Foundations of Marketing Analytics

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• how to use analytic techniques to evaluate the quality of data for supporting marketing decisions;
• how to apply standard analytical tools to support marketing decisions.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• implement analytic models to support marketing decision making.
• differentiate suitable approaches for a range of analytics tasks;

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• apply marketing concepts and evaluate them by using marketing analytics techniques.
• apply and critically evaluate marketing analytics techniques and use them to draw practical recommendations;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• define business and marketing problems and apply analytics to the problem.
• explain concepts clearly and critically apply findings;

• Data types and their sources in marketing context
• Data visualisation – Theory and Practice
• Marketing Dashboard
• Customer Clustering and Affinity Analysis
• Regression for Marketing Analytics (Basic Predictive Analytics)
• Data-driven Marketing Decision Making
• Overview of MarTech related to marketing analytics

The basic principal of the teaching and learning strategy for this unit is to encourage you to actively engage in the subject matter through guided self-discovery of the material which will include: Reading; lecture slides; case studies; discussion and debate.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Class Exercise

• Assessment Type: Formative
• Feedback: Formative feedback will be provided to students during lectures, class exercises, computer laboratories, office hours, and via email when questions are asked of the module leader.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.