Marketing Analytics

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Monday 15 January 2024
Friday 22 March 2024
05 July 2023


Requisites for this module



Key module for

MSC N50012 Digital Marketing and Analytics,
MSC N50024 Digital Marketing and Analytics

Module description

This module aims to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making.

An analytical approach will enable students to:

- use and execute data analytic techniques and case studies to understand how to solve marketing analytics problems in a scientific and process-driven manner.

- understand how the "first principles" of marketing strategy help firms organise the analytics opportunities and challenges that exist in today's data era.

Module aims

The aims of this module are:

  • To equip students with an understanding of the key concepts of marketing analytics.

  • To introduce key approaches and benefits of data visualization.

  • To emphasize the benefits of learning and utilizing marketing analytics.

  • To apply software tools, R and Tableau, to perform marketing analytics analyses.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Demonstrate an understanding of key foundations of marketing analytics.

  2. Critically evaluate and develop analytical solutions to marketing challenges.

  3. Analyse and interpret marketing data, such as customer and market insights.

  4. Critically assess analytical approaches and techniques related to marketing analytics.

  5. Exhibit the knowledge and abilities required to gather and process market data to make informed decisions.

Module information

The module is based on the premise that the majority of analytic challenges faced by marketing researchers, consultants, and managers relate to the customers, competitors, and resources. These issues may be effectively segregated into four marketing problems: managing customers' heterogeneity, managing customers' dynamics, managing sustainable competitive advantage, and managing resource trade-offs. The module will emphasise developing analytic competencies pertaining to solving such marketing problems. Students will learn various marketing analytics techniques in this module.

Overall, by completing this module, students will be on their way to making the ROI case for marketing expenditures that companies are increasingly asking from their executives.


  • Introduction to Marketing Analytics.

  • Managing Customer Heterogeneity: Cluster Analysis and Segmentation.

  • Managing Customer Heterogeneity: Discriminant Analysis for Targeting and Classification, Perceptual Mapping and Positioning.

  • Managing Customer Heterogeneity: Perceptual and Preference Mapping for Competitive Positioning.

  • Managing Customer Dynamics: Using RFM Analysis for Customer Selection.

  • Managing Customer Dynamics: Using Logistic Regression and Customer Lifetime Value for Customer Selection.

  • Managing SCA: Survey Design and Testing to Derive Customer Insights.

  • Managing SCA: Conjoint Analysis and Forecasting Sales for New Products and Pricing Decisions.

  • Managing Resource Trade-Offs: Using Marketing Mix Models and Experiments to Optimize the Marketing Mix.

Learning and teaching methods

This module will be delivered via:

  • One lecture per week.
  • One coursework presentation day at the end of this module.

The "Tell-Show-Do" sequence will be used to provide students with hands-on experience, utilising the module materials, for making marketing decisions.

Lectures will cover the concepts and analytical models that students need to understand to bring a scientific approach to marketing. Students will have an opportunity to address real-world marketing challenges via the use of these principles and models, as well as the available technological tools.


This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Coursework     

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff



External examiner

No external examiner information available for this module.
Available via Moodle
No lecture recording information available for this module.


Further information
Essex Business School

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