Module BUSI4AO15: Marketing Analytics

Department: Management and Marketing

BUSI4AO15: Marketing Analytics

Prerequisites

• None

Corequisites

• None

Excluded Combination of Modules

• None

Aims

• Organisations today possess vast amounts of data about their customers, markets, and the performance of their marketing activities. Yet many still struggle to transform this data into actionable insight. This module equips students with the analytical capabilities needed to interpret complex data and support evidence‑based marketing decision‑making.
• Students will learn how to apply a broad range of marketing analytics techniques to understand the marketing environment, identify and evaluate market segments, and support targeting and positioning decisions. The module introduces analytical approaches relevant to the development, implementation, and evaluation of marketing strategies, drawing on quantitative and qualitative data on the organisation, its customers, the competitors and the market.
• A strong emphasis is placed on hands‑on learning. Students will use widely adopted software tools to conduct practical analyses and build solutions to real marketing problems. Step‑by‑step guidance will support the development of technical proficiency, while data exercises will help students build confidence in interpreting outputs and communicating insights.
• The module also explores contemporary analytical challenges, including the use of social media data, text and qualitative data, and emerging AI‑driven techniques in marketing analytics. Students will critically examine the opportunities and limitations of these methods, recognising the importance of managerial judgement in interpreting results and applying insights responsibly.
• By the end of the module, students will appreciate how analytical tools, metrics, and data sources can be integrated to address the strategic and operational challenges facing marketing managers and support data-driven decision-making in a data‑rich environment.

Content

• The lectures and practical classes within this module will be organised around the following themes/topics:
• Introduction to Marketing Analytics (Data Visualisation, Data Analysis, Data Mining)
• Understanding the Marketing Environment through Data (Descriptive and Diagnostic Analytics)
• Data-driven Strategic Marketing Objectives (Predictive Analytics)
• Data Analytics for Customer Segmentation and Targeting
• Data-driven Decision Making for Marketing Strategy (Prescriptive Analytics)
• Marketing Analytics for evaluation and control – Metrics and KPIs
• Qualitative Data Analytics: Text mining and natural language processing for Marketing
• Social Media Analytics: Social Media Listening and Social Network Analysis
• Artificial Intelligence, Machine Learning and Big Data: Implications for Marketing Analytics.

Learning Outcomes

• Demonstrable knowledge and understanding of different types of data and analytics techniques and their applications in the development of effective marketing strategies.
• Demonstrable understanding of the application of digital tools to inform data-driven decision-making.
• An in-depth understanding in analysing and evaluating digital technology applications for global expansion.

• Have developed data-driven decision-making, and problem-solving skills.
• Have developed the skills to use digital tools to inform data-driven decision-making.
• Have the ability to communicate effectively across cultures using digital technologies.
• Contribute to the data-driven culture in organisations.

• Sourcing, evaluating and using appropriate data
• Data analysis and interpretation of findings
• Data presentation and visualisation.
• Effective written communication.
• Planning, organising and time management.
• Problem solving and analysis.
• Reflecting and synthesising from experience, synthesising insights to inform data-driven decision-making.

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

• Learning outcomes will be met through a combination of lectures, seminars and guided reading.
• The assessment of the module, by written assignment, is designed to test students' knowledge and understanding of the subject-matter and their ability to apply it to the analysis of specific issues.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Online Blackboard Tests evaluating analytical skills and understanding of Marketing Analytics.

■ Students who do not attend monitored activities shown under Teaching Methods and Learning Hours, or who fail to complete the summative or formative assessment(s) specified above, may be subject to the Academic Progress procedures defined in the University's General Regulation V, and may be required to leave the University.