Master of Science in Marketing Analysis

Quality assurance

People who dare to think about the challenges of tomorrow, that is what we aim for. That is why education at our university is firmly anchored in six major objectives.

  1. Think broadly. Thinking as broadly as possible and offering the opportunity to question oneself. Not only Dare to Think, but also dare to change the way of thinking.
  2. Keep researching. Research is the foundation of our education. Ghent University keeps linking its way of educating to the dynamics of science.
  3. Support Talent. Everyone starts with equal opportunities. Every students gets the opportunity to develop their talents, regardless of gender, cultural or social background.
  4. Build with us. Students, staff, the government and the corporate world all get the chance to contribute to the contents and form of our high quality education. Ghent University is known for its particularly active students in student participation, of which we are very proud.
  5. Push boundaries. We want to prepare our students internationally and interculturally. We give them the opportunity to gain experience across borders. We also open our doors for students from all over the world and welcome teachers and academic staff from abroad.
  6. Choose quality. Constant quality assurance and improvement is an integral part of our culture and we communicate about it openly. We are proud of the level of our university.

Ghent University sees the quality of education as an internal self-evaluation process, in which faculties and programs compare the goals they have set themselves to the achieved results and adjust the policy accordingly. The portfolios constitute an important link in this process. The achieved results are based on quantitative and qualitative information from relevant stakeholders (students, teachers, professional field, international experts, alumni, etc.).The ‘peer learning visits’, the yearly quality meeting and the Education Quality Office (‘OKB’) make sure the PDCA cycle is closed at various policy levels and help to keep the improvement policy sharp.

A detailed description of how Ghent University is constantly paying attention to quality assurance and quality culture can be found in the Ghent University Conduct of Educational Quality Assurance (ERGO).


Quality of this study programme

This quality assurance system provides information on the assets, the strengths and the points for improvement for every study programme. A summary for this study programme can be found below:


Assets of the study programme

  1. Analytical mindset with a strong interest in data: The backbone of business analytics is a sufficient volume of high quality data. Unfortunately, data seldom are readily available; data scientists must collect and integrate data across different sources and systems. Advanced analytical skills are necessary to extract relevant information from the data.
  2. Hands-on experience that can be readily applied in business: An MScMA graduate is different from the typical graduate of an advanced master’s program in artificial intelligence or statistics/data analysis. The MScMA program focuses on how to apply advanced methods to business problems, rather than on the theoretical properties of advanced analytics tools.
  3. The ability to translate complex marketing decision models into a business environment: Higher-level managers often struggle to grasp the results of analytics tools, while technicians lack a strong comprehension of the business problems to be solved. The MScMA program strives to deliver graduates who can bridge this gap. Presentations are the educational method used to train graduates in this skill.
  4. Pioneering role: The Master of Science in Marketing Analysis was the first (in 1999) to start a Master-after-Master Program in Predictive Analytics worldwide. We have the ambition to continue to lead the way in introducing new methodologies to solving complex marketing decision problems.


Quality assurance: strengths

  1. The program has a strong vision (cf. supra: Four Cornerstones) has apioneering role, acknowledged by alumni (competitive advantages) resulting in graduates easily finding jobs (on average after 1.5 months).
  2. The Master dissertation consists of a real-life project, which provides experience in a professional context and is partially externally evaluated.
  3. An active feedback culture speeds up the learning process and applies both to individuals and groups.
  4. A wide variety of evaluation methods is used, tailored to the Four Cornerstones. Open-book exams are used to mimic real-life situations.
  5. There’s a strong focus on presentations (readily available and business minded graduates).


Quality assurance: focus points with action plan

  1. The communication to potential students could be optimized: due to the name of the program, prospective students sometimes confuse the program with a Master of Marketing Management degree. The solution is Either change the name or increas the focus on analysis during recruitment.
  2. The administrative processes for admission are slow: responsiveness could be increased.
  3. Students have no options to tailor the content of the program