Module: BM7303-15 Marketing Analytics

Level: 7

Credit Value: 15

Module Tutor: Nasir Salari

Module Tutor Contact Details: n.salari@bathspa.ac.uk

1.Brief description and aims of module

How will consumers act in the future? What will the demand for our products and services be? What is the probability that a customer will visit our website and make a purchase/take up a service?

Answering these questions is not possible without the skills to find, extract, organise and analyse a range of data and information that can be used to support business decisions. This module explores how analytics can help make strategic marketing and brand management decisions, and contribute to wider organisational strategic planning. You will use real data and appropriate techniques to consider issues such as how to segment the market, how to target specific customers and user groups, how to predict individual consumer and user behaviour, and what value propositions should be used under which circumstances.

2.Outline syllabus

Topics covered include:

• Forecasting models for marketing decisions
• Advanced Business Statistics
• Working with databases
• How to predict individual consumer behaviour
• Metrics for measuring brand equity

3.Teaching and learning activities

This module is taught by a mixture of tutor-led seminars, lectures, student-led presentations and discussion. It also includes practical data searching and analysis skills workshops.

Assessment Item 1:

• Assessment Type: Course Work
• Description: Portfolio (3500 words)
• % Weighting: 100%