Marketing Data Science

Learning Outcomes

Knowledge and Understanding

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

• 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 different types of marketing analytics activities involved advanced analytical techniques in contemporary organisations;
• 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:

• 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;
• 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:

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

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.