Marketing Analytics - BUSN5011

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Module delivery information

This module is not currently running in 2024 to 2025.


This module will review contemporary approaches to marketing research design, data collection and analysis. A range of customer, market and competitor analysis techniques will be explored from conventional marketing research techniques as well as from ecommerce, geodemographic and new-media sources. Students will also develop an understanding of the importance of effective performance measurement (i.e., making marketing more accountable). Students will further develop their appreciation of market information and intelligence and acquire the specialised skills needed to plan, manage and report marketing research studies.

The indicative key topics of the module are:

• Marketing research planning and process
• Research design and data acquisition
• Qualitative and quantitative consumer research
• Data analysis


Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods:

Multiple choice questions (MCQ) (10%)
Group Video Presentation (5 minutes) (20%)
Individual project report (2000 words)(70%)

Reassessment methods:
100% coursework

Indicative reading

Hair, J., Ortinau, D. and Harrison, D. (2021), Essentials of Marketing Research, 5th Edition, McGraw Hill, ISBN 978-1-260-57578-1 (core reading)

Malhotra, N., Nunan, D. and Bricks (2017), Marketing Research: An applied approach, 5th edition, Pearson, 978-1-292-10312-9

Bradley, N. (2013) Marketing Research: Tools & Techniques. 3rd ed. Oxford: Oxford University Press

Grigsby, M. (2015) Marketing Analytics. A Practical Guide to Real Marketing Science. London: Kogan Page

Field, A. (2013) Discovering Statistics Using IBM SPSS Statistics. 4th ed. New Delhi: Sage

Hair, J.J., Black, W.C., Babin, B.J. and Anderson, R.E. (2010) Multivariate Data Analysis. A Global Perspective. 7th ed. New Jersey: Pearson

Winston, W.L. (2014) Marketing Analytics: Data-Driven Techniques with Microsoft Excel. Hoboken: John Wiley & Sons

See the library reading list for this module (Medway)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge and critical understanding of the role and value of information, performance measurement and customer / competitor insights in marketing.
- Understand the organisational and discursive processes through which data is translated into marketing practices.
- Use IT for marketing applications and to support information retrieval, data analysis and communication.
- Explore the international and ethical dimensions of marketing analytics.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Use a range of established techniques to initiate and undertake critical analysis of information.
- Propose solutions to problems arising from data analysis.
- Effectively communicate information, arguments and analysis in a variety of forms.
- Communicate effectively to a variety of audiences and/or using a variety of methods.


  1. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  2. The named convenor is the convenor for the current academic session.
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