With organisations accessing large amounts of data daily, skilled and qualified marketing analytics experts are in high demand. Businesses want to emphasise data-driven decision making and establish innovative digital marketing solutions to give them a competitive edge.

The online Master of Analytics (Marekting) will equip you with the relevant and applied skills employers want, opening endless career opportunities across industries for existing and future roles.

Learn more about the future of marketing analytics.

The online Master of Analytics (Marketing) at UNSW has been designed to ensure graduates can confidently apply highly technical and strategic influencing skills. The program prepares you for data analytics opportunities across a myriad of industries for existing and future roles. Job roles can include: 

• Analytics Manager
• Business Analyst
• Business Intelligence Analyst
• Communication Manager
• Digital Marketing Manager
• Marketing Consultant
• Market Researcher
• Marketing Analytics Specialist
• Marketing Manager
• Project Manager
• Quantitative Analyst
• Social Media and Digital Marketing Analyst 

The online Master of Analytics (Marketing) is designed to equip students with the comprehensive and technical skills they need to meet data-driven marketing industry needs, allowing students to fast-track to a rewarding career. 

Students will learn to identify and utilise advanced analytical tools to navigate data-rich environments and critically review the consumer lifecycle to deliver data-driven insights for digital marketing solutions. You will develop the skills to communicate the business value of customer data clearly and effectively, while also gaining applicable marketing analytics experience, instantly adding value to your career. 

Furthermore, you will gain the knowledge and skills to identify target consumer needs, control customer relationship management and explore the impact of digital technology on customer acquisition and retention. 

This program is suitable for a range of business professionals from Reliability and Improvement Analysts to Insights and Research Analysts, as well as Marketing Managers, Campaign Managers and Digital Marketing Specialists. It is for those who wish to upskill to successfully provide data-driven insights to overcome digital marketing challenges. 

If you are looking to upskill in marketing analytics and do not have a recognised bachelor’s degree (or equivalent qualification), you can enter the Master of Analytics (Marketing) via an articulation pathway from the Graduate Certificate in Analytics. Upon successful completion of the Graduate Certificate with a minimum WAM of 65, students will be eligible to articulate to the Graduate Diploma in Analytics or the Master of Analytics (Marketing) with full credit for the courses completed as part of the Graduate Certificate.

Applicants for the Graduate Certificate in Analytics who do not have an undergraduate degree are required to have a minimum of three years relevant* or professional experience in analytics, clerical, or administrative work in a commercial, not-for-profit, or public service organisation or other analytics-related positions.

*Relevant experience includes being responsible for tasks that are non-routine, unstructured or semi-structured, engaging in problem-solving activities. It can include experience of managing a small team, being a team leader, managing a project or being responsible for the management and allocation of resources. Alternatively, engaging in a professional role over a period of time is relevant experience.

Study anywhere at any time and graduate with a Master of Analytics (Marketing) in as little as two years without taking time out of the workforce. The immersive educational experience has been crafted to align with the motivations and experiences of the busy working professional. 

You can shape your studies to fit in with your career and lifestyle, studying one course at a time, increasing your employability and instantly adding value to your career and organisation. 

UNSW Online advises approximately 150 hours of study per course over the hexamester for the Master of Analytics (Marketing). This averages 20 hours per week, depending on the course and week. The study mode is 100% online, with no on-campus requirements.

Discover tips on how to maximise your study. 

Your previous studies can be acknowledged as credit towards your online postgraduate studies provided that they meet relevant course requirements. If you are eligible for admission and you have undertaken previous studies at another institution, you may be eligible to apply for Recognition of Prior Learning (RPL). 

Students can apply for RPL during the program application process and must ensure all relevant supporting documents are submitted for assessment if requested by Admissions, including course outlines from the same year they completed the relevant course/s as content may change over time. Courses successfully completed within the past ten years can be used for credit transfer within a program as provided within the program rules and the University rules on credit. 

If completed similar courses in previous undergraduate study, Master of Analytics (Marketing) students can claim up to four courses of RPL advanced standing. If students have completed postgraduate studies in addition to completed undergraduate studies, they can claim a maximum of six courses of RPL advanced standing for the Master of Analytics (Marketing) program. 

Find out more about RPL and credit transfer at UNSW. Speak with a Student Advisor to learn more about additional requirements and receive guidance around the RPL process. 

No, studying with UNSW Online does not make you eligible for a student visa, as all programs are delivered 100% online and can be completed from anywhere in the world. To be eligible for a student visa, you must enrol in an on-campus program that meets the visa requirements for studying in Australia. 

No, you can study entirely online from your home country. UNSW Online programs are designed for flexible learning and do not require you to be in Australia. This means you don’t need a student visa to apply.

Yes, international students can apply for UNSW Online programs, provided they meet the entry requirements. A student visa is not required or will be issued. 

Neither marketing nor analytics is inherently better – the right choice depends on the type of problems you want to solve and how you want to work.

Marketing is best suited to people interested in consumer behaviour, brand strategy and campaign performance. It focuses on understanding customers, shaping messages and driving growth through channels like digital, CRM and media.

Analytics offers a broader, more technical skill set that applies across industries such as finance, healthcare, technology and operations. It focuses on data modelling, forecasting, optimisation and evidence-based decision-making beyond a single function.

For those who want the strengths of both, marketing analytics sits at the intersection. It combines marketing strategy with advanced analytical skills, enabling you to analyse customer data, optimise campaigns and translate insights into commercial decisions. Programs such as the UNSW Online Master of Analytics (Marketing) include subjects like Social Media Analytics and Customer Analytics, preparing graduates for data-driven roles in marketing, retail and advertising.

Both pathways are in strong demand. Choosing between them comes down to whether you prefer a marketing-led career, a broad analytical career, or a hybrid role that blends customer insight with advanced analytics.

Working in marketing analytics offers exciting opportunities to combine creativity with data-driven decision-making, making it a highly rewarding career path. Professionals in this field are in high demand, with diverse roles across industries like retail, advertising and e-commerce.

The work involves optimising campaigns, analysing customer behaviour and driving impactful business strategies. Analytics is an ideal career path if you enjoy structured thinking, have a natural curiosity and love solving complex business problems with data. While the role can come with challenges such as tight deadlines, staying updated with evolving tools and navigating data privacy regulations, it remains a dynamic and growing field.

If you are looking to advance your career, a postgraduate analytics program can help you build the skills and confidence to navigate both the technical and stakeholder-facing sides of the role. UNSW’s Master of Analytics (Marketing Analytics) is a fantastic example. Delivered 100% online, it equips you with the expertise needed to excel, preparing you to thrive in this fast-paced and impactful industry.

Marketing analytics zeroes in on data related to marketing activities – think customer behaviour, campaign performance and market trends. It’s all about using data to refine strategies and boost engagement. In contrast, data analytics casts a wider net, analysing information across industries like finance, healthcare and operations to solve diverse business challenges. Marketing analytics is a specialised branch, while data analytics offers broader applications. Whether you're drawn to the creative side of marketing or the versatility of general analytics, a program like UNSW’s Master of Analytics can provide the tools to excel in either path.

To qualify for a Master of Analytics in Australia, you typically need a recognised bachelor’s degree with a credit average or higher. Some programs may also consider relevant professional experience in analytics or related fields as an alternative pathway.

For example, the UNSW Online Master of Analytics specialising in Marketing is designed to be accessible and flexible, catering to both recent graduates and working professionals. With no GRE or GMAT requirements, you can focus on building the skills that matter most – like data visualisation, predictive analytics and marketing strategy. If you do not hold a bachelor's degree, consider entry via a Graduate Certificate which requires only relevant work experience.

Marketing analytics is the practice of using data to measure, analyse and improve marketing performance. It involves examining metrics like customer behaviour, campaign effectiveness and market trends to make data-driven decisions that enhance ROI and customer engagement. By leveraging tools and techniques such as predictive modelling, data visualisation and segmentation, marketing analytics helps businesses understand what’s working, what’s not, and how to optimise their strategies.

A Master of Analytics offers numerous benefits, equipping you with advanced skills to analyse data, uncover insights and drive strategic decision-making across industries. It opens doors to high-demand roles in fields like marketing, finance, healthcare and technology, often leading to higher earning potential and career advancement.

Beyond technical expertise, you'll develop problem-solving and leadership skills that set you apart in a competitive job market. For example, UNSW Online's Master of Analytics in Marketing program goes a step further by offering a specialised focus on marketing analytics, preparing you to thrive in this fast-growing field with the flexibility of 100% online study.

The Marketing Analytics specialisation develops advanced skills in customer analytics, digital analytics, quantitative modelling and data-driven marketing decision making. 

Depending on your elective choices, you’ll learn how to: 

• Analyse customers and markets using techniques including regression, conjoint analysis, ANOVA, market response models and big data analytics to uncover patterns in customer behaviour and marketing performance.
• Build predictive models using statistical modelling, automated machine learning, decision trees and neural networks to identify patterns, forecast outcomes and support marketing decisions.
• Predict customer behaviour by applying analytics to customer demand forecasting, churn prediction and recommendation systems to inform customer relationship management (CRM), retention and growth strategies.
• Turn digital and social data into insights using social media metrics and digital analytics to understand customer acquisition, engagement, retention and the customer journey.
• Apply advanced customer analytics using prediction, recommendation and natural language processing to support customer relationship management (CRM), from attracting and retaining customers to re-engaging those who have lapsed.
• Use descriptive, predictive and prescriptive analytics to understand what has happened, anticipate what is likely to happen next and determine the best course of action.
• Visualise and communicate complex data by turning analytical outputs into clear, compelling insights and recommendations that decision-makers can understand and act on.
• Turn analytics into organisational action by applying change management models and implementation approaches to help embed data-driven decisions across an organisation. 

Together, these skills will help you move beyond reporting on marketing performance to understanding why customers behave the way they do, predicting what they may do next and using evidence to make better marketing and business decisions.