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MSc. Marketing and Data Analytics




The MSc. Marketing and Data Analytics is aimed at producing marketing professionals who are able to enhance their marketing decisions based on analytics and quantitative metrics. The programme is targeted at graduates from the general business and management-related discipline.
The programme is aimed at producing marketing professionals who are able to make marketing decisions based on quantitative analysis. Participants will be provided with a strong grounding in the analytical tools needed to flourish in today’s rapidly evolving, information-driven business environment.


  1. The MSc. in Marketing and Data Analytics provides students with a theoretical foundation of marketing and introduces students to a range of business modelling approaches relevant to marketing decisions. Understanding marketing analytics allows marketers to strengthen business practices by focusing their time, energy and resources on the right products and the right customers. In this competitive environment, with its ever increasing amount of data, businesses that can make sense of the flow of information will hold a competitive edge in the marketplace.
  2. The MSc. Marketing and Data Analytics programme seeks to:
    • Equip students with the latest analytics tools to analyse and interpret data, forecast future trends, streamline decisions and optimize a course of action.
    • Equip students to apply descriptive, predictive and prescriptive modelling techniques to help organizations improve performance, explore alternatives, and anticipate and shape business outcomes in the rapidly changing economic environment.
    • Develop marketing managers and professionals with knowledge and expertise to fast-track a career in a variety of industries and sectors including manufacturing companies, energy, healthcare delivery, banking, marketing and government.
  3. Students in the MSc. in Marketing and Data Analytics degree programme will study industry best practices and new technologies in Marketing Management and Business Analytics. On graduation, students will able to:
    • Explain how data mining is changing the way businesses understand their consumers and make decisions.
    • Describe the roles of data mining information about consumers to enhance business decision-making.
    • Develop an in-depth understanding of the theoretical foundations of marketing and the application of business modelling in Marketing Management; the analysis of marketing decisions, business statistics and forecasting; and marketing research methods.
    • Develop the capabilities and creativity to design solutions to marketing and business problems using a range of business analysis techniques using adaptable and innovative methods.
    • Apply data mining techniques to improve customer relationships in marketing and other business organizations

Applicants should have:

  1. A bachelor’s degree or its equivalent in a relevant discipline, from a university or college acceptable to the University of the West Indies, with a GPA of 2.5 or higher. Applicants with a GPA lower than 2.5 will be considered if:
    • They have at least (2) years working experience in marketing or a related areas and have professional qualification in a related area
    • They are successful at an interview conducted by a selected panel determined by the School; and
    • They are able to produce two acceptable letters of reference
    • They are able to produce two acceptable letters of reference
  2. Mature matriculation: Students who do not possess a first degree can matriculate under the mature matriculation requirements of UWI. However, these persons will be limited to 10% of the cohort (or 2 students from a cohort of 20). They must possess a minimum of 10 years work experience in the field of marketing. The mature entry requirements of UWI require applicants to submit official documentation certifying the successful completion of a professional course of study in the discipline for which they are seeking admission


Part Time- 24 months

Students will take a maximum of 2 courses per semester


The programme consists of 36 credit hours:

  • four core courses at three credit hours each
  • seven discipline specific courses at three credit hours each
  • one compulsory research Research Project for three credit hours
MSc. Marketing and Data Analytics
Course Codes   Credits
Core Courses
SBCO6110 Financial and Managerial Accounting 3
SBCO6170 Business Analytics 3
SBCO6340 Business in a Global Environment 3
SBCO6520 Quantitative Methods and Statistical Techniques 3
Discipline Specific Courses
SBMA6020 Consumer Behaviour 3
SBCO6070 Marketing for Managers 3
SBMA6030 Marketing Strategy and Product Policy 3
SBMA6050  Marketing Analytics and Modelling 3
SBMA6060  Consumer Analytics 3
SBMA6070  Data Mining for Marketing and Sales 3
SBMA6080  Managing Service Quality 3
Research Project
MGMT6010 Research Project* 3

SBCO6110: Financial and Managerial Accounting (3 credits)
This course examines the internal accounting systems and current practices of businesses to develop an understanding of the uses and limitations of accounting information in planning, control, decision making, performance evaluation and external reporting processes. It offers a balanced coverage of the concepts, methods and uses of financial and managerial accounting information with a strong emphasis on analysis and reporting.

SBCO6170: Business Analytics (3 credits)
This course examines the ways in which enterprises such as businesses, non-profits, and Governments can use data to gain insights and make better decisions. Business analytics is applied in operations, marketing, finance, and strategic planning among other functions. The ability to use data effectively to drive rapid, precise and profitable decisions has been a critical strategic advantage for a range of world-leading companies.With the increasing availability of broad and deep sources of information — so-called “Big Data”-business analytics are becoming an even more critical capability for enterprises of all kinds.

SBCO6340: Business in a Global Environment (3 credits)
This course examines the critical aspects of the global business environment that influence a firm’s decisions and behaviour. It focuses on the macroeconomic, institutional and technological factors at both international and national levels that shape the environment in which firms compete.

SBCO6520: Quantitative Methods and Statistical Techniques (3 credits)
This course is concerned with the use of quantitative and statistical techniques to assist in rational decision making. The emphasis is not on the techniques themselves, but rather on how they can contribute to better decisions. The approach is to present real business situations in which quantitative and statistical techniques have been applied successfully and to show how managers can use the methods to make better decisions.

SBMA6020: Consumer Behaviour (3 credits)
This course examines the basic concepts concerning research and findings about consumer behaviour to promote an understanding of how these ideas can be used in marketing decision making. The course also covers research design and methodologies used in marketing and influencing consumer behaviours.

SCO6070: Marketing for Managers (3 credits)
This course introduces participants to the theoretical and conceptual underpinnings of marketing. The course goes beyond marketing theories and concepts to show how the application of marketing principles can assist decision makers in public and private sector organizations in Jamaica and the Caribbean to develop and implement marketing strategies that will enhance their competitive positions in the global economy.

SBMA6030: Marketing Strategy & Product Policy (3 credits)
This course offers students an opportunity to broaden their understanding of strategic marketing management. It explores issues such as price and cost dynamics and brand management strategies for products and services.

Marketing Analytics & Modelling
Course Description
This course will focus on developing marketing strategies driven by quantitative analysis and modelling. Topics covered include market segmentation, market response models, customer profitability, social media, paid search advertising, product recommendation systems, mobile geo-location analysis, media attribution models, and resource allocation. The course will draw on and extend students’ understanding of issues related to integrated marketing communications, pricing, digital marketing, and quantitative analysis. The course will use a combination of cases, lectures, and a hands-on project to develop these skills

Consumer Analytics
Course Description
This course will utilize data analytics to learn about and market to individual customers. Many firms have extensive information on customers but very few firms have the expertise to intelligently act on such information. This course will therefore be focused on the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyse, and act on customer information. The goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics team. The course uses a combination of lectures, cases, and exercises to learn the material. This course takes a very hands-on approach with real-world databases and equips students with tools that can be used immediately on the job.

Data Mining for Marketing and Sales
Course Description
Data mining has emerged as a growing field that is concerned with developing techniques to assist managers to make intelligent use of the rapid increase of data. It is the process of analysing data from different perspectives and summarizing it into useful information. Data mining identifies trends, patterns, and relationships, which might otherwise have remained hidden. Emphasis will be placed on how to extract and apply business intelligence to improve business decision making and marketing strategies. The course will take advantage of online social media content from various applications, such as social network analysis, customer segmentation, customer relationship management (CRM), and web mining. The course will provide students with exposure to data mining tools, and application of data mining techniques to improve marketing, and sales.

Managing Service Quality
Course Description
Services are intangible and perishable experiences that cannot be re-created in a standard manner as products. This makes the quality of services a challenging prospect, particularly as the interaction between the service provider and the customer is varied. This course exposes the student to service strategies and systems as efforts are made to manage service quality. The hospitality industry is utilized to evaluate the service encounter and illuminate best practices in the service environment.

Research Project
This requirement of the M.Sc. degree is designed to explore methodological issues and applied research on issues critical to improving the practice of Marketing and Data Analytics in the Caribbean region.

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