Programme And Module Handbook
Course Details in 2020/21 Session

If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title LM Marketing Analytics
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 20816
Module Lead Dr David Houghton
Level Masters Level
Credits 20
Semester Semester 1
Restrictions MSc Strategic Marketing and Consulting; MSc Marketing Communications

This module will build on students' prior knowledge of basic research techniques, and review contemporary approaches to marketing research design, data collection and analysis. A range of customer, market and competitor analysis techniques will be explored using data from conventional marketing research techniques as well as from e-commerce, geodemographic and new-media sources. Students will also develop an understanding of the importance of effective performance measurement (i.e. making marketing more accountable) which will include approaches to assessing the financial viability of marketing investments. Students will further develop their appreciation of market information and intelligence and acquire the specialised skills needed to plan, manage and report marketing research studies.

Learning Outcomes

By the end of the module the student should be able to:

  • demonstrate comprehensive knowledge and understanding of the process of market and marketing research, the role and value of information, performance measurement and customer and competitor insights in marketing;
  • demonstrate a critical understanding of the metrics and data sources used for evaluating business and marketing performance and gathering competitor and customer insights;
  • critically appraise survey methods, questionnaire design, sampling and experimentation;
  • demonstrate a conceptual understanding of generalisability, validity and reliability when analysing and interpreting qualitative and quantitative data;
  • design a research study, choosing appropriate data collection and analysis methods;
  • utilise IT for marketing applications and to support information retrieval, data analysis and communication
  • critically analyse, evaluate and present marketing research data.
Assessment 20816-01 : Presentation : Presentation (30%)
20816-06 : Exam : Exam (Centrally Timetabled) - Written Unseen (70%)
Assessment Methods & Exceptions One Group Video Presentation of approximately 10 minutes (30%) One 3hr Written Examination (70%) Reassessment: 3 hour written Examination (100%)
Reading List