New MSc brings Consumer Analytics to the forefront of Marketing Strategy
From September 2016, Leeds University Business School will offer a pioneering new MSc in Consumer Analytics and Marketing Strategy.
The new Masters degree will combine consumer science and retail modelling with marketing strategy, giving the next generation of marketers the skills and knowledge to tackle the big data revolution.
Developed and taught in partnership with the School of Geography, the postgraduate course will align with the work of the Consumer Data Research Centre (CDRC), part of the Leeds Institute for Data Analytics (LIDA). This rare combination of teaching expertise will allow students to explore a range of techniques to analyse consumer data and provide insights for successful marketing strategies.
Professor Matthew Robson is Director of the new MSc Consumer Analytics and Marketing Strategy. He explains why the combined teaching on this course is becoming increasingly relevant in today’s fast-paced business environment:
“In the digital era, marketing strategies are increasingly influenced by consumer analytics and this is becoming an important part of marketing education.
Marketing has received a tremendous boost from internet-driven automation over the past ten years or so. Browsing, shopping and receiving customer service on the web have provided huge control to customers and also created a flood of big data.
Firms have more data than they know how to use and Masters programmes, like the MSc Consumer Analytics and Marketing Strategy, are needed to furnish firms with graduates who can find new data applications that can give them the edge in the marketplace.”
The University of Leeds is a major centre for this type of big data analysis in the UK. Close links between the programme and the CDRC will give students valuable opportunities to work on projects with real data. Dr Andy Newing, Lecturer in Retail Geography, explains:
“The centre offers state-of-the-art facilities for data analytics and works with major consumer organisations, including UK retailers, consultancies, consumer survey companies, utility companies, travel providers and financial services. We firmly believe that it is important for students to gain ‘hands on’ experience. They will work with examples of real consumer data and realistic business scenarios throughout the course.”
Mark Birkin, Director of the Consumer Data Research Centre, comments: “We are seeing a huge unmet need for skills in data science and market analysis amongst our commercial and government partners around the world. This course will provide the combination of analytic and business skills which will prepare talented graduates to compete for positions with premium wages and the prospect of rapid progress into more senior roles. I expect this trend to continue over the next ten to fifteen years, and beyond.”
Read more in an interview with Professor Matthew Robson, Dr Andy Newing and Dr Yeyi Liu, the academic team leading the MSc Consumer Analytics and Marketing Strategy.
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