Master of Science in Data Science for Business

The goal of this programme is to create specialists in the domain of data analytics to support business strategy and decisions of the firm.

Subsequent Master's Programmes
1 year 60 credits
Faculty of Economics and Business Administration
About the course
Find out more
Off to a good start
After graduation


The goal of this programme is to create specialists in the domain of marketing analysis to support business marketing strategy and marketing decisions of the firm. As a result, the profile of a typical DS4B graduate consists of three cornerstones:

  • analytical mindset with a strong interest in data;
  • hands-on experience that can readily be applied in business;
  • the ability to translate complex marketing decision models to a business environment.

The programme has been training students since 1999, which makes it the longest-running (predictive) analytics programme in the world. Up till 2020, it was known as the ‘Master of Science in Marketing Analysis’. The programme addresses the needs of companies for better-educated staff with strong skills in the domain of analytical customer relationship management and business analytics. Thanks to information technology and the availability of market data both at the demand side (customer information, e.g. scanning data …) and supply side (internal information about marketing actions, competitors ...), marketing as a discipline has evolved from a qualitative to a more quantitative discipline. As a result, there is a strong need in the marketplace for people able to: control and cope with the huge amount of available data; and generate and use models to translate these raw data into useful marketing information. These people will be the interface between company management (e.g. product manager, marketing manager) and the suppliers of data within the organisation. Currently, departments are not facing the problem how to obtain data, but rather how to transform these massive amounts of data into useful information and systems.

One of the main topics in the program is analytical customer relationship management. We train students in the theoretical underpinnings but the main focus is on the practical skills of managing customer databases:

  • acquisition (identifying and attracting new customers);
  • cross/up-selling (profitable usage stimulation);
  • retention (identifying customers who intend to attrite/churn and trying to keep profitable customers;
  • recapturing ‘lost’ customers.

Next to the business content, a big focus is on computer programming. Students will become expert programming in the following open-source programming languages: Python, R, SQL and (Py)Spark. The programme also includes specific courses on social media and web analytics, pricing and revenue management, and big data (Hadoop, Spark) technology.

Since 2017, we also added a Deep Learning course to the mandatory courses. This significantly ups the methodological part of the programme. It requires prospective students to review their math skills (derivatives, gradient, hessian ...).

For whom

The admission requirements depend on previous degrees (type of degree, country of issue etc ...) or additonal experience.


All students follow the same mandatory course schedule detailed on our website. From April on, all course work is suspended to fully concentrate on the project.

Master's dissertation
The master's dissertation consists of a real-life project for a company dealing with a specific marketing issue. A list of previous projects can be obtained from:

Labour Market

The choice of engaging in a specific advanced master’s programme is, even more than a master’s programme, related to the question: “Which job(s) will I be trained for?”. Fortunately, there is a broad variety of jobs for which students are trained. About equal proportions of DS4B graduates are currently working in different areas of Business Analytics. Our graduates have made important contributions in the business world; at least two are CEOs of sizeable organisations. Fifteen MScMA graduates have pursued academic research careers and completed their PhDs (+ five are currently in progress). Five graduates have become analytics (assistant/associate/full) professors. In order to offer potential students more insights into the variety of functions, companies, industries, and even countries where our graduates are already present, some former students were very willing to share their experiences in this programme with – possibly – their future colleagues … Their testimonials can be found at (see middle section).