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Module Catalogue

IB3M5-15 Advanced Analysis for Marketing Decisions

Department
Warwick Business School
Level
Undergraduate Level 3
Module leader
Roland Kassemeier
Credit value
15
Module duration
10 weeks
Assessment
20% coursework, 80% exam
Study location
University of Warwick main campus, Coventry

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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 web page

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 (7%)
Seminars 9 sessions of 1 hour (6%)
Online learning (independent) 10 sessions of 1 hour (7%)
Private study 48 hours (32%)
Assessment 73 hours (49%)
Total 150 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 D2
Weighting Study time
Group Project (15 CATS) 20% 15 hours
Online Examination 80% 58 hours

Exam (15 CATS)

~Platforms - AEP

  • Online examination: No Answerbook required
Feedback on assessment

Feedback provided via my.wbs.

Past exam papers for IB3M5

Pre-requisites

WBS students must have taken IB149-15 or IB150-15. Non-WBS students are strongly recommended to have taken an equivalent introductory statistics/data analysis module.

All students are also recommended, to attain an understanding of marketing decisions, to have taken IB148-15 OR IB152-15 OR IB2D6-15.

To take this module, you must have passed:

Courses

This module is Optional for:

  • UIBA-N20B BSc in Management
    • Year 3 of N20B Management
    • Year 3 of N20B Management
    • Year 3 of N23K Management with Accounting
    • Year 3 of N234 Management with Digital Business
    • Year 3 of N235 Management with Entrepreneurship
    • Year 3 of N232 Management with Finance
    • Year 3 of N252 Management with Marketing
    • Year 3 of N23L Management with Strategy and Organisation
  • Year 3 of UIBA-N400 Undergraduate Accounting and Finance
  • UIBA-N404 Undergraduate Accounting and Finance (with Foundation Year and Placement/Undergraduate Partnership Programme)
    • Year 5 of N404 Accounting and Finance (Foundation Year and Placement)
    • Year 5 of N405 Accounting and Finance (Foundation Year and UPP)
    • Year 5 of N403 Accounting and Finance (with Foundation Year)
  • Year 4 of UIBA-N403 Undergraduate Accounting and Finance (with Foundation Year)
  • UIBA-N401 Undergraduate Accounting and Finance (with Placement Year/Undergraduate Partnership Programme)
    • Year 4 of N401 Accounting and Finance (Placement)
    • Year 4 of N402 Accounting and Finance (Undergraduate Partnership Programme)
  • Year 4 of UGEA-RN21 Undergraduate German and Business Studies
  • Year 3 of UIPA-L8N1 Undergraduate Global Sustainable Development and Business
  • Year 4 of UIPA-L8N2 Undergraduate Global Sustainable Development and Business Studies (with Intercalated Year)
  • Year 4 of UIBA-N1RA Undergraduate International Business with French
  • Year 4 of UIBA-N1RB Undergraduate International Business with German
  • Year 4 of UIBA-N1RC Undergraduate International Business with Italian
  • Year 4 of UIBA-N1RD Undergraduate International Business with Spanish
  • UIBA-N20F Undergraduate International Management
    • Year 4 of N20F International Management
    • Year 4 of N20F International Management
    • Year 4 of N20S International Management (with Accounting)
    • Year 4 of N20T International Management (with Chinese)
    • Year 4 of N20P International Management (with Entrepreneurship)
    • Year 4 of N20M International Management (with Finance)
    • Year 4 of N20U International Management (with French)
    • Year 4 of N20L International Management (with Marketing)
    • Year 4 of N20V International Management (with Spanish)
    • Year 4 of N20W International Management (with Strategy and Organisation)
    • Year 4 of N20N International Management with Digital Business
    • Year 4 of N20E Management (with Foundation Year)
    • Year 4 of N234 Management with Digital Business
  • UIBA-N220 Undergraduate International Management (with Foundation Year)
    • Year 5 of N220 International Management (with Foundation Year)
    • Year 5 of N221 International Management with Accounting (with Foundation Year)
    • Year 5 of N226 International Management with Chinese (with Foundation Year)
    • Year 5 of N223 International Management with Digital Business (with Foundation Year)
    • Year 5 of N224 International Management with Entrepreneurship (with Foundation Year)
    • Year 5 of N222 International Management with Finance (with Foundation Year)
    • Year 5 of N227 International Management with French (with Foundation Year)
    • Year 5 of N225 International Management with Marketing (with Foundation Year)
    • Year 5 of N228 International Management with Spanish (with Foundation Year)
    • Year 5 of N229 International Management with Strategy and Organisation (with Foundation Year)
  • UIBA-N20J Undergraduate Management (with Foundation Year and Placement Year/Undergraduate Partnership Programme)
    • Year 5 of N20J Management (Foundation Year and Placement)
    • Year 5 of N20K Management (Foundation Year and UPP)
    • Year 5 of N23H Management with Digital Business (with Foundation Year and Placement Year)
    • Year 5 of N23J Management with Entrepreneurship (with Foundation Year and Placement Year)
    • Year 5 of N23G Management with Finance (with Foundation Year and Placement Year)
    • Year 5 of N255 Management with Marketing (with Foundation Year and Placement Year)
  • UIBA-N20E Undergraduate Management (with Foundation Year)
    • Year 4 of N20E Management (with Foundation Year)
    • Year 4 of N23N Management with Accounting (with Foundation Year and Placement Year)
    • Year 4 of N23M Management with Accounting (with Foundation Year)
    • Year 4 of N23E Management with Digital Business (with Foundation Year)
    • Year 4 of N23F Management with Entrepreneurship (with Foundation Year)
    • Year 4 of N23D Management with Finance (with Foundation Year)
    • Year 4 of N252 Management with Marketing
    • Year 4 of N254 Management with Marketing (with Foundation Year)
    • Year 4 of N23P Management with Strategy and Organisation (with Foundation Year)
  • UIBA-N20C Undergraduate Management (with Placement Year/Undergraduate Partnership Programme)
    • Year 4 of N20M International Management (with Finance)
    • Year 4 of N20B Management
    • Year 4 of N20D Management (Undergraduate Partnership Programme)
    • Year 4 of N20C Management (with Placement Year)
    • Year 4 of N20Q Management with Accounting (with Placement Year)
    • Year 4 of N236 Management with Digital Business (with Placement Year)
    • Year 4 of N237 Management with Entrepreneurship (with Placement Year)
    • Year 4 of N232 Management with Finance
    • Year 4 of N233 Management with Finance (with Placement Year)
    • Year 4 of N253 Management with Marketing (with Placement Year)
    • Year 4 of N20R Management with Strategy and Organisation (with Placement Year)
  • WBS Exchange Students