Nottingham University Business School
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Marketing Analytics

Please note that the following information may be subject to change.

Programme: Undergraduate

Module Code: N12414

Semester: Spring

Convenor: Andrew Smith

Credits & Level: 10 Credits, Level 2

Pre-requisites: N12412 (Marketing Management).

Co-requisites: None.

Target Students: All Part I and II Busienss School students and Joints/Minor students with the required pre-requisite N12412 (Marketing Management)

Delivery: 11 x ninety-minute lectures and 2 sixty minute seminars

Assessment: One 2,000 word individual coursework (100%)

Summary of Content In this module we will explore the role of data, information systems and metrics in marketing practice. The module covers the types of marketing data, the sources of marketing data, and the uses of marketing data. It explores contextual issues including the role of information systems and infrastructures, organizational decision making, and ethics and regulation of marketing data.

Aims Upon completion of the module students will be able to:

• Perform data analysis for marketing applications.
• Demonstrate an awareness of the limitations and possibilities for analysis through marketing data.
• Understand the organizational and discursive processes through which data is translated into marketing practices.
• Explore ethical dimensions of marketing analytics.

Key Words: Marketing analytics, Data processing and analysis, ethics of data analysis

Learning Objectives & Outcomes Knowledge and understanding
This module develops a knowledge and understanding of:
  • The development, access and operation of markets for resources, goods and services
  • The management of customer expectations, relationships and development of service excellence
  • The different approaches for segmentation, targeting, positioning, generating sales and the need for innovation in product and service design
Intellectual skills
This module develops:
  • The ability to analyse facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions
  • The ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making
  • Conceptual and critical thinking, analysis, synthesis and evaluation
Professional practical skills
This module develops:
  • Numeracy and quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena
Transferable (key) skills
This module develops:
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media
  • Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time
  • Articulating and effectively explaining information

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