The SM in Marketing and Data Analytics is intended for students and executives who wish to acquire additional training or to specialise in the fields of marketing and analytics. The SM MDA is a part-time, 12-months courses, which improves employability through an internship alternating with 3-day seminars every 3 weeks (Thursday, Friday, and Saturday).
The course comprises 5 modules, during which Students learn to master Big Data analysis, improve marketing decisions and optimise ROI.
Throughout the curriculum numerous projects and simulations are undertaken to use the academic content in real-life settings.
A study trip to Imperial College, London, gives students complete and intensive immersion in big data.
Residential Seminar “Big Data Imersion” – in partnership with Imperial College London.
SM Marketing & Data Analytics students will follow an intensive 3-day seminar in London at the Imperial College KPMG Centre for Advanced Analytics. The educational programme will include meetings with some of the Centre's partner companies and leading researchers to discuss big data challenges in marketing and strategy and how analysis can lever innovation, value creation and performance.
Imperial College is a multidisciplinary university, located in South Kensington in central London. It specialises in sciences, management, engineering and medicine. It is regularly ranked among the world's 10 leading universities.
PROJECTS AND SIMULATIONS
Online Simulation Game MARKSTRAT
Develop marketing strategies in complex environments and make decisions for High-tech products targeting different markets. Identify and analyse the relevant data to establish strategic and operational marketing policies.
CRM Analytic Simulation
A scenario-based immersion exercise in the use of a CRM database, together with a partner company. Apprehension, contextualisation, and analysis of multi-channel customer data to optimise CRM campaigns and increase customer value.
A comprehensive, cross-functional data analytics marketing mission and an opportunity to use statistical and predictive approaches to marketing decisions in a specific industry.
The professional thesis
The professional thesis consists of research conducted by the student under the direction of an expert supervisor. This is an in-depth exercise to reflect on and solve a problem, by combining a review of the academic literature and a qualitative and/or quantitative field study. Students, put their results into perspective and provide operational recommendations. The SM thesis is an opportunity to deepen students' knowledge in a specific field and to prove their expertise by using it in a professional context.
The industry placement
The placement, which can be in any business sector, takes place in a marketing, business or IT department and deals with customer relationship issues, digital transformation and data mining. It can also be carried out in cross-functional positions in marketing, business, CRM, consumer/business intelligence or digital project management services. (as a vocational, fixed-term, or permanent contract, or an internship, for a minimum of 4 months).
- Marketing Analyst
- Master data manager / analyst
- Business analyst
- Analytical CRM Manager
- Consumer & Market Knowledge Analyst
- Head of digital product
- Chief data officer
- Market (ing) researcher
- Digital analyst/web analytics
- Customer and multichannel manager
- Director of customer experience
- Marketing data expert/consultant
- Big Data Consultant / Project Manager
- Analytics Marketing Consultant
- Digital data officer/digital marketing manager
- Data mining manager
- Data planner
- Customer insight manager / Market intelligence
- IS/MIS Consultant
- Customer journey Director