MARKETING ANALYTICS - 2019/0

Module Overview

This course deals with concepts, methods, and applications of marketing decisions. Unlike most marketing courses that focus on conceptual material, this course will provide analytic skills to translate conceptual understanding into specific operational plans – a skill in increasing demand in organizations today.

The philosophy in this course embraces two main principles: learning by doing and end user modeling. Each concept which will be covered has a software implementation and a problem or case whose resolution can be enhanced through use of the software. The course will be of particular value to students planning careers in marketing and management consulting. The course is designed for students with some background in basic marketing concepts.

Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, Real World Cases, Team Assignments, Exam.

Module provider

Surrey Business School

Module Leader

HUANG Tao (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

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

Module Availability

Semester 2

Prerequisites / Co-requisites

MAN1075 (Marketing Principles) is a pre-requisite for this module

Module content

Indicative content includes:

• Response Models


• Choice Models


• Regression Analysis


• Spreadsheet Analysis


• Conjoint Analysis


• Bass Model


• Forecasting


• Cluster Analysis


• Discriminant Analysis

Assessment pattern

Alternative Assessment

Individual report (1500): (This is only used if students do not pass the group project or cannot complete the group project).

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

• Understand and critically analyse various methods of marketing analytics,


• Appreciate the importance and contributions of marketing analytics to decision quality and business performance,


• Gain some basic, practical knowledge on how to analyse marketing-related data sets and


• Appreciate the importance of teamwork when marketing decisions are made based on data, information, and insights.

Group research report contributes to LO1-LO4. Individual exam contributes to LO1 and LO2.

Thus, the summative assessment for this module consists of:

• Group report (2500 words) (Week 7)


• Individual, closed-book exam (2 hours)

A feedback sheet for the group report will be developed and applied in the marking process. The feedback sheet details the key criteria used, assoiciated meanings, and mark allocation.

Formative assessment and feedback

Formative assessment will be conducted in weekly seminars where the members of each group are asked to report their progress and share issues with the seminar tutor. The submission of a group contribution sheet, together with the report, is compulsory whereby all members of a group are required to specify their contribution percentage.

 Pre-exam feedback will be provided in form of examinable topics to facilitate students’ preparation for exam.

Module aims

• provide students with the opportunity to learn and apply key methods of marketing analytics,
• provide students with a practical experience of applying key methods in managing, analysing, and presenting marketing-related data sets.
• to develop student ability to effectively work as a team whereby they coordinate and communicate with other individuals, and appreciate the importance of teamwork in analysing marketing-related data sets.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching methods include:

• The core delivery method involves a combination of 2-hour lecture and 1-hour seminar each week.


• Lectures will be held to discuss various methods for analysing data.


• Seminars will be held to apply these methods covered in lectures, and will be partially allocated to support sudents’ preparation for coursework and exam.


• Q&A forums will be set up to facilitate the discussion of various topics (e.g. Group Report, Exam, Methods; Cases).

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3135

Programmes this module appears in

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 2019/0 academic year.