• Home
• Study
• Study Information
• Modules
• Module Information

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.

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. 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

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

• 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

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)

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)

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

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.

Key words search

Marketing, Digital, Product, Customer, Competitor, Analytics