Course overview

Our MSc Marketing and Analytics programme offers a combination of essential marketing theories and advanced analytics, tailored for both recent graduates and working professionals from local, national, and international backgrounds.

This course enhances your strategic decision-making abilities through a deep understanding of business analytics. You will delve into detailed marketing analysis, applying established theories and methods for smart strategic and operational decisions.

More than an academic course, this programme bridges your formal education with experiential learning. You will be supported by staff who are experts in the fields of marketing and analytics, ensuring your studies are contemporary and applicable. Aimed at elevating your professional journey, this programme arms you with vital skills in marketing analytics, preparing you to make a transformative impact in the business world.

Seema Pagarkar Business Analytics MSc

“I loved every minute of my time at Aston [University]. The practical approach to learning was my highlight of the course. Group assignments [provided] opportunities to learn, grow and build confidence."

Seema Pagarkar
MSc Business Analytics
Technology analyst, Barclays

Why Marketing and Analytics at Aston University?

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Safe in our hands
Aston University was ranked 2nd in the UK for ‘graduate prospects – on track’ (Marketing; Complete University Guide, 2024)
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Accessible resources
100% of students agreed that there was appropriate access to physical library resources and facilities (Marketing programmes; PTES, 2023)
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Experiential learning
Benefit from the Global Business Challenge - a student-led, coached, skills focused module in which teams work towards a business assessed by portfolio
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Excellent prospects
Aston University was named runner-up in the University of the Year for Graduate Employment Award (Times/Sunday Times Good University Guide, 2024)
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Recognised for quality
Aston Business School is proud to be among 1% of business schools worldwide with triple accreditation
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Global top 50
Aston University was ranked among the top 50 universities worldwide (Masters in Marketing; QS World University Rankings, 2024)

Course description

MSc Marketing and Analytics

Our MSc Marketing and Analytics programme is designed to provide you with advanced marketing theories and analytical skills, preparing you to tackle marketing challenges globally.

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What we will provide
First-class teaching in the UK’s second-largest city, delivered by a diverse array of staff who will inspire and excite you. You will benefit from applied learning, research-informed teaching and constructive assessment. You will gain first-hand insights into the latest marketing and analytics research being conducted across the University and in the broader industry landscape.

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What you will provide
It is important you learn how to adapt a growth mindset to your studies – understanding that intelligence and success come from applying yourself, a willingness to learn and an ambition and drive to excel.

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What skills we teach
The MSc Marketing and Analytics programme will enhance your understanding of marketing theories and business analytics, sharpening your strategic decision-making abilities. You will master advanced analytical techniques, supporting effective interventions in organisational decision-making processes.

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Career prospects
As an Aston University Marketing and Analytics graduate, you will be equipped for a range of different career options. You will be equipped to launch your own business or strategically contribute to organisations seeking entrepreneurial, analytical mindsets. You will excel in roles demanding critical and strategic thinking in marketing and business analytics.

How you will learn

Our Marketing and Analytics course at Aston University provides an immersive learning journey, leveraging the expertise of our academic staff, known for their research and consultancy. We capitalise on our robust connections with business, professional and public sector organisations to enhance your real-world understanding. The course is structured to boost your employability, focusing on lifelong learning and personal development skills.

Through practical teaching methods, including interactive lectures, group seminars, and workshops led by experienced academic staff, you will engage in lively discussions and explore diverse viewpoints. Traditional teaching is supported by our virtual learning environment, which hosts a range of electronic supporting materials.

In the Global Business Challenge module, you will deepen your understanding of global business via strategic management, team development, simulations, and intercultural teamwork. You'll also integrate with alumni and engage with industry experts and practitioners, enhancing your learning through diverse research methods and practical experiences.

At the start of your course, you will be allocated a personal tutor who can offer individual study advice and guidance. You will also benefit from access to the University Library's extensive collection of over 25,000 books and electronic journals.

What you will learn

Our programme blends specialised knowledge with practical skills, essential for modern marketing careers. It covers marketing theories, analytics, data-driven decision-making, and reflects on corporate responsibility and ethics. The curriculum focuses on both personal development and employability.

In the taught stage, you will hone critical analytical and strategic thinking skills crucial in marketing. This includes applying marketing theories, data analysis and strategic decision-making. You will learn business analytics for organisational decisions, integrate research methodologies and promote ethical practice. The programme also emphasises transferable skills like IT, teamwork and leadership, equipping you for a versatile career in marketing.

In the dissertation stage, you will complete a research project with either a marketing or analytics focus, showcasing your ability to conduct independent research with a clear consideration of ethics, theory and methods.

This course offers an Exchange Partnership Second Degree Pathway, meaning you can spend an additional year at one of our international partner institutions. If successful, you will graduate with two masters degrees.

Exchange Partnership Second Degree Pathway

Lillian Psylla

The clear choice

When choosing a university, Lillian had criteria in mind for what she was looking for: best faculty, good accreditation, a vivid student life with a variety of clubs and societies available. The clear choice - Aston University.

Course objectives

  1. Meets the needs of recent graduates, and those already in employment who wish to acquire specialist skills and knowledge in marketing and analytics in order that they may embark on or progress successfully in their chosen careers.
  2. Provides you with opportunities to enhance your employability by developing life-long learning and personal development skills.
  3. Causes you to reflect upon and develop your own position in relation to corporate responsibility, sustainability and ethics.
  4. Enables a critical examination of theory including tools and models used in marketing and analytics in different business contexts.
  5. Enables you to understand the role and contribution of marketing and analytics to the achievement of organisational aims and objectives.
  6. Enables you to formulate, evaluate and select from alternative strategies and develop associated strategic decision-making skills in a marketing context.
  7. Develops analytical skills essential for the analysis and presentation of business data to enhance and support the decision-making process.


Modules and learning outcomes

Taught stage modules

In the taught stage you will study the following core modules:

Module TitleCredits
Marketing Management
You will learn a comprehensive understanding and critical evaluation of marketing management practices, underpinned by relevant theories and conceptual frameworks applied to contemporary issues and organisational strategies within national and international contexts. Culminating with the creation and the proposal of a professional marketing plan.
Consumer Behaviour
This module introduces key theories surrounding consumers and how they navigate through modern marketplaces considering the whole consumption cycle. As a consequence you will not only evaluate how consumers make purchasing decisions, but also formulate a critical understanding of how they may use possessions or get rid of stuff (e.g. gift-giving) especially in the context of their own consumer behaviour.
Strategic Brand Management
Most branding modules focus on what brand perfection looks like. Most organisations do not want perfection they want to use their brand practically to support the delivery of the organisations objectives. This module focuses on the art of the practical not the art of the perfect.
Descriptive Analytics
We will introduce you to visualisation techniques used to display and summarise information. You will look at descriptive statistics that can be used to extract meaningful information from data. This module will give you the skills and practise in using appropriate statistical techniques when completing business reports and communicating data analysis to the organisation management team.
Decision Models
Here we focus on turning real-world problems into mathematical and spreadsheet models and examine how you can use models to help rational decision making in organisations. You’ll develop a deep knowledge and understanding of the main modelling concepts and you will be able to quickly identify problems and situations in business where the use of those models can be beneficial.
Software Analytics
This module aims to teach you the programming skills required to carry out advanced data analysis on large datasets such as those found in many Big Data applications. These skills are now commonly expected by organisations seeking to employ data analysts, and the module aims to address this demand.
Global Business Challenge30
Ethics in Academic Practice
This module provides an introduction to the Academic Offence framework. By completing the resources you will understand the key principles underpinning the submission of academic assignments.
English for Postgraduate Studies*
This module is compulsory for students with an IELTS 6.0 (or equivalent), and focuses on enhancing academic language skills essential for postgraduate success in English-speaking environments.

*This module is compulsory for those students who enrol with IELTS 6.0 (or equivalent), as outlined in the offer letter.

Dissertation stage modules

In the dissertation stage you will select one track from the options below:

Module Title (marketing track)Credits
Research Methods15
MSc Marketing and Analytics Research Project (Marketing Focus)45


Module Title (analytics track)Credits
Research Methods15
MSc Marketing and Analytics Research Project (Analytics Focus)45

Programme outcomes

On successful completion of both the taught and dissertation stage, you will be able to:

  • Demonstrate understanding and application of core theories in marketing management.
  • Make appropriate strategic and operational marketing decisions.
  • Undertake and apply marketing analyses using appropriate marketing theories and techniques.
  • Demonstrate knowledge, understanding and application of the main theories, principles and underlying concepts of business analytics and their relevance in an organisational context.
  • Demonstrate and apply intellectual and analytical skills in the analysis of data.
  • Demonstrate understanding and application of how business analytics methods can support interventions in the decision-making process of organisations.
  • Identify and apply appropriate theories and research methodologies to investigate a particular research problem and demonstrate ability to be a critical user of research-based information.
  • Promote social responsibility, sustainability, accountability and ethical practice in your working life.
  • Demonstrate a range of transferable skills that are necessary for a successful career in your chosen field and enhance your employability, including IT and computing skills, presentation and collaborative team working skills and the ability to assimilate into multicultural and cross-cultural working teams, self-confidence, reflective practice, problem solving, leadership and decision-making skills.

Entry requirements

One of the following:

  • 2:2 (lower second-class honours) degree or equivalent
  • Equivalent overseas degree recognised by Aston University (see international students tab below for more information)

Subject specific requirements

Applicants are also required to have taken the following quantitative modules at bachelor's level, achieving a minimum of 50%:

  • Mathematics 
  • Statistics 
  • Economics (micro / macro)
  • Finance 
  • Computer Science 
  • Any other quantitative disciplines

You will also need to provide:

  • A professional reference
    • If you are a current student or recent graduate (within the last 2-3 years), we will ask for an academic reference
    • If you are currently employed and not a recent graduate, we will ask for a professional reference
  • An official academic transcript of your university grades to date
  • A completed application form.

English language requirements

For the April 2024 intake, international students will require a minimum of IELTS 6.0 (or equivalent). If you are enrolling with IELTS 6.0 (or equivalent), you must take and pass the English for Postgraduate Studies module to proceed through your programme.

Aston University is a diverse, close community and welcomes international students on many of our postgraduate programmes. Students from over 120 countries choose to study with us every year. Based in the centre of Birmingham, Aston is not only a great place to study but also a great place to live.

Qualifications in your country

For details of equivalent qualifications in your country, use our area pages below:

English language requirements

Applicants whose first language is not English will be required to provide evidence of an English language qualification.

English language requirements

How to apply

Aston University provides a range of opportunities for international students to join our community and study on our campus. A key part of our strategy is our relationships with teaching partners, providing multiple pathways to Aston.

Aston’s professional work placements can improve your chance of securing a graduate job. Placements give you experience, confidence and opportunities and, as an Aston student, you’ll be better prepared for your future career. One of the great things about Aston is our focus on employability. Our close links with businesses, industries and professions make this possible.

Find out more about applying

Post-study work visa

Aston University welcomed the creation of a new Graduate Immigration Route which enables international students to remain in the UK for two years after you complete your studies to find work. This new post-study work visa applies to international students completing full-time undergraduate and postgraduate courses.

Graduate Immigration Route

Pathway programmes

If you don’t meet our entry requirements, we have a range of pathway programmes offered by our partner, ONCAMPUS Aston, which you can complete to progress onto one of our degrees.

We recognise the value of extensive professional experience. If you do not have the academic qualifications, but have extensive and relevant professional experience and a proven ability to succeed, we would welcome your application.

The information contained on this website details the typical entry requirements for this course for the most commonly offered qualifications. Applicants with alternative qualifications may wish to enquire with the relevant admissions teams prior to application whether or not their qualifications are deemed acceptable. For less commonly encountered qualifications this will be judged on a case-by-case basis in consultation with the academic admissions tutor.


Speak to our Admissions Team

If you have any questions about the application process please get in touch with our postgraduate admissions team:


Call: 0121 204 3200 (Please note this line is open Monday-Friday between 09:30-16:30)

Dr Kristina Schmidt

Meet your programme director

Dr Kristina Schmidt
Programme Director, MSc Marketing and Analytics

If you have any questions about the course or modules you will be studying, you can get in touch via email and I will be happy to answer your queries.

Fees and scholarships

Course fees

UK students

Annual tuition fees:£11,850

International students

Annual tuition fees:£22,750

More information on fees

The United Kingdom government has confirmed that European Union (EU), other European Economic Area (EEA) and Swiss nationals commencing academic courses in England from August 2021 will no longer be charged the same tuition rates as UK students.

Tuition fees for students are reviewed annually and may increase in subsequent years in line with inflation linked to the Retail Price Index (RPI) to take account of the University’s increased costs of delivering the Programme. Any such increase shall always be in accordance with the law. When undertaking a placement year, a placement year fee applies.


At Aston University we are committed to supporting the most talented and hardworking students to achieve their potential by providing a range of scholarships to help lower tuition and living costs.


You will be assessed through a combination of written and oral examinations, class tests, individual and group coursework, projects, presentations and practical assessments. 

Career prospects

With insights from data often providing the basis for competitive advantage in the marketplace, it’s not surprising that marketing analytics graduates are becoming increasingly sought-after.

The transferable skills that our marketing and analytics programmes provide mean that our graduates are successful in finding employment in a wide range of roles such as:

  • Business analyst
  • Strategy analyst
  • Senior lecturer
  • Project manager
  • Marketing manager
  • Product manager
  • SEO executive
  • Digital solution specialist

Our graduates have gone on to work at companies such as Atos, FDM Group, Nationwide Building Society, Samsung, L’Oreal, Marks and Spencer, Trainline and the Civil Service.

Alex Chantrell Strategic Marketing Management graduate

Industry professionals

“The lecturers are industry professionals with years of real-work experience in marketing and heaps of trade knowledge.”

Our graduates achieve amazing things all over the world – whether it’s setting up their own businesses, landing jobs with high profile organisations, or making real differences within their communities.

Hear from our graduates


Be part of our community

Once you have joined us at Aston University, you’ll always be part of our community, even beyond graduation.

Frequently asked questions

Why study Marketing and Analytics at Aston University?

This course combines traditional study with hands-on learning experiences, giving you the knowledge, skills and applied understanding of these vital areas of business in today’s market.

Studying marketing alongside analytics offers the tools to understand and predict consumer behaviour, making marketing strategies more effective and efficient. It opens doors to diverse industries, enhancing career flexibility and prospects. You will gain skills in data analysis, strategic decision-making and digital marketing, all grounded in ethical practice. This combination of knowledge prepares you for leadership roles, ensuring you can navigate and shape the rapidly evolving digital landscape, driving business growth and innovation.

What is the Global Business Challenge?

The Global Business Challenge is a module designed to provide students with a comprehensive understanding of the global business environment. The module is structured around five key components:

  • strategic management
  • team development
  • a business simulation
  • intercultural teamwork
  • integration with alumni

Throughout the module, students will have the opportunity to interact with practitioners, alumni, industry experts, and policy makers who may be invited to give talks. The course draws upon the academic and practical experience of the module team in applying a wide range of management and business research methods. By the end of the course, students will have developed a deep understanding of the global business environment and the skills necessary to succeed in it.

Why should I study my postgraduate degree at Aston University?

There are lots of benefits of studying a postgraduate degree at Aston University.

Watch this video from MBA student, Monique, who talks about just a few of them:

Is Birmingham a good place to study?

Our campus is based in the centre of Birmingham, the youngest major city in Europe and a great place to live, work and study.

  • Great music and entertainment with a vibrant nightlife. Bars, clubs, pubs, live music, festivals, concerts. Whatever your tastes, there's something here for everyone.
  • Fantastic food. Birmingham's diverse community means you can try anything from the famous Balti triangle, the Chinese Quarter, high street chains, halal and vegan food, and Michelin-star dining.
  • World-class shopping. The Bullring and Grand Central is a shopper's paradise. From the world's biggest Primark to luxury brands at the Mailbox.
  • Arts and culture. Museums, galleries, theatres, concerts and Birmingham's art collection is as wide as it is impressive - not to be missed.
  • Green, open spaces. One of the greenest cities in Europe, Birmingham has hundreds of publicly accessible parks and green spaces across the city.
  • Sporting action. Birmingham has some of the most exciting venues for watching or participating in sport in the UK.

Discover Birmingham

What will my timetable look like?

We understand how important it is to know your timetable in advance for planning around work, childcare, or other responsibilities. Here's some basic guidance on what to expect regarding your student timetable.

Full-time programmes
As a rough estimate, full-time postgraduate students in the College of Business and Social Sciences should expect to spend about 12-15 hours per week in lectures and on-campus seminars. This is in addition to independent study, and there may be additional guided learning activities during certain weeks. The exact distribution of these hours will vary depending on your course and module choices.
Part-time programmes
Part-time students will have fewer weekly on-campus hours compared to full-time students. This reduction is proportional to the number of modules you're enrolled in.
Timetable availability
Complete timetables are usually released shortly before the start of your programme. This timing is necessary to ensure that we accommodate all course requirements and that rooms are allocated based on the number of students likely to enrol on each programme. We aim to provide these timetables as early as possible, to assist you in your planning.

As your induction week approaches, you will be sent more information about your timetable via email, and you will be able to access your timetable by logging into MyAstonPortal. For any further queries or information regarding your timetable, you can reach out to your programme director or the Student Support team.

Online/distance learning programmes
The above information also applies to students enrolled in online/distance learning programmes. Please note that both full-time and part-time distance learning students are still required to attend scheduled synchronous learning sessions.


Say Hello to students at Aston University

Hello, what would you like to ask us?

Hello! We are a team of current Aston University students from various parts of the world, studying a wide range of postgraduate subjects.

Feel free to ask us anything about studying at Aston University.

Chat to our students