MARKETING ANALYTICS - 2024/5

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 state-of-the-art marketing analytics practices that guide 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. The course will be of particular value to students planning careers in marketing and management consulting. The course is designed for students with a basic understanding of univariate and bivariate statistics. Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, and Real World Cases/Industry Insights.

Module provider

Surrey Business School

Module Leader

BEN Zhiying (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Module Availability

Semester 2

Prerequisites / Co-requisites

N/A

Module content

Indicative content includes:

• Marketing Analytics for Decision-Making


• Marketing Outcome Prediction


• Data Visualisation


• Segmentation/Cluster Analysis


• Customer Lifetime Value


• Association Analysis


• Content Sentiment Analysis

Assessment pattern

Alternative Assessment

An individual marketing analytics report.

Assessment Strategy

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

• A thorough understanding and ability to critically analyse various methods of marketing analytics,


• Understanding of the importance and contributions of marketing analytics to decision-making and overall business performance,


• Practical knowledge on how to analyse marketing-related datasets, and


• The ability to interpret results and generate strategic insights based on data.

The summative assessment for this module consists of: -

• Group coursework - for the group coursework students will work in a team to analyse digital marketing data and develop recommendations. Each group will present their findings. 


• Individual coursework - For the individual report students will be required to produce a review of marketing analytics techniques to address a marketing issue and deduce strategic recommendations.

Formative assessment will be conducted in weekly seminars where the members of each group report their progress and share issues with the seminar tutor.

Feedback will be provided via the following channels:

• In-class group discussions during seminars


• Live lectures


• Live seminars


• Online discussion forum


• Emails


• Student feedback and consultation hours

Module aims

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

Learning outcomes

Methods of Teaching / Learning

The core delivery method involves a combination of  lecture and  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 students' preparation for coursework.


• Q&A forums will be set up to facilitate the discussion of various topics.

Students should have a basic understanding of univariate and bivariate statistics.

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: MANM533

Other information

This module contributes to the development of three pillars of Surrey's Curriculum Framework:

Employability: Digital marketing skills are in high demand across the world and the scope of what is/can be done in this space is constantly evolving. The module is closely aligned with industry expectations of specific skills needed to work in any organisation with a digital presence. Thus, overall graduate employability is wider as graduates are not limited to one industry but can apply their digital skills across various industries. Each student is supported to develop a unique set of individual, interpersonal and professional skills, which are relevant to their discipline and career/entrepreneurial ventures.

Digital Capabilities: This module enables students to develop capabilities digital marketing related software/tools related to web analytics, user experience, social media and management and data visualisation. The module also aims to support students to develop digital capabilities that allow them to succeed in a collaborative setting using various digital platforms.

Resourcefulness and Resilience: In this module, students are called upon to exhibit resourcefulness and resilience, both of which are factored into assessment, lecture and seminar design. Digital marketing opens up a very exciting world where creativity and proactivity (on top of digital capabilities), contribute to the level one excels to in this industry. This module enables students to gain insight into their own creative, learning, team management/work process and styles. In support of this, student wellbeing is greatly encouraged and supported through various channels at the University (e.g. via dedicated personal tutors and wellbeing services).

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 2024/5 academic year.