Master of Marketing and Analytics

Marketing Modules:

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 focusses on the art of the practical not the art of the perfect.

Digital Marketing

You will produce a strategic understanding of the opportunities provided by digital marketing and the challenges of preparing and formulating successful digital strategies. It evaluates the role of digital media in marketing strategy and how new technologies can be embraced for marketing purposes. It evaluates the impact of web based innovations on marketing and consumer behaviour.

Analystic Modules:

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.

Data Mining and Web Analytics

We explore data mining techniques and their use in business decision making. You will learn how to uncover patterns and trends hidden in data.

Performance Analytics

You will understand how mathematical and econometric methods can be used to model diverse transformation processes to establish benchmarks of efficiency and productivity for organisations. Learn how to carry out a benchmarking exercise using such methods. Gain valuable hands-on experience of implementing an efficiency and productivity assessment using specialised software.

Plus:

Research Methods Workshop

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. These principles can then be applied to the rest of the modules studied at the university.

The Aston Global Advantage 

The AstonGlobal Advantage is our professional development programme that runs throughout all MSc programmes at Aston Business School. Focusing on professional development and employability, this integrated module gives you the opportunity to identify, develop and apply the key transferrable skills you will gain throughout the year. 

Either:

Business Project or Dissertation

The Business Project/Dissertation is a chance for you to carry out an original piece of work applying material that you have learnt in the taught element of your degree. Specific requirements will be explained relating to different degree programmes but in summary you must demonstrate both theoretical and practical knowledge of your chosen area of specialism.