Study information

Programme Specification for the 2024/5 academic year

MSc Marketing and Business Analytics

1. Programme Details

Programme nameMSc Marketing and Business Analytics Programme codePTS1SBESBE55
Study mode(s)Level 1
 Academic year2024/5
Campus(es)Streatham (Exeter)
 NQF Level of the Final Award7 (Masters)

2. Description of the Programme

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. 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.

Throughout the course, you will cover 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. 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.

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.

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. You will be equipped 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 strategic and tactic levels.

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.

3. Educational Aims of the Programme

Specifically, the aims of the MSc Marketing and Business analytics are:

  • To provide an education of high quality in a stimulating and supportive environment that is enriched by cutting-edge research and best practice in marketing and business analytics.
  • To enable students to recognise and understand the modern marketing environment in which the applications of analytic could improve marketing performance.
  • To provide a range of academic and key skills that will prepare you confidently for employment, future study, or training for professional practice.
  • To ensure the creation of a supportive, kind and welcoming learning environment that considers both the academic and pastoral aspects of your student experience.

Additional aims specific to this programme are:

  • To provide a thorough grounding in a range of marketing, analytical and programming skills, required to follow careers related to marketing analytics.
  • To stimulate and encourage a questioning and evidence-led approach, building an enhanced capacity for analysis and independent judgement.
  • To provide opportunities for inclusive learning that are enriched and enhanced by being shared with a diverse and international group of students from across a wide field of undergraduate studies.
  • To provide opportunities to engage with current practitioners and analytic/programming platforms to support a network of marketing analytics enthusiasts.

In doing so, we aim to encourage you to develop into individuals who, on graduation, will:

  • Have a well-defined marketing and business analytics vocabulary and sound knowledge of the core principles that underpin this dynamic environment.
  • Value the intellectual challenges required to use scientific thinking and the disciplined analysis of information to evaluate alternative courses of action.
  • Understand the ethical issues, associated with data, made decisions openly and responsibly.
  • Take a creative and amiable critical approach to problem solving.
  • Always be mindful of your wider impact and responsibility to act ethically.
  • Be competent in collecting, analysing, and interpreting data from various sources, to make informed, data-driven marketing decisions that drive business growth and success.
  • Be able to communicate effectively with many different audiences to support compelling and well-evidenced positions.
  • Recognise, understand, and foster respect for diversity.
  • Be insightful and reflective about your own and other’s performance.

4. Programme Structure

Standard entry – Faculty to amend for specific programme:

 

The MSc Marketing and Business Analytics is a 1-year full-time programme of study at Regulated Qualifications Framework (RQF) level 7 (as confirmed against the FHEQ).  The Programme will consist of 3 terms of active taught content.

 

Your programme is divided into units of study called ‘modules’ which are assigned a number of ‘credits’. The credit rating of a module is proportional to the total workload, with 1 credit being nominally equivalent to 10 hours of work. You will need to complete a total of 180 credits across your 12-month programme. This will be a mix of mandatory and optional modules, subject to change and timetabling requirements.  

 

Interim / Exit  Awards

Guidance on Interim and Exit awards (and the difference between than can be viewed here: http://as.exeter.ac.uk/academic-policy-standards/tqa-manual/pma/introduction/#exit-interim

 

If you do not complete the programme, you may be able to exit with a lower qualification.

 

A Postgraduate Diploma may be awarded when a student gains at least 120 credits from the compulsory modules.

 

A Postgraduate Certificate may be awarded when a student gains at least 60 credits from the compulsory modules

5. Programme Modules

The following tables describe the programme and constituent modules. Constituent modules may be updated, deleted or replaced as a consequence of the annual programme review of this programme.

The following tables describe the programme and constituent modules. Constituent modules may be updated, deleted or replaced as a consequence of the annual review of this programme. Details of the modules currently offered may be obtained from the Faculty website:

https://business-school.exeter.ac.uk/study/masters/modules/

You may take optional modules as long as any necessary prerequisites have been satisfied, where the timetable allows and if you have not already taken the module in question or an equivalent module.

Stage 1

Stage 1: 120 credits of compulsory modules, 60 credits of optional modules

 

Compulsory Modules

CodeModule Credits Non-condonable?
BEMM120 Understanding Consumer Behaviour 15No
BEMM458 Programming for Business Analytics 15No
BEMM460 Statistics and Mathematics for Business Analytics 15No
BEMM457 Topics in Business Analytics 15No
BEMM463 Marketing Analytics 15No
BEMM778 Applied Digital Marketing Analytics 15No
BEMM459 Database Technologies for Business Analytics 15No
BEMM069 Marketing and New Product Innovation 15No

Optional Modules

a Please note that you can choose 60 credits of optional modules but you may only choose one of BEMM118, BEMM786 and BEMM465.

CodeModule Credits Non-condonable?
MSc Marketing and Business Analytics optional modules 24/25
BEMM466 Business Project 45 No
BEMM779 Content Creation and Communication 15 No
BEMM461 Analytics and Visualisation for Managers and Consultants 15 No
BEMM166 Integrated Marketing Communications 15 No
BEMM115 Marketing Analysis and Research 15 No
BEMM265 Sustainability and Behaviour Change 15 No
BEMM394 Entrepreneurship: New Venture Creation 15 No
BEMM118 Strategic Innovation Management 15 No
BEMM786 Service Design and Innovation 15 No
BEMM465 Environmental Analytics 15 No

6. Programme Outcomes Linked to Teaching, Learning and Assessment Methods

Intended Learning Outcomes
A: Specialised Subject Skills and Knowledge

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:		Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):...and evidenced by the following assessment methods:

Intended Learning Outcomes
B: Academic Discipline Core Skills and Knowledge

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:		Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):...and evidenced by the following assessment methods:

Intended Learning Outcomes
C: Personal/Transferable/Employment Skills and Knowledge

Intended Learning Outcomes (ILOs)
On successfully completing this programme you will be able to:		Intended Learning Outcomes (ILOs) will be...
...accommodated and facilitated by the following learning and teaching activities (in/out of class):...and evidenced by the following assessment methods:

7. Programme Regulations

Classification

Full details of assessment regulations for all taught programmes can be found in the TQA Manual, specifically in the Credit and Qualifications Framework, and the Assessment, Progression and Awarding: Taught Programmes Handbook. Additional information, including Generic Marking Criteria, can be found in the Learning and Teaching Support Handbook.

8. College Support for Students and Students' Learning

9. University Support for Students and Students' Learning

Please refer to the University Academic Policy and Standards guidelines regarding support for students and students' learning.

10. Admissions Criteria

Undergraduate applicants must satisfy the Undergraduate Admissions Policy of the University of Exeter.

Postgraduate applicants must satisfy the Postgraduate Admissions Policy of the University of Exeter.

Specific requirements required to enrol on this programme are available at the respective Undergraduate or Postgraduate Study Site webpages.

11. Regulation of Assessment and Academic Standards

Each academic programme in the University is subject to an agreed College assessment and marking strategy, underpinned by institution-wide assessment procedures.

The security of assessment and academic standards is further supported through the appointment of External Examiners for each programme. External Examiners have access to draft papers, course work and examination scripts. They are required to attend the Board of Examiners and to provide an annual report. Annual External Examiner reports are monitored at both College and University level. Their responsibilities are described in the University's code of practice. See the University's TQA Manual for details.

(Quality Review Framework.

14. Awarding Institution

15. Lead College / Teaching Institution

Faculty of Environment, Science and Economy (ESE)

16. Partner College / Institution

Partner College(s)

Not applicable to this programme

Partner Institution

Not applicable to this programme.

17. Programme Accredited / Validated by

Not applicable to this programme.

18. Final Award

MSc Marketing and Business Analytics

19. UCAS Code

Not applicable to this programme.

20. NQF Level of Final Award

7 (Masters)

21. Credit

CATS credits ECTS credits

22. QAA Subject Benchmarking Group

23. Dates

Origin Date Date of last revision