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This module is discontinued in the selected year. The information shown below is for the academic year that the module was last running in, prior to the year selected.

2020/21 Taught Postgraduate Module Catalogue

GEOG5191M Geodemographics and Database Marketing (WUN)

15 creditsClass Size: 30

Module manager: Dr. Luke Burns

Taught: 1 Jan to 30 Apr, 1 Jan to 30 Apr (Adv pre 2223) View Timetable

Year running 2020/21

This module is not approved as an Elective

Module summary

This module will introduce a range of different geodemographic and lifestyle systems and how they can be applied in the public and private sector. You will then use UK Census data to build your own geodemographic system. Advanced topics such as data mining and fuzzy classifications will also be presented.


On completion of the module students should:
- understand how to build geodemographic and lifestyle classifications;
- have a good understanding of their practical and theoretical strengths and weaknesses;
- have a good understanding of the ethical issues surrounding their use;
- have practical experience in applying geodemographic systems.

Skills outcomes
- Pursuit of knowledge in an in-depth, ordered and motivated way;
- learning and independent study;
- information processing (including IT skills): literature searches;
- data manipulation (including IT skills): analysis of data (especially spatial data); statistical methods; clustering techniques;
- communication: report writing; e-mail/discursive skills;
- management: safe and effective project planning and execution; time management.


- Introduction to basic geodemographics concepts and principles; historical development; survey of commercial systems.
- Construction of a geodemographic system (Census data, postcode geography, statistical methods of classification, interpretation of geodemographic profiles, etc).
- Testing and evaluation on real data.
- Ethics and data protection.
- Comparison with lifestyles and psychographics.
- Ideas of building improved systems.
- Future developments.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Discussion forum101.0010.00
Independent online learning hours50.00
Private study hours90.00
Total Contact hours10.00
Total hours (100hr per 10 credits)150.00

Private study

To undertake reading, research and preparation of assessed work

Opportunities for Formative Feedback

Through email communication, the online discussion room and attendance monitoring via activity on VLE

Methods of assessment

Assessment typeNotes% of formal assessment
Report2,000 word equivalent report50.00
Report2,000 word equivalent report50.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 28/04/2023 14:56:07


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