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2017/18 Taught Postgraduate Programme Catalogue

MSc Consumer Analytics and Marketing Strategy

Programme code:MSC-BS/CAMSUCAS code:
Duration:12 Months Method of Attendance: Full Time
Programme manager:Professor Matthew Robson Contact address:mjro@lubs.leeds.ac.uk

Total credits: 180

Entry requirements:

Upper second class or first class bachelor’s degree or international equivalent. Applicants whose first language is not English will need to attain an IELTS overall test score of 6.5 with no less than 6.0 in each section; or equivalent TOEFL scores totalling at least 92 overall with a minimum of 21 in Listening, 21 in Reading, 23 in Speaking and 22 in Writing.

The programme aims at:
Graduates with a degree in business, geography or a technical field (e.g., statistics, computing or engineering), who want a career in consumer data analytics, marketing and/or management;
Graduates with a degree in a non-related discipline with some relevant work experience or interests, who want a career in consumer data analytics, marketing and/or management;
[Note that a numerate background would be helpful but is not required. A willingness to engage with quantitative materials is required.]

School/Unit responsible for the parenting of students and programme:

LUBS

Examination board through which the programme will be considered:

LUBS Postgraduate Board of Examiners

Programme specification:

Companies across many industries and markets are interested in building their capability in the big data area. The unprecedented levels of technological change brought on by the digital revolution mean the skills and approaches that elevated marketing executives to senior roles even a few years ago are no longer sufficient to propel them further. The attractiveness of the MSc Consumer Analytics and Marketing Strategy to the marketplace will result from its practical focus on furnishing firms with graduates that have highly sought after analytical skills in the big consumer data area. There is recognition among managers that big data specialists require the insight to change strategy decisions. The novelty of this MSc programme is that brings together consumer analytics skills with softer skills necessary to utilise data for marketing strategy decisions. In Semester one, modules will teach the foundations of consumer analytics and marketing strategy theory. Semester two modules place more emphasis on applying high-level analytical tools and techniques to scan, analyse, and solve practical problems. Modules such as Direct, Digital and Interactive Marketing and Marketing Research Consultancy Project involve live projects. In Semester three students can either take a Dissertation or a Project that involves using company data provided by the CDRC.

To achieve this, the MSc programme includes unique contributions from the School of Geography (i.e., Centre for Spatial Analysis and Policy) and the Marketing and Management (i.e., Centre for Decision Research) Divisions of LUBS.


Year 1 - View timetable

[Learning Outcomes, Transferable (Key) Skills, Assessment]

Compulsory modules:

Candidates will be required to study the following compulsory modules:

GEOG5042MGeographic Data Visualisation & Analysis15 creditsSemester 1
GEOG5917MBig Data and Consumer Analytics15 creditsSemester 2
GEOG5927MPredictive Analytics15 creditsSemester 1
GEOG5937MApplied GIS and Retail Modelling15 creditsSemester 2
LUBS5308MBusiness Analytics and Decision Science15 creditsSemester 1
LUBS5402MConsumer Behaviour15 creditsSemester 1
LUBS5418MMarketing Research Consultancy Project15 creditsSemester 2
LUBS5448MDirect, Digital and Interactive Marketing15 creditsSemester 2
LUBS5465MMarketing Strategy15 creditsSemester 1

Optional modules:

Candidates will be required to study 30-credits from List A and 15-credits from the optional modules on List B

List A - Candidates are required to study 30 credits from the following modules

GEOG5957MDissertation - Consumer Analytics30 creditsSemesters 1 & 2
LUBS5495MDissertation30 credits1 Feb to 30 Sep
LUBS5500MMarketing Consultancy Project30 credits1 Feb to 30 Sep

List B - Candidates are required to study 15-credits from the following optional modules

GEOG5240MApplied Population and Demographic Analysis15 creditsSemester 2
LUBS5427MCorporate Social Responsibility and Sustainability15 creditsSemester 2
LUBS5442MInternal Communications and Change Management15 creditsSemester 2

Last updated: 28/04/2017

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