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2021/22 Taught Postgraduate Module Catalogue

LUBS5403M Marketing Analytics

15 creditsClass Size: 500

Module manager: Ashutosh Singh
Email: A.Singh1@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

This module is not approved as an Elective

Module summary

The module focuses on applying various statistical models to facilitate marketing activities and strategies, involving the development of metrics to monitor marketing performance and active learning in 2-hour workshops.

Objectives

This module aims to introduce the key marketing analytics methods by providing students with a practical experience of applying critical techniques in managing, analysing, and presenting market datasets to improve the efficiency and effectiveness of strategic marketing.

Learning outcomes
1. Critically explain how analytical techniques and statistical models can enhance marketing management.
2. Apply marketing analytic techniques to analyse and evaluate marketing concepts and processes
3. Critically evaluate different statistical methods for analysing marketing-related datasets.
4. Accurately use a range of critical marketing analytics methods to solve marketing decision problems.

Skills outcomes
The market is buzzing for marketing analytics and big data modules. This module attempts to capture this trend and keep our modules relevant for specialised master programmes. The analytical and data analysis skills apply to both the MSc and the MA students.


Syllabus

Introduction to Marketing Analytics
Understanding consumers: Cluster analysis for segmentation; factor analysis for perceptual mapping; calculating customer lifetime value
Developing new products: Conjoint analysis
Measuring return on marketing investment: Market response models
Big data analytics in marketing: Decision trees, machine learning models
Digital data analytics: Search and social media analytics, A/B testing, multivariate testing, social listening, sentiment and text analysis
Future of marketing analytics

Teaching methods

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Workshop102.0020.00
Lecture101.0010.00
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

Students will be provided with a detailed reading list and a recommended textbook. These readings will correspond to the lectures and aid their understanding of the lectures. Practicals will be used to ensure that students comprehend the learnt technique from lectures. Exercises will be provided during practicals. Students will have to conduct private learning on different topics and programming languages due to the limited time in the lectures and practicals.

Opportunities for Formative Feedback

During the lectures, progress will be monitored by in-class exercises and unassessed pop-quizzes. The practical will adopt a more flipped learning approach. In the practical corresponding to the statistical modelling part of the module, computer-based exercises will be used. Students will be required to work individually to apply the models learnt during the lecture to address the marketing problems. Immediate feedback will be provided. Besides, different exercises will be used to supplement how different models could be adopted to solve various marketing issues. Weekly office hours will be available so that students can arrange to drop in outside the main teaching sessions to discuss progress and identify/respond to areas of difficulty. A discussion forum on Minerva will provide another opportunity to monitor students learning the process.
Besides, difference exercises will be used to supplement how different models could be adopted to solve different marketing issues.
Weekly office hours will be available so that students could arrange to drop in outside the main teaching sessions to discuss progress and identify/respond to areas of difficulty.
Discussion forum on Minerva will provide another opportunity to monitor students learning the process.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information


Coursework
Assessment typeNotes% of formal assessment
ReportIndividual 3,000 word report100.00
Total percentage (Assessment Coursework)100.00

Report information - A dataset will be given to students. They will be working on the dataset individually by using appropriate analytic tools to solve marketing problems. Resit will be a 3,000-word report for 100% of the module. A different dataset will be provided for this report.

Reading list

The reading list is available from the Library website

Last updated: 11/01/2022

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