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 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.
This courseoffers 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. Coordinating and analysing this large and complex data has the potential to increase productivity and innovation in business, as well as to inform public policy and drive development.
Read an interview with the academic team to learn more about our expertise and the growing importance of this emerging subject area.
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 behavior and direct, digital and interactive marketing. You’ll also deliver your own data-driven marketing research project for a company.
Optional modules allow you to further your knowledge in a related area of interest, either corporate social responsibility, internal communications and managing change, 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.
You’ll take the nine compulsory modules below, plus your dissertation, which can be a choice of either a research dissertation or marketing consultancy project.
You'll take one further optional module.
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.
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.
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.
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.
Given the ever-increasing volume of data that businesses have access to today, there is a demand for employees who have computational and analytical skills and who can help inform business decisions to increase efficiency and ultimately build a competitive edge. Our Masters in Business Analytics has been developed with just that in mind and aims to train students to understand the variety of business environments as well as importance and relevance of decision problems facing organisations and ways of solving these using a variety of techniques.
Students will learn how to apply descriptive, predictive, and prescriptive analytics of big data concepts and techniques to generate valuable insight that can assist with decision making. Last, but not least, the Masters will provide students with hands-on experience in applying these concepts and using these techniques and most of the popular analytics software through their projects including industry projects. In sum, the programme aims to equip students with the skills required to interpret, conceptualise and convert Big Data into useful information and thus enabling students to make better informed decisions as future business managers.
All students attend and complete four core courses in Semester 1 and four option courses in Semester 2. The programme concludes with a 60-credit Dissertation. Details of core and option courses are shown below.
Core courses - Semester 1
Option courses - Semester 2
The Dissertation: Each student conducts an individual research project on a subject within business analytics, chosen in consultation with an academic supervisor. MSc candidates write up their work as a Dissertation (maximum 15,000 words with a maximum of 10% margin either way), which is submitted by the end of August. Some Dissertation topics are offered that involve working with business, NGOs or other organisations.
General Educational aims are to:
Specific Educational aims are to:
It is anticipated that the demand for data analytics employees will continue and indeed grow as analytics is viewed as a key competitive resource by many companies. If market forecasts are anything to go by then the Big Data technology and services market will grow at a 26.4% annual growth rate to $41.5 billion through 2018, or about 6 times the growth rate of the overall information technology market (Source: IDC). This will inevitably lead to further growth of the market for employees in the area of data analytics.
The new MSc in Business Analytics will offer students from a range of degree backgrounds the opportunity to equip themselves with an artillery of concepts, methods and applications of business analytics along with hands-on and practical experience in applying them to industry projects in different business settings. It is not just about being able to analyse and digest the data available but to then translate this into effective decision-making. In sum, we expect the new programme to open a range of career pathways in analytics for our graduates including business consultants, business analysts, business intelligence & analytics consultants, metrics & analytics specialists, analytics associates, data analysts, solution architects, business process analysts, management consulting associates, and operational research consultants.