• University of Exeter Business School
• Module

Marketing Analytics

Module description

Marketing analytics data measures marketing effectiveness, but analytical information can also precisely reveal how and where Marketing Managers can improve marketing performance. Such insight can benefit everyone in the organisation.

Building from the first year digital marketing introductory module, this extends and deepens the exploration of key issues in the field of Marketing, with a particular focus on research and analysis of marketing data. It aims also to assist marketers to understand their market, customers and competitors, and measure the efficacy of marketing activities. In addition, it serves as preparation for the final year Marketing Strategy module. 

Module aims - intentions of the module

The aim of this module is twofold: To equip students with an understanding of the key concepts of marketing,and increase awareness of the importance of developing creative analytical solutions to marketing challenges; and to equip students with the knowledge and skills necessary to successfully collect, process and analyse consumer and market data to make informed decisions.

Internationalisation 

Students will identify and appreciate the universality of the key concepts and processes within the field of marketing, and specifically, marketing analytics.

Employability

During this module, students will acquire confidence in data analytics. This includes developing competencies in analysing, presenting, writing reports, creating and using spreadsheets, conducting independent research, working in teams, managing conflicts, and working to deadlines. They will also get an understanding of the lexicon and concepts within the field of marketing, and business in general.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

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

• 1. explain the range of techniques and tools available for obtaining marketing information;
• 2. represent marketing data such as customer / competitor insights in a meaningful format;
• 3. illustrate the processes of market and marketing research and data collection processes.

ILO: Discipline-specific skills

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

• 4. analyse and interpret marketing data and how to apply this knowledge to effective marketing decisions;
• 5. critically evaluate analytical concepts and approaches pertinent to marketing analytics;
• 6. apply a range of analytical concepts and techniques to the measurement and analysis of marketing performance.

ILO: Personal and key skills

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

• 7. work independently and collaboratively to obtain, organise, present and interpret marketing data;
• 8. select and synthesise material from a range of sources;
• 9. exchange information, arguments and complex analysis in a variety of forms;
• 10. analyse, communicate and present ideas, principles and evidence that support a reasoned and consistent argument.

Syllabus plan

Indicative content for this module includes:

• Overview of the marketing process
• Importance of information in the field of marketing
• Review of statistical techniques
• Understanding consumer demand and how to model it
• Principles of consumer behaviour
• Introduction to modelling techniques
• Segmentation tools and techniques
• Research and statistical testing
• Understanding Big Data Analytics

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

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

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

Indicative learning resources - Basic reading

• Grigsby, M (2018) Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques 2nd Edition. London: Kogan Page.
• Lilien, G L.,Rangaswamy, A., & De Bruyn, A.,(2017) Principles of Marketing Engineering and Analytics 3^rd Edition. Pennsylvania. DecisionPro.
• Farris, P.W., Bendle, N.T., Pfeifer, P.E., (2009) Key Marketing Metrics. Harlow. Prentice Hall.
• Winston, W.L., (2014) Marketing Analytics 1^st Edition. New Jersey. Wiley.

Relevant Academic Journals:

• Harvard Business Review
• Journal of Marketing Education

Indicative learning resources - Web based and electronic resources

ELE – College to provide hyperlink to appropriate pages

Indicative learning resources - Other resources

Students are expected to keep up to date with contemporary issues for International Business by accessing current (and historical) news and opinion articles from reputable international sources and referencing these appropriately. 

Good analysis of contemporary events affecting international business can be found in The Economist (available online) and quality financial newspapers such as the Financial Times.

Key words search

Marketing analytics, marketing strategy, market research, marketing research.