| UCAS code | 1234 |
|---|---|
| Duration | 1 year full time |
| Entry year | September 2026 |
| Campus | Streatham Campus |
| Discipline | Business and Management |
| Contact |
| Typical offer | 2:2 degree with honours. |
|---|---|
Overview
- Our MSc Marketing and Business Analytics course dives deeper into the analytical side of marketing while providing you with a strong foundation of core marketing skills.
- Set yourself apart from other graduates with essential skills at the intersection of marketing, programming, and analytics, coveted by employers for making data-driven marketing decisions.
- Gain expertise in marketing and analytics through modules in marketing strategy, digital marketing planning, applied digital analytics, programming for business analytics and hands-on projects with real businesses. Explore Statistics, AI, Data-based technologies and Consumer behaviour.
- Learn through real-world applications, leveraging industry partnerships and digital analytics tools to tackle contemporary marketing challenges head-on, preparing you for diverse career paths in marketing analytics and beyond.
- Learn from expert academics and industry guest speakers while joining a diverse, international student community and active business societies.
- Choose your pathway with a business project or marketing project option to align your degree with your career goals.
- There is strong employer demand for Exeter graduates and graduates of this course might expect to go into roles such as Marketing Analyst, Customer Insights Specialist, or Digital Marketing Analyst.
- High achieving students have the opportunity to apply for the Quantitative Techniques for Economics and Management (QTEM) programme which includes an internship and semester abroad.
Top 10 in the UK for Business graduate prospects
Complete University Guide 2025
Triple accredited Business School
AMBA, AACSB, EQUIS
Spend an additional semester studying at one of the prestigious academic partners with our QTEM Programme
Top 10 in the UK for Business, Management and Marketing
9th in The Times and The Sunday Times Good University Guide 2025 and The Complete University Guide 2026
Top 5 in the UK for Marketing
4th in the Complete University Guide 2026
Top 10 in the UK for Business graduate prospects
Complete University Guide 2025
Triple accredited Business School
AMBA, AACSB, EQUIS
Spend an additional semester studying at one of the prestigious academic partners with our QTEM Programme
Top 10 in the UK for Business, Management and Marketing
9th in The Times and The Sunday Times Good University Guide 2025 and The Complete University Guide 2026
The MSc Marketing and Business Analytics programme offers a strong balance between marketing insight and analytical tools. It builds solid marketing foundations and connects theory to real business cases through hands-on projects. I enjoy linking what I learn to my previous work experience, which helps me better understand marketing phenomena and appreciate the real value of theory.
The course also introduces key analytical tools such as Python, SQL, and R, giving me a clear direction to enhance my technical skills. The professors are supportive and inspiring, always encouraging us to go beyond the syllabus and apply our learning creatively to real-world challenges.
Helen
MSc Marketing and Business Analytics
Entry requirements
A 2:2 degree with honours.
Please also see our guidance on essential documentation required for an initial decision on taught programme applications.
Entry requirements for international students
English language requirements
International students need to show they have the required level of English language to study this course. The required test scores for this course fall under Profile B1.
Please visit our English language requirements page to view the required test scores and equivalencies from your country.
Course content
The MSc Marketing and Business Analytics offers a dynamic curriculum that blends core marketing theory with advanced analytical techniques.
By developing your ability to collect, analyse and interpret data from various sources, you will be empowered to make informed, data-driven marketing decisions that drive business growth and success. Moreover, the course fosters the development of transferable skills such as analysis, problem-solving and resilience, ensuring you are well-equipped for success in dynamic marketing roles across various industries.
Modules introduce the latest technologies shaping the industry.
In your final term, you can tailor your learning through two pathways: a consulting project working with real businesses on live marketing challenges, or a business project focused on business analytics applications. Both options allow you to apply classroom knowledge to real-world contexts, building practical experience highly valued by employers.
The course ensures a balance of theory and practice, preparing you to bridge creative marketing strategy with the analytical precision demanded in today’s marketplace.
- During the programme you will study modules totalling 180 credits.
- Please note that programme structures may be subject to change.
- Descriptions of the individual modules are given in full on the Business School postgraduate module list.
Stage 1: 120 credits of compulsory modules, students must also select between BEMM828 (45 credits) OR BEMM215 (30 credits).
Compulsory modules
| Code | Module | Credits |
|---|---|---|
| BEMM148 | Marketing Strategy | 15 |
| BEMM778 | Applied Digital Marketing Analytics | 15 |
| BEMM458 | Programming for Business Analytics | 15 |
| BEMM460 | Statistics and Mathematics for Business Analytics | 15 |
| BEMM463 | Marketing Analytics | 15 |
| BEMM120 | Understanding Consumer Behaviour | 15 |
| BEMM782 | Digital Marketing Planning | 15 |
| BEMM457 | Topics in Business Analytics | 15 |
| BEMM828 | MSc Project OR | 45 |
| BEMM215 | Marketing in Practice | 30 |
Optional modules
Please select either 15 or 30 credits of optional modules, depending on whether you have selected BEMM828 (45 credits) or BEMM215 (30 credits):
| Code | Module | Credits |
|---|---|---|
| MSc Marketing and Business Analytics optional modules 26/27 | ||
| BEMM461 | Analytics and Visualisation for Managers and Consultants | 15 |
| BEMM166 | Integrated Marketing Communications | 15 |
| BEMM115 | Marketing Analysis and Research | 15 |
| BEMM265 | Sustainability and Behaviour Change | 15 |
| BEMM827 | Marketing Technologies | 15 |
| BEMM128 | Brand Design | 15 |
| BEMM069 | Marketing and New Product Innovation | 15 |
| BEMM786 | Service Design and Innovation | 15 |
| BEMM459 | Database Technologies for Business Analytics | 15 |
Fees
2026/27 entry
UK fees per year:
£18,600 full-time
International fees per year:
£31,000 full-time
Scholarships
The University of Exeter offers a wide range of scholarships to support your education, with £7 million available for international students applying to study with us in the 2026/27 academic year, including our prestigious Exeter Excellence Scholarships *. We also provide awards for sport, music and other achievements, as well as regional and partner scholarships with organisations such as Chevening, The Beacon Trust and the British Council. For more information on scholarships and other financial support, please visit our scholarships and bursaries page.
University of Exeter Alumni Scholarship
We are pleased to offer University of Exeter alumni beginning a standalone postgraduate programme in 2026/27 with us a scholarship towards the cost of your tuition fees. Full details can be found here.
*Terms and conditions, including deadlines, apply. See our website for details..
Teaching and research
Teaching and assessment
The programme is delivered through a mix of lectures, seminars, tutorials, industrial presentations, case studies, industry visits, computer simulations, project work and a dissertation.
You will develop transferable skills such as management and communication skills, computational techniques, data handling and analysis, problem solving, decision making and research methodology. Many of these will be addressed within an industrial and commercial context.
Personal Tutor
You will be allocated a Personal Tutor who is available for advice and support throughout your studies, along with support and mentoring from graduates who are now in industry. There is also a Postgraduate Tutor available to help with further guidance and advice.
A research and practice-led culture
We believe every student benefits from being taught by experts active in research and practice. You will discuss the very latest ideas, research discoveries and new technologies in seminars and in the field. Plus, you’ll become actively involved in a research project yourself.
All our academic staff are active in internationally-recognised scientific research across a wide range of topics. You will also be taught by leading industry practitioners.
Nataliia Pysarenko is Programme Director for the MSc Marketing and Business Analytics and Senior Lecturer in Marketing at the University of Exeter Business School, which she joined in 2023. Winner of the Woman in Marketing Global Award (Science, 2024), she brings 25 years’ experience in corporate consulting, executive education, research, and mentoring.
Nataliia has taught across undergraduate, postgraduate, Executive MBA, and CIM programmes, designing modules in strategy, brand management, and digital marketing. She is also a CIM Fellow and Visiting Professor at the International Institute of Business, Ukraine.
Read more from Dr Nataliia Pysarenko
Dr Nataliia Pysarenko
Programme Director for MSc Marketing and Business Analytics
Careers
Graduates of marketing and business analytics are in high demand for roles that combine creative marketing insight with analytical and programming language expertise.
The MSc in Marketing and Business Analytics gives you the ability to collect and analyse data from different sources, applying statistics, analytical tools, and programming languages to find valuable insights and recommend data-driven marketing strategy and tactics. pathways include Marketing Analyst, Digital Marketing Analyst, Customer Insights Specialist, Marketing Data Analyst, Data-Driven Brand Manager, Content Analyst, and Data-driven Marketing Manager.
As part of the Russell Group, Exeter is ranked among the UK’s top 10 most targeted universities by leading employers, ensuring strong career prospects. Supported by our award-winning careers service and global alumni network, you’ll be equipped to thrive in today’s data-driven business landscape.
Enhance your degree with Study Abroad opportunities
QTEM Programme*
After your first year of studies at Exeter, you can progress onto the QTEM Programme. QTEM aims to prepare students with excellent quantitative and analytical skills to support their future careers as decision makers leading the global business environment.
If you are accepted onto the QTEM Programme, you will spend an additional semester studying at one of the prestigious academic partners. This will be followed by a quantitatively focussed internship and participation in the QTEM Data Challenge which includes online data science and leadership courses as well real data analysis.
Students will be selected and nominated to QTEM by the University of Exeter Business School following a competitive internal application process. Places are limited so we recommend you register your interest before applying for your Masters.
*Open to high achieving students enrolled in the following University of Exeter Business School programmes: MSc Finance, MSc Finance and Investment, MSc Financial Economics, MSc Economics, MSc Business Analytics and MSc Marketing and Business Analytics.
For more information on QTEM and Double Degrees and other postgraduate study abroad opportunities, visit the Business School’s Study Abroad webpages.
Top 5 in the UK for Marketing
4th in the Complete University Guide 2026
