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Module Title
LH 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
Semester 1
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 (80%)
27760-02 : Online MCQ : Class Test (20%)
Assessment Methods & Exceptions
Assessment: Individual Assignment (80%, 1600 words); in-class/online MCQ test (20%, 20 questions in 30 minutes) Reassessment: Individual Assignment, 2,000 words