2019/20 Taught Postgraduate Module Catalogue

DESN5322M Data Analytics in Fashion Marketing-Global Fashion Management

15 creditsClass Size: 38

Module manager: Boshuo Guo
Email: B.Guo1@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2019/20

This module is not approved as an Elective

Module summary

This module provides students with the opportunity to gain knowledge methods and techniques of using data to answer fashion marketing questions and facilitate marketing decisions. From this module students will learn which data can be used to answer marketing questions; how to analyse quantitative marketing data; how to make decisions based on this data. This module provides students with fundamental knowledge of quantitative skills and techniques in the marketing context.

Objectives

The role of this module is to inform students in state-of-the-art methods and techniques for contemporary digital marketing.

Students will have the opportunity of learning:
- Which data can be used to answer what marketing questions;
- How to analyse quantitative marketing data;
- How to make management decisions based on the data.
Through this module students will gain a broad understanding of contemporary statistical skills, relevant to global fashion business and applicable to digital fashion marketing and management.

Learning outcomes
1. demonstrate the awareness and skills of collecting and using multiple resources of data to answer fashion marketing questions.
2. demonstrate the ability of conducting statistical analysis on quantitative data.
3. demonstrate the ability of interpreting the results of quantitative analysis and appreciating what can and cannot be learned from the data.
4. demonstrate the basic skills of using a statistical software (STATA)
5. demonstrate the ability of knowing what to do when facing with a quantitative marketing opportunity in fashion industry, including structuring the marketing question, recommending appropriate data sources to use, conduct the quantitative analysis and interpreting the results.

Syllabus

Lectures on the following topics will be taught:
1. Marketing in a digital age and how data facilitate marketing decisions
2. Basic data analysis
3. Basic modelling

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	8	2.00	16.00
Tutorial	3	2.00	6.00
Private study hours			128.00
Total Contact hours			22.00
Total hours (100hr per 10 credits)			150.00

Private study

Private studies will include the following activities:
1. Read the core textbook to gain detailed statistics knowledge covered in lectures
2. Learn to use STATA according to STATA online manual

Opportunities for Formative Feedback

The module will be delivered through a series of lectures and tutorials. The lectures will be used to teach students the basic quantitative knowledge, techniques, analytics interpreting the analytical outcomes and how to use these knowledge and skills in digital fashion marketing. The tutorials will be held in ICT clusters to enable the students to learn and practice these quantitative techniques with STATA.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Presentation	Students will have two one-hour exercises at two tutorials. Students will run required analysis with STATA and interpret the analytical results	20.00
Assignment	Take home exam: Students will be given a business context and a mock-up data set. Students will answer 10 questions based on the business context and the data. Students will have 24 hours (students do not have to sit in a classroom for 24 hours: they can do the exam at home) to answer the 10 questions. Students can use statistical software during the exam	80.00
Total percentage (Assessment Coursework)		100.00

Student progress will be monitored via attendance at lectures and tutorials together with completing the question sheet and the exam.

Reading list

The reading list is available from the Library website

Last updated: 20/09/2019

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