Marketing Analytics

Module code: MARK 3501

Module description
In the era of Big Data, firms have started to develop sophisticated data management and analytical processes with the aim to improve the efficiency and effectiveness of marketing strategies and activities. However, as firms are operating nowadays in dynamic and complex environments, marketing managers face challenges to synthesise and analyse the vast amount of data from ever-expanding data sources.

Marketing Analytics is concerned with the identification and exploitation of meaningful patterns in data sets available from internally and externally generated sources to aid evidence-based, objective decision making on a range of marketing problems. The module aims to familiarise students with various analytical tools and techniques, the use of appropriate metrics and development of relevant models to evaluate the performance of specific marketing actions. There will be particular focus on digital marketing analytics, such as the use and analysis of website and social media metrics.

Students will have the opportunity to develop skills in analytical software packages such as Excel, SPSS and utilise online analytics tools. The syllabus of the Marketing Analytics module reflects the growing industry demand for graduates with analytical skills to support marketing decision making and understanding the importance of data transformation into actionable insights.   

Assessment Components

• Coursework (1200 words): 50%
• Infographic (1000 words): 50%

Contact Hours

• Lectures: 22 hours
• Seminars: 8 hours