Generating Customer Insights and Analytics
| Code | School | Level | Credits | Semesters |
| BUSI4652 | Business | 4 | 20 | Spring UK |
- Code
- BUSI4652
- School
- Business
- Level
- 4
- Credits
- 20
- Semesters
- Spring UK
Summary
The module will develop knowledge and understanding required for data-driven decision-making in the area of digital marketing. It will cover methods and techniques to develop analytical skills; approaches to integrate and interpret data to generate impactful insights for firms in a digital marketing environment.
Target Students
MSc Digital Marketing students and MSc Exchange students.
Classes
- Four 2-hour workshops each week for 3 weeks
- Four 1-hour lectures each week for 3 weeks
This module is taught through a combination of lectures and workshops.
Assessment
- 30% Group Presentation: 15 minutes. Reassessment: 3,000 word report.
- 70% Coursework: 3,000 words. Reassessment: 3,000 word report.
Assessed by end of spring semester
Educational Aims
The digital marketing environment is becoming increasingly data-driven and analytics-focused. The aim of this module is to understand and employ key models associated with marketing analytics to generate customer insights and facilitate impactful decision-making in a digital marketing environment. It will help students to comprehend the growing importance of data-driven and analytics-focused techniques while exploring the way they enhance marketing decision-making using computer models. It will also integrate key techniques with user friendly software packages to practice solving marketing challenges by using big data and across different key accounts.Learning Outcomes
Knowledge and understanding
• Marketing and sales - different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design
• Customers and stakeholders - customer expectations, service and orientation
• The management of projects
• Tools and techniques for transforming (big) data into useful information for business analysis and decision support
• Communications - the comprehension and use of relevant communications for application in business and management, including the use of digital tools
• Digital business - the development of strategic priorities to deliver business at speed in an environment where digital technology is reshaping traditional revenue and business models, associated risk management
• Strategic management - the development and implementation of appropriate strategies within a changing environment
Intellectual skills
• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise, and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating, and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions
• Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills
Professional practical skills
• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting
• Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management. Leadership and performance management: selecting appropriate leadership style for different situations; setting objectives, motivating, monitoring performance, coaching and mentoring
• The ability to recognise the need for and initiate change and to be able to manage change
Transferable (key) skills
• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports
• High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience
• Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations