Marketing and Data Analytics MSc
- Level(s) of Study: Postgraduate taught
- Start Date(s): September 2024
- Duration: One year full-time / two years with a work placement
- Study Mode(s): Full-time / Sandwich
- Campus: City Campus
- Entry Requirements:
More information
Introduction:
The significance of data analytics needs no acknowledgement. Companies across industries have leveraged data science in combination with marketing to enhance productivity and to build long-term relationship with customers. Over the last decade, marketing has been revolutionised by data analytics, allowing brands to improve brand strategies and business management and therefore, to deliver better experience through personalised communication.
This course is designed to provide an advanced study of marketing analytics which is both practically and academically relevant to the current and future demands of the marketing profession. We work closely with industry practitioners so that you benefit from expert’s real-life experience and the latest sector trends. Through specialist modules, you'll develop an advanced conceptual knowledge of the value of data analytics in contemporary organisations, and be introduced to the latest methods and techniques that enable identification of data to answer strategically important questions.
Designed for aspiring marketing data specialists
Our MSc Marketing and Data Analytics is the ideal next step for marketing graduates who want to pursue careers in customer analytics, marketing intelligence and marketing management. You'll be well-equipped to work in the analytical area of organisations, with the knowledge of the latest industry trends and skills to draw actionable insight from customer data.
What you’ll gain from this degree?
- develop skills and knowledge relevant to data specialists and data analysts, including data mining and the use of data to demonstrate the value of data for decision making in marketing.
- a comprehensive understanding of the role of consumer insight in marketing practices and building of strategic consumer relationships.
- the ability to critically analyse, interpret, organise and present consumer or market activities data.
- experience of applying your analytical knowledge and working with businesses and senior professionals through industry-facing projects.
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NTU is ranked in the Top 20 for Marketing in The Complete University Guide 2021. -
93% of students studying a postgraduate marketing course would recommend studying at Nottingham Trent University to others (Postgraduate Taught Experience Survey, 2021). -
You will be allocated an Academic Mentor at the beginning of the academic year and you will meet with them regularly throughout the year. Academic Mentors help you make the most of your time at NBS. -
At NBS you can create a personalised learning experience, giving you a unique Masters degree that equips you with the skills you'll need, for the career you want.
What you’ll study
At NBS you can create a personalised learning experience, giving you a unique Masters degree that equips you with the skills you'll need, for the career you want. Each of the modules will be delivered over a four week period, with teaching delivered in three weeks and the fourth week left clear for assessment work. This enables you to focus on one subject at a time, whilst allowing time for preparation and assessment work.
At the beginning of your course you will attend a residential trip with your new course mates and course team. This is a perfect introduction to your course and a great opportunity to get to know who you will be spending the next year studying with. The trip involves interactive ice-breaker sessions and team building activities.
- Programme overview
- Semester one
- Semester two
- Semester three
- Ongoing learning/professional development
- Placement opportunities
Semester one modules
- Marketing for the Boardroom
- Informed Customer Insight
- Data Analysis and Visualisation
Semester two modules
- Data Mining for Marketing
- Informed Decision Making
- Web Analytics and Digital Strategy
Semester three modules
Your choice of final semester project. Experiential projects include:
- Consultancy Experience Project;
- In-Company Experience Project; or
- Business Research Project
Module for September starters undertaking the 2 year course
- Placement Diploma in Industrial Experience
Semester one
Marketing for the Boardroom (20 credits)
This module examines the importance of presenting marketing data to inform effective decision-making at a senior level in organisations. The module will establish how an understanding of a range of marketing measurement techniques can enable organisations to achieve market insights and strategic decision making, and provides an appreciation of how measurement techniques, aligned to business objectives, can establish and determine the effectiveness of marketing activities. You will look at the major areas of marketing metrics, measurement in different market contexts, how to identify appropriate and relevant data sources, methods of creating marketing insights and understand their role in the boardroom.
Informed Customer Insight (20 credits)
During this module you will cover the first phase of designing the data mining approach in which the business situation should be understood, and the marketing goals should be defined. The overall aims are to develop an understanding of Customer Relationship Management (CRM), how knowledge of consumers contributes to organisational strategy, and the concept of customer value and customer-based metrics. You will explore key components of successful CRM strategies, traditional marketing metrics, segmentation and targeting of markets and data-informed positioning of strategies.
Data Analysis and Visualisation (20 credits)
This module focuses on the data understanding and data preparation phases of data mining process. You will develop your understanding of data collection processes and potential issues with availability and quality, and explore statistics, visualisation tools and new and emerging technologies in data analytics. You will develop a critical awareness of data protection and ethical use of data and the relationship between business strategies and data analytics.
Semester two
Data Mining for Marketing (20 credits)
Following on from the Data Analysis and Visualisation module, Data Mining will develop your understanding of modelling techniques and model evaluation that contribute to business objectives. You will develop an awareness of various data mining models and parameter settings and learn how to effectively compare them to select the one that yields the best results in different contexts. The module will introduce you to a range of techniques including acquisition modelling, classification modelling and cross-selling and up-selling modelling and develop your understanding of how they work to meet business success criteria.
Informed Decision Making (20 credits)
During this module you will develop your understanding of the data analysis and decision-making processes, and apply them to assumptions underlying various statistical techniques to identify their appropriateness in different contexts. You will understand how to perform statistical analysis and interpret results in a meaningful way and understand the value of data collection and analysis in acquiring knowledge and making decisions in the business environment. Through examining strategic decision making, strategic metrics and data analysis you will learn how to deploy various models into different systems including CRM.
Web Analytics and Digital Strategy (20 credits)
This module will introduce the key concepts of web analytics in digital marketing and how they can build the knowledge of online customer behaviour that can be used effectively in digital strategy development. You will develop your understanding of the fundamentals and process for web analytics in digital strategy improvement, learn how to complete the marketing feedback loop using digital and web analytics, and become aware of the different tools and platforms that can provide this data. Through learning the marketing analytics processes, you will develop a critical awareness of how to collect web-based data and tools, and examine them to coax the insights that can best inform marketing decisions and effectively communicate data insights to stakeholders.
Semester three
In your final semester you will take on a experiential project, giving you a fantastic opportunity to use the theories and knowledge you've gained to produce a challenging and meaningful piece of work. Projects include:
Consultancy Experience Project (40 credits)
Working as part of a team, you'll undertake focused research, developing your professional skills, managing a complex project and delivering results in a real business situation. You'll present your findings to the client and learn valuable project management tools and concepts.
In-Company Experience Project (40 credits)
On an in-company experience project of seven weeks or more, you'll apply the theories you've learnt to a substantial, live project. This will involve focused research, developing skills, managing a complex project and delivering results in a real business situation. You'll also learn project management tools and concepts.
Business Research Project (40 credits)
This project is a more traditional piece of independent research, creating an academic research paper, presentation and methodological reflection. Because we believe experiential learning is so important, this project is only available to students with significant prior work experience or a desire to progress to a PhD.
For more information about semester three options please visit our Experiential Projects page.
Ongoing Learning
Throughout the year you will also study the following modules which will help you understand how to manage your own continuous personal and professional development (PPD).
Professional Practice (10 credits)
The purpose of the module is to increase your understanding of your own personal and professional development needs to enhance your business acumen and improve your employability. The module utilises a series of taught sessions to help you explore the human side of enterprise and deploys a series of diagnostics tests to help you evaluate yourself and develop an individual action plan. It will combine teaching with individual and group mentoring to help you execute your plan. The module also promotes engagement with internal and external workshops, lectures, experiential learning opportunities and extra-curricular events to help you expand your knowledge and skills, whilst challenging your attitudes and behaviours. You will gain a deeper understanding of the importance of continuous professional development from the perspective of professional bodies, such as the CMI, CIM, APM and SPE.
Researching Your Market (10 credits)
This module will look at the basics in market research, in addition to contemporary developments in the field, including tools, techniques and the role of market research agencies. The aim is to develop you as an effective decision maker with an understanding of today's marketing industries, and an effective academic, with the ability to research, critique academic literature and contribute to philosophical debates related to market research.
Professional development
Chartered Institute of Marketing (CIM)
This course has been aligned to the CIM curriculum which is a reflection of course currency and relevance to the marketing profession. The CIM is an industry-recognised, professional body that employers know about.
As a student on this course you will also be able to access free membership to the CIM. Membership gives you access to a range of benefits including CPD opportunities, webinars, networking events and online journals to name a few.
You’ll be given the opportunity to attend the Google workshops which will be run by Google Partners to gain a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords.
Placement Diploma in Industrial Experience (2 year course only)
This module aims to develop your understanding of the business and commercial environment. You will apply relevant prior knowledge and skills in the business environment increasing your commercial awareness. On completion of the module, you will have developed a range of skills and have a practical insight into the world of work and possible career opportunities.
Please note that placements are only available for students beginning their studies in September and is not available for students starting in January.
If you start your Masters in September you can apply for the two-year option where you can add a year’s work placement onto your course. It’s a great way to put your learning into practice and gain valuable real-world experience to help boost your career prospects once graduating.
Your placement year will last up to 48 weeks (minimum 36 weeks). If you are unable to take a full year's placement, but have completed the minimum 36 weeks you can qualify for a Placement Diploma in Industrial Experience. If you undertake a placement, you must take up the Business Research Project in Semester Three.
Please note that placements are not guaranteed and you will need to work hard in securing one during your first semester. We have a dedicated Employability team who are here to help and support you during the placement process with CV writing, creating a LinkedIn page, interview tips, where to search for a placement etc. You can visit the Employability team’s page for further information.
Placements are only available for students beginning their studies in September.
Please contact us through Ask NTU if you have any questions about securing placements.
How you’re taught
Teaching and learning
Nottingham Business School adopts a distinctive approach to the design of student learning opportunities. Your learning is structured around theory, practice, experience and observation, and reflection and improvement. At each level (course, module and session), you will study different theories, concepts and approaches and be given opportunities to apply these in a range of practical settings. The aim is to enhance your understanding through the direct experience of business, where you will have opportunities to observe business practices and behaviours (including your own) and analyse these using theoretical knowledge. It is our intention that by reflecting on these experiences, you will be able to use these theories to guide your actions and decisions in a business context or even consider how a theory itself might be improved. In this way, we aim to enhance the quality of your learning.
Academic mentors
Every postgraduate student will be allocated an Academic Mentor at the beginning of the academic year and you will meet with them regularly throughout the year. Academic Mentors help you make the most of your time at NTU. They will support you in developing and enhancing the qualities and transferrable skills necessary for your studies, career progression, professional and personal development.
Assessments
A range of assessment methods are used across the course, the choice of which reflects the needs and demands of the different types of module. Some modules will assess the ability to work collaboratively in a team and others will assess individual capability. Types of assessment will range from examinations to group presentations including essays, reports, financial analyses, literature reviews and research based projects.
The interactive nature of the taught sessions offers opportunities to gain feedback on your performance before being formally assessed and increasing use is made of eLearning to further support the feedback process.
In-sessional English language support
In-sessional English language classes are offered to international students at no extra cost. The classes aim to provide focused support in the skills you need in order to develop your English in your subject area.
Further information please contact the Nottingham Language Centre based in the DICE building on City Campus:
Tel: +44 (0)115 848 6156 | Email: englishsupport@ntu.ac.uk | Website: www.ntu.ac.uk/nlc
Personalisation
We know our postgraduate students are a diverse group, with different levels of academic knowledge in their chosen area of study, different cultural and educational backgrounds, and varying levels of personal and professional skills and competencies.
At NBS we strive to ensure that these two motivating factors are nurtured and therefore supported. Our students are encouraged to practice and develop the skills and competencies required to critically reflect on their learning, and on their ability to apply this learning to their studies and to real world complex issues within the workplace. Through a series of curricula and extra-curricular initiatives, strengthened by tailored academic mentor support, NBS provides all our postgraduate students with the ability to participate in a range of challenging and unique activities, projects, events and experiences to enable our students to succeed in a competitive and dynamic global environment.
Careers and employability
At Nottingham Business School, we’re focused on your employability from the start of your postgraduate degree. We provide you with a learning experience that integrates theory and practice.
Matching your ambition
Our course is designed to produce graduates with focused knowledge on data and analytics for marketing. This is crucial knowledge to have to succeed as a data specialist, in roles across market research, consumer insight or product marketing.
Market research and consumer insight professionals primarily work in market research and development, seeking to discover target areas that help drive the operational and creative strategies in organisations. Consumer insight is used in various divisions of a company, from product development to customer service.
Potential job roles this degree will prepare you for include:
- Product Marketing Manager
- Insight Manager
- Market Research Manager
- Marketing Analyst
- Customer Relationship Management Analyst
As your career evolves, progression from these roles can include Senior Insight Manager, Head of Market Research, Strategy Director or Director of Marketing.
Employability Team
We have a dedicated Employability Team who not only help you during your time with us but also following graduation, they’ll continue to support you by providing a number of services that will help kick-start your career.
Our Employability Team offer a wide range of support from one-to-one appointments with our specially trained consultants, to arranging recruitment fairs and skill building workshops.
Services they provide include:
- Finding placements, internships and part-time work
- Helping you to pursue self-employment
- Advice on taking gap years and time out
- Information and help on getting into volunteering
- Providing advice on further study.
As a student you will have access to our virtual learning environment, where you will be able to get in touch with our Employability team for CV support, application, interview and job hunting advice, career ideas and employer videos.
You can visit the Employability Team on your local campus every day during term time. They are also open outside of term time too, except on University closure days. So drop in, say hello, and get help with quick enquiries or book an appointment with a careers consultant from your school.
Re:search Re:imagined
To us, research is about more than writing papers and proposing new ideas. By daring to think differently, we’re disrupting the research landscape and finding the answers to the questions that really matter. From ethics, innovation and entrepreneurship to behavioural science, we’re inspiring the brightest minds to rise up and find solutions to some of the most significant global challenges facing society.
Find out more: ntu.ac.uk/research
Chartered Institute of Marketing Employability Programme
Nottingham Trent University has partnered with The Chartered Institute of Marketing (CIM) to map the content of our MSc Marketing programmes against their unique Professional Employability Programme Criteria – a framework of behaviours, knowledges, and skills required of today’s graduates. CIM is the world’s leading professional marketing body and by recognising that our MSc Marketing programmes maps to the body’s recommended criteria, it ensures our students are best equipped to progress their knowledge and career.
Our MSc Advertising and Marketing Communications, MSc Digital Marketing, MSc Marketing, MSc Marketing and Brand Management and MSc Marketing and Data Analytics postgraduate courses are the only MSc courses to have this accreditation.
Campus and facilities
We are continually investing in our facilities, and transforming our learning and teaching environment to create an inspiring and innovative atmosphere.
The School is based in the impressive Newton Building on NTU's City Campus.
Postgraduate Centre
A short walk from the Newton building and Boots library, the Postgraduate Centre facilitates on-campus teaching for Nottingham Business School’s postgraduate and executive education courses.
Dryden Centre
Benefit from the newly built NTU Dryden Enterprise Centre that provides dedicated support for entrepreneurs, start-ups, small and medium-sized enterprises.
Fantastic facilities
- You can take advantage of the Link Lounge, a space dedicated to Business School students, located on floor zero of the Newton building.
- Explore your career prospects with the help of the University's Employability Team.
- You will benefit from spacious teaching rooms and lecture theatres.
- We provide students with a variety of social spaces.
- Your studies will benefit from the £13 million Boots Library.
- You can take advantage of our 24-hour IT facilities.
- Our Student Services Centre will also be on-hand should you need support.
- sports facilities
- shops
- student accommodation
- music venues
- cafés.
The location of the City site also means that you have easy access to:
Entry requirements
One year course
- You will need a degree in Marketing or in Business Management equivalent to a UK undergraduate honours degree (2.1 or above).
- All applicants will be required to demonstrate a commitment to the subject they wish to study and should demonstrate how their chosen programme of study will benefit them in their future career.
- One academic reference is required.
Two years with placement
- You will need a degree in Marketing or in Business Management equivalent to a UK undergraduate honours degree (2.1 or above).
- All applicants will be required to demonstrate a commitment to the subject they wish to study and should demonstrate how their chosen programme of study will benefit them in their future career.
- One academic reference is required.
Get in touch If you need any more help or information, please contact us at Ask NTU or call on +44 (0)115 848 4200.
NTU may admit a student with advanced standing beyond the beginning of a course, through an assessment of that student's prior learning, whether it is certificated or uncertificated. Our Recognition of Prior Learning and Credit Transfer Policy outlines the process and options available to these prospective students, such as recognising experiential learning or transferring to a similar course at another institution, otherwise known as credit transfer.
All prospective students who wish to apply via Recognition of Prior Learning should initially contact the central Admissions and Enquiries Team who will be able to support you through the process.
Getting in touch
If you need more help or information, get in touch through our enquiry form
One year course
- You will need a degree in Marketing or in Business Management equivalent to a UK undergraduate honours degree (2.1 or above).
- All applicants will be required to demonstrate a commitment to the subject they wish to study and should demonstrate how their chosen programme of study will benefit them in their future career.
- One academic reference is required.
Two years with placement
- You will need a degree in Marketing or in Business Management equivalent to a UK undergraduate honours degree (2.1 or above).
- All applicants will be required to demonstrate a commitment to the subject they wish to study and should demonstrate how their chosen programme of study will benefit them in their future career.
- One academic reference is required.
International qualifications
We accept qualifications from all over the world – check yours here:
Postgraduate preparation courses (Pre-Masters)
If you don’t yet meet our entry requirements, we offer Pre-Masters courses through our partner Nottingham Trent International College (NTIC), based on our City Campus:
English language entry requirements
You can meet our language requirements by successfully completing our pre-sessional English course for an agreed length of time, or by submitting the required grade in one of our accepted English language tests, such as IELTS:
Would you like some advice on your study plans?
Our international teams are highly experienced in answering queries from students all over the world. We also have members of staff based in Vietnam, China, India and Nigeria and work with a worldwide network of education counsellors.
- Complete this simple form to keep in touch with the International Office.
Fees and funding
Home fees for September 2024 entry
| Study route | Home fees |
|---|---|
| One year (full-time) | £11,900 |
| Two years (placement year)* | £13,750 (£11,900 in year one and £1,850 in year two) |
*Please note that if you are considering a course that runs over more than one year, the tuition fee stated is for the first year of study. The course fee for the second year may be subject to annual review.
Placements are only available for students beginning their studies in September.
Additional costs
Your course fees cover the cost of studies, and include loads of great benefits, such as the use of our City Campus library, support from our expert Employability team, and free use of the IT equipment across our campuses.
You may choose to purchase core text books for your course, and prices for these may vary. However, our library is home to four floors of books, journals and materials (many of which you can access online) – meaning you may not need to purchase as many books as you might think!
Whilst on placement students will be expected to pay for accommodation, travel and living costs.
Funding your studies
Preparing for the financial side of student life is important, but there’s no need to feel anxious and confused about it. We hope that our fees and living costs page and funding pages will answer your questions.
Postgraduate loans
The government introduced a new postgraduate loan scheme for Master degrees. The loan will be a contribution towards the costs of study and it will be at the student's discretion to use the loan towards fees, maintenance costs or other costs. Find out more on our postgraduate loans page.
Scholarships
You might be able to get a scholarship to help fund your studies. We award scholarships to those students who can demonstrate excellent achievement, passion and dedication to their studies.
Alumni Discount
We’re happy to be able to offer a 20% alumni discount to most current NTU students and recent NTU alumni. This discount is currently available for those starting an eligible postgraduate taught, postgraduate research or professional course.
Getting in touch
For more advice and guidance, you can contact our Student Financial Support Service on Tel: +44 (0)115 848 2494 or for Scholarship help please contact us on Tel: +44 (0)115 848 4460.
International / EU fees for September 2024 entry
| Study route | International / EU fees |
|---|---|
| One year (full-time) | £20,250 |
| Two years (placement year)* | £22,100 (£19,100 in Year One and £1,850 in Year Two) |
*Please note that if you are considering a course that runs over more than one year, the tuition fee stated is for the first year of study. The course fee for the second year may be subject to annual review.
Placements are only available for students beginning their studies in September.
Tuition fees are payable for each year that you are at the University. The level of tuition fees for the second and subsequent years of your postgraduate course may increase in line with inflation and as specified by the UK government.
Scholarships
We offer scholarships of up to 50% of your tuition fee. You can apply for your scholarship when you have an offer to study at NTU.
Living costs
Get advice on the cost of living as an international student in Nottingham and how to budget:
Paying fees
Find out about advanced payments, instalment plan options and how to make payments securely to the University:
Would you like some advice on your study plans?
Our international teams are highly experienced in answering queries from students all over the world. We also have members of staff based in Vietnam, China, India and Nigeria and work with a worldwide network of education counsellors.
- Complete this simple form to keep in touch with the International Office.
Additional Costs
Your course fees cover the cost of studies, and include loads of great benefits, such as the use of our library, support from our expert Employability team, and free use of the IT equipment across our campuses.
Library books
Most study modules will recommend one or more core text books, which most students choose to purchase. Book costs vary and further information is available in the University’s bookshop. Our libraries provide a good supply of essential text books, journals and materials (many of which you can access online) – meaning you may not need to purchase as many books as you might think! There may also be a supply of second-hand books available for purchase from previous year students.
Field trips
All essential field trip costs will be included in your course fees. There may be the opportunity to take part in optional field trips, which do incur additional costs.
Placement
Whilst on placement students will be expected to pay for accommodation, travel and living costs.
Print and copy costs
The University allocates an annual printing and copying allowance of £20 depending on the course you are studying. For more details about costs for additional print and copying required over and above the annual allowance please see the Printing, photocopying and scanning information on the Library website.
How to apply
Ready to join us? Apply through our NTU Applicant Portal.
- Register as a new applicant and create an account in the Applicant Portal - don't worry you won't need to complete your application at once, you can come back to it so keep your details safe.
- Fill out and submit your application - make sure to check all the information such as entry requirements before submitting.
- Track the progress of your application – you can do this by logging into the Application Portal.
- Check your offer – As long as you’ve provided all the information we need, we’ll try and make a decision on your application within five to ten working days. However, this can take longer and you should allow at least three weeks for a decision.
- Accept your offer within four weeks - Remember that competition for places is high, and if you don’t accept your offer within four weeks it may lapse. After eight weeks it will be automatically withdrawn.
- Meet the conditions of your offer (if you have any) - Upload all the documents required to meet the conditions of your offer using the My Documents section of the Applicant Portal.
Don’t worry if you’re waiting for results – we recommend applying now, and then adding them to your Application Portal once they arrive.
If you need some help in writing your application you can view our handy tips.
Good luck with your application!
Apply online through our NTU applicant portal.
Application advice
Apply early so that you have enough time to prepare – processing times for Student visas can vary, for example. After you've applied, we'll be sending you important emails throughout the application process – so check your emails regularly, including your junk mail folder.
Writing your personal statement
Be honest, thorough, and persuasive – we can only make a decision about your application based on what you tell us:
Would you like some advice on your study plans?
Our international teams are highly experienced in answering queries from students all over the world. We also have members of staff based in Vietnam, China, India and Nigeria and work with a worldwide network of education counsellors.
- Complete this simple form to keep in touch with the International Office.
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