INTRODUCTION TO MARKETING ANALYTICS - 2018/9

Module code: MANM317

Module Overview

This module introduces students to the concept and current practices in marketing analytics. Technology advances of the past decade have dramatically enhanced marketers’ means of collecting and analysing data to measure the effectiveness of their marketing strategies. This module is designed to provide students with an overview of how to apply solid and state-of-the-art marketing analytics to guiding marketing executives in their strategic decisions. The module focuses on introducing students to key analytical techniques with an emphasis on interpreting results and generating strategic insights for marketing decision making.

Module provider

Surrey Business School

Module Leader

SIAMPOS A Mr (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: N510

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

It is assumed that students have sufficient knowledge of univariate and bivariate statistics.

Module content

Indicative content includes:


Pricing
Forecasting
Cluster analysis
Segmentation
Customer Lifetime Value
Conjoint Analysis

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework COURSEWORK (GROUP) MAX 3,000 50
Coursework COURSEWORK (INDIVIDUAL) MAX 2,500 50

Alternative Assessment

Students can do an individual assignment (2,000 words) NOTE: this is for students who did not pass the group assignment and received an aggregate mark of less than 50%

Assessment Strategy

There are two assessment components in this module:



Individual report, 50% weighting, 2,500 words


Group report, 50% weighting, 3,000 words



For the individual report students will be required to produce a review of marketing analytics’ techniques and apply a selected/suitable one to address a marketing issue.

For the group report students will be required to work together as a team of marketing analysts and produce a strategic insights report drawing on appropriate analytical results.

Formative assessment and feedback

This module adopts an enquiry based approach to assessment and feedback where resources are provided to students to enable them to identify their own strengths and weaknesses prior to an assessment, and in turn decide their own learning strategies. These resources include:



lab sessions will be designed to provide students with a step-by-step guidance on using statistical softwares ;


a detailed marking scheme will be supplied to students to explain the assessment criteria used and the weighting of each criterion; criteria have been developed in line with the learning outcomes and reflect those;


Summative feedback, explaining what students did well and less well in their individual assignments, will be presented in the lecture with regard to the individual assignment and on SurreyLeadn regarding the group assignment.


a generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohort’s performance.



Marks will be returned to students within 3 weeks of submission (excluding bank holidays and university closure days), via SurreyLearn.

Module aims

  • Introduce students to state of the art concepts and tools in marketing analytics
  • Develop skills in data analysis and modeling for decision making in marketing contexts
  • Emphasize applications of analytical techniques (via lectures, assignment, case analysis and discussions, and computer exercises) rather than the design and collection of market research data.

Learning outcomes

Attributes Developed
1 Explain the scope, value and nature of marketing analytics K
2 Demonstrate the usefulness and application of key analytical tools for marketing data analysis in order to evaluate the return on investment on marketing programs C
3 Evaluate marketing strategies and make strategic recommendations based on high-level data interpretation PT
4 Be able to communicate strategic marketing insights, and identify opportunities for firms to improve their marketing-activity performance T

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 122

Lecture Hours: 22

Laboratory Hours: 6

Methods of Teaching / Learning

The teaching and learning strategy is designed to develop an understanding of the nature and scope of marketing analytics; gain a sound and critically informed knowledge of methods and modelling techniques; then apply these in relevant marketing contexts. The core teaching method includes a 2-hour lecture each week, which is supported by six 1-hour lab sessions.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for INTRODUCTION TO MARKETING ANALYTICS : http://aspire.surrey.ac.uk/modules/manm317

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Marketing Management MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module
International Marketing Management MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module
Entrepreneurship MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module
Business Analytics MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2018/9 academic year.