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Consumer Analytics and Marketing Strategy MSc

Consumer Analytics and Marketing Strategy MSc

Key information

Qualification type

MSc - Master of Science

Subject areas

Marketing Consumer Studies

Course type


Course Summary

The digital revolution has led to an unprecedented volume of information about consumers, which progressive organisations are eager to understand and use. This innovative masters degree will give you the practical skills to analyse consumer data and provide insights for successful marketing strategies. Taught by leading academics from Leeds University Business School and School of Geography, you’ll explore a range of analytical techniques including applied Geographic Information Systems (GIS) and retail modelling, consumer and predictive analytics and data visualisation. You’ll also develop the softer skills to use the results of these analyses to inform decisions about marketing strategy. Thanks to our connections with businesses worldwide, you’ll have access to emerging trends in topics such as consumer behaviour, decision science and digital and interactive marketing. You’ll further develop your practical skills with the opportunity to work on a live data project provided by a company. As a graduate of this course you will be equipped with advanced skills in consumer analytics and marketing strategy, ideal for those wishing to pursue a career in consumer data analytics, marketing and/or management. Due to the digital revolution, companies from around the world and in many industrial sectors have access to greater amounts of data. The most progressive companies in the world are particularly interested in marketing graduates with strong analytical skills, and typical roles could include marketing or consumer data analyst, direct marketing manager, marketing manager, retail manager, or marketing or management consultant.

Different course options

Study mode

Full time


1 year

Start date



The retail sector is a major applied user of GIS and spatial modelling to address strategic and operational decision making. This applied module provides students with hands on experience of using GIS and spatial models to support the retail location and network planning process. Through both lectures and supported practicals, students gain experience in the application of spatial analysis to estimate changing consumer demand and geodemographics, manage store-networks, inform new store development and support the expansion and evaluation of multi-channel retailing. Lectures are used to introduce concepts, theories and case studies, supported by guided practicals in which students build and calibrate powerful models to estimate consumer interactions between retail supply and demand. Students use a ?spatial interaction model? (SIM), widely applied in academia and industry to recommend network development opportunities for a case study retailer. They consider opportunities for new store development, network rationalisation, competitor expansion and opportunities for the development of e-commerce and ?click and collect? services. These ?what if?? scenarios closely reflect industry concerns and this module equips students with a thorough grounding in applied modelling for retail analysis.

Tuition fees

UK fees
Course fees for UK / EU students

Please contact university and ask about this fee

Average for all Postgrad courses (per year)


International fees
Course fees for non-UK / EU students

Please contact university and ask about this fee

Average for all Postgrad courses (per year)


Entry requirements

Students need a bachelor degree with a 2:1 (hons) in any subject. Quantitative skills are beneficial but not essential; a willingness to engage with quantitative materials is required. We accept a range of international equivalent qualifications.