ACE3078 : Data & Marketing Analytics - Undergraduate Study

Offered for Year: 2020/21

Module Leader(s): Dr Luca Panzone

Owning School: Natural and Environmental Sciences
Teaching Location: Newcastle City Campus

Semesters

Semester 1 Credit Value:	10
ECTS Credits:	5.0

Aims

Businesses have increasing availability of data useable for marketing research, often unexploited because of limited technical knowledge. This module provides learners with innovative methods to analyse marketing outcomes and generate insights for effective decision making. This module examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how measurement techniques, aligned to business objectives, can establish and determine the effectiveness of marketing activities. It outlines the value of using appropriate data sources to enable effective marketing analysis, and of employing appropriate analytic tools and techniques to ensure effective marketing decision making.

Outline Of Syllabus

Introductory multivariate statistics – Conditional dependence
Introductory multivariate statistics – Correlation and causality
Metrics and analytics
Measuring effectiveness
Regression analysis – Marketing models
Regression analysis – Demand models
Choice modelling
Interdependence techniques

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities

Category	Activity	Number	Length	Student Hours	Comment
Scheduled Learning And Teaching Activities	Lecture	5	2:00	10:00	Asynchronous lecture material
Guided Independent Study	Assessment preparation and completion	1	10:00	10:00	Preparation for individual report1
Guided Independent Study	Assessment preparation and completion	1	37:00	37:00	Preparation for individual report2
Scheduled Learning And Teaching Activities	Practical	4	2:00	8:00	Online laboratories
Guided Independent Study	Skills practice	1	10:00	10:00	Practice in use of statistical software
Guided Independent Study	Independent study	1	25:00	25:00	Background reading
Total				100:00

Teaching Rationale And Relationship

This module provides learners with innovative methods to analyse marketing outcomes and generate insights for effective decision making.
The materials will be introduced through a strong introductory phase that uses friendly and motivating learning material, followed by a development phase that:
• Presents real-life examples, replicable in the private sector;
• Explain the practical implications and real-life meanings of the results.

Practicals will allow students to integrate and apply their understanding of the taught materials.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment

Description	Semester	When Set	Percentage	Comment
Report	1	M	20	Report based on detailed statistical analysis of data (1500 words)
Report	1	M	80	Report based on detailed statistical analysis of data (1500 words)

Assessment Rationale And Relationship

The two assignments have distinct aims:
1) Ability to apply knowledge and critically analyse results (Report 1);
2) Knowledge of the theory behind a method to solve a real research question developed by the student (Report 2).

Reading Lists

ACE3078's Reading List

Timetable

Timetable Website: www.ncl.ac.uk/timetable/
ACE3078's Timetable

Module