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.

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.

<p>Throughout the year you’ll study a combination of compulsory modules covering different aspects of marketing and consumer analytics. </p><p>You will develop a critical understanding of how consumers behave and explore how to apply these concepts across broader consumer analytics and marketing strategies. </p><p>At the same time, you will gain knowledge of the major concepts and theories associated with strategic marketing, environmental and competitive market forces, and the importance of delivering sustainable competitive advantage. </p><p>You will develop the core visualisation, spatial analysis and statistical skills required for the analysis of geographically referenced data. You’ll also be introduced to ‘traditional’ and ‘novel’ datasets at different spatial scales and granularities related to areas, individuals, households and neighbourhoods. </p><p>Optional modules will give you the chance to shape the course to suit your interests or career plans, allowing for a wider understanding of these subjects. Typically, this may include subjects such as digital and social media marketing, corporate social responsibility, brand management, public relations and corporate communications, geodemographics and neighbourhood analysis. </p><p>The course culminates in a final dissertation, which allows you to develop your knowledge of a set of concepts and/or techniques relating to a specific area of marketing. Two options are available - you could complete either a standard research dissertation on a related academic topic of your choice, or a practice-based dissertation allowing you to work on a specific marketing problem in the context of a contemporary business.</p>

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, which allows you to develop your skills in research and analysis.

Our Virtual Learning Environment will help to support your studies: it’s a central place where you can find all the information and resources for the School, your programme 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.

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).

We also offer online pre-sessionals alongside our on-campus pre-sessionals. You could study a part-time online course starting in January, or a full-time course in summer. Find out more about online pre-sessionals.

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.

Apply

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.

Admissions policy

University of Leeds Taught Admissions Policy 2023

Fees

• UK: £14,000 (total)
• International: £27,500 (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 about additional costs.

Scholarships and financial support

We’re offering 50 Business School Excellence Scholarships to UK and International students starting one of our Masters courses in 2023. 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

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.

Careers support

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