MSc Operations, Project and Supply Chain Management / Course details

In the last decade, the amount of data available to organisations has reached unprecedented levels. Data is transforming industries, social interactions, and the future of our society. Companies and individuals capable of harnessing this data through the use of analytics gain a critical edge in their business domain. In this course, you will learn how to use marketing data and analytics to boost your career. We will examine how analytics can be used to better understand customer needs and behaviour and, ultimately, make better marketing decisions. The course follows a hands-on experiential learning approach and relies heavily on widely used software tools to build models and work with data.

This course unit aims to develop understanding of the role of marketing analytics in contemporary organisations. The course unit aims to familiarise students with widely used analytical tools and techniques for making well-informed marketing decisions. Specifically,
the course unit will familiarise and expose students to analytical techniques for customer segmentation, designing products that meet customer needs, predicting consumer behaviour, analysing consumer sentiment, visualising marketing data, determining causal inference through A/B testing and experiments, analysing efficacy of marketing campaigns, and more. The course follows a hands-on, experiential learning approach and relies on widely-used/industry packages.

The course incorporates a variety of teaching, learning and assessment approaches, with the aim of providing an intellectually stimulating and enjoyable student experience. On completion of the course, you will be able to:

• Appreciate how analytics provide competitive advantage
• Acknowledge current and future developments in analytics technologies and their implications for marketing and general management practice
• Possess an applied understanding of different analytics methods that help marketers in their decision-making
• Demonstrate the ability to use widely adopted software tools to manipulate data and address challenging marketing problems
• Demonstrate an understanding of the ethical considerations and issues relating to marketing analytics
• Work in groups effectively and enhance your time management and interpersonal skills Break complex tasks into parts and steps
• Communicate findings and ideas professionally and creatively

Formal Contact Methods

A mixture of learning processes is adopted. These include lectures and workshop activities.
They are supported by material on Blackboard, such as formative quizzes.

50% individual homework assignments, total of approx.1,500 words
50% group assignment, 2,500 words

There is no single book that covers all topics on this course unit; as a result, students doneed to address a number of sources. The following references will provide usefulbackground to marketing analytics and various topics covered during the unit:

Rackley, J. (2015) Marketing analytics roadmap: methods, metrics, and tools. Apress.

Grigsby, M. (2022) Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. KoganPage.

Hemann, C. & Burbary, K. (2018) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd edition. Que Publishing.