Specialisation
Marketing Analytics

Marketing Analytics

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

Marketing

Analytics

Consultancy

Strategic marketing management

Supply chain performance

Customer insights

Marketing research

Campaign management

Quantitative and qualitative data analysis

Media metrics and digital media

Forecasting and trend analysis

Pricing analytics

Database management

Social and interpersonal skills

Strategic management & business policy

Company consulting project

Consultancy skills

Consultancy models


For the complete list of courses see our Curriculum.


Career Prospects

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.

 

Practical Application

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.


Learning outcomes

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
P: +43 (0) 2622 / 89 084 - 0
F: +43 (0) 2622 / 89 084 - 99

Fachhochschule Wiener Neustadt für Wirtschaft und Technik GmbH

Infocenter P: +43(0)2622/89 084-0 F: +43(0)2622/89 084-99

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