Module overview
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- 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.
- the complexities of collecting, integrating, processing and managing data from a wide range of internal and external sources and issues involved for appropriate application;
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- select and apply suitable methods to collect data, and then integrate, prepare and manage these data;
- critically analyse, interpret, organise and visualize quantitative and qualitative data
- evaluate and apply data analytics techniques to solve Marketing Analytics related problems, and then reflect upon the selected approach;
- derive actionable insights through the results of analyses and communicate them to a non-technical audience.
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
Syllabus
Learning and Teaching
Teaching and learning methods
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
General Resources
Business and management journals. Journal
Access to journal articles to supplement readings. Journal
Textbooks
Baesens, B. Analytics in a Big Data World: The Essential Guide to Data Science and its Applications.
Parr-Rus, O.. Business Analytics Using SAS Enterprise Guide and SAS Enterprise Miner: A Beginner's Guide. SAS Institute.
Kabacoff, R.I. (2011). R in Action: Data Analysis and Graphics with R. Shelter Island: Manning Publications.
Mayer-Schonberger. Big data : a revolution that will transform how we live, work, and think. USA: Goldstone Books Limited.
Assessment
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.
Method | Percentage contribution |
---|---|
Group presentation | 30% |
Report | 70% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
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.
Method | Percentage contribution |
---|---|
Individual report | 100% |
Repeat Information
Repeat type: Internal & External