Master in Marketing Management + Master in Business Analytics & Data Science

Marketing without data is intuition. Data without marketing is information. This Dual Degree brings the two together — transforming a marketing professional into a data-driven growth specialist who can operate at the intersection of brand strategy and analytical rigour.

The Master in Marketing Management (IM4) develops comprehensive marketing competencies — from brand management to consumer behaviour and digital marketing — while the Master in Business Analytics & Data Science (BADS) adds the quantitative tools to measure, model and optimise every dimension of market performance. The result: a marketer who can build strategy and prove it with data.

Explore the individual programmes:

• Master in Marketing Management
• Master in Business Analytics & Data Science

• Year 1 — Master in Marketing Management: brand strategy, digital marketing, consumer behaviour, communication and commercial management
• Year 2 — Master in Business Analytics & Data Science: data science, machine learning, marketing analytics, business intelligenc
• Project work with marketing and technology companies
• Two Impact Career Fairs — marketing and data science
• Career Development Programme spanning the full 24-month journey

The demand for data-fluent marketers has never been higher. The IM4 + BADS combination addresses this directly: Year 1 builds a solid marketing foundation, while Year 2 adds the data science layer that transforms a good marketer into an exceptional one. Graduates can operate as the rare professional who bridges the CMO and CDO perspectives.

Graduates are positioned for high-demand roles at the intersection of marketing, growth and analytics.

• Growth Manager / Growth Analyst
• Marketing Analyst / Senior Marketing Analyst
• Data-Driven Brand Strategist
• Digital Performance Manager
• Customer Insights and Analytics Manager
• Marketing Technology (MarTech) Specialist

Admission follows the GSoM standard selection process. Candidates from marketing, economics, communication and related fields are particularly suited. Candidates may apply directly or transition to the Dual Degree during Year 1.

• Eligibility: Bachelor’s degree or equivalent in any discipline
• Language requirement: English proficiency (IELTS, TOEFL or equivalent)
• Selection tools: motivation letter, CV, transcripts, interview
• Application: rolling basis — early application is recommended