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MN52116: Marketing analytics

[Page last updated: 23 October 2023]

Academic Year: 2023/24
Owning Department/School: School of Management
Credits: 5 [equivalent to 10 CATS credits]
Notional Study Hours: 100
Level: Masters UG & PG (FHEQ level 7)
Period:
Semester 2
Assessment Summary: CWRG 100%
Assessment Detail:
  • Marketing Analytics Report (CWRG 100%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
Learning Outcomes: By the end of the unit, you will be able to: 1. Describe data using statistics and visuals 2. Apply marketing analytics techniques to data 3. Interpret analytics-based results 4. Use analytics-based results to inform marketing decision making


Synopsis: With advances in technology, marketers have gained access to increasingly large datasets that capture data related to consumer behaviour in the marketplace. This unit will provide you with a toolkit to navigate this world of big data. Working individually and in teams, you will use the models, frameworks, and tools that academics and consultants have developed to transform big data into information and insights that will enable you to make better strategic marketing decisions.

Content: The unit will look at how data analytics can inform marketing decision making. Topics covered will relate to the areas of data preparation, data visualisation, and data analysis.

Course availability:

MN52116 is Optional on the following courses:

School of Management

Notes:

  • This unit catalogue is applicable for the 2023/24 academic year only. Students continuing their studies into 2024/25 and beyond should not assume that this unit will be available in future years in the format displayed here for 2023/24.
  • Courses and units are subject to change in accordance with normal University procedures.
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