Marketing and Data Analytics

Marketing and data analytics is a combination that reflects a fundamental shift in how the most effective marketing is now practised. The era of making decisions based primarily on intuition and creative judgment has not ended, but it now operates alongside, and is increasingly informed by, the systematic analysis of large amounts of behavioural data. Marketers who can both understand what consumers want and interpret the data that tells them so are among the most valuable professionals in the modern economy.

At the University of East Anglia this three-year full-time degree develops your understanding of consumer behaviour, brand strategy, digital marketing, and marketing communications alongside a genuine grounding in data analytics, including statistical methods, data visualisation, and the use of analytics platforms that marketing professionals use every day. You will learn to design and evaluate marketing strategies using evidence, to interpret digital and social media data, and to communicate quantitative findings to non-technical audiences. The combination means you graduate with both the creative and the analytical dimensions of modern marketing.

Graduates of marketing and data analytics programmes are well placed in a job market that places a premium on this kind of dual competence. Roles in digital marketing, CRM and customer insight, marketing analytics, e-commerce, SEO and paid search, and market research all draw on the skills this degree develops. Consumer goods companies, retailers, financial services firms, advertising and PR agencies, and technology companies are among the typical employers.

The analytical skills also transfer into broader data and business intelligence roles. Postgraduate study in marketing, business analytics, or data science is a natural route for those who want to deepen their technical expertise or move into a more senior position.