Course Details in 2024/25 Session

Module Title	LM Marketing Analytics and Behavioural Science
School	Birmingham Business School
Department	Management
Module Code	07 38159
Module Lead	Devon Barrow, Joanna Pokorska-Zare
Level	Masters Level
Credits	20
Semester	Semester 2
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-11 hours Tutorial-11 hours Supervised time in studio/workshop-18 hours Guided independent study-160 hours Total: 200 hours
Exclusions
Description	In the ever-changing world of consumer interactions, it has become increasingly difficult for firms to understand and respond to their customers’ wants and needs. Often, customers make decisions that do not align with preferences they expressed in surveys or through other communication methods. Consumer behaviour appears to follow a diverse pattern, track of which in the world of countless touchpoints across the journey, can easily be lost. As a result, organisations embracing the digital transformation are looking for effective ways to consolidate and make sense of the data, as well as to design and integrate appropriate interventions, in accordance with behavioural science. The Marketing Analytics and Behavioural Science module offers students an introduction to the world of marketing with a focus on digital marketing, and with an appreciation for the opportunities offered through new technologies, and in particular the internet. It places emphasis on the role of analytical modelling and data in supporting marketing decisions, and in understanding the impact of marketing activities. Students are introduced to the theories, concepts, and tools which help modern marketers understand customers and competitors. Students will be introduced to different types of research, methods of data collection and statistical techniques for generating insight and optimizing consumer interactions. Students are also introduced to theories and concepts in the behavioural sciences which help analysts to understand consumers and develop better hypotheses and models on which to build stronger relationships with customers and business stakeholders.
Learning Outcomes
Assessment	38159-01 : Case Analysis - Individual Assignment : Coursework (40%) 38159-02 : Technical Report - Individual Assignment : Coursework (60%)
Assessment Methods & Exceptions	Assessment: 2000-word individual assignment – Case Analysis (40%) 3000-word individual assignment – Technical Report (60%) Reassessment: Reassessment by failed component. 2000-word individual assignment – Case Analysis (40%) 3000-word individual assignment – Technical Report (60%)
Other
Reading List