Undergraduate

modules

Modules

ACE3078 : Marketing Metrics

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

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion121:0021:00Preparation for individual report2
Guided Independent StudyAssessment preparation and completion121:0021:00Preparation for individual report1
Scheduled Learning And Teaching ActivitiesLecture112:0022:00N/A
Scheduled Learning And Teaching ActivitiesPractical32:006:00N/A
Guided Independent StudySkills practice110:0010:00Practice in use of statistical software
Guided Independent StudyIndependent study120:0020:00Background reading
Total100:00
Jointly Taught With
Code Title
ACE8086Multivariate Analyses for Food Marketing
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
Report1M50Report based on detailed statistical analysis of data (1500 words)
Report1M50Report 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

Timetable