An MSc in Marketing Analytics will provide you with the quantitative and analytical tools needed to make sound marketing decisions.
The programme is incredibly career-focused, giving you the skills needed to understand and analyse consumer behaviour, interpret data and turn it into efficient marketing strategies.
At EDHEC Business School in France, the new MSc in Marketing Analytics is an 18-month programme taught entirely in English. The programme covers a range of topics to ensure you are prepared for a wide variety of career paths.
You will learn everything from customer experience and digital business models to digital marketing analytics, using software and data platforms such as Python, Tableau and Google Analytics.
Read on to discover some of the varied career paths you could potentially get with a master’s in marketing analytics, and how the degree will prepare you for these careers – as well as plenty of others.
What does the future of marketing look like?
With the demand for marketing professionals continually increasing, the Bureau of Labour Statistics (BLS) predicts that the number of employment opportunities could rise by 10 percent by 2030.
This demand is supported by high salaries in the field, with jobs in advertising and promotions and marketing earning a median salary of around US$133,000 (~£108,000).
The industry is becoming more digitally orientated and businesses are looking for professionals with technical skills that will help them attract and retain customers.
A survey by The Creative Group said it was these digital skills that candidates were most lacking. The most in demand skills included:
- Data analysis
- A/B testing
- SEO marketing
- Web and user experience design
There is also expected to be an even greater expansion of virtual reality (VR) in marketing campaigns – and many companies are already getting VR involved in their marketing.
IKEA are offering IKEA Place, which allows users to test IKEA furniture by taking a picture of their room. Meanwhile, Volvo are using VR to let users test drive the XC90 car using their phone to experience a weekend escape, which takes users on a virtual drive through the mountains. L’Oréal Paris offer a Makeup Genius app, which lets customers virtually try on new makeup looks.
The shift in focus to digital marketing is sure to play a significant part in the marketing jobs of the future.
What careers you can get with a master’s in marketing analytics?
The MSc in Marketing Analytics aims to prepare students for the marketing jobs of the future by helping them build up these in-demand digital skills.
Etienne Denis, the programme director of the Master’s in Marketing Analytics at EDHEC Business School said: “EDHEC’s MSc in Marketing Analytics mixes a skills-based, data-driven approach with a deep understanding of consumer behavior. This is what I believe will prepare our students for any job in the future.”
These careers may include:
- Algorithm auditor: This involves the management of algorithms to optimise and improve customer experience.
- Machine and people ethics manager: In this role you will be overseeing and promoting the organisation’s global ethics and compliance conduct. You will manage and assess the legal and regulatory compliance risks, raising awareness about ethical issues, such as anti-bribery, conflicts of interest and anti-corruption.
- Sixth-sense analyst: As a sixth-sense analyst, you will help to predict oncoming trends by converting AI-driven predictive intelligence data into actionable customer insights. This will help to inform marketing strategies.
- Mood & empathy manager: Mood and empathy managers reflect how a customer instinctively feels about the company. They help manufacture the optimal blend of emotions to manufacture the right empathy response from customers.
- Neuro A/B tester: In this role you will report on the brain activity of customers when they interact with a brand during experimental and sensory campaigns.
- Bot manager: As AI and technology becomes more ingrained in our everyday lives, a marketing role in the future may see you managing bots: ensuring that these bots deliver an excellent customer experience and that they are delivering the right creative messages to the right audience.
How does a master’s in marketing analytics prepare students for a wide range of careers?
Building a diverse skillset
During the Master’s in Marketing at EDHEC Business School, students will complete a combination of core modules and electives.
There are several elements the programme will focus on.
Firstly, students will build hard skills, such as coding, data visualisation, revenue optimisation and data analysis. This will give them the ability to successfully use different software and tools.
Secondly, there will be a focus on consumer psychology, with candidates studying core modules such as behavioural insights, customer management and advanced consumer psychology. These modules will help students put themselves into the place of the consumer, thinking about what consumers really want and how they think.
Lastly, students will be trained on the legal and ethical aspects of marketing, with modules such as business ethics for marketers and data regulation. Here they will learn about consumer privacy and protection law.
“When designing the programme, we wanted to make it both exhaustive and unique,” said Professor Denis.
Flexibility to follow your career goals
Alongside these core modules, students will also get the chance to choose electives, allowing them to personalise their experience. These include: AI and its impact on society; social entrepreneurship; global justice and human rights; and managing digital innovation.
Students will also get the opportunity to apply for a study tour, where they can immerse themselves in a real professional environment. Past study tours have focused on the creative economy in Montréal, on innovative businesses in San Francisco, Berlin and Paris and on value creation in the film industry in Bulgaria.
Professor Denis said: “There are lots of opportunities to work with companies throughout the programme. At EDHEC, we put a strong emphasis on developing skills. We believe that at master’s level, practical experience is essential.
“You are confronted with the reality of the industry. You’ll learn more about the uncertainties within the industries and the latest trends in the industry as well.”
Strong links with industry
Throughout the programme there are plenty of opportunities to network with industry representatives.
During your time studying at EDHEC, you will get access to more than 120 careers events organized by the EDHEC Career Centre. These focus on industry specific insights, jobs, market trends and companies. In addition, there are workshops, CV clinics and assessment centres you can attend.
At EDHEC, students can complete a four-to-six-month internship as part of the programme. This internship will help you develop valuable business relationships that will help you secure a job after graduation.
Students will also complete a Master Project, which will require you to put your acquired knowledge and skills into practice in a research project.