The University of Southampton

MANG6274 Analytical Methods

Module Overview

The aim of this module is to give you a practical grounding in the skills necessary to present a clear and concise business report.

Aims and Objectives

Module Aims

This module aims to introduce the basic analytics techniques used in marketing. It will focus on providing an understanding of the methods that underpin more advanced marketing analytic techniques covered later.

Learning Outcomes

Knowledge and Understanding

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

  • How analytics techniques can be used by marketers to understand large volumes of data
  • The appropriate selection of analytic techniques to address different types of simple marketing problems
  • Appropriate methods to assess differences between target observations and relationships between them
  • How to use basic analytic software
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Manage time and tasks effectively in the context of individual study and team work;
  • Explain concepts clearly and critically apply these to the simple analytic problems;
  • Evaluate the resource implications of capturing, analysing, disseminating and using customer data.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Make informed decisions on how to prepare data for analysis including an understand of the practical difficulties and other issues involved
  • Explore and visualise data for decision making
  • Identify suitable approaches for a range of simple analytics tasks


The topics covered include: Evaluation of data (input) Understanding the basic analytic techniques that can be applied to different types of data Understanding which basic analytic techniques should be applied to solve different types of marketing problems Use of data (process) Implementation of appropriate analytic techniques (in particular focusing on comparison of means and relationships) Assessment of statistical results Presentation of data (output) Understanding how to communicate the meaning of analytic outputs

Special Features


Learning and Teaching

Teaching and learning methods

Teaching and learning methods include: • Lectures explaining the problems and concepts • Discussion 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: • Case study / problem solving activities • Guided private study

Independent Study63
Total study time75

Resources & Reading list

Middleton, Michael R (2004). Data Analysis Using Microsoft Excel Thomson. 

Cortinhas, Carlos & Black, Ken (2012). Statistics for Business & Economics. 

Mazzocchi, Mario (2008). Statistics for Marketing & Consumer Research. 



MethodPercentage contribution
Examination  (2 hours) 50%
Group Assignment  ( words) 50%
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