Marketing Analytics - CB5010

Location Term Level Credits (ECTS) Current Convenor 2019-20
Medway Spring
View Timetable
5 15 (7.5) PROF M Garcia Martinez


CB367 (Introduction to Data Analysis & Statistics for Business) and CB371 (Marketing Principles) – pre-requisites





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 key topics of the module are:

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


This module appears in:

Contact hours

Lectures 11
Seminars 10
Private study 34
Preparation for group video presentation 50
Preparation for examination 45

Method of assessment

Examination – two-hour, unseen 60%
Group Video Presentation (5 minutes) 40%

Indicative reading

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

International Journal of Research in Marketing
Journal of Business Research
Journal of Marketing Analytics
Journal of Marketing Research
Journal of Retailing
Qualitative Market Research: An International Journal

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:

8.1. Demonstrate knowledge and critical understanding of the role and value of information, performance measurement and customer / competitor insights in marketing.
8.2. Understand the organisational and discursive processes through which data is translated into marketing practices.
8.3. Use IT for marketing applications and to support information retrieval, data analysis and communication.
8.4. Explore the international and ethical dimensions of marketing analytics.

The intended generic learning outcomes.
On successfully completing the module students will be able to:

9.1. Use a range of established techniques to initiate and undertake critical analysis of information.
9.2. Propose solutions to problems arising from data analysis.
9.3. Effectively communicate information, arguments and analysis in a variety of forms.
9.4. Demonstrate an ability to work pro-actively with others to formulate solutions.

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