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The data revolution is upon us, with marketers at the forefront of this transformation. As guardians of the customer voice in businesses, marketers remain in high demand. If you're detail-oriented and want to develop your analysis skills, and to build on your business-related or marketing undergraduate degree, this marketing Analytics Master's degree is for you.
The best marketers know how to take information and make it actionable. They can interpret data, understand the impact of what they're seeing on their business, and use their understanding to identify future opportunities.
This Master's course will help you take your understanding of marketing and business to the next level. You'll learn how businesses measure success and how to target audiences in online and offline campaigns. You'll explore how to set up and manage marketing projects from beginning to completion, discover how to measure the success of your campaigns and gain the knowledge and skills you need to apply data analytics in a marketing context.
You'll uncover insights that help businesses create value for customers, and gain a rich understanding of customers and competitors alike. You'll learn to use the key tools of search engine optimisation including Pay-Per-Click and Pay-Per-Purchase, discover new innovative tracing systems like those using Blockchain technology, and explore the algorithms used to power the success of companies like Amazon and Netflix.
The future belongs to agile businesses that are equipped to act on the right data insights, at the right time. You'll graduate with the know-how and practical experience you need to benefit your future company, and be ready to progress your marketing career, set up your own business, or continue your studies to doctoral level.
The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.
The University of Portsmouth has joined forces with CIM to give students the opportunity to gain professional qualifications through the CIM Accredited Degree partnership. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.
MSc Marketing Analytics Master's degree entry requirements
Qualifications or experience
- A second-class honours degree in a Marketing subject, or equivalent professional experience and/or qualifications, such as the Chartered Institute of Marketing Diploma in Marketing.
English language requirements
- English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.
If you don't meet the English language requirements yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
What you'll experience
On this Marketing Analytics Master's, you'll:
- Learn how to analyse and interpret data, and forecast future market and consumer trends
- Develop your knowledge and practice in key marketing disciplines, such as consumer insights and analytics, social media marketing, applied marketing analytics, competitor research and data science
- Apply what you learn, as you learn, including working with the local business community (subject to travel restrictions)
- Develop transferable skills you can apply in all areas of your life, such as critical thinking, independent research, teamwork, verbal and written communication, analytical thinking and ethical practice
- Hear from top Data Scientists from the industry, like the former Head of Analytics at Google
- Benefit from the experience of guest speakers from a range of backgrounds – past speakers on similar courses include Jo Pabari (Director of Good Stuff Consulting and marketing consultant for Heineken, PepsiCo, Heinz and Twinings) and Emma Searle (Head of Digital at Verb Brands, a leading digital agency for luxury and premium brands)
You may also:
- Visit some of the world's leading digital marketing and advertising companies in London – we have links with organisations such as Google, Twitter and IBM (subject to travel restrictions and the Covid19 pandemic)
- Obtain additional qualifications that will boost your CV, via online training for qualifications such as Google Analytics and Ads
- Immerse yourself in a different culture on a week-long self-funded study visit to a European university
You don't need a computing or maths background to study this course.
Careers and opportunities
Demand for professionals with specialist data skills more than tripled between 2014 and 2019. This demand is likely to continue to grow (The Royal Society, 2019).
With your Master's, you could work in many digital marketing and data analytics fields when you graduate, including marketing analysis, consumer insight and planning, and market research.
Roles you could work in include:
- Data analyst
- Data planner
- Digital marketing analyst
- Research and engagement marketing executive
- Market intelligence analyst
- Business strategy analyst
Data numeracy is consistently highlighted as a key skill-set required by employers and today’s marketing practitioners must be adept at sourcing, analysing and communicating data. Therefore, the ability to turn data analysis into useful insights and strategic planning is vital to success in all areas of the marketing industry.
You'll also be able to pursue further studies at postgraduate or research level, or set up your own businesses with help and support from the University.
After you graduate, you can get help, advice and support for up to 5 years from our Careers and Employability service as you advance in your career.
Work experience and career planning
During the Collaborative Project module, you'll have the opportunity to work alongside clients from the local community, giving you a taste of working in the industry.
We can also help you identify placements, internships, voluntary roles and freelancing opportunities that will complement your studies and build your CV.
Each module on this course is worth a certain number of credits.
You need to study modules worth a total of 180 credits.
You'll build on your existing knowledge of marketing right from the start of the first teaching block.
What you'll study
Core modules in this year include:
- Advanced Marketing Analytics - 15 credits
- Collaborative Marketing Project - 30 credits
- Consumer Insight and Analytics - 15 credits
- Contemporary Issues in Marketing - 15 credits
- Data Science For Marketing - 15 credits
- Digital Strategy and Leadership - 15 credits
- Independent Marketing Research Project - 60 credits
- Project Management For Marketing - 15 credits
There are no optional modules in this year.
Changes to course content
We use the best and most current research and professional practice alongside feedback from our students to make sure course content is relevant to your future career or further studies.
Therefore, course content is revised and regularly reviewed. This may result in changes being made in order to reflect developments in research, learning from practice and changes in policy at both national and local levels.
Teaching methods on this course include:
- Practical sessions in computer labs
- Collaborative sessions with peers in our Technology Enhanced Active Learning (TEAL) room
The teaching team has extensive academic and industry experience. Most academics have PhDs in marketing research or digital marketing.
You can access all teaching resources on Moodle, our virtual learning environment, from anywhere with a web connection.
For more about the teaching activities for specific modules, see the module list above.
How you're assessed
You'll be assessed through:
- Written essays
- Written reports
- Group presentations/pitches
- Online tests
- A portfolio
The independent research project assessment consists of 2 elements:
- A 5,000-word written assignment
- A 5–10 minute presentation at a conference/poster exhibition, held in May
You'll get feedback on all assessments, and receive further feedback on your general progress in seminar sessions and consultation meetings with academic staff.
How you'll spend your time
A typical week
You'll typically spend 30–40 hours a week studying if you're a full-time student, or 15–20 hours a week if you study part-time.
This includes 8–10 hours a week in scheduled teaching activities if you study full-time, or 4–5 hours a week if you study part-time. There's additional time set aside for personal tutor meetings, and catch-ups with the course leader.
The rest of your study time is self-directed, with support from staff when you need it. This includes activities such as reading books and journals, preparing presentations, undertaking assignments and group work, and practising your skills using Google Analytics and other applications.
Most teaching takes place during the day, Monday to Friday. There's occasional evening teaching.
An academic year is divided into 3 teaching blocks and 2 assessment periods:
- Teaching block 1 (includes Christmas break) – September to January
- Assessment period 1 – early January to early February
- Teaching block 2 (includes Easter break) – February to May
- Assessment period 2 – May to June
- Teaching block 3 – June to September
You'll get face-to-face support from teaching and support staff when you need it. These include the following people and services:
Your personal tutor gives you academic and personal support throughout your time at university.
As well as regular scheduled meetings with your personal tutor, they're also available at set times during the week if you want to chat with them about anything that can't wait until your next meeting.
Student engagement officers
In addition to the support you get from your personal tutor, you’ll also have support from student engagement officers. They can give you confidential, impartial advice on anything to do with your studies and personal wellbeing, and refer you to specialist support services if you need extra help or support.
Study support tutors
You'll have help from a team of faculty study support tutors. They can help you improve and develop your academic skills and support you in any area of your study.
They can help with:
- Improving your academic writing (for example, essays, reports, dissertations)
- Delivering presentations (including observing and filming presentations)
- Understanding and using assignment feedback
- Managing your time and workload
- Revision and exam techniques
The faculty's Technical Services Unit provides help with technical facilities, including lab support.
Academic skills support
As well as support from faculty staff and your personal tutor, you can use the University’s Academic Skills Unit (ASK).
ASK provides one-to-one support in areas such as:
- academic writing
- note taking
- time management
- critical thinking
- presentation skills
- working in groups
- revision, memory and exam techniques
If you have a disability or need extra support, the Additional Support and Disability Centre (ASDAC) will give you help, support and advice.
Library staff are available in person or by email, phone or online chat to help you make the most of the University’s library resources. You can also request one-to-one appointments and get support from librarians who specialise in business and law.
The library is open 24 hours a day, every day, in term time.
Maths and stats support
The Maths Cafe offers advice and assistance with mathematical skills in a friendly, informal environment. You can come to our daily drop-in sessions, develop your maths skills at a workshop or use our online resources.
Support with English
If English isn't your first language, you can do one of our English language courses to improve your written and spoken English language skills before starting your degree. Once you're here, you can take part in our free In-Sessional English (ISE) programme to improve your English further.
Course costs and funding
Tuition fees (September 2024 / January 2025 start)
Fees subject to annual increase.
- Full-time: £12,000
- Part-time: £6,000 a year
(including Transition Scholarship)
- Full-time: £12,000
- Part-time: £6,000 a year
- Full-time: £18,800
- Part-time: £9,400 a year
Funding your studies
If you're a UK student, you may be eligible for a Government postgraduate loan, which you can use to help with course fees and living costs.
Applying from outside the UK? Find out about funding options for international students.
Additional course costs
These course-related costs aren’t included in the tuition fees. So you’ll need to budget for them when you plan your spending.
Our accommodation section shows your accommodation options and highlights how much it costs to live in Portsmouth.
You’ll study up to 8 modules a year. You may have to read several recommended books or textbooks for each module.
You can borrow most of these from the Library. If you buy these, they may cost up to £60 each.
We recommend that you budget £75 a year for photocopying, memory sticks, DVDs and CDs, printing charges, binding and specialist printing.
You'll have the option to take a self-funded international study trip during your studies. This will cost £500–£600.
If your course includes a major project, there could be cost for transport or accommodation related to your research activities. The amount will depend on the project you choose.
How to apply
Please contact us to apply for this course.
If you're from outside of the UK, you can apply directly to us (above) or you can get an agent to help with your application. Check your country page for details of agents in your region. To find out what to include in your application, head to the how to apply page of our international students section.
If you don’t meet the English language requirements for this course yet, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.
Admissions terms and conditions
When you accept an offer to study at the University of Portsmouth, you also agree to abide by our Student Contract (which includes the University's relevant policies, rules and regulations). You should read and consider these before you apply.