IB3M5-15 Advanced Analysis for Marketing Decisions
Introductory description
This module is an elective for WBS, German and Business Studies, and Global Sustainable Development and Business Studies 3rd or 4th year students only. It is not available as an elective to non-WBS students.
Module aims
The module aims to provide students with the knowledge and skills of marketing analytics.
Students will learn the tools, models, and techniques to generate marketing insights or solve marketing problems with data.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
- Introduction to Marketing Analysis.
- Segmentation and Targeting Analysis.
- Positioning Analysis.
- Customer Satisfaction.
- Customer Lifetime Value.
- Product Decisions.
- New Product Decisions.
- Pricing Decisions.
- Sales Prediction.
- New Methods in Marketing Analysis.
Learning outcomes
By the end of the module, students should be able to:
- Gain competency in utilizing software tools for marketing-related data analysis needs.
- Construct projects and perform data analysis to generate marketing insights with data.
- Understand important data-driven marketing strategies and the process of converting data to marketing decisions.
- Familiarize with appropriate models and techniques to generate marketing insights or solve marketing problems related to segmentation, targeting, and positioning, customer satisfaction, customer lifetime value, product decisions, pricing decisions, etc.
- Interpret data analysis results to recommend and justify marketing managerial decisions.
Indicative reading list
Essential Reading:
- Principles of Marketing Engineering and Analysis, 3rd Edition, Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn (DecisionPro, Inc. 2017), ISBN: 9780985764821
Recommended Reading: - Database Marketing, Robert C. Blattberg, Byung-Do Kim, and Scott A. Neslin (Springer, 2008), ISBN: 9780387725796
- Essentials of Marketing Analytics, 1st Edition, Joseph Hair, Dana E. Harrison and Haya Ajjan (McGraw Hill, 2022), ISBN: 9781264263608
- Marketing Research: An Applied Orientation, 7th - Edition, Naresh K. Malhotra (Pearson, 2019), IBSN: 9780134735047
- Marketing Analytics: Data-Driven Techniques with Microsoft Excel, Wayne L. Winston (Wiley, 2014), ISBN: 978-1-118-41730-0
- Marketing Research, 12th - Edition, Carl McDaniel Jr. and Roger Gates (Wiley, 2020), ISBN: 978-1-119-70300-6
Subject specific skills
Understand important data-driven marketing strategies and the process of converting data to marketing decisions.
Familiarize with appropriate models and techniques to generate marketing insights or solve marketing problems related to segmentation, targeting, and positioning, customer satisfaction, customer lifetime value, product decisions, pricing decisions, etc.
Interpret data analysis results to recommend and justify marketing managerial decisions
Transferable skills
Gain competency in utilizing software tools for marketing-related data analysis needs.
Construct projects and perform data analysis to generate marketing insights with data.
Study time
| Type | Required |
|---|---|
| Lectures | 10 sessions of 1 hour (13%) |
| Seminars | 9 sessions of 1 hour (12%) |
| Online learning (independent) | 10 sessions of 1 hour (13%) |
| Private study | 48 hours (62%) |
| Total | 77 hours |
Private study description
Private Study.
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group D1
| Weighting | Study time | |
|---|---|---|
| Group Project (15 CATS) | 20% | 15 hours |
| Online Examination | 80% | 58 hours |
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Exam (15 CATS) ~Platforms - AEP
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Feedback on assessment
Feedback provided via my.wbs.
Pre-requisites
To take this module, you must have passed:
There is currently no information about the courses for which this module is core or optional.