Marketing Analytics

Module description

This module covers the knowledge and analytical skills that marketing professionals need to deploy to understand customers and competitors. For example you will learn how to measure the performance of marketing initiatives such as blogging versus social media versus channel communications, and their impact on Return On Investment and marketing effectiveness. The module will cover different ways to collect data and the statistical techniques that can be used to analyse the data. 

Full module specification

Module title:Marketing Analytics
Module code:BEM2041
Module level:2
Academic year:2021/2
Module lecturers:
Module credit:15
ECTS value:



BEM1025 Programming for Business Analytics

BEM1024 Statistics for business

Duration of module: Duration (weeks) - term 2:


Module aims

This module aims to enable you to:

  • Develop knowledge and understanding of core marketing principles - including concepts and theories associated with customers, products and services, and competitors;
  • Learn about statistical, analytical and data science techniques and their application to marketing;
  • Develop knowledge of how analytical techniques can inform design and implementation of marketing strategy, and improve marketing decisions.

You will develop a ‘marketing analytics toolkit’ which you will be able to use as a reference in future employment, and will undertake case studies that reflect real-life marketing applications.

ILO: Module-specific skills

  • 1. identify and apply appropriate analytics methods and tools to a range of business situations;
  • 2. demonstrate knowledge and understanding of fundamental, and domain-specific, analytics methods and tools;
  • 3. create, manage, interrogate, interpret and visualise data from a wide range of different sources, types and including structured and unstructured forms.

ILO: Discipline-specific skills

  • 4. critically analyse the use of data within a business context, identifying strengths and limitations.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Schedule Learning and Teaching Activity30Lab-based lectures
Guided Independent Study60Guided supplementary reading and exercises
Guided Independent Study60Preparation of assignments and assessments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Case study exercises 5 x 2 hours1-4Verbal

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Marketing Toolkit501 side of A3 or 2 sides of A4; font size no smaller than 10 point Arial; margins no smaller than 1.27cm on each side; to include text and images1, 2, 4Written
Case Study Report502000 words1, 2, 3, 4Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Marketing toolkitMarketing toolkit (50%)1, 2, 4August/September Reassessment Period
Case study reportCase study report (50%)1, 2, 3, 4August/September Reassessment Period

Syllabus plan

The following content will be covered in an integrated fashion throughout the course

  • Core research methods for marketing
  • Descriptive statistics, metrics and indicators in marketing
  • Analytics for understanding customers (e.g. segmentation, customer lifetime analysis)
  • Analytics for informing marketing mix activities (e.g. hypothesis testing)
  • Using analytics to predict consumer choice (e.g. logistic regression)
  • Analytics for development of superior product / service offerings (e.g. conjoint analysis)
  • Web analytics and digital marketing
  • Analytics for pricing and sales forecasting

Indicative learning resources - Basic reading

There is no ‘set text’ for this course, and further guided reading will be provided in advance of lectures via the module ELE pages.  The type of materials that you might be expected to review include:


Palmatier, R, W & Sridhar, S. (2017) Marketing Strategy based on first principles and data analytics. Red Globe Press

Scott, G. (2017) New methods of market research and analysis. Edward Elgar Pub

Module has an active ELE page?


Origin date


Last revision date