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.

*New module for academic year 2020/21. Full content details will be provided later in the academic year.

Full module specification

Module title:Marketing Analytics
Module code:BEMM463
Module level:M
Academic year:2020/1
Module lecturers:
Module credit:15
ECTS value:
Duration of module: