The terms customer analytics, predictive analytics and marketing analytics are becoming increasingly common, among both the professional and academic communities. These are all part of Business Analytics: the use of applied mathematics and statistical software packages to inform decision-making in the business environment. The new Aston MSc in Business and Marketing Analytics enables you to develop the practical and analytical skills needed to solve business problems in a marketing context, while providing you with the wide range of competencies that will enable you to further your career in the corporate world.
The MSc in Business and Marketing Analytics equips you with the quantitative skills needed to understand and engage with complex markets. Students will deepen their knowledge of statistical and econometric methods, data mining for managerial decision making, market research and marketing management. The programme aims to refine and enhance your ability to think critically and provide you with a profound understanding of marketing principles, giving you a competitive edge in this challenging area of business. Modules
Elective Modules (Choose one):
In addition to your Aston degree, you will have the opportunity to participate in our international study exchange programme. Studying with one of our partner institutions, the programme will enhance your international experience and communication skills, preparing you for a career in the international business environment.
Candidates must have strong quantitative skills. Candidates must also hold one
of the following:
In addition to all of the following:
Two references – at least one must be from an academic referee An official academic transcript of your university grades to date (in addition to an official English translation if the original documents are not in English)
A completed application form.
Students whose native language is not English will also need to satisfy our English language requirements Pre-sessional English language programmes are available for good applicants whose English qualification falls just short of these requirements.
Students participate in a well-structured programme of lectures, workshops and lab sessions, which are supported by a programme of peer learning tools that includes module forums and virtual classrooms. Individual supervisions with academics are another important component of your learning experience, especially over the course of the dissertation. The eight taught modules are assessed through a mixture of examinations and coursework. This will be complemented by an extended programme of independent research leading to the completion of an MSc dissertation.
The programme prepares students for a range of specialist careers as consultants, managers and business analysts. Modern businesses have a great need for professionals with analytical planning skills, especially in their marketing departments. Companies such as Amazon and Netflix were pioneers in using marketing analytics as the cornerstone of their business, and many companies today have followed their example. Business analysts are particularly in demand in UK businesses.
The MSc in Business and Marketing Analytics aims to refine and enhance your analytical skills, and provides an excellent opportunity for anyone wanting to take part in reshaping the way in which the corporate world conducts its business. The programme has been expertly designed to develop the range of skills and competencies valued by employers internationally, particularly in the areas of optimised marketing analytics and analytics for marketing-model improvement. Specific skills include:
Analytical and problem solving skills
Dealing with clients and managing relationships
Management, scientific and technical consulting skills
Delivering projects which meet business requirements
Time management and organisational skills
During your studies at Aston you will also follow an integrated Career and Project Skills module, which will link your learning on the programme to your employability, career planning and continuing personal development.
Aston Business School's outstanding student facilities include:
A purpose-built suite which is accessible exclusively to Masters students (24 hour access)
Free Wi-Fi connection
IT equipment and packages and use of Virtual Learning Environment (VLE)
An e-business suite equipped with modern hardware and software that includes many leading business analytic tools. The suite is reserved for the exclusive use of postgraduate students.
Dr Ozren Despic
Ozren Despic is Lecturer in Management Science at Aston Business School. His primary research interest is in the area of mathematical modelling and decision making. Ozren has a great amount of international experience, having lived, studied and worked in many different countries over the past 20 years. He is a devoted teacher and he brings his consulting work in optimising various business processes directly to the classroom.
Academic staff who contribute to the MSc in Business and Marketing Analytics are active in a wide range of research projects. This ensures that students benefit from teaching that is both up-to-date and well informed.
Professor Emmanuel Thanassoulis
BSc, MSc, PhD
Emmanuel Thanassoulis is Professor of Management Sciences at Aston Business School. He has published over 70 refereed and working papers in the theory and application of Data Envelopment Analysis (DEA), including its use in banking, school and retail outlet assessments. He has acted as consultant to a number of organisations on the use of DEA including HM Treasury, the Department for Education and Skills and the Home Office.
Dr Prasanta Kumar Dey
Prasanta Dey joined Aston in December 2004 as a senior lecturer in operations management. Prior to joining Aston, Prasanta worked 13 years with Indian Oil Corporation limited, India, as a project executive and 5 years with the University of the West Indies, Barbados. Current research interests include total quality management, supply chain management, environmental management, risk management, construction supply management, project planning, implementation and evaluation, and multiple criteria decision making in industry.
Dr Ali Emrouznejad
BSc, MSc. PGC, PhD
Ali Emrouznejad has been working in various areas of Operations Research and Statistics generally and Data Envelopment Analysis since 1993. His areas of research interest include performance measurement and management, efficiency and productivity analysis, and data mining. Ali is very active in his research community. He has organised many international conferences on performance management, maintains one of the most prominent web-sites in his area of research, and is a very active member of the Operational Research Society.
Dr John Rudd
John is an FME Fellow, a Chartered Marketer and a Freeman of the Worshipful Company of Marketors. After completing his first degree John spent nearly 10 years in commerce gaining significant marketing and operational experience in the retail, wholesale and construction industries. During this time, John successfully completed a part-time MBA at Aston Business School, returning soon after as a full-time member of staff. John's main research interests are strategic marketing, strategic planning, organisational stakeholders and how organisations cope with change.
Dr Andrew Farrell
PhD, BCA (Hons.), BCA (Wellington, New Zealand), FAMS
Andrew's research concerns the application of sociological and psychological theories to develop understanding of the manager-employee-customer interfaces within organisations, with emphasis on services quality and transformational leadership processes. He uses interviews, focus groups, and a variety of survey-based quantitative approaches in his work. His articles appear in Journal of Business Research, Industrial Marketing Management and the Service Industries Journal. He is a Fellow of the Academy of Marketing Science and reviews for the European Journal of Marketing, Leadership Quarterly and Human Relations.