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:	BEMM463
Module level:	M
Academic year:	2023/4
Module lecturers:
Module credit:	15
ECTS value:	7.5
Pre-requisites:	This module is closed to MSc Business Analytics only
Co-requisites:	N/A
Duration of module:	Duration (weeks) - term 2: 10

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. P2: Demonstrate knowledge and understanding of key business processes and structures, and the role of business analytics in decision support.
2. P3: Critically analyse and discuss current issues and influences relevant to the ongoing development of business analytics, and its application.
3. P4: Draw on knowledge of current research and practice to identify and apply appropriate analytics methods and tools to a range of business situations.
4. P5: 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

5. P6: Critically analyse the use of data within a business context, identifying strengths and limitations.
6. P8: Work with stakeholders from a range of backgrounds to identify the need for, design, develop, and deploy, analytics solutions within a business environment
7. P10: Contribute effectively to managerial decision processes within a business context

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

Scheduled Learning and Teaching Activities	Guided independent study	Placement / study abroad
30	120	0

Details of learning activities and teaching methods

Category	Hours of study time	Description
Scheduled Learning and Teaching Activity	30	Lectures and labs
Guided Independent Study	60	Guided supplementary reading and exercises
Guided Independent Study	60	Preparation of assignments and assessments

Formative assessment

Form of assessment	Size of the assessment (eg length / duration)	ILOs assessed	Feedback method
Case study exercises	5 x 2 hour	1-7	Verbal

Summative assessment (% of credit)

Coursework	Written exams	Practical exams
100	0	0

Details of summative assessment

Form of assessment	% of credit	Size of the assessment (eg length / duration)	ILOs assessed	Feedback method
Marketing Toolkit	50	1 side of A3 or 2 sides of A4; font size no smaller than Arial 10 point; margins at least 1.27cm on all sides; to include text and images	3, 5, 7	Written
Case Study Report	50	2000 words	1, 2, 4, 5, 6	Written
	0
	0
	0
	0

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

Original form of assessment	Form of re-assessment	ILOs re-assessed	Timescale for re-assessment
Marketing toolkit	Marketing toolkit (50%)	3, 5, 7	Summer reassessment period
Case study report	Case study report (50%)	1, 2, 4, 5, 6	Summer reassessment period

Re-assessment notes

Re-assessment will be in nature to the original assessment, but the topic, data, and materials must be new.

Deferral – if you miss an assessment for certificated reasons judged acceptable by the Mitigation Committee, you will normally be either deferred in the assessment or an extension may be granted. The mark given for a reassessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 50%) you will be required to re-take some or all parts of the assessment, as decided by the Module Convenor. The final mark given for a module where re-assessment was taken as a result of referral will be capped at 50%.

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. London: Palgrave.
Erickson, G. S. (2017). New methods of market research and analysis. Cheltenham: Edward Elgar Publishing.

Module has an active ELE page?

Yes

Origin date

09/01/2020

Last revision date

20/09/2022