The MSc Marketing and Digital Analytics programme is designed to provide insight into marketing and its relationship with the online data economy. Students will develop critical insights into the changing nature of marketing, and learn how to drive campaigns and build consumer relationships within a digital environment. The programme is open to graduates of all disciplinary backgrounds and is also suitable for individuals who are looking to start or develop their own businesses.Specialise in data analytics and their use in B2B and B2C marketing, and beyond.Examine techniques to measure, track and code human and consumer behaviour.Explore the opportunities and challenges within the Big Data economy.What you'll studyThe core modules aim to build foundational knowledge and skills in marketing and digital economy concepts and theories. Broad skills that will be developed during the course include:Ability to develop independent insights on marketing in the digital economy.Ability to critically evaluate competing approaches and viewpoints, and justify decisions on Big Data and data analytics.Ability to review the use of data and its relevance in different cultural contexts.Knowledge of how to act ethically and with responsibility in terms of data analytics, while paying special attention to data ethics including data privacy, anonymity and governance.