MSc Business Analytics and Management

Full Time
Degree of Master of Science


Watch It
"I chose to study at Norwich Business School because of its reputation. My master’s included the academic disciplines, practical knowledge, professional field of study, key business issues and creative thinking that I particularly wanted to achieve"

In their words

Ferhan Erdinc, Norwich Business School Graduate

Key facts

(REF 2014)

Do you want to play a role in the data revolution? Data has been identified as a major source of value, but only for those organizations that can capture, integrate and analyze it, and apply the resulting knowledge to business decisions. This course will give you the skills and knowledge to manage the whole process business analytics process, from data to decisions, including delivering the technical and human resources required and managing the legal, regulatory and ethical challenges that it throws up. This course will prepare you for a wide range of roles in the new data economy, from management and leadership roles in major corporates, to consulting and contracting roles for organizations of all sizes, and even entrepreneurship and new firm formation.


The course focuses on the management of the whole business analytics process, from the identification, integration and ‘cleansing’ of data, through various forms of data analysis, to the visualization and presentation of results and their incorporation into decision-making. Throughout these stages, there is a strong focus on governance and ethics, on the one hand, and the management of the underpinning resources and infrastructure on the other. Throughout the course, the focus is on the practical application of the skills that you learn. Assessment is mainly based around small business analytics projects that enable you to test your knowledge against authentic business problems, using real data and deploying cutting edge techniques. While a solid understanding of the application of data science techniques forms a major strand of the course, you will develop a much wider, critical understanding of data management, including the whole data life cycle – from creation and storage, through integration and manipulation, to deletion – and the use (and misuse) of data in decision-making.

Course Structure

In the first semester you will take three modules.

  • Data Analytics for Business – will introduce all the key elements of the business analytics process, from problem definition to implementing a solution.
  • Introduction to Digital Business – will set business analytics in the wider context of the digital economy and the transformation of business by digital technologies.
  • Marketing Theory and Practice – will introduce you to a key context for the application and development of business analytics.

In the second semester you will study a further three modules.

  • Advanced Topics in Data Analytics – will build on the data analytics skills you developed in the first semester to introduce more advanced topics, techniques and issues, drawn from across the business analytics process.
  • Business Research Methods – will develop the varied skills you need to complete your dissertation.

An optional module which enables you to shape the course to your own interests and requirements. Options could include:

  •   Social Media and Digital Marketing
  •  Innovation and Technology Management
  •  Delivering High Performance and Digital Transformation.

In the final semester, you will complete a self-directed, supervised dissertation. This can take a number of forms, but is a substantial piece of work that integrates and develops the knowledge and skills you have developed over the first two semesters.

Teaching and Learning

You will learn by a range of methods and approaches – including lectures, seminars and data labs – but always with a focus on the practical application of your knowledge and skills in real business analytics applications. As in a business context, you will undertake tasks individually and in groups, developing your teamwork and leadership skills. As your confidence in your knowledge and skills grow, you will be challenged to think more critically and analytically, developing your ability to solve novel problems and to identify the affordances and limits of standard analytical techniques. Throughout the course you will be required to reflect on and justify your decisions and choices, developing a professional mindset.


Assessment is mainly through coursework assignments. In most assignments you will attempt to solve an authentic business problem for a client, developing a portfolio of analytics work. Each assignment will be completed by a reflection on your experience to identify how you could improve you practice. Each assignment will be supported by formative assessment – assessment for learning – that will give you a change to test your skills and knowledge, prior to summative assessment – assessment of learning – so you have a chance to improve. A major component of your assessment will be the dissertation in which you will synthesize learning from across the course in a major self-directed project. Again this will be an authentic problem for a real client.

After the course

Business analytics has applications in all business sectors, across the public, private and third sectors, and across all major business functions (Marketing, Finance, Operations, HRM, etc.). The course will help you to build a portfolio of professional assignments that employers love to see, demonstrating your competencies and thinking.

Career destinations

  • Manager of corporate data analytics function
  • Business analytics consultancy
  • Data-based business entrepreneur
  • Digital marketing executive
  • Information/data management

Course Modules 2020/1

Students must study the following modules for 160 credits:

Name Code Credits


This module builds on learning in the module Data Analytics for Business to explore a small number of cutting-edge topics in depth. Topics will be drawn from across the industry standard CRISP-DM (Cross Industry Standard Process for Data Mining) model including 1) data understanding and preparation, 2) data modelling and evaluation, and 3) Business understanding and the deployment of analytics solutions. You will also consider at least one topic on data governance and ethics or the resourcing of business analytics. For each topic studied, you will research, apply and evaluate the latest tools, techniques and theories. You will be assessed on your ability to research, analyse and critically evaluate a specific contemporary business analytics topic and your ability to create a viable business proposition based on your research.




You'll examine the business research process from start to finish and gain an understanding of how to undertake research to investigate for instance organisational working context, markets, products and services. Dealing with business research questions, research design and data interpretation, both systematically and creatively, is the module's core aim. You'll be provided with the necessary training to pursue your MSc Dissertation. Further, you'll have the opportunity to understand how established techniques of research are used to create knowledge in the discipline. You'll engage in basic quantitative and qualitative data analysis during classes to enhance your understanding of the research process. The module intends to support you in your summer dissertation work with your research active supervisors towards conducting an independent research project.




In this module you will be introduced to the key elements of business analytics as a business process explore some specialised applications. You will learn how to capture, structure, organise, store and integrate various kinds of business data You will learn how to analyse interpret and visualise data using industry standard tools. You will learn how to govern the data analytics process, including data law and ethics, and how to create the technical and human resource to underpin the business analytics function. You will be examined on your ability to undertake a number of small business analytics related projects.




This module introduces you to the "digital business" concept that advocates investment in cutting edge digital technologies to drive business strategy and digitalise business operations, enhance customer experience, and change organisational culture. You will be taught the economics of digital information and the forces that shape access to digital markets for buying and using products and services. You will also examine the disruptive nature that digital technologies have when introduced to different business sectors. By assessing example disruptive technologies that have displaced established technology, and changed business and industry, you will also develop economic research and analysis skills. You will use these skills to provide a conceptual and empirical basis for digital business strategies by writing a report that judges the impact and implications of digital technologies for a selected market or market segment.




Develop an appreciation and understanding of the theoretical assumptions, debates and practices that constitute the body of knowledge we recognise as marketing within the profit as well as the public and not-for-profit sectors. Current developments in the marketing discipline will be discussed alongside methodological advances. You will also cover social and technical changes, which may impact the future development of marketing theory and practice. Discrepancies in the theory and practice of marketing will be identified and their interplay appreciated.




The dissertation will allow you to explore in-depth a research question related to your studies. You'll draw upon relevant concepts and techniques introduced during the taught part of the course, and will seek to combine the theory and practice of management through the completion of a substantial and relevant in-depth piece of work.



Students will select 20 credits from the following modules:

Name Code Credits


This module will provide you with theoretical concepts and practical knowledge surrounding performance and Human Resources Management, developing your understanding of the evidence based management practices that contribute to improvement of performance in individuals, teams and organisations.




As business reliance on digital platforms increases, government interventions in the digital aspects of economic activity are also rapidly evolving. These interventions fundamentally alter business opportunities and responsibilities. This module will develop your understanding of actual and potential future government regulation on the internet, including international differences, providing you with insights on what regulations are set up and why. Topics covered will include market power, personalised pricing, tax, privacy, news and consumer protection. These insights will provide value to managers of digital processes, strategy and marketing, through better understanding government constraints, and improved ability to design their companies' digital strategies in response.




Research indicates that innovative firms, those that are able to exploit and use innovation to improve their processes or to differentiate their products and services, outperform their competitors, measured in terms of market share, profitability, growth and market capitalisation. However, the management of innovation is inherently complex and risky. In many cases, new technologies fail to be converted into products and services. In fact, most new products and services are not commercial successes. In sum, innovation can enhance competitiveness, but it also requires a different set of management skills from those doing the everyday business administration within the firms. The first half of the module will cover both economic and managerial aspects of innovation. Students. You will develop an in-depth understanding of key aspects of innovation processes and their institutional and strategic implications. Learning that innovation is a cross-functional task involving all corporate functions like RandD, marketing, production and finance is a central objective of the module. Using exemplary innovation case studies students will first acquire knowledge of key terms and definitions of innovation research. The emergence of systematic innovation in the corporate environment will be discussed by studying the history of certain industries. At the organizational level, ways to leverage innovation internally and with external partners will be analysed. You will learn about different sources of innovation as well as roles and functions in the innovation process. Key concepts like open innovation and user innovation will be discussed thoroughly. Their practical applications and implications will be pointed out. The module will also discuss the issue of how to appropriate the returns from innovation, with special focus on patents and markets for technology. This second half of the module will examine how to introduce technology into organisations, and the associated opportunities and problems. You will be introduced to Information Systems and their socio-technical nature and the process of developing and commissioning information systems and the essential inherent human and managerial issues. You will also be introduced to critical contemporary issues such as Big Data, e-commerce, Knowledge Management, Control and Productivity.




Social media is an emerging and quickly developing field. You will cover areas of social media marketing such as customer engagement, social shopping, and social customer service. You will gain an in-depth understanding of what consumers are doing in social media and transform this understanding into marketing relevant expertise. Further, it provides knowledge and understanding of the main theories relating to the use of new interactive marketing media and the application of these theories in the development of marketing relationships.




Whilst the University will make every effort to offer the modules listed, changes may sometimes be made arising from the annual monitoring, review and update of modules and regular (five-yearly) review of course programmes. Where this activity leads to significant (but not minor) changes to programmes and their constituent modules, there will normally be prior consultation of students and others. It is also possible that the University may not be able to offer a module for reasons outside of its control, such as the illness of a member of staff or sabbatical leave. In some cases optional modules can have limited places available and so you may be asked to make additional module choices in the event you do not gain a place on your first choice. Where this is the case, the University will endeavour to inform students.

Further Reading

Entry Requirements

  • Degree Subject A quantitative social science (e.g., economics or psychology), Business, Management or Marketing studies with a substantial quantitative element, Computing or Information Systems. You will have a strong interest in the application of data and analytics to resolving business and management problems and strong communication skills using words, numbers and images.
  • Degree Classification 2.1 or equivalent

Students for whom English is a Foreign language

We welcome applications from students whose first language is not English. To ensure such students benefit from postgraduate study, we require evidence of proficiency in English. Our usual entry requirements are as follows:

  • IELTS: 6.5 (minimum 5.5 in all components)
  • PTE (Pearson): 58 (minimum 42 in all components)

Test dates should be within two years of the course start date.

Other tests, including Cambridge English exams and the Trinity Integrated Skills in English are also accepted by the university. The full list of accepted tests can be found here: Accepted English Language Tests


INTO University of East Anglia

If you do not meet the academic requirements for this course, you may be able to study one of the International Graduate Diploma programmes offered by our partner INTO UEA. These programmes guarantee progression to selected master's degrees if students achieve the appropriate grade. For more details please click here:

International Graduate Diploma in Business

As a result of the COVID-19 pandemic, we will be offering Pre-sessional courses online from June to September 2020. Further details can be found on our Online Pre-Sessional English webpage.



Fees and Funding

Tuition fees for the academic year 2020/21 are:

  • UK/EU Students: £10,500 (full time)
  • International Students: £18,500 (full time)


Living Expenses

We estimate living expenses at £1,015 per month.

Scholarships and Funding

A variety of Scholarships may be offered to UK/EU and International students. Scholarships are normally awarded to students on the basis of academic merit and are usually for the duration of the period of study.

Funding for postgraduate study is also available both from the university and from a number of external schemes.

Find out more about scholarships, funding and bursaries.

How to Apply

Applications for Postgraduate Taught programmes at the University of East Anglia should be made directly to the University.

To apply please use our online application form.

Further Information

To request further information and to be kept up to date with news and events please use our online enquiry form.

If you would like to discuss your individual circumstances prior to applying please do contact us:

Postgraduate Admissions Office
Tel: +44 (0)1603 591515

International candidates are also encouraged to access the International Students section of our website.

    Next Steps

    We can’t wait to hear from you. Just pop any questions about this course into the form below and our enquiries team will answer as soon as they can.

    Admissions enquiries: or
    telephone +44 (0)1603 591515