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Module Title
LM Marketing Analytics and Behavioural Science
School
Birmingham Business School
Department
Management
Module Code
07 38159
Module Lead
Devon Barrow, Joanna Pokorska-Zare
Level
Masters Level
Credits
20
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
None
Contact Hours
Lecture-11 hours
Tutorial-11 hours
Supervised time in studio/workshop-18 hours
Guided independent study-160 hours Total: 200 hours
Exclusions
Description
In the ever-changing world of consumer interactions, it has become increasingly difficult for firms to understand and respond to their customers’ wants and needs. Often, customers make decisions that do not align with preferences they expressed in surveys or through other communication methods. Consumer behaviour appears to follow a diverse pattern, track of which in the world of countless touchpoints across the journey, can easily be lost. As a result, organisations embracing the digital transformation are looking for effective ways to consolidate and make sense of the data, as well as to design and integrate appropriate interventions, in accordance with behavioural science.
The Marketing Analytics and Behavioural Science module offers students an introduction to the world of marketing with a focus on digital marketing, and with an appreciation for the opportunities offered through new technologies, and in particular the internet. It places emphasis on the role of analytical modelling and data in supporting marketing decisions, and in understanding the impact of marketing activities. Students are introduced to the theories, concepts, and tools which help modern marketers understand customers and competitors.
Students will be introduced to different types of research, methods of data collection and statistical techniques for generating insight and optimizing consumer interactions. Students are also introduced to theories and concepts in the behavioural sciences which help analysts to understand consumers and develop better hypotheses and models on which to build stronger relationships with customers and business stakeholders.
