MSc Marketing and Business Analytics

1 Years On Campus Masters Program

University of Exeter

Program Overview

The MSc Marketing and Business Analytics at Exeter gives you the perfect mix of marketing know-how and data-driven expertise, helping you make smarter decisions in a fast-changing business world. It’s ideal if you want to combine creativity with analytics, exploring how data, strategy, and technology come together to drive marketing success.

Curriculum Structure

This one-year programme takes you on a journey from core marketing principles to hands-on analytics experience:

Early in the course, you’ll build a solid foundation in marketing with Marketing Strategy and Understanding Consumer Behaviour, while simultaneously developing your technical skills through Applied Digital Marketing Analytics and Statistics & Mathematics for Business Analytics. These modules ensure you can understand both the “why” and the “how” behind marketing decisions.
Midway through, you’ll dive deeper into tools and techniques with Programming for Business Analytics and Marketing Analytics, learning to model, analyze, and interpret data to uncover insights that can transform business strategies.
Towards the end, you’ll apply everything you’ve learned in either a MSc Project or Marketing in Practice module — giving you the chance to work on a real-world marketing challenge or an independent research project. Optional modules such as Analytics & Visualisation for Managers, Integrated Marketing Communications, and Marketing Technologies allow you to tailor your learning to your interests and career goals.

Focus Areas

Marketing strategy, consumer behaviour, digital marketing analytics, programming for analytics, data-driven decision-making, business project work

Learning Outcomes

You’ll graduate with a strong understanding of marketing, advanced analytical and programming skills, and the ability to use data to design, evaluate, and optimize impactful marketing strategies.

Professional Alignment (Accreditation)

Exeter Business School is triple-accredited (AMBA, AACSB, EQUIS), giving your degree international credibility and recognition.

Reputation (Employability & Rankings)

Exeter ranks among the UK’s top 10 for Business graduate prospects, with graduates moving into roles such as Marketing Analyst, Digital Marketing Analyst, and Customer Insights Specialist, combining creative marketing insight with strong data-driven skills.

Experiential Learning (Research, Projects, Internships etc.)

At Exeter, this MSc is all about learning by doing. You won’t just study marketing and analytics theory — you’ll get hands-on experience working with real datasets, applying analytics tools, and tackling projects that mirror challenges faced by marketing professionals today. The programme is designed to blend creativity with technical expertise, giving you access to modern labs, simulation tools, and research centres that support practical, data-driven learning.

Here’s what that looks like in practice:

Hands-on Analytics: Learn Python, statistics, and business analytics through modules like Programming for Business Analytics and Statistics & Mathematics for Business Analytics, applying them to real marketing problems.
Real-world Marketing Projects: Modules such as Marketing Analytics and Applied Digital Marketing Analytics let you analyse digital campaigns and customer behaviour, turning insights into actionable strategies.
Capstone Opportunities: Choose between a MSc Project or Marketing in Practice to work on a real-world marketing challenge or an independent research project, guided by expert faculty.
Data Visualisation & Reporting: Optional modules like Analytics & Visualisation for Managers help you present complex data in clear, impactful ways for business decisions.
Emerging Marketing Technologies: Explore platforms and tools shaping the future of marketing with Marketing Technologies, keeping your skills cutting-edge.
Research-Driven Learning: Benefit from faculty expertise in centres like CSAM (Centre for Simulation, Analytics & Modelling) and INDEX (Initiative in the Digital Economy), ensuring your learning reflects the latest industry and academic insights.
Dedicated Support: Receive guidance from personal tutors and project supervisors, helping you translate your ideas into professional-level outputs.

Progression & Future Opportunities

Graduates of Exeter’s MSc Marketing & Business Analytics are well-prepared to step straight into exciting, data-driven marketing roles. Whether you see yourself as a Marketing Analyst, Digital Marketing Specialist, Customer Insights Manager, or a Data-Driven Marketing Manager, this programme equips you with the skills and confidence to make a real impact. By combining marketing knowledge with analytical expertise, you’ll be able to translate complex data into actionable strategies that businesses value highly.

Here’s how Exeter helps you turn your skills into a career:

Career Support Services: The Business School’s dedicated careers team offers one-on-one guidance, CV and interview workshops, mentoring, and access to employer networking events through initiatives like the AIM Marketing Initiative Hub.
Global Experience Opportunities: High-achieving students can join the QTEM Network, gaining a semester abroad and a quantitative internship that strengthens your global employability.
Triple-Accredited School: Exeter Business School holds AMBA, AACSB, and EQUIS accreditation, giving your degree worldwide recognition and long-term professional value.
Strong Graduate Demand: Employers actively seek graduates who can blend marketing insight with analytical skills — giving you a clear advantage in the job market.
Practical Project Experience: With options like the Marketing in Practice project or an MSc business project, you graduate with tangible, real-world experience that employers can see and value.

Further Academic Progression:
If you want to continue your studies, this MSc is an excellent stepping stone toward a PhD or MRes in Business Analytics, Marketing, or Management, allowing you to specialise further in research or pursue advanced strategy and analytics roles.