Course Details in 2023/24 Session

Module Title	LM Analytical Marketing Insights
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 37301
Module Lead	Miriam McGowan
Level	Masters Level
Credits	20
Semester	Semester 2
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-20 hours Seminar-12 hours Practical Classes and workshops-8 hours Guided independent study-160 hours Total: 200 hours
Exclusions
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	37301-01 : Group Assignment : Coursework (30%) 37301-02 : Individual Report : Coursework (70%)
Assessment Methods & Exceptions	Assessment: (2500 word equivalent) digital artefact group project assignment (30%); (3000 word) individual report (70%). Reassessment: Resubmission of failed component: (1000 words equivalent) individual revised submission of a specified section of the digital artefact group project assignment (30%) AND/OR; (3000 word) individual report (70%).
Other
Reading List