Marketing Analytics
| Code | School | Level | Credits | Semesters |
| BUSI2131 | Nottingham University Business School China | 2 | 10 | Spring China |
- Code
- BUSI2131
- School
- Nottingham University Business School China
- Level
- 2
- Credits
- 10
- Semesters
- Spring China
Summary
PRE-REQUISITE
Please note that for this module, the following pre-requisite applies:
BUSI2178 Marketing Management
(Please ignore Requisites: N/A below)
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.
Re-assessment format is decided by the school.
Target Students
Part I (Year 3) students with the required pre-requisites.All Part I and II students with the required pre-requisite N12412 / BUSI2178(Marketing Management).Compulsory for IBC, IBL, IBM students, optional for IBE students.There is a limited number of places on this module. Students are reminded that enrolments which are not agreed by the Offering School in advance may be cancelled without notice.Available to JYA/Erasmus students.
Classes
- One 1-hour seminar each week for 2 weeks
- One 1-hour-30-minute lecture each week for 11 weeks
Assessment
- 100% Coursework 1: One 2,000 word individual coursework
Assessed by end of spring semester
Educational 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.Learning Outcomes
•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
•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
•Numeracy and quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena
•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
Conveners
- Dr Boying Li