Marketing Analytics MA
MA Marketing Analytics
Rapid advancements in technology and changing consumer habits have significantly increased the amount of useful data available to businesses.
This means the ability to manage and manipulate data to enable businesses to use their marketing resources effectively is in high demand.
If you're detail-oriented and want to develop your analysis skills to capitalise on this data revolution, this MA Marketing Analytics Master's degree is ideal.
You'll gain the knowledge and skills to apply data analytics in a marketing context, and uncover insights that help businesses create value for customers. You'll learn how to measure performance of marketing campaigns, uncover opportunities for boosting marketing performance, get a rich understanding of customers, and understand competitors.
You'll also get a grounding in core marketing theories and models, and have the chance to establish your own marketing agency, working with the local business community.
The future belongs to agile businesses that are equipped to act on the right data insights, at the right time. You'll graduate with the know-how and practical experience to do this for prospective employers.
MA Marketing Analytics Master's degree entry requirements
Qualifications or experience
- A second-class honours degree or equivalent professional experience and/or qualifications, such as the Chartered Institute of Marketing Diploma in Marketing.
English language requirements
- English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.
If you don't meet the English language requirements yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
What you'll experience
On this Marketing Analytics Master's, you'll:
- Learn how to analyse and interpret data, and forecast future market and consumer trends
- Develop your knowledge and practice in key marketing disciplines, such as consumer insights and analytics, social media marketing, applied marketing analytics, competitor research and data science
- Apply what you learn, as you learn, including establishing your own marketing agency, working with the local business community
- Develop transferable skills you can apply in all areas of your life, such as critical thinking, independent research, teamwork, verbal and written communication, analytical thinking and ethical practice
- Benefit from the experience of external guest speakers from a range of backgrounds – past speakers on similar courses include Jo Pabari (Director of Good Stuff Consulting and marketing consultant for Heineken, PepsiCo, Heinz and Twinings) and Emma Searle (Head of Digital at Verb Brands, a leading digital agency for luxury and premium brands)
You can also:
- Visit some of the world's leading digital marketing and advertising companies in London – we have links with organisations such as Google, Twitter and IBM
- Obtain additional qualifications that will boost your CV, via online training for applications such as Google Analytics and Adwords
- Immerse yourself in a different culture on a week-long self-funded study visit to a European university
You don't need a computing or maths background to study this course.
Careers and opportunities
Demand for professionals with specialist data skills more than tripled between 2014 and 2019. This demand is likely to continue to grow (The Royal Society, 2019).
With your Master's, you could work in many digital marketing and data analytics fields when you graduate, including marketing analysis, consumer insight and planning, and market research.
Roles you could work in include:
- Data analyst
- Data planner
- Digital marketing analyst
- Research and engagement marketing executive
- Market intelligence analyst
- Business strategy analyst
Data numeracy is consistently highlighted as a key skill-set required by employers and today’s marketing practitioners must be adept at sourcing, analysing and communicating data. Therefore, the ability to turn data analysis into useful insights and strategic planning is vital to success in all areas of the marketing industry.
You'll also be able to pursue further studies at postgraduate or research level, or set up your own businesses with help and support from the University.
After you graduate, you can get help, advice and support for up to 5 years from our Careers and Employability service as you advance in your career.
Work experience and career planning
During the Collaborative Project module, you'll have the opportunity to set up an agency with your peers and work alongside clients from the local community, giving you a taste of working in the industry.
We can also help you identify placements, internships, voluntary roles and freelancing opportunities that will complement your studies and build your CV.
What you'll study on this MA Marketing Analytics degree course
Each module on this course is worth a certain number of credits.
You need to study modules worth a total of 180 credits.
You'll build up fundamental knowledge of marketing in the first teaching block before going into your specialised area.
Modules currently being studied
- Essentials of Marketing
- Contemporary Issues in Marketing
- Social Media Marketing
- Consumer Insight and Analytics
- Advanced Marketing Analytics
- Data Science for Marketing
- The Collaborative Marketing Project
- Independent Marketing Research Project
Changes to course content
We use the best and most current research and professional practice alongside feedback from our students to make sure course content is relevant to your future career or further studies.
Therefore, some course content may change over time to reflect changes in the discipline or industry and some optional modules may not run every year. If a module doesn’t run, we’ll let you know as soon as possible and help you choose an alternative module.
Teaching methods on this course include:
- Practical sessions in computer labs
- Collaborative sessions with peers in our Technology Enhanced Active Learning (TEAL) room
The teaching team has extensive academic and industry experience. Most academics have PhDs in marketing research or digital marketing.
You can access all teaching resources on Moodle, our virtual learning environment, from anywhere with a web connection.
For more about the teaching activities for specific modules, see the module list above.
How you're assessed
You'll be assessed through:
- Written essays
- Written reports
- Group presentations/pitches
- Online tests
- A portfolio
The independent research project assessment consists of 2 elements:
- A 5,000-word written assignment
- A 5–10 minute presentation at a conference/poster exhibition, held in May
You'll get feedback on all assessments, and receive further feedback on your general progress in seminar sessions and consultation meetings with academic staff.
How you'll spend your time
A typical week
You'll typically spend 30–40 hours a week studying if you're a full-time student, or 15–20 hours a week if you study part-time.
This includes 8–10 hours a week in scheduled teaching activities if you study full-time, or 4–5 hours a week if you study part-time. There's additional time set aside for personal tutor meetings, and catch-ups with the course leader.
The rest of your study time is self-directed, with support from staff when you need it. This includes activities such as reading books and journals, preparing presentations, undertaking assignments and group work, and practising your skills using Google Analytics and other applications.
Most teaching takes place during the day, Monday to Friday. There's occasional evening teaching.
An academic year is divided into 3 teaching blocks and 2 assessment periods:
- Teaching block 1 (includes Christmas break) – September to January
- Assessment period 1 – early January to early February
- Teaching block 2 (includes Easter break) – February to May
- Assessment period 2 – May to June
- Teaching block 3 – June to September
Supporting your learning
You'll get face-to-face support from teaching and support staff when you need it. These include the following people and services:
Your personal tutor gives you academic and personal support throughout your time at university.
As well as regular scheduled meetings with your personal tutor, they're also available at set times during the week if you want to chat with them about anything that can't wait until your next meeting.
Student engagement officers
In addition to the support you get from your personal tutor, you’ll also have support from student engagement officers. They can give you confidential, impartial advice on anything to do with your studies and personal wellbeing, and refer you to specialist support services if you need extra help or support.
Study support tutors
You'll have help from a team of faculty study support tutors. They can help you improve and develop your academic skills and support you in any area of your study.
They can help with:
- Improving your academic writing (for example, essays, reports, dissertations)
- Delivering presentations (including observing and filming presentations)
- Understanding and using assignment feedback
- Managing your time and workload
- Revision and exam techniques
The faculty's Technical Services Unit provides help with technical facilities, including lab support.
Academic skills support
As well as support from faculty staff and your personal tutor, you can use the University’s Academic Skills Unit (ASK).
ASK provides one-to-one support in areas such as:
- academic writing
- note taking
- time management
- critical thinking
- presentation skills
- working in groups
- revision, memory and exam techniques
If you have a disability or need extra support, the Additional Support and Disability Centre (ASDAC) will give you help, support and advice.
Library staff are available in person or by email, phone or online chat to help you make the most of the University’s library resources. You can also request one-to-one appointments and get support from librarians who specialise in business and law.
The library is open 24 hours a day, every day, in term time.
Maths and stats support
The Maths Cafe offers advice and assistance with mathematical skills in a friendly, informal environment. You can come to our daily drop-in sessions, develop your maths skills at a workshop or use our online resources.
Support with English
If English isn't your first language, you can do one of our English language courses to improve your written and spoken English language skills before starting your degree. Once you're here, you can take part in our free In-Sessional English (ISE) programme to improve your English further.
Course costs and funding
Tuition fees (September 2022 start)
UK/Channel Islands and Isle of Man students
- Full-time: £9,400
- Part-time: £4,700 a year
(including Transition Scholarship)
- Full-time: £9,400
- Part-time: £4,700 a year
- Full-time: £17,000
- Part-time: £8,500 a year
Fees subject to annual increase.
Funding your studies
Applying from outside the UK? Find out about funding options for international students.
Additional course costs
These course-related costs aren’t included in the tuition fees. So you’ll need to budget for them when you plan your spending.
Our accommodation section shows your accommodation options and highlights how much it costs to live in Portsmouth.
You’ll study up to 8 modules a year. You may have to read several recommended books or textbooks for each module.
You can borrow most of these from the Library. If you buy these, they may cost up to £60 each.
We recommend that you budget £75 a year for photocopying, memory sticks, DVDs and CDs, printing charges, binding and specialist printing.
You'll have the option to take a self-funded international study trip during your studies. This will cost £500–£600.
If your course includes a major project, there could be cost for transport or accommodation related to your research activities. The amount will depend on the project you choose.
Apply for this course by using our online application form.
Starting in September 2022
If you're from outside of the UK, you can apply directly to us (above) or you can get an agent to help with your application. Check your country page for details of agents in your region. To find out what to include in your application, head to the how to apply page of our international students section.
If you don’t meet the English language requirements for this course yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
Admissions terms and conditions
When you accept an offer to study at the University of Portsmouth, you also agree to abide by our Student Contract (which includes the University's relevant policies, rules and regulations). You should read and consider these before you apply.