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Postgraduate Taught

MSc Marketing and Business Analytics

Please note: The below is for 2025 entries. Click here for 2024 entries.
UCAS code 1234
Duration 1 year full time
Entry year January 2025
Campus Streatham Campus
Discipline Business and Management
Typical offer

View full entry requirements

2:2 degree with honours in any discipline. 

Contextual offers


  • Our MSc Marketing and Business Analytics course dives deeper into the analytical side of marketing while still 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.
  • Explore key areas such as marketing strategy and operations, statistics, programming, database technology, and marketing analytics.
  • 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.

View 2024 Entry

Apply for January 2025 entry

Fast Track (current Exeter students)

Open days and visiting us

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Programme Director: Nataliia Pysarenko

Web: Enquire online

Phone: +44 (0)1392 72 72 72

Triple accredited Business School


Top 5 in the UK for Marketing

4th in the Complete University Guide 2025

Top 10 in the UK for Business graduate prospects

Complete University Guide 2025

Top 10 in the UK for world-leading research in Business and Management

(Based on research rated 4* and 3* in the Research Excellence Framework 2021)

Entry requirements

A 2:2 degree with honours in any discipline. We do consider all applications where there is evidence of exceptional performance in modules relevant to the programme of study, significant relevant work experience or professional qualifications. 

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 B2. Please visit our English language requirements page to view the required test scores and equivalencies from your country.

Course content

Our MSc Marketing and Business Analytics course integrates the latest advancements in data analytics with core marketing principles to equip you with a comprehensive skill set highly valued in today's competitive business landscape. 

Throughout the course, you will focus on marketing strategy and operations, marketing analytics, consumer behaviour, statistical analysis, programming, and database technology. With a strong emphasis on practical application, you will engage in hands-on projects, in cooperation with industry professionals and digital analytics platforms. 

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.

  • 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, 60 credits of optional modules


Compulsory modules

CodeModule Credits
BEMM120 Understanding Consumer Behaviour 15
BEMM458 Programming for Business Analytics 15
BEMM460 Statistics and Mathematics for Business Analytics 15
BEMM457 Topics in Business Analytics 15
BEMM463 Marketing Analytics 15
BEMM778 Applied Digital Marketing Analytics 15
BEMM459 Database Technologies for Business Analytics 15

Optional modules

CodeModule Credits
BEMM466 Business Project 45
BEMM779 Content Creation and Communication 15
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
BEMM394 Entrepreneurship: New Venture Creation 15
BEMM804 Events Management in the Digital Age 15


January 2025 entry

UK fees per year:

£17,800 full-time

International fees per year:

£29,500 full-time


We invest heavily in scholarships for talented prospective Masters students. This includes over £5 million in scholarships for international students, such as our Global Excellence Scholarships*.

For more information on scholarships, please visit our scholarships and bursaries page.

*Selected programmes only. Please see the Terms and Conditions for each scheme for further details.

Teaching and research

Our research is rated as world-leading or internationally excellent in the Research Excellence Framework (REF) 2021.

Our research-led teaching is combined with practical experiences such as field trips and project work, so that you can apply your learning to real world scenarios. Upon graduation, you will have the skills and knowledge to pursue the career you want, wherever in the world you choose to work.

Our programmes cover a range of disciplines including entrepreneurship, international business, marketing, human resource management, and tourism. With strong links to organisations across the private, public and not-for-profit sectors, and with professional organisations such as the Chartered Institute of Marketing (CIM) and the Chartered Institute of Personnel Development (CIPD), we ensure that your Masters degree is widely recognised in today’s global marketplace.

You will be taught by internationally respected academics who are at the forefront of their research. We draw upon disciplines across the social sciences and give emphasis to the dynamic nature of enterprise, global connectivity and the management and leadership of the global challenges that lie ahead.

The Business School is home to the following research centres:


MSc Marketing and Business Analytics will teach you the following theory:

  • Behaviour of people as consumers and the strategic implications of this analysis for examining and diagnosing problems and reaching effective decisions.
  • Data and analytic methods that can be used to support organisational  and marketing strategy.
  • Math and statistics behind analysing a marketing problem.
  • Different ways to collect data and the statistical techniques that can be used to analyse the data. 
  • Fundamental programming skills that enable you to search and sort data and apply them to real business and marketing problems.
  • Measuring the performance of marketing initiatives such as blogging versus social media versus channel communications, and their impact on Return On Investment and marketing effectiveness.
  • Integrating data from different channels, identification of practical and actionable insights to support effective marketing planning, address digital asset performance, campaign performance, campaign testing, audience sentiment, search engine performance, user experience, integrated analytics (performance marketing).
  • Theoretical understanding and practical experience of SQL, relational databases, NoSQL databases, webcrawling, parsing and storage of data.

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The MSc Marketing and Business Analytics course has been designed to prepare you for a successful career in a variety of roles, wherever in the world you wish to work. The unique blend of marketing acumen and analytical expertise alongside programming language knowledge is in high demand by employers in our increasingly data-driven world.  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.

Your future career

The MSc Marketing and Business Analytics will prepare you for the successful careers in different roles in analytics in marketing and business areas:

  • Marketing Analyst
  • Digital Marketing Analyst
  • Audience Analyst
  • Marketing Data Analyst
  • Database Marketing Analyst
  • Content Analyst
  • Marketing Manager

Potential employers

Potential employers include public and private sector companies, multi-nationals, SMEs and not-for-profit organisations across all sectors of the economy, which can offer you the opportunity to work ‘in-house’. Opportunities also exist within full-service marketing digital agencies, and smaller boutique agencies around the world, which develop and implement marketing strategies and campaigns on behalf of their clients. You will also develop a solid foundation for future self-employment or entrepreneurship.

Developing your skills and career prospects

The University of Exeter Business School provides a range of support to help you develop skills attractive to employers. Visit our postgraduate Business School careers service web page for more information.

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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 Financial Economics, MSc Financial Analysis and Fund Management, MSc Finance and Investment, 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.

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Choosing the right course

MSc Marketing and Business Analytics or MSc Digital Marketing? You choose…

Choosing the right postgraduate degree can be a difficult decision. Below we break down the difference and varying benefits of our Marketing and Business Analytics and Digital Marketing Masters courses to help make the choice a little easier.

MSc Marketing and Business Analytics

The MSc Marketing and Business Analytics will give you an understanding of data-driven marketing and decisions, based on a deep understanding and analysis of market and consumer insights. The MSc in Marketing and Business Analytics will prepare you for a successful career in a variety of analytic roles in Marketing, including marketing and digital marketing analyst, audience analyst, content analyst. Students will be endowed with an in-depth knowledge base of the marketing discipline, core business knowledge as well as practical programming skills and the ability to recommend data-based decisions on the strategic and tactic levels.  Using both real-world data and active scenarios you will understand the importance of data to organisations and how it can be used to improve marketing performance.

Core learning outcomes

Marketing analytics and data-driven marketing, insight-based decisions. Learn programming, statistics and database technology.

Who is it for?

Whether you’re a recent graduate, marketing or digital marketing professional, or looking to transition into a marketing analytics career, the MSc Marketing and Business Analytics is ideal for students who are attracted to the analytical areas of marketing, including statistics, programming, and databased technology.

MSc Digital Marketing 

This programme will help you to gain an understanding of the contemporary digital marketing environment and the role that digital channels play in consumer engagement, experience, and loyalty. The MSc Digital Marketing will prepare you for a successful career in a marketing role, with a particular focus on marketing analysis, planning and communications. Throughout the programme, you will be challenged to build an in-depth knowledge of current marketing principles as well as tactical analysis skills to effectively manage, interpret, and act upon the wealth of data available in the modern marketing environment. This foundation will enable you to better identify and deploy innovative tools and channels to support your organisational goals.

Core learning outcomes

Understand digital marketing on a global scale and develop marketing analytics skills. Learn about campaign planning and measurement, digital innovation, and contemporary challenges and issues.

Who is it for?

Ideal for recent graduates, marketing or digital marketing professionals, or those with an interest in digital marketing and tactical data analysis, who want to build their digital marketing skills and pursue a career in this field. The MSc Digital Marketing is ideal for students from a broad range of subjects who are attracted to the more applied and measurable areas of marketing - including marketing metrics, analysis, and planning.

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