
Use big data to enhance the consumer experience.
Marketing analytics is the practice of collecting, managing, and analysing consumer and performance data to maximise the effectiveness and efficiency of marketing decisions. The Marketing Analytics major at UNSW focuses on the emerging needs of data-driven decision making for marketing optimisation and equips students with the skills and knowledge necessary to collect and analyse consumer data to make informed marketing decisions.
Learning marketing analytics helps you better understand the consumer journey and improve the effectiveness and efficiency of marketing decisions. You'll learn about customer, product, and advertising analytics using marketing models and develop data storytelling and communication skills. Students are expected to participate in applied learning activities, working with consumer data, analytics software, and marketing applications. You will graduate with the competencies to use an evidence-based approach to gauge consumer insights and recommend actionable marketing solutions.
UNSW Business School is a global leader in business education. We’re ranked top 50 worldwide* and ranked the #1 Business School in Australia**. Our programs allow you to explore and understand business as a whole and get hands-on experience through work-integrated learning, internship, consulting projects and global practicums. You can establish a community of peers and and connect with future colleagues through Career Accelerator and diverse student-led groups, societies and institutes. UNSW Business School is renowned for best-in-class teaching and student outcomes.
Marketing analytics has become an increasingly important pillar of marketing, as evidenced by the 2022 CMO survey***, which shows the percentage of projects where companies use marketing analytics before making decisions has increased from 29% in 2013 to 48.9% in 2022. Organisations recruiting marketing analytics graduates include Kantar, the Iconic, Coles Group, Tourism Australia, Myer, Mastercard, Dell, CBA, MYOB, Michael Page, Energy Australia, Google, Qantas, Tennis Australia, Wesley Mission, NSW Department of Planning, and many other firms and a vast diversity of organisations.
Graduates in marketing can start their careers in the following areas:
*QS World University Rankings, 2024
**AFR BOSS 2022 Best Business School Rankings
Both domestic and international students can gain an undergraduate degree in marketing through a major or minor in the following programs:
You can study marketing analytics in the following postgraduate degrees: