NBS8604 : Marketing Analytics
- Offered for Year: 2024/25
- Module Leader(s): Dr Paul Liu
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Aims
• Understand relevant core concepts and techniques used in marketing analytics.
• Critically apply marketing analytics to solve practical marketing problems in a variety of marketing areas and link them to a firm’s overall marketing strategy.
• Introduce software packages for developing analytical solutions to marketing problems.
• Equip students with basic skills to apply and interpret the results of different types of marketing analytical techniques for better decision-making.
Outline Of Syllabus
• Introduction to Marketing Analytics
• Customer Segmentation Techniques
• Predicting Customer Choice
• Understanding Customer Value I: Customer Lifetime Value
• Understanding Customer Value II: RFM Analysis
• Perceptual Maps.
• Optimising Products and Prices.
• Forecasting New Product Sales.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete the formative and summative assessments. |
| Structured Guided Learning | Lecture materials | 9 | 1:00 | 9:00 | Pre-recorded lecture materials |
| Scheduled Learning And Teaching Activities | Practical | 9 | 1:00 | 9:00 | PiP computer clusters |
| Guided Independent Study | Directed research and reading | 1 | 30:00 | 30:00 | Estimated at approximately 3 hours over 10 weeks, but may vary from week to week |
| Guided Independent Study | Skills practice | 6 | 0:30 | 3:00 | Practical online activities to reinforce concepts from the lectures |
| Guided Independent Study | Reflective learning activity | 9 | 0:30 | 4:30 | Online quizzes each week to test learning |
| Guided Independent Study | Independent study | 1 | 13:00 | 13:00 | N/A |
| Guided Independent Study | Online Discussion | 3 | 0:30 | 1:30 | Online activities with student posts in a discussion forum |
| Total | 100:00 |
Teaching Rationale And Relationship
The module involves a combination of pre-recorded lectures, online activities, and live computer laboratory sessions. Typically, theory and methods are learnt first in a lecture environment, intertwined with supporting online activities, which are then applied in the computer labs, using practical case examples using data and software.
The module applies flipped learning, whereby the lecture material is delivered asynchronously in blocks of approximately 20 minutes, punctuated by activities and readings to reinforce the learning. The face-to-face computer labs then allow the students to apply concepts and engage creatively with the subject matter.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | A | 100 | Individual Assignment (2000 words) |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Design/Creative proj | 2 | M | Formative feedback will be provided to help students develop their individual report. |
Assessment Rationale And Relationship
The assessment will provide a semi-realistic case example and data for a company. The case will provide a brief background on the company, its plans and analytics needs. Students must use marketing analytical tools to aid in future decisions about the company. There are various problems and data that may be examined so they must be selective about the topic, techniques and data used.
To provide initial guidance to the students, an optional short (500-word) description and justification of their chosen marketing analytics data set, research problem and selected method of investigation may be submitted for formative assessment. Individual feedback will be provided which will facilitate the further development of the summative assessment. The summative assessment will consist of a final 2000-word report detailing the research problem, analysis, and results.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8604's Timetable