Module overview
This module will provide you with knowledge and understanding of data analytics to support decision making in modern marketing. You will explore the role of data analytics in marketing strategy and develop an insight into how to apply analytical tools to solve marketing problems, achieve ethical and sustainability goals and foster innovation. You will have the opportunity to learn through real-world case studies and experiment with different types of analytics. You will learn the principles, methods, and uses of data analytics in achieving marketing and business goals.
Aims and Objectives
Learning Outcomes
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- formulate an evidence-based review of inclusive, ethical and sustainable professional development opportunities
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- challenges related to the use of academic and professional digital technologies, materials or frameworks in fashion marketing and branding.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- employ relevant methods and techniques to experiment with and model academic and professional technologies, materials or frameworks
Syllabus
This module will explore different types of analytics, data, tools, methods and frameworks. The module will introduce students to the rapidly evolving world of fashion marketing and the crucial role of analytics within it. Indicative areas of content include:
- Introduction to data analytics
- Data analytics and marketing frameworks
- Data analytics and sustainability goals
- Data driven fashion
You will learn how to extract valuable information, understand user behaviour, track trends and optimise strategies, including areas such as
- Marketing mix analytics
- Customer analytics
- Retail analytics
You will gain a comprehensive understanding of the ever-growing influence and significance of different types of analytics in developing marketing strategies, for example
- Fashion analytics and forecasting
- Building business strategies with analytics
Examination of these topics will be aligned with your other semester 1 modules which focus on contemporary theories, debates and strategies in fashion marketing.
Learning and Teaching
Teaching and learning methods
Teaching methods may include:
- Lectures
- Seminars
- Case study analysis
- Practical activities
- Interactive digital workshops
Learning methods may include:
- Independent learning, including reflection and evaluation of feedback
- Group projects
- Problem-solving activities
- Independent research
- Peer-group learning
- Class discussions
- Presentations
| Type | Hours |
|---|---|
| Teaching | 24 |
| Private study hours | 126 |
| Total study time | 150 |
Resources & Reading list
General Resources
Other Online University General Resources:. 1. The Student Hub for advice and support 24/7 General Resource Description: https://www.southampton...dentservices/index.page 2. I-Solutions for digital support General Resource Description: https://www.southampton...ons/students/index.page 3. JISC Digital Capabilities General Resource Description: https://sotonac.sharepo...Student-Help-Guide.aspx 4. Virtual Learning Environment and VPN General Resource Description: https://sotonac.sharepo...VirtualEnvironment.aspx https://knowledgenow.so...c.uk/Articles/KB0011610 5. Library General Resource Description: https://library.soton.ac.uk/homepage 6. The Academic Skills Library page for study skills support: General Resource Description: http://library.soton.ac.uk/sash 7. LinkedIn Learning General Resource Description: https://sotonac.sharepo...InLearningatSouthampton 8. Digital Learning resource for students to access digital support General Resource Description: https://www.southampton...tal-learning/index.page 9. Academic Integrity issues: General Resource Description: http://library.soton.ac...t-is-academic-integrity 10. Harvard citing and referencing systems, including cite-them-right online resource: General Resource Description: http://library.soton.ac.uk/sash/referencing
Textbooks
Subhashish SamaddarSatish Nargundkar (2019). Data Analytics: Effective Methods for Presenting Results. Auerbach Publications.
A. Karim Feroz, Gohar F. Khan, Marshall Sponder (2024). Digital Analytics for Marketing. Routledge.
Bazaki, E., & Wanick, V (2023). Reinventing fashion retailing digitalising, gamifying, entrepreneuring.. Springer International Publishing AG.
Robert PalmatierShrihari Sridhar (2021). Marketing Strategy Based on First Principles of Data Analytics. Macmillan Education.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
In-class activities
- Assessment Type: Formative
- Feedback: Feedback and feed-forward will be given on the in-class activities throughout the semester
- Final Assessment:
- Group Work: Yes
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Data analysis project | 50% |
| Critical Report | 50% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Data analysis project | 50% |
| Critical Report | 50% |
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 |
|---|---|
| Critical Report | 50% |
| Data analysis project | 50% |