Postgraduate taught 

International Strategic Marketing MSc

Data Science for Marketing Analytics MGT5372

  • Academic Session: 2020-21
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

Marketing analytics involves the creation and use of quantitative data to derive consumer insights, make decisions and evaluate the success of marketing strategies. Data science studies the computational principles, methods and processes for extracting information and knowledge from various types of data. It has been successfully used in many fields such as economics, finance, psychology, physics, and engineering, to provide insights into data as well as to support decision making. This course teaches students analytical skills on empirical data by introducing popular data science methods from machine learning to support decision making and evaluation in marketing. It uses a combination of lectures and workshops. The course emphasises the practical applications and makes extensive use of Microsoft Excel and the cloud-based AI-powered data science tool Microsoft Machine Learning Studio for marketing data visualization and analysis.


Teaching will be delivered through 6x3 hour sessions over a 3-week period in Semester 2. Each session is a combination of lecture and workshop practice.

Requirements of Entry

 Please refer to the current graduate prospectus at

Excluded Courses





The assessment is an individually assessed assignment. Students will be given an assignment briefing document and the assessment criteria grid based on the intended learning outcomes. Descriptions and grade category of each criterion will be given.  

Main Assessment In: April/May

Course Aims

This course aims to teach students the basic data science concepts, skills and tools to support decision making and evaluation in marketing analytics. It takes a very hands-on approach with real-world examples and equips students with skills and tools that can be used immediately for marketing analytics jobs.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

1. Clearly understand the types of analytics used in marketing and the impact of data-driven decision making

2. Effectively access and process various types of marketing data  

3. Appropriately summarise and visualise marketing data

4. Critically interpret and appraise regression, classification and clustering models for marketing analytics

5. Effectively use software tools to obtain and present analytical results from data science models

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.