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Full time | University of Stirling | 12 months | 23-JAN-23

Study mode

Full time


12 months

Start date


Key information

Qualification type

MSc - Master of Science

Subject areas

Data Analysis Marketing

Course type


Course Summary


This course is designed to provide students with a thorough understanding of the industrial and scientific relevance of marketing analytics and their application in strategic and operational decision making for organisations that use Big Data. It has been developed to equip you with the practical, evaluative and analytical skills to allow you, as a future marketing manager, to influence and develop strategy and performance within organisations, as an expert in marketing analytics.

The course is multidisciplinary, combining the Stirling Management School’s expertise in marketing, business management and leadership with the existing computing expertise from Computing Science and Mathematics. A key feature of the course is an Industry Partnership and Action Learning approach through consultancy projects with industry. To finish your studies you will undertake a three-month project giving you an opportunity to apply in the concepts and theories you have worked on during the course to a real-life topic.

Course objectives

The course is tailored for those who plan to pursue a career in the field of Marketing Analytics, as well as those seeking professional development or career change. It answers the industry’s demand for a skilled pool of graduates who can apply data science to solve marketing challenges.
Students can also exit with PGCert and PGDip awards.


The module provides an introduction to Statistics and allows students to understand the fundamentals of Statistics and demonstrates how to apply various techniques to real data using R. In addition, the module allows students to actively be involved in a research project, providing them with experience in planning and conducting quantitative research that they can also benefit from other modules involving quantitative analysis. After taking the module, students will be able to conduct quantitative empirical research projects using R and take more advanced modules/topics in quantitative methods.
Data Analytics (ITNPBD6) (20 Credits) - Core

Tuition fees

UK fees
Course fees for UK students

For this course (per year)


International fees
Course fees for EU and international students

For this course (per year)


Entry requirements

A minimum of a second class honours degree or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply. No background in business is required but you will need to have a strong interest in marketing and data analytics to get the most from the course.