Programme And Module Handbook
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Module Title Marketing Analytics
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 27760
Module Lead Dr David Houghton
Level Honours Level
Credits 10
Semester Full Term
Restrictions None
Contact Hours Lecture-12 hours
Seminar-0 hours
Tutorial-0 hours
Project supervision-0 hours
Demonstration-0 hours
Practical Classes and workshops-0 hours
Supervised time in studio/workshop-10 hours
Fieldwork-0 hours
External Visits-0 hours
Work based learning-0 hours
Guided independent study-78 hours
Placement-0 hours
Year Abroad-0 hours
Description This module focuses on managing marketing data used for a range of marketing decisions, including target market selection, planning marketing acitivites, new product development and monitoring consumer perceptions. Furthermore, it examines the role of marketing measurement techniques and the importance of the selection of the appropriate measurement metrics and tools.
Learning Outcomes By the end of the module students should be able to:
  • Demonstrate comprehensive knowledge and understanding of the role of marketing metrics and application of different measurement techniques;
  • Identify and deploy relevant marketing measures of marketing performance and use marketing data to plan and critically evaluate marketing activites;
  • Identify and critically evaluate appropriate sources of data for marketing analysis and use various analytical tools for marketing insight and marketing decision making.
Assessment Methods & Exceptions Assessment: Group video coursework (5 minutes) and Executive Summary (1 page) - 20%; Individual exam (2 hours) - 80%
Reassessment: Individual exam (2 hours) - 100%
Other None
Reading List