your employability, as well as one-to-one coaching on developing the professional skills you will need to start a successful career, and how to evidence these to prospective employers.

You’ll also benefit from the University’s award-winning Careers Centre, 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