Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Marketing Analytics Techniques
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37391
Module Lead Dr David Houghton
Level Masters Level
Credits 20
Semester Semester 2
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
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 Methods & Exceptions Assessment:

(1500 word equivalent) 7-8 minute group produced video (30%).

(3200 words) individual report (70%).


Resubmission of failed component:

(1000 words) individual critical analysis of the group video (30%)


(3200 words) individual report (70%).
Reading List