Course Details in 2020/21 Session

Module Title	LH Marketing Analytics
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 30564
Module Lead
Level	Honours Level
Credits	10
Semester	Semester 1
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-30 hours Guided independent study-70 hours Total: 100 hours
Exclusions
Description	This module focuses on managing marketing data used for the range of marketing decisions, including target market selection, planning marketing activities, 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 activities Identify and critically evaluate appropriate sources of data for marketing analysis and use various analytical tools for marketing insight and marketing decision making.
Assessment	30564-01 : Assignment : Coursework (80%) 30564-02 : Online MCQ : Class Test (20%)
Assessment Methods & Exceptions	Assessment: Group coursework, including group presentation, report, and performance in the simulation game (1,500 words) - 20% Individual exam (2 hours) - 80%
Other	Dubai-based duplicate of Birmingham module 07 27760
Reading List