Our MSc in Marketing Analytics and Insights programme is delivered intensively over 12 to 15 months in a three-semester structure consisting of core and elective modules, as well as a credit-bearing Marketing Analytics Project (MAP) or internship. You are expected to complete 40 Modular Credits (MCs) to graduate. There is no further specialisation offered in the programme.
|JUN – JUL||AUG – NOV||JAN – APR||MAY – JUL / MAY – OCT|
|Non-Credit Online Modules*||4 Core Modules
|1 Core Module
4 Elective Modules
|Marketing Analytics Project (MAP) or
Internship (4 MCs)
The online self-study modules – “Statistics and Data Analytics” and “Principles of Marketing” – are geared towards providing you with the fundamentals of these topics, which will help you transit into the dynamic world of marketing analytics.
The pre-entry modules will not be examinable, but online tests are available for students to self-check their knowledge and skill sufficiency.
*You are highly encouraged to enrol into either or both modules if you have not taken similar module(s) in your undergraduate degree.
Big marketing data are increasingly available for managerial decision making. This module introduces concepts, techniques, and latest applications of big data in marketing. It covers the difference between big data and normal data and the potential of big data in marketing, the foundations of data structure, collection, and warehousing, and the latest applications of deriving marketing insights from big data. It engages students in a capstone project in groups to provide a holistic hands-on experience of analysing big data in marketing.
A clear understanding of consumer insights of consumer behaviour is critical to firms who want to use big data to predict consumer future behaviour and determine the most effective marketing strategies. This module is designed to provide students with a comprehensive coverage of frameworks, concepts, tools, and techniques to gain consumer insights, with an emphasis on uncovering, generating, and interpreting business-relevant consumer insights. Relevant theories and research in behavioural sciences will be discussed with the goal of understanding and eventually influencing consumer behaviour.
Information and communications technologies have brought fundamental changes to the business world. Being digitally smart and able to harness the digital technologies to effectively interact and engage with ever-changing consumers has become necessities for businesses to survive. The module takes the view that digital technologies have reshaped not just advertising, but all aspects of marketing. Students will first learn how digital technologies affect key elements of marketing strategy: segmentation, targeting and positioning. They will then be exposed to how product management, brand management, pricing, promotions and channel management, are all fundamentally changing in a digital era.
Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for improving decision making related to marketing problems and opportunities. The goal of this module is to familiarize students with the fundamentals of marketing research, and intermediate and advanced data analysis techniques in SAS, STATA or R, to enhance their abilities to define and solve marketing problems.
(CORE + ELECTIVE MODULES)
Today’s businesses are bombarded with data. It is a key skill to be able to tell a story from this data so that businesses can leverage on market intelligence for marketing effectiveness. To achieve this objective, this module is designed with two integrated components: 1) data visualisation, and 2) marketing strategy. We will start with understanding how humans interpret and perceive visual cues. Then, we introduce various tools and techniques for visualisation. Subsequently, we apply these insights obtained to learn how to maximise the impact on communication to win the buy-in of the relevant decision makers within the organisation.
You need to take four elective modules totaling 16 MCs to complete your degree. The basket of elective modules may include:
Through an industry internship or applied project, you will be able to engage in experiential learning in analysing and solving problems faced by peers working in marketing and analytics functions in the various industries. These internships and applied projects will also enable you to acquire a variety of interpersonal and collaboration skills, particularly in understanding the impact of your actions on your colleagues and companies.
To graduate from our NUS MSc in Marketing Analytics and Insights programme, you must complete the programme requirements and achieve a Cumulative Average Point (CAP) of at least 3.0 (out of 5.0).
To stay and complete the programme, you must maintain a CAP of at least 3.0. In the event that you are unable to maintain a CAP of 3.0 and above, the following scenarios may occur: