Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Analytical Marketing Insights
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37301
Module Lead Sheena Leek and Sarah Montano
Level Masters Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-20 hours
Seminar-12 hours
Practical Classes and workshops-8 hours
Guided independent study-160 hours
Total: 200 hours
Description This module provides broad, introductory knowledge to the role of marketing data analytics within the strategic decision-making process. It demonstrates to students the role of marketing data analytics in generating information and knowledge which are necessary for strategic marketing decision making. It covers the typical steps through which marketing data analytics might take place. The module will also provide an opportunity for students to apply what they learn in this module to organisational strategic problems and challenges, such as using marketing data from Mintel (or an equivalent database) to create organisational strategic solutions. In addition, to focussing on how to produce their own research data, this module specifically focusses on overcoming the graduate employability skills gap of problem solving and the development of strategy, as underpinned by data. We focus on ensuring that students are able to reliably evaluate the usefulness of such data, as generated from AI; machine learning and social media in order to create marketing insights.
Learning Outcomes By the end of the module students should be able to:
  • Comprehend and interpret the role of data in generating new information and knowledge.
  • Critically evaluate how data can be used to generate actionable insights within the strategic decision-making process.
  • Appraise the complexities when gathering/ managing data.
  • Determine the optimal method of obtaining and combining primary and secondary data to generate new knowledge.
  • Evaluate and critically appraise data in application to new contexts and challenges.
  • Select and apply appropriate data collection and processing techniques to address set marketing problems.
Assessment Methods & Exceptions Assessment:

(2500 word equivalent) digital artefact group project assignment (30%);

(3000 word) individual report (70%).


Resubmission of failed component:

(1000 words equivalent) individual revised submission of a specified section of the digital artefact group project assignment (30%)


(3000 word) individual report (70%).
Reading List