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Module Title	LM Marketing Analytics Techniques
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 37391
Module Lead	Dr David Houghton
Level	Masters Level
Credits	20
Semester	Semester 2
Pre-requisites
Co-requisites
Restrictions	Students taking the Quantitative stream of the MSc must take the Advanced Quantitative Research module
Contact Hours	Lecture-20 hours Practical Classes and workshops-20 hours Guided independent study-160 hours Total: 200 hours
Exclusions
Description	This module will introduce students to some of the unfamiliar, yet popular techniques used to help make marketing decisions with digital data. Techniques that go beyond that established in typical marketing master’s modules. Ethics and responsible use of data will also be considered. Technologies and techniques will vary as time progresses due to the developing field of marketing theory, research and practice. The techniques used in this module will therefore also change, but will provide students with a thorough understanding of the core processes and implications of these techniques to apply to future research and/or practice. As examples (subject to change), such techniques may include PLS-based Structural Equation Modelling; Linguistic Analysis/Sentiment Analysis of Tweets; Logistic Regression; Cluster analysis; Web Analytics; Social Media Monitoring.
Learning Outcomes	By the end of the module students should be able to: Make marketing decisions assisted by the analysis of digital data typically associated with marketing research and practice; Apply intermediate-advanced techniques of data collection, analysis and visualisation; Present and communicate outcomes of data based decisions; Critically assess the use of digital data provided by new technologies in light of responsible marketing practices and ethical challenges posed by the use of such data.
Assessment
Assessment Methods & Exceptions	Assessment: (1500 word equivalent) 7-8 minute group produced video (30%). (3200 words) individual report (70%). Reassessment: Resubmission of failed component: (1000 words) individual critical analysis of the group video (30%) AND/OR; (3200 words) individual report (70%).
Other
Reading List