Marketing Data Science

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• communicate ideas and arguments fluently and effectively in a variety of written formats;
• demonstrate an ability to interpret the data presented in different formats

Knowledge and Understanding

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

• the complexities of collecting, integrating, processing and managing data from a wide range of internal and external sources and issues involved for appropriate application;
• the different types of marketing analytics activities involved advanced analytical techniques in contemporary organisations;
• how various data science techniques can be used to uncover the potential of various types of data to gain actionable insights and support marketing decisions.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• derive actionable insights through the results of analyses and communicate them to a non-technical audience.
• evaluate and apply data analytics techniques to solve Marketing Analytics related problems, and then reflect upon the selected approach;
• critically analyse, interpret, organise and visualize quantitative and qualitative data
• select and apply suitable methods to collect data, and then integrate, prepare and manage these data;

The topics covered include:

• How this module integrates with previous analytics modules; Revision of necessary fundamental content from previous semester; Overview of expected goals;
• The management problems associated with, data necessary for, data processing needed for, concepts underlying, practical implementation of, and interpretation and communication of results from relevant statistical techniques

Teaching methods include:

• Lectures explaining the problems and concepts
• Laboratory sessions where the tools can be practiced and applied
• Guided independent study

Through all delivery methods the content and presentation of the module will be accessible and inclusive.

Learning activities include:

• An assignment
• Laboratory work
• Case study / problem solving activities
• Private study

Formative

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

Class practicals

• Assessment Type: Formative
• Feedback: Feedback will be provided to students during class/computer practical session, via the Blackboard and through individual meetings.
• 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.