Master of Science - Consumer and Digital Marketing Analytics (N5AG/N5AJ)

In the age of big data, companies have more consumer information than ever before. They can use this information to target consumers, but they can also use consumer information (e.g. feedback from reviews) to improve products and services. Gaining insight from customers and understanding shifting patterns of consumer behavior is important for companies in order to satisfy customer needs and ultimately the viability or profit-making potential of the company.

The Master of Science in Consumer and Digital Marketing Analytics course provides the opportunity to develop knowledge, understanding and skills across the marketing function, including brand management and loyalty, consumer behavior, marketing communications, digital marketing and customer insight in national and international settings.

Students will benefit from learning a mix of fundamental theory in the marketing area and practice which includes undertaking a practical research project aimed at gaining consumer insight. Graduates from this course will develop a broad knowledge of marketing management subjects and will be able to demonstrate specialized knowledge and analytical skills across a range of marketing and digital applications. This course is intended to prepare them for a career in marketing and digital marketing or marketing analytics more specifically.