Course Details in 2019/20 Session

Module Title	Marketing Analytics
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 27760
Module Lead	Dr David Houghton
Level	Honours Level
Credits	10
Semester	Full Term
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-12 hours Supervised time in studio/workshop-10 hours Guided independent study-78 hours Total: 100 hours
Exclusions
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	27760-01 : Assignment : Coursework (20%) 27760-02 : Exam : Exam (Centrally Timetabled) - Written Unseen (80%)
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	Birmingham version of Dubai module 07 30564
Reading List