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2023/24 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:Aulona Ulqinaku Contact

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 7.0 with no less than 6.5 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:


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 Digital and Interactive Marketing and Marketing Research Consultancy Project involve practices with real data and simulations. 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, Global and Strategic Marketing Research Centre) Divisions of LUBS.

Year1 - 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 (Sep to Jan)
GEOG5917MBig Data and Consumer Analytics15 creditsSemester 2 (Jan to Jun)
GEOG5927MPredictive Analytics15 creditsSemester 2 (Jan to Jun)
GEOG5937MApplied GIS and Retail Modelling15 creditsSemester 1 (Sep to Jan)
LUBS5402MConsumer Behaviour15 creditsSemester 1 (Sep to Jan)
LUBS5403MMarketing Analytics15 creditsSemester 2 (Jan to Jun)
LUBS5453MResearch Methods for Marketing15 creditsSemester 2 (Jan to Jun)
LUBS5465MMarketing Strategy15 creditsSemester 1 (Sep to Jan)

Optional modules:

Candidates will be required to study 45-credits from List A and 15-credits from the optional modules on List B

List A - Candidates are required to study 45-credits from the following modules

GEOG5967MDissertation - Consumer Analytics45 credits1 Feb to 31 Aug
LUBS5499MMarketing Academic / Applied Dissertation45 credits1 Feb to 30 Sep

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

GEOG5255MGeodemographics and Neighbourhood Analysis15 creditsSemester 2 (Jan to Jun)
LUBS5417MPersuasive Writing and Speechmaking15 creditsSemester 2 (Jan to Jun)
LUBS5419MAdvanced Quantitative Research Techniques in Marketing15 creditsNot running in 202324
LUBS5427MCorporate Social Responsibility and Sustainability15 creditsSemester 2 (Jan to Jun)
LUBS5432MBrand Management and Corporate Identity15 creditsSemester 2 (Jan to Jun)
LUBS5435MPublic Relations and Corporate Communications15 creditsSemester 2 (Jan to Jun)
LUBS5440MSales Promotion and Sponsorship15 creditsSemester 2 (Jan to Jun)
LUBS5443MChange Management and Communication15 creditsSemester 2 (Jan to Jun)
LUBS5447MSocial Media Marketing15 creditsSemester 2 (Jan to Jun)
LUBS5449MDigital and Interactive Marketing15 creditsSemester 2 (Jan to Jun)
LUBS5990MMachine Learning in Practice15 creditsSemester 2 (Jan to Jun)
LUBS5991MCreating Effective Data Visualisations15 creditsSemester 2 (Jan to Jun)

Candidates are eligible for the award if they pass the 150 credits of modules (including compulsory to pass modules) and achieve an overall average mark of 50 or above, calculated across the 180 credits of modules studied.

Last updated: 12/04/2024 15:39:01


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