MKT40950 Data Driven Marketing

Academic Year 2018/2019

In budget-cutting times marketing spending is increasingly scrutinized for Return on Marketing Investment (ROMI). Marketers have to justify strategic decisions and fast paced technological changes in digital environments have provided marketers with ample opportunities to collect and analyze relevant data to do so. Research clearly shows that businesses using marketing metrics have significantly better financial and market performance relative to competitors (Jeffery 2010).

The objective of this module is to emphasize the importance of customer insight and marketing metrics in a digital age, and provide students with an understanding of how marketing metrics and analytics underpin day-to-day strategic marketing decisions. The course offers in-depths knowledge of key metrics and analytics, which allow marketers to justify decisions and keep track of marketing performance.

Students will also comprehend how to identify and collect relevant data and establish an infrastructure for data-driven marketing. The course will further provide students with vital data-analytical techniques and numerical skills to analyze and extract relevant information from data. Students will be using statistical software like Microsoft Excel or SPSS to calculate metrics and support efficient marketing decision in an increasingly digital environment. The module is highly interactive and problem-based with responsibility for learning driven by the students.