Module BUSI3511: Quantitative Analysis for Marketing Decision Making

Department: Management and Marketing

BUSI3511: Quantitative Analysis for Marketing Decision Making

Prerequisites

• Marketing Research Methods (BUSI2351)

Corequisites

• None

Excluded Combination of Modules

• None

Aims

• To provide students with an understanding of quantitative analysis techniques and their application in marketing decision-making.
• To enhance student ability to interpret quantitative data effectively.
• To develop skills in using quantitative data to inform and support marketing strategies.

Content

• Revision of statistics - descriptive. Measures of central tendency, measures of dispersion, cross-tabulations.
• Revision of statistics – inferential. Regression, correlation, contrast codes, multiple regression.
• Psychometrics – Even vs. odd numbered scales, attention checks, reverse scales, questionnaire design.
• Costs – fixed, variable, opportunity, sunk, relevant. Break-even analysis and budgeting.
• Time – net present value, future value, expected value, customer lifetime value.
• Probability – independent, conditional, repeated events.
• Optimisation with solver – Linear programming, Binary programming, Programming for break-even and profit.
• Operations research tools – critical path method, queuing theory, sales assignment.
• Distance measures – Cluster analysis, multi-dimensional scaling, conjoint analysis.

Learning Outcomes

• Knowledge of key quantitative analysis techniques.
• Understanding on how various quantitative analysis techniques can be applied to support marketing decision making.

• Ability to apply quantitative methods to analyse marketing data.
• Ability to interpret and present quantitative data in a clear and meaningful way.
• Ability to make informed marketing decision based on data analysis.

• Communication, both written and verbally.
• Problem-solving.
• Critical thinking.
• Numeracy.
• Computer literacy: SPSS and other statistics software.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Teaching is via lectures and lab sessions. Learning takes place through attendance at lectures, preparation for and participation in lab sessions, and private study.
• Formative assessment is by means of a range of in-class activities.
• Summative assessment is one individual report on proposing solutions based on data analysis for a specific business scenario.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Quizzes delivered via Learn Ultra at the end of each seminar session

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University