Strategy and Marketing

Marketing Analytics and Metrics

Module code: N1571
Level 5
15 credits in autumn semester
Teaching method: Lecture, Seminar
Assessment modes: Coursework, Computer based exam

It is the age of big data. Firms are collecting increasing amounts of data on the behaviour and preferences of their customers. Marketers need to be able to analyse this data for insight and to make effective decisions.

In this module, you are introduced to some principal methods for analysing data, both qualitative and quantitative, related to various aspects of marketing.

The aim is to improve the quality of marketing decisions, by grounding those decisions in metrics rather than the gut feelings or preferences of decision makers.

The goal of the module is for you to become familiar with the fundamental analytical methods for answering marketing research questions.

Your studies in this module involve developing research questions, analyzing data and drawing inferences, with a view to making better marketing decisions.

This module introduces you to several key descriptive and analytical methods and provides a range of tools necessary to analyse data within the context of marketing-related questions.

Module learning outcomes

• Identify the relevant metrics for establishing the effectiveness of marketing activities
• Understand the connection between marketing research questions and statistical techniques
• Select from and apply a range of techniques for the analysis of marketing data
• Make effective use of analytical tools and techniques for marketing insight and decision making