Business Analytics and Marketing MSc

12 Months On Campus Masters Program

University of Dundee

Program Overview

The MSc Business Analytics & Marketing at the University of Dundee brings together two powerful skill sets: the ability to analyse complex data and the creativity to shape marketing strategy. If you’re someone who wants to understand customers on a deeper level — not just through trends, but through real data — this degree puts you right at that intersection. It’s designed for students who want to turn numbers into meaningful insights and help businesses make smarter, customer-focused decisions.

Curriculum Structure

Across this 12-month full-time programme, you’ll build your expertise step by step. Your journey begins with the fundamentals — learning how organisations manage data and how sound business thinking drives effective decision-making. In Database Systems Development (AC51049), you’ll actually design and develop a working database, giving you a practical understanding of how data flows through a business. Meanwhile, Moving Up to Business (BU51033) helps you strengthen your strategic mindset as you collaborate with peers from different MSc pathways, building confidence in teamwork and problem-solving.

As you enter the second semester, your studies move into the more advanced side of analytics and marketing. Courses like Predictive Analytics (BU52710) and Prescriptive Analytics (BU52711) show you how to forecast trends, model behaviour, and recommend the best actions for real business challenges. On the marketing side, Digital Marketing (BU52025) introduces you to modern digital tools and channels, while Applied Marketing Research & Insight (BU52038) teaches you how to design research projects that genuinely influence business decisions. Your learning comes together in the Business Analytics Project (BU52054), where you tackle a real-world business challenge and apply your analytical skills to deliver a meaningful, data-backed solution.

You can also personalise your degree through optional modules such as Search Marketing (BU51025) or Digital Asset Management (BU51030), allowing you to explore areas that match your career goals.

Focus Areas

“Data-driven decision making, predictive and prescriptive analytics, digital marketing insight, database development, applied marketing research”

Learning Outcomes

“You’ll graduate able to forecast trends using advanced analytics, design and manage effective databases, build marketing strategies grounded in real customer insight, and lead data-driven projects with confidence.”

Professional Alignment (Accreditation)

This degree is delivered within the AACSB-accredited Dundee Business School, giving your qualification strong international recognition and ensuring you receive education that meets global business standards.

Reputation

The programme benefits from the University of Dundee’s strong reputation for combining analytical expertise with practical business understanding. Graduates are known for stepping into roles where data literacy and strategic marketing insight are highly valued — making them competitive candidates in a rapidly evolving job market.

Experiential Learning (Research, Projects, Internships etc.)

What really sets this MSc apart is how much you actually do. From your very first semester, you’re not just learning theories — you’re building databases, analysing real datasets, and exploring how companies use analytics to shape their marketing strategies. Dundee’s School of Business gives you the space, tools, and support to practice these skills in a way that feels hands-on, collaborative, and genuinely industry-focused.

And as you move through the programme, everything becomes more applied. You’ll work with classmates on practical tasks, get exposure to industry speakers, and even take on a real analytics project that mirrors what professionals do in business settings. It’s a great way to build confidence and see how your skills translate directly into the workplace. Here’s how this experiential learning comes to life:

Some of the ways you’ll gain real-world experience include:

8-week Global Internship: You have the option to complete an internship arranged through the School of Business, helping you develop industry experience that matches your interests and future career goals.
Business Analytics Project (BU52054): This is your chance to solve a genuine business challenge using your analytics and marketing skills — almost like stepping into a consultancy role for the first time.
Collaborative Workshops & Case Studies: You’ll regularly work with classmates on real scenarios, build solutions as a group, and learn how to present your insights in a professional, business-ready way.
Industry Guest Talks: Experts from the field come in to share how analytics shapes modern marketing — giving you insight into current trends and expectations.
Ethics & Data Responsibility Focus: You’ll explore how real organisations manage and protect data, helping you understand the ethical side of analytics and decision-making.
Hands-on Tools & Software: Throughout the programme, you’ll use industry-relevant tools used in analytics and database development, helping you build a portfolio of practical skills.
Dedicated Career Support: Dundee’s Careers Service stays involved throughout the course, offering one-to-one guidance, employability events, recruiter connections, and skills workshops tailored to analytics and marketing students.

Progression & Future Opportunities

Graduates from the MSc Business Analytics & Marketing step confidently into roles where data and strategy meet. You’ll be ready for careers such as Business Analyst, Marketing Insights Manager, Analytics Consultant, or Customer Intelligence Specialist — roles that rely on your ability to turn complex data into practical, high-impact decisions.

And the University of Dundee gives you plenty of support to make that next step smoother:

Personalised career support: The School of Business has its own careers team who offer one-to-one guidance, employer workshops, networking events, and recruitment fairs — all designed to help you find the right role for your strengths.
Strong employer connections: Dundee works with over 300 industry partners each year, creating opportunities for internships, consultancy-style projects, and real business exposure.
8-week internship option: During your studies, you can take part in a structured 8-week internship arranged through the School of Business, letting you apply your analytics and marketing skills in a professional setting.
AACSB accreditation: Your degree is backed by a globally respected accreditation. This adds long-term value to your qualification and gives employers confidence in your training.
Proven alumni success: Graduates from Dundee’s analytics programmes have gone on to become Account Analysts, Data Scientists, Planners, and Consultants — roles where both business insight and technical skills matter.

Further Academic Progression:
If you’d like to keep going academically, this MSc sets you up well for a PhD in Business Analytics, Data Science, Marketing, or other research-focused pathways. You can also pursue specialist professional certifications that deepen your expertise and open doors to senior analytical and strategic roles.