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MKT3019 : Data Driven Marketing Decisions

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Arijit De
  • Lecturer: Dr Wasim Ahmed
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


To provide an introduction to data driven marketing tools and techniques common within the discipline. Students will develop the conceptual understanding of these tools and their suitability to provide data for measurement, research and marketing objectives. This builds on material on quantitative analysis in MKT2004 Research Methods for Business and Marketing at Stage 2 and aims to equip students with additional advanced quantitative marketing skills that will support Stage 3 capstone modules such as MKT3097 Marketing Consultancy Project and MKT3096 Contemporary Marketing Dissertation.

Outline Of Syllabus

Indicative topics that may be covered include:
•       Introduction to advanced analysis for Marketing decision making
•       Contemporary sources of marketing data
•       Data management & regulative compliance
•       Data visualisation and communication techniques
•       Analysis of systems (CRM / ERP, etc.)

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture42:008:00Non lab introduction / revision lectures
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Guided Independent StudyDirected research and reading152:0052:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00N/A
Scheduled Learning And Teaching ActivitiesWorkshops122:0024:00N/A
Guided Independent StudyIndependent study152:0052:00N/A
Teaching Rationale And Relationship

Lectures provide advanced understanding of theory, practical issues, professional conventions in presentation of results, interpretation of results, applications to marketing and critical aspects of theory and methodology. They also provide the appreciation of a range of marketing applications. The online practical tests and the closed exam are designed to consolidate understanding on theoretical and technical aspects of the topic, but also test students' skills of evaluation and interpretation of results. The practical sessions provide the opportunity to develop skills in numeracy and computer literacy in the use of SPSS software and to analyse data using specific multivariate techniques. Private study provides students with the opportunity to consolidate their understanding of material presented in lectures and practical sessions, to prepare for class tests and to prepare the assignments.

This module may be limited as to the number of students who can do it.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
PC Examination901A50N/A
Other Assessment
Description Semester When Set Percentage Comment
Report2A502000 words max.
Formative Assessments
Description Semester When Set Comment
Computer assessment1MFormative assessment and feedback will be ongoing -mock exam
Written exercise2MDraft report structure
Assessment Rationale And Relationship

Class based computer assessment and a 2000 word report, provide the opportunity to confirm students' understanding of theoretical and technical concepts from lectures, as well as offering an opportunity to demonstrate knowledge application and the ability to interpret the results.

Reading Lists