Marketing Analytics
| Module title | Marketing Analytics |
|---|---|
| Module code | BEMM463 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Kellan Nguyen (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 10 - Sept start |
| Number students taking module (anticipated) | 100 |
|---|
Module description
This module covers knowledge and analytical skills that marketing professionals need to deploy to understand the marketing environment (e.g., customers and competitors) and to make strategic marketing decisions. You will learn how to use a systematic and analytical approach to marketing decision-making and to measure the performance and effectiveness of marketing initiatives (e.g., advertisements, new product development). 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.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Demonstrate knowledge and understanding of key business processes and structures, and the role of marketing analytics in decision support.
- 2. Critically analyse and discuss current issues and influences relevant to the ongoing development of marketing analytics, and its application.
- 3. Draw on knowledge of current research and practice to identify and apply appropriate marketing analytics methods and tools to a range of marketing situations.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 4. Critically analyse the use of data within a marketing context, identifying strengths and limitations.
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Reflect upon recent changes in the global environment and how this may impact on how marketing strategies are developed and managed in future.
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 Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching activities | 20 | Lectures and labs |
| Guided Independent Study | 60 | Guided supplementary reading and exercises |
| Guided Independent Study | 70 | Preparation of assignments and assessments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Case study exercises | 10 x 1 hour | 1-5 | Verbal |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 30 | 70 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Exam | 70 | 1.5 hours | 1-5 | Written |
| Group Assignment | 30 | Group report 2500 words, presentation 15 mins | 1-5 | Written |
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 |
|---|---|---|---|
| Exam (70%) | Exam (1.5 hours, 70%) | 1-5 | Referral/deferral period |
| Group Assignment (30%) | Individual Assignment (30%) | 1-5 | Referral/deferral 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%.
Indicative learning resources - Basic reading
Basic reading:
- Palmatier, R., and Sridhar, S. (2022). Marketing Analytics: Based on First Principles. Bloomsbury.
- Yildirim, G., and Kubler, R.V. (2023). Applied Marketing Analytics Using R. Sage.
In addition, you will draw upon a wide range of additional resources specific to digital marketing, data science, and business analytics in online format from the University Library. Further examples of relevant resources will be available via the module ELE page.
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None. |
| Module co-requisites | None. |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 09/01/2020 |
| Last revision date | 22/04/2025 |
