Data and Marketing Analytics MSc

This module provides you with a comprehensive grasp of AI's theoretical foundations, practical applications and ethical dimensions within the context of marketing. Through rigorous analysis, you will gain insights into the methodologies and limitations of AI, honing your ability to identify marketing challenges suitable for AI-driven solutions. Furthermore, you will develop proficiency in extracting valuable insights and making informed decisions using data-driven techniques. Ethical implications and social responsibility including equality and diversity, are critically evaluated to ensure the responsible usage AI technologies. By the end of the module, you will possess not only the knowledge and skills but also the ethical awareness necessary to effectively leverage AI in marketing analytics. 

The Corporate Digital Responsibility module explores the role of responsible digital practices in building trust and positive relationships with stakeholders. It analyses the implications of emerging technologies on workforce dynamics and societal inequalities and proposes strategies for inclusive digital economies and responsible workforce management. You will evaluate the legal and regulatory frameworks governing digital activities, ensuring compliance and ethical conduct in areas such as data protection, intellectual property, consumer rights, and cybersecurity. Strategies and policies are developed to promote digital responsibility within organisations, integrating principles of transparency, accountability, inclusivity, and sustainability. This module equips you with the knowledge and skills to navigate the complex landscape of corporate digital responsibility and make ethically informed decisions. 

This module focuses on equipping you with the necessary skills to effectively communicate insights derived from data through visual representations and compelling storytelling techniques. You will learn how to structure your visualisations and presentations to create a coherent and persuasive story that resonates with your target audience. You will also explore techniques for incorporating data into storytelling, using narratives to highlight key insights, and leveraging visual elements to enhance the impact of your message. The module includes hands-on experience with industry-standard tools like Tableau and Power BI enabling you to create interactive visualisations and compelling data stories. Throughout the module, you will engage in practical exercises and projects that involve analysing real-world datasets, designing visualisations, and presenting findings to your peers and instructors. 

A variety of industry-standard mathematical and statistical data-analytic tools can be used with conventional and big data sets to guide marketing decision-making. This module provides hands-on exposure to some of these tools, enabling you to learn how to convert data into inputs for decisions. Such skills are in increasing demand in today’s information-rich organisations. Through this module you will learn how to structure marketing problems, and to identify data and analysis tools that would be useful in solving them. 

Companies need deep and meaningful insights into the market and how consumers think, feel and behave to make their online and offline marketing activities effective. Companies use a range of sophisticated approaches to collect data in order to compete with their competitors and to access and target their customers in the fast-changing environment. This knowledge informs the decision-making and planning of marketing strategy. This module develops competency in mining big data and applying the main qualitative and quantitative methods for data collection, measurement, sampling, analysis and presentation of results. 

This module on Marketing Technology (MarTech) and Tools provides you with a comprehensive understanding of the foundational concepts and principles underlying MarTech and its significant impact on contemporary marketing practices. You will develop a critical assessment of a range of popular MarTech tools and platforms, rigorously examining their functionalities, features, capabilities, and limitations. The module will also help you acquire advanced techniques and methodologies to effectively leverage technology for data-driven decision-making, performance measurement, and optimisation of marketing campaigns. The course will explore how MarTech enables informed decision making, enhances performance measurement, and enables efficient campaign optimisation. By the end of the module, you will be equipped with the necessary knowledge and skills to critically analyse and leverage MarTech tools, make data-driven decisions, optimise marketing campaigns, and overcome implementation challenges. This will enable you to effectively navigate the dynamic landscape of marketing technology and harness its potential to achieve marketing objectives in a rapidly evolving digital era. 

This module explores the fundamental aspects of strategic management and investigates the impact of AI, digital disruption, and big data on organisational transformation. In today's rapidly evolving business landscape, organisations need to navigate the complexities of emerging technologies and leverage data-driven insights to drive successful strategic initiatives. This module aims to equip you with the knowledge and skills to formulate effective strategies that encompass digital disruption and associated developments such as those in AI and automation, to foster organisational transformation and sustainable competitive advantage. 

This module is the culmination of the Masters’ programme. Much of the learning on the module takes place as you complete a dissertation or negotiate either a project (consultancy project or creative project) addressing a defined business problem. All routes require you to review the literature and to design and carry out primary research to gain insights into the problem prior to defining and developing the solution. This flexible approach to assessment is intended to provide a range of options, reflecting diverse strengths and educational backgrounds.