MA/MS in Econometrics and Operations Research: Marketing Data Science

This specialisation within the Econometrics and Operations Research master's applies econometric and data science methods to the analysis of marketing data, connecting mathematics, statistics, economics, and marketing. It draws on microeconomics, consumer behaviour, and statistical techniques to examine datasets that have multiple hierarchical levels, for instance product, brand, location, and distribution, applying econometric methods to volume shares, advertising effects, sales strategies, consumer behaviour, brand loyalty schemes, and television and social media advertising. Coursework includes Advanced Econometrics, Multivariate Econometrics, Time Series Models, and a Marketing Data case study, alongside a thesis.