Overview:
- Credits:
- 10.0
- Level:
- 4
- Semester:
- Autumn
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Assoc Professor Marius Claudy
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Curricular information is subject to change
Learning Objectives
Understand how to read and intepret customer data
Learn how to collect, clean, analyse and interpret data from sources such as surveys, websites, apps, or geo-tracking.
Learn about various methods to analyse customer data
Comprehend the difference between correlation and causation
Understand the basic concepts of predictive analytics
Learn about key (customer) metrics like ROI and CLV
Analytical Techniques every marketer needs to know;
Descriptive statistics
Sampling & Inferential statististics
Analysis of independent groups (e.g., T-Tests)
Correlation and regression
Marketing experiments
Calculating ROI and other KPIs
Predictive Analytics
Segmentation
Customer Lifetime Value
Student Effort Type | Hours |
---|---|
Lectures | 34 |
Small Group | 1 |
Total | 35 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Assignment: AB Testing Simulation | Unspecified | n/a | Graded | No | 20 |
Continuous Assessment: Weekly presentations and questions | Throughout the Trimester | n/a | Graded | No | 50 |
Multiple Choice Questionnaire: Online Quizzes | Unspecified | n/a | Graded | No | 30 |
Resit In | Terminal Exam |
---|---|
Spring | No |
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Online automated feedback
• Peer review activities
Not yet recorded.
Name | Role |
---|---|
Dr David DeFranza | Lecturer / Co-Lecturer |
Tutorial | Offering 1 | Week(s) - 6, 7, 8, 9, 10, 11, 12 | Thurs 12:00 - 12:50 |
Lecture | Offering 1 | Week(s) - Autumn: All Weeks | Tues 09:00 - 11:50 |
Tutorial | Offering 1 | Week(s) - 2, 3 | Wed 12:30 - 13:30 |
Tutorial | Offering 2 | Week(s) - 6, 7, 8, 9, 10, 11, 12 | Thurs 12:00 - 12:50 |
Lecture | Offering 2 | Week(s) - Autumn: All Weeks | Tues 14:00 - 16:50 |
Tutorial | Offering 2 | Week(s) - 2, 3 | Wed 12:30 - 13:30 |
Tutorial | Offering 3 | Week(s) - 6, 7, 8, 9, 10, 11, 12 | Thurs 12:00 - 12:50 |
Lecture | Offering 3 | Week(s) - Autumn: All Weeks | Wed 09:00 - 11:50 |
Tutorial | Offering 3 | Week(s) - 2, 3 | Wed 12:30 - 13:30 |