Overview
Do you want to understand why consumers behave the way they do, and use data to shape smarter marketing decisions? If you’re interested in combining marketing strategy with analytical skills, Brunel's Marketing and Consumer Analytics MSc gives you the tools to do both.
Marketing today is driven by data. Organisations need people who can interpret consumer behaviour, build predictive models and turn insight into action. This course helps you develop those skills, even if you’re new to programming or advanced analytics.
You’ll explore marketing theory, consumer behaviour, predictive analytics and applied programming in a business‑focused context. The course bridges the gap between technical data science degrees and traditional marketing programmes, giving you analytical confidence without requiring a technical background.
You’ll work with real datasets and industry‑standard tools such as SPSS, R and Python. You’ll learn how to analyse consumer data, build predictive models and translate insights into effective marketing strategies.
If you choose the placement or internship route, you’ll apply your learning in a professional setting - from digital agencies and retail brands to consulting firms and tech companies. It’s a chance to gain hands‑on experience, build your network and strengthen your CV before you graduate.
By the end of the course, you’ll be ready for roles in marketing analytics, consumer insight, CRM, digital strategy and data‑driven decision‑making.
You can explore our campus and facilities for yourself by taking our virtual tour.
Course content
This course helps you build the analytical, strategic and technical skills you need to work confidently in data‑driven marketing environments.
You’ll learn how to:
- Analyse consumer data - using statistical techniques to uncover patterns and behaviours.
- Build predictive models - applying machine learning and forecasting methods to support marketing decisions.
- Use programming tools - developing practical skills in R or Python for data analysis and visualisation.
- Understand consumer behaviour - exploring psychological, cultural and social factors that shape decision‑making.
- Apply marketing theory - connecting insight to strategy, segmentation, targeting and positioning.
- Design research - using quantitative and qualitative methods to answer real marketing questions.
- Communicate insights clearly - turning complex data into meaningful recommendations for managers.
- Develop AI literacy - understanding how AI supports marketing analytics and the ethical issues involved.
Your modules cover consumer analytics, predictive modelling, programming for marketing analytics, marketing principles, research methods and your dissertation (analytics project). Optional modules let you explore areas such as AI strategy, international marketing, digital marketing and brand management.
Your dissertation gives you the chance to apply your analytical skills to a real‑world marketing problem, using data to generate insights and recommendations.
Compulsory
- MG-CAPM - Consumer Analytics & Predictive Modelling
The aim of this module is to develop advanced knowledge and practical competence in the application of consumer analytics and predictive modelling techniques to marketing decision-making. The module introduces students to the analytical frameworks, quantitative methods, and computational tools used to analyse consumer data, generate predictive insights, and support evidence-based marketing strategy.
The module aims to equip students with the capability to structure marketing analytics problems, analyse complex consumer datasets, and develop predictive models that inform marketing planning and customer insight generation. Particular emphasis is placed on the interpretation of analytical outputs and the translation of modelling results into actionable managerial recommendations.
The module forms a central analytical component of the MSc Marketing and Consumer Analytics programme and contributes to the programme’s objective of preparing graduates capable of applying advanced analytical techniques to consumer and market data in contemporary data-driven business environments
- MG5638 - Dissertation
The aim of this module is that of allowing you to conduct a piece of research including the identification of the research enquiry, data collection and analysis and the presentation of the results. The dissertation module, through the supervision of an academic member, develops you as an independent learner and brings together the knowledge and skills gained in the programme for the analysis of a specific business problem.
- MG5608 - Marketing Principles
This module focuses on developing an understanding of concepts of marketing, marketing mix principles and practices. It aims to bring contemporary marketing perspectives to students new to the concept of marketing. It will take the basic marketing concepts and will contrast them with newer relational and service-based perspectives in a module that is designed to be motivational, creative, applied and relevant to today’s marketing practice.
- MG-PMA - Programming for Marketing Analytics
The aim of this module is to develop students’ practical programming capabilities for analysing marketing and consumer data. The module introduces programming concepts, analytical workflows, and computational tools used in contemporary marketing analytics practice.
Students will learn how to use programming languages and analytical environments to collect, prepare, analyse, and visualise marketing data. The module emphasises reproducible analysis, automation of analytical workflows, and the application of programming techniques to marketing problems such as segmentation, performance analysis, and predictive modelling.
Through applied exercises and projects using real or simulated marketing datasets, students will develop the technical competence required to implement marketing analytics solutions and translate computational outputs into meaningful insights for decision-making.
- MG5639 - Understanding Business and Management Research
The module is predicated on the dominant role of both quantitative and qualitative methods in management research and the need to enable the understanding of research reports and use this information to improve the quality of work, decision-making, and the understanding of complex management problems. The latter will be instrumental in applying existing management theory and research to practical management problems as action researchers.
The specific aims are:
- To provide a balanced view of social science and business research methods enabling a critical understanding of research information.
- To acquire theoretical and practical knowledge for business management by covering issues and debates in management research as reflected in the literature, with a particular focus on research carried out in the area of Business Intelligence and Digital Marketing, and Global and Supply chain Management Studies.
- To provide knowledge of relevant research methods and techniques for Masters level project work.
Optional
- MG55DD - AI Strategy and Transformation
This block has three main aims which are to:
- Enable students to understand and evaluate various AI Strategies and transformation options from corporate, institutional, and national perspectives.
- Introduce students to topics, concepts, theories, methodological approaches, and strategies relevant to the adoption, implementation, diffusion of AI from technological, ethical, legal and socio-economic aspects.
- Develop students’ skills of critical thinking, logical analysis, argument, and judgement when analysing AI strategies in organisations via the use of case study and other materials exemplar readings and other information sources
- MG5620 - Contemporary Brand Management
The module aims to provide a critical understanding of current theory and practice of Brand Management field including academic theories, frameworks and models within a business context. Students will be given opportunities to discuss current important issues in the field with a view to developing critical skills of evaluation and appraisal.
- MG5660 - Digital Innovation and Technology Management
This module will develop and demonstrate a critical and practical understanding of the issues associated with digital innovations, modern technology management and business development. The module forms part of a coherent programme of study that seeks to develop and demonstrate critical reflection on the current theory and practice of management.
- MG5561 - International Marketing
The module addresses critical understanding and ability in assessing the effectiveness of international marketing theory and practice. It targets principles and issues that drive markets world-wide. Students will develop insight and investigative ability concerning issues facing a business, that needs to research markets and develop and implement market strategies, techniques and methods across a range of international sectors.
- MG5547 - Marketing Communications
This module will help students to understand the process, theory, social impact and ethics of marketing communications. To be aware of the role of each element of marketing communications. To be familiar with the key terms and concepts associated with marketing communications and to have a thorough grounding in its critical and theoretic aspects.
This course can be studied undefined undefined, starting in undefined.
This course has a placement option. Find out more about work placements available.
Please note that all modules are subject to change.
Read more about the structure of postgraduate degrees at Brunel
Careers and your future
This Marketing and Consumer Analytics MSc prepares you for roles where marketing, analytics and consumer insight come together. You’ll graduate with the technical skills and strategic understanding employers look for, and the confidence to apply them in a range of industries.
You’ll be ready for roles such as:
- Marketing Data Analyst
- Consumer Insight Analyst
- Digital Analytics Specialist
- CRM Analyst
- Marketing Strategy Consultant
- Marketing Researcher
You’ll find opportunities across consulting, retail, finance, technology, e‑commerce, FMCG, public sector organisations, and digital agencies.
If you opt to carry out a placement, the types of organisations you could work in include:
- marketing and digital agencies
- market research and insight consultancies
- strategy and analytics consulting firms
- in‑house marketing teams (retail, FMCG, finance, tech, e‑commerce)
- public and third‑sector organisations using analytics
A placement helps you apply your skills in practice, build your professional network and strengthen your CV.
UK entry requirements
EU and International entry requirements
If you require a Tier 4 visa to study in the UK, you must prove knowledge of the English language so that we can issue you a Certificate of Acceptance for Study (CAS). To do this, you will need an IELTS for UKVI or Trinity SELT test pass gained from a test centre approved by UK Visas and Immigration (UKVI) and on the Secure English Language Testing (SELT) list. This must have been taken and passed within two years from the date the CAS is made.
English language requirements
- IELTS: 6.5 (min 6 in all areas)
- Pearson: 59 (59 in all subscores)
- BrunELT: 63% (min 58% in all areas)
- TOEFL: 5 (min 4.5 in all subscores)
You can find out more about the qualifications we accept on our English Language Requirements page.
Should you wish to take a pre-sessional English course to improve your English prior to starting your degree course, you must sit the test at an approved SELT provider for the same reason. We offer our own BrunELT English test and have pre-sessional English language courses for students who do not meet requirements or who wish to improve their English. You can find out more information on English courses and test options through our Brunel Language Centre.
Please check our Admissions pages for more information on other factors we use to assess applicants. This information is for guidance only and each application is assessed on a case-by-case basis. Entry requirements are subject to review, and may change.
Fees and funding
More information on any additional course-related costs.
Fees quoted are per year and are subject to an annual increase.
See our fees and funding page for full details of postgraduate scholarships available to Brunel applicants.
Scholarships and bursaries
Teaching and learning
Teaching includes lectures (theory and frameworks), seminars (discussion and critical evaluation), computer labs (data analysis and programming), workshops (applied problem-solving) and independent research and dissertation
Access to a laptop or desktop PC is required for joining online activities, completing coursework and digital exams, and a minimum specification can be found here.
We have computers available across campus for your use and laptop loan schemes to support you through your studies. You can find out more here.
Primarily on-campus with some online learning components and digital support for coursework and activities. Resources, materials, and support are available through Brunel’s virtual learning environment (e.g. lecture materials, datasets, guidance)
Assessment and feedback
You’ll be assessed through coursework that reflects the kind of work you’ll do in marketing analytics. Throughout the course, you’ll complete analytical reports, programming assignments, strategic coursework, presentations and your 12,000‑word dissertation.
These tasks are designed to feel real. You’ll work with data, solve practical problems and produce insights that mirror the work of marketing analysts and insight specialists. Each assessment helps you build confidence in analysing data, interpreting results and communicating your findings clearly.
You’ll receive feedback that’s constructive, timely and focused on helping you grow. It’s there to support your learning, strengthen your technical skills and guide you as you develop your professional voice in marketing and consumer analytics.
Read our guide on how to avoid plagiarism in your assessments at Brunel.