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ACE3078 : Data & Marketing Analytics

  • Offered for Year: 2021/22
  • Module Leader(s): Dr Francisco Areal
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
ECTS Credits: 5.0


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

1.1. Identifying drivers using linear models including logistic regression
1.2. Structural equations models and model conceptualisation
1.3. Consumer segmentation and data reduction - how to integrate these into models
1.4. Choice modelling

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture42:008:00Present in Person lecture - to revert to So where PiP is not permtted
Guided Independent StudyAssessment preparation and completion140:0040:00Preparation for assessment
Structured Guided LearningLecture materials42:008:00Asynchronous lecture material
Scheduled Learning And Teaching ActivitiesPractical62:0012:00Read and watch material applied
Guided Independent StudyIndependent study132:0032:00Background reading
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
Assessment Rationale And Relationship

The two assignments have distinct aims:
1) Ability to apply knowledge and critically analyse results (Report 1);

Reading Lists