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NBS8604 : Marketing Analytics

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Jose Liu
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


• Understand relevant core concepts and techniques used in marketing analytics.

• Critically apply marketing analytics to solve practical marketing problems in a variety of marketing areas and link them to a firm’s overall marketing strategy.

• Introduce software packages for developing analytical solutions to marketing problems.

• Equip students with basic skills to apply and interpret the results of different types of marketing analytical techniques for better decision-making.

Outline Of Syllabus

• Introduction to Marketing Analytics

• Customer Segmentation Techniques

• Predicting Customer Choice

• Understanding Customer Value I: Customer Lifetime Value

• Understanding Customer Value II: RFM Analysis

• Perceptual Maps.

• Optimising Products and Prices.

• Forecasting New Product Sales.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials91:009:00Pre-recorded lecture materials
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete the formative and summative assessments.
Guided Independent StudyDirected research and reading130:0030:00Estimated at approximately 3 hours over 10 weeks, but may vary from week to week
Scheduled Learning And Teaching ActivitiesPractical91:009:00PiP computer clusters
Guided Independent StudySkills practice60:303:00Practical online activities to reinforce concepts from the lectures
Guided Independent StudyReflective learning activity90:304:30Online quizzes each week to test learning
Guided Independent StudyIndependent study113:0013:00N/A
Guided Independent StudyOnline Discussion30:301:30Online activities with student posts in a discussion forum
Teaching Rationale And Relationship

The module involves a combination of pre-recorded lectures, online activities, and live computer laboratory sessions. Typically, theory and methods are learnt first in a lecture environment, intertwined with supporting online activities, which are then applied in the computer labs, using practical case examples using data and software.

The module applies flipped learning, whereby the lecture material is delivered asynchronously in blocks of approximately 20 minutes, punctuated by activities and readings to reinforce the learning. The face-to-face computer labs then allow the students to apply concepts and engage creatively with the subject matter.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report2A100Individual Assignment (2000 words)
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Design/Creative proj2MFormative feedback will be provided to help students develop their individual report.
Assessment Rationale And Relationship

The assessment will provide a semi-realistic case example and data for a company. The case will provide a brief background on the company, its plans and analytics needs. Students must use marketing analytical tools to aid in future decisions about the company. There are various problems and data that may be examined so they must be selective about the topic, techniques and data used.

To provide initial guidance to the students, an optional short (500-word) description and justification of their chosen marketing analytics data set, research problem and selected method of investigation may be submitted for formative assessment. Individual feedback will be provided which will facilitate the further development of the summative assessment. The summative assessment will consist of a final 2000-word report detailing the research problem, analysis, and results.

Reading Lists