The increase in the collection and analysis of Big Data, — extremely large sets of information, such as social media comments or online product reviews — can provide valuable insight to consumer behaviors and preferences. As a result, businesses need market research analysts who are able to handle data and apply it to real-world marketing contexts.

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 computing expertise. 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.

Preparing business leaders of the future

Postgraduate education at the University of Stirling Management School goes beyond text books and lecture rooms, we also focus on your personal and professional development.

Our unique Flying Start Leadership programme equips you with the awareness, knowledge and techniques essential for building a successful career in this big data age. These range from practical skills, like effective public speaking, to developing ways to work under pressure in difficult situations and manage conflict. Find out more about Flying Start.