In today´s increasingly connected society and rapidly changing business world, the proliferation of data is paramount. As data and technology are transforming the marketing field at lightning speed, there is a need for data-savvy marketing leaders who combine an in-depth understanding of strategic marketing with strong analytical skills, and a passion for discovering insights.
The Marketing Analytics specialisation prepares students to be forward-thinking marketing specialists who are comfortable with numbers and able to make marketing decisions based on sound data analysis. It teaches students how to design and deliver robust statistical analysis, convert data into insights, transform information into communication, and ultimately make strategic marketing decisions. Students gain a firm grounding in the essentials of strategic marketing, while developing the analytical skills needed to thrive in today’s rapidly evolving, information-driven business environment.
Marketing Analytics specialisation is offered within the Business Consultancy International (BCi) programme, which is taught exclusively in English.
Why BCi Marketing Analytics?
Discovering insights to drive marketing actions
Strategic marketing management
Supply chain performance
Quantitative and qualitative data analysis
Media metrics and digital media
Forecasting and trend analysis
Social and interpersonal skills
Strategic management & business policy
Company consulting project
For the complete list of courses see our Curriculum
Careers in Marketing Analytics are topping the trends for new jobs in 2015, and this is believed to continue for the upcoming future, as companies realise the need for data-savvy marketers who can understand and interpret marketing data. Past graduates have found leading marketing positions in global companies around the world.
See our career opportunities page to find out more.
The Marketing Analytics specialisation gives students many opportunities to work with real companies on joint projects such as L'Oréal Brandstrom, where students compete in project teams against other universities from around the world, and present before senior L’Oréal executives. As well, students will act as marketing consultants to companies on various projects, enhancing their analytical and presentation skills. Many courses are supplemented with leading figures in international business providing real life challenges for students through presentations and work-shops.
Upon the successful completion of the programme you should be able to:
- use data to create customer value and gain new consumer insights
effectively communicate quantitative results in a simple and powerful format to aid in decision making
plan and develop integrated digital communication strategies
understand qualitative and quantitative marketing research to identify trends, and realise business opportunities
- make strategic business decisions based on understanding data
|Head of Marketing & Sales Department|
Prof.(FH) Mag. Dr. Karl Pinczolits
T: +43 (0) 2622 / 89 084 - 0
F: +43 (0) 2622 / 89 084 - 99