Advanced Marketing Analytics

Learning Outcomes

Knowledge and Understanding

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

• the potential of data mining for gaining actionable marketing insights and for supporting marketing decision making.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• analyse datasets to provide insight into marketing activities;
• demonstrate the ability to persuade, convince and argue effectively;
• manage yourself, time, and resources effectively.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• plan the resources needed to evaluate and analyse data, critically apply findings, and disseminate the outcomes.
• explain and evaluate concepts and tools needed to evaluate, analyse, and interpret marketing data;

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• develop technical and analytical skills;
• apply and critically evaluate marketing concepts by using marketing intelligence techniques to draw practical recommendations.

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: There will be exercises and computer laboratories sessions for this module. The lecturer will provide verbal feedback during all sessions as well as during office hours. A “Project Corner” will be part of the lectures to guide students in their progress toward project submission. Moreover, students can submit a draft of a part of their project. Holistic overall feedback based on all submitted drafts will be provided to all students during lectures prior to the submission of the individual project. Students who submitted a draft have the opportunity to get one-to-one feedback on their work.
• 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.