The new MSc Retail Marketing and Analytics is strategically driven by the evolving complexities of the retail sector, the increasing demand for data-driven decision-making, and the need for specialised skills in digital and omnichannel retail strategies. This programme is designed to hone future-ready marketers capable of leading in a data-centric industry and supporting societal trends towards ethical consumerism.
Introduction
The Retail Marketing and Analytics MSc addresses a critical gap in the market for professionals adept in both retail marketing and high-level analytics. This comprehensive course encompasses a wide range of topics, including consumer behaviour, digital retail strategies, brand management, market research and customer relationship management tailored specifically for the retail sector.
This programme strongly focuses on leveraging data analytics for informed marketing decisions so you will receive essential training in the latest digital marketing tools and platforms. You will also be adept at interpreting retail data to enhance marketing efforts and optimise retail operations.
Additionally, you will learn how to apply theoretical concepts by engaging in real-world case studies and gain proficiency in using analytical tools and techniques to analyse consumer trends, measure campaign effectiveness, and optimise retail marketing strategies.
Please note that this course is subject to final approval by the University.
Who is this course for?
This MSc programme will be ideal for individuals aiming to advance their careers, for example in retail marketing, consultancy, or management roles, utilising data-driven insights to drive business growth and innovation in the retail industry.
What you'll learn
Retail Fundamentals
Contemporary Retail
Digital Marketing
Data Analytics
Brand management
Consumer Behaviour
Market Research
Accreditation
The University of Liverpool Management School (ULMS) is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation from AACSB, AMBA and EQUIS.
Course content
Discover what you'll learn, what you'll study, and how you'll be taught and assessed.
Semester one
Please note the structure of this exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date.
During the first semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).
COMPULSORY MODULES
ULMS575 Marketing Management This module provides a comprehensive exploration of marketing management, encompassing both core concepts and contemporary service marketing principles. Students will engage with marketing as both a business function and a business philosophy, develop critical academic skills, and examine current trends that impact customer experiences and service quality. The syllabus combines theoretical knowledge with practical applications, preparing students for strategic roles in marketing.
ULMS576 Research Methods in Practice This module immerses students in the practical and theoretical aspects of marketing research, focusing on how data informs strategic decisions in marketing contexts. It is designed to provide students with robust skills in market research methodologies, data analysis, and data storytelling. Throughout the module, students will engage with real-world companies to gain hands-on experience and produce actionable insights, preparing them for professional roles across sectors such as digital marketing, tourism, retail, and data analytics.
ULMS583 Retail Marketing and Management This module will introduce students to the constantly developing world of retail marketing and management, opening their eyes to the competitive and continual demands of an industry that is in constant flux! Students will explore several of the hidden secrets in being a successful retailer, regardless of channel. This module will give students the knowledge needed to holistically, critically, understand and analyse retail practices. Students will explore core concepts and the evolution of retail from traditional ‘bricks and mortar’ stores to the contemporary omnichannel strategy and examine growth and innovation in retail management and technology. The module will cover the retail marketing mix, the characteristics of different retail contexts, and associated trends. Students will investigate retail management strategies for more sustainable practices and navigate the world of retail-based big data, using models, frameworks, and tools to transform data into information and insights that will help you make better retail-related strategic decisions.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Semester two
Please note the structure of this exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date.
During the second semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).
ULMS584 Retail and Society This module will take students on an exciting journey through the evolving landscape of retail. Building on prior retail knowledge, students will dive deep into the future of the retail sector, exploring cutting-edge themes like sustainability, ethics, technological advancements, and experiential retailing. Students will engage with the dynamic challenges facing retailers today and unleash their creativity to develop forward-thinking solutions. As they navigate this fast-paced industry, students will critically analyse the profound impact of retail and consumption on society, empowering them to envision innovative pathways for the future. Join us in transforming the retail experience and shaping what comes next.
ULMS578 Marketing Strategy and Analytics In the modern business world, companies increasingly rely on marketing data to make decisions. According to a recent survey of CMOs (Chief Marketing Officers), customer insights rank among the most important knowledge assets of the firm. In this context, modern marketing strategy and analytics have assumed their well-deserved position as a critical business function. The objective of the course will be to show the benefits of using a systematic and analytical approach to marketing. This module is designed to educate students on the use of marketing strategy principles as well as social media analytics to analyse customer responses to firms’ current marketing programmes and online activities and derive recommended actions. A particular focus will be on generating customer/consumer insights from social media and product reviews. Students will also use and execute data-analytic techniques and case studies to critically understand how to solve marketing strategy problems in a scientific and process-driven manner. In this module, students will work with real-life data sets and cases, e.g., Company data, online reviews about a brand, and develop an in-depth understanding of statistical software. Students will be introduced to statistical concepts and coding principles.
ULMS577 Critical Perspectives on Consumption A critical understanding of consumers is central to the business of marketing strategy. This module moves beyond the traditional focus and the act of buying (buyer behaviour), to focus on having and being as fundamental processes in value formation. Consumer behaviour in this regard is more than buying, it also embraces the study of how having (or not having) things affects our lives, and how our possessions influence the way we feel about ourselves and each other. We will provide students with the knowledge and skills to understand the consumer, their aspirations, their behaviours and their needs. Building on students’ fundamental knowledge of marketing, this module will provoke critical thinking around consumption. As organisations are becoming increasingly engaged in addressing the global challenges of creating a more sustainable and just society for present and future generations, students will develop their critical understanding of ethical concerns in relation to responsible marketing, and the ethics of consumption. It provides an opportunity for students to consider alternative approaches to the study of marketing and consumption, preparing students to become responsible marketers and global citizens.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Final project
Please note the structure of this exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date
Choose one:
ULMS719 Advanced Management Research The module offers students to the ability to demonstrate the knowledge they have learned in the taught component of their MSc programme. The module is a practical platform for students to develop business analysis and strategic decision-making skills; as well as the opportunity to demonstrate the ability to research, analyse and present information coherently in order to support a recommended course of action. The individual assignment provides students with the opportunity to carry out an in-depth investigation of a management issue relevant to their MSc programme. For this assessment students are to critically evaluate and synthesise relevant theories, models and practices of management by undertaking a detailed enquiry into a programme specific area of research by undertaking an analytical literature review by using secondary data or undertaking a consulting project or undertaking an empirical investigation.
ULMS790 Dissertation This module is designed to help students develop an in-depth understanding of a topic within their chosen domain of management and business and for the student to use this knowledge to analyse a management problem or issue. A preparation phase of the module is included to provide the students with the skills necessary in problem analysis and research in order that they can undertake an independent research project. Thereafter, independent, guided study and research are used to develop both theoretical and practical critical-thinking skills, and to present research, analysis and findings. The reflective element of the dissertation gives students an opportunity to critically analyse and evaluate their experience of the learning process.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
How you'll learn
The course will be delivered by experienced academics in the Marketing Group, via lectures, seminars, and workshops to provide a comprehensive learning experience.
How you're assessed
Students are required to complete 180 credits to achieve a full MSc.
Subject to meeting specific criteria outlined by the University, students will graduate with a Pass, Merit or Distinction.
Assessment tasks are varied, and some may be designed specifically to meet the learning outcomes of a particular programme of study, including through presentations, digital business analyses and traditional timed exams. The weighting of individual components will vary from one module to another.
Liverpool Hallmarks
We have a distinctive approach to education, the Liverpool Curriculum Framework, which focuses on research-connected teaching, active learning, and authentic assessment to ensure our students graduate as digitally fluent and confident global citizens.
Your experience
Virtual tour
Supporting your learning
From arrival to alumni, we’re with you all the way:
Careers and employability support, including help with career planning, understanding the job market and strengthening your networking skills
A dedicated student services team can help you get assistance with your studies, help with health and wellbeing, and access to financial advice
Support for students with differing needs from the Disability advice and guidance team. They can identify and recommend appropriate support provisions for you.
Graduating from this programme will significantly improve your employability, helping you advance your career in retail marketing, consultancy or management roles. Your ability to use data-driven insights to drive business growth and innovation will make you highly competitive in the job market.
Apart from acquiring specialist knowledge, you will be equipped with practical experience, advanced technological skills, and a global perspective to make an impact internationally and excel in the competitive retail industry.
Career support from day one to graduation and beyond
As a graduate of this programme, you’ll acquire a robust foundation in both retail marketing and analytics, making you highly competitive in the job market. This MSc will support the advancement of your marketing career, for example in retail marketing, consultancy, or management roles.
Fees and funding
Your tuition fees, funding your studies, and other costs to consider.
Tuition fees
UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)
Full-time place, per year
£14,000
Foundation year fee
£28,000
Part-time place, per year
£7,000
International fees
Full-time place, per year
£30,000
Part-time place, per year
£15,000
Following the foundation years, standard course fees apply.
Fees stated are for the 2025-26 academic year.
Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support.
If you're a UK national, or have settled status in the UK, you may be eligible to apply for a Postgraduate Loan worth up to £12,167 to help with course fees and living costs. Learn more about fees and funding.
Additional costs
We understand that budgeting for your time at university is important, and we want to make sure you understand any course-related costs that are not covered by your tuition fee. This could include buying a laptop, books, or stationery.
We accept a 2:2 honours degree from a UK university, or an equivalent academic qualification from a similar non-UK institution. This degree can be in any subject discipline.
International qualifications
If you hold a bachelor’s degree or equivalent, but don’t meet our entry requirements, you could be eligible for a Pre-Master’s course. This is offered on campus at the University of Liverpool International College, in partnership with Kaplan International Pathways. It’s a specialist preparation course for postgraduate study, and when you pass the Pre-Master’s at the required level with good attendance, you’re guaranteed entry to a University of Liverpool master’s degree.
International applicants who do not meet the minimum required standard of English language can complete one of our Pre-Sessional English courses to achieve the required level.
English language qualification
Requirements
IELTS
6.5 overall, with no component below 6.0
PRE-SESSIONAL ENGLISH
Do you need to complete a Pre-Sessional English course to meet the English language requirements for this course?
The length of Pre-Sessional English course you’ll need to take depends on your current level of English language ability.
Liverpool bursts with diversity and creativity which makes it ideal for you to undertake your postgraduate studies and access various opportunities for you and your family.
To fully immerse yourself in the university experience living in halls will keep you close to campus where you can always meet new people. Find your home away from home.
Discover what expenses are covered by the cost of your tuition fees and other finance-related information you may need regarding your studies at Liverpool.
Contact us
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