Marketing Data Analytics University of Bedfordshire

Overview

You will study a mixture of marketing and data analytics units designed to build your attractiveness to the graduate marketplace.Year One: You will start by developing your academic skills and the basics of marketing and consumer theory. You will explore data types and learning the building blocks for importing viewing and extracting data using R. You will develop both your knowledge and understanding of digital marketing, and the essential statistical skills you will need for your studies.Year Two: You will enhance your understanding of how to evaluate data sources and information and build substantial skills in regression modelling in R for marketing, ranging from formulating hypotheses to forecasting and prediction, learning how to use outcomes to help marketing professionals make informed marketing decisions and enhance outcomes. You will develop the ability to import, explore, clean, transform and export datasets using Python (one of the most sought after skills in data analysis) and JupyterLab. You will learn how to effectively plan and integrate marketing communications activities, and how to use common customer selection methods ((RFM analysis, Logistic Regression, CLV analysis) to predict customer behaviour and calculate Return on Marketing Investment, determining the most effective approachYear Three: Your final year will be spent enhancing the skills that you have developed including advanced skills in R, Python, Excel, Tableau and GenAI to collect, analyse and interpret marketing data using both traditional marketing research methods and modern Machine Learning techniques. You will be able to turn customer data into actionable insights, optimising marketing strategies and improving customer retention.

These skills are highly relevant for careers in marketing research and analytics. You will also develop essential SQL skills needed to access, query, aggregate and analyse marketing data stored in relational databases. You will learn to extract, manipulate and summarise most relevant data from a database to generate actionable insights for marketing decision-making. Using Python, KNIME, K-AI and Cursor AI, you will learn to collect, preprocess, analyse and interpret textual and social media data to extract actionable marketing insights related to real-world marketing challenges, such as identifying customer preferences, sentiment and trends on social media.

Careers

The course may appeal to those working in marketing/business who wish to advance their career and improve their decision making by using a data-driven approach. On graduation, you can expect to be highly in demand and command an above-average graduate salary. Typical job roles would be marketing analyst, marketing strategist, customer insight specialist or business analyst. You can also choose to progress onto one of the University’s postgraduate courses such as our MBA with Data Analytics, MSc Business Analytics or MSc Digital Marketing.