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University of Exeter Business School

Marketing Analytics

Module titleMarketing Analytics
Module codeBEM2041
Academic year2023/4
Module staff

Dr Romanus Okeke ()

Duration: Term123
Duration: Weeks


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. 

Module aims - intentions of the module

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.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

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

ILO: Personal and key skills

On successfully completing the module you will be able to...

    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

    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 Activity30Weekly schedule: 1 hour lecture (marketing contents), 1 hour seminar (R contents), and 1 hour lab workshop (practical analytical case study applications of R in Marketing topics) for 10 weeks
    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 analytics exercises Weekly: in 1 hour lab workshops i.e. practical analytical case study applications of R in Marketing topics) - 10 hours in total1-4Verbal and practical

    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, 4Referral/deferral period
    Case study reportCase study report (50%)1, 2, 3, 4Referral/deferral period

    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. (2021) 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

    Key words search

    Marketing, Digital, Product, Customer, Competitor, Analytics

    Credit value15
    Module ECTS


    Module pre-requisites

    BEM1025 Programming for Business Analytics

    BEM1024 Statistics for business or BEE1025 Statistics for Business and Management

    NQF level (module)


    Available as distance learning?


    Origin date


    Last revision date