Master in Performance Marketing

At the intersection of data science and strategic management, this programme addresses the modern reality where granular tracking technologies and machine learning reshape how businesses justify their marketing spend. Companies today face intense competitive pressure to prove the efficacy of every digital footprint, moving beyond surface-level metrics to a sophisticated, real-time allocation of investment.

This course is designed for marketing professionals and analysts who need to master the shift from tactical campaign management to a holistic, balanced scorecard approach. It provides the methodological rigor required to connect individual marketing initiatives—tracked down to the hour or specific user behaviour—to the broader goal of long-term value creation.

Core Competencies

• Dynamic Investment Allocation: Learn to reallocate marketing budgets in real-time based on actual performance data.
• Strategic Metric Frameworks: Integrate digital performance measures into a balanced scorecard that aligns marketing actions with overall company strategy.
• Technical Proficiency: Gain practical knowledge in digital performance tools, machine learning algorithms, and big data processing techniques.
• Innovation Measurement: Develop the ability to track the impact of innovation and competitive positioning within a digital-first ecosystem.

By blending epistemological theory with applied methods, students learn to move beyond simple vanity metrics to establish a performance marketing mindset that is both accountable and strategically vital.