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Course content

Programme description

This course provides students with the theoretical foundations of marketing along with an added appreciation of the skills required in solving analytical and practical marketing problems.

Students will consider the use and application of management science techniques in a variety of marketing and business contexts through participation in courses in marketing management, marketing decision analysis, business statistics and forecasting, marketing research methods, and more advanced applications in credit risk management, problem solving and spreadsheet modelling skills and data mining.

This practical application of quantitative marketing, taught alongside the theoretical underpinnings of marketing aptly prepares students for careers as market analysts, business consultants, database managers and marketing researchers.

Programme structure

Learning will primarily be through lectures, set reading, class discussions, exercises, group-work assignments, problem solving in tutorials and case studies. Assessment methods include examinations, assignments, presentations or continuous assessment.

Learning outcomes

On graduating from your MSc in Marketing and Business Analysis, you will be able to:

Define, explain and apply the key terms, concepts and theories in marketing and business analysis.

Critically evaluate analytical tools and frameworks used in marketing and business analysis.

Discuss the challenges facing marketing decision-makers in modern organisations.

Collect, analyse and synthesise a range of information sources to inform discussion on topical issues in marketing and business analysis.

Explain, apply and evaluate qualitative and quantitative approaches to marketing and business analysis problems.



Visit the Marketing and Business Analysis (MSc) page on the University of Edinburgh website for more details!

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