Module Specification

MODULE SPECIFICATION

1. Title of the module CB5010 Marketing Analytics

2. School or partner institution which will be responsible for management of the module Kent Business School

3. The level of the module (Level 4, Level 5, Level 6 or Level 7) Level 5

4. The number of credits and the ECTS value which the module represents 15 credits (7.5 ECTS)

5. Which term(s) the module is to be taught in (or other teaching pattern) Spring

6. Prerequisite and co-requisite modules CB367 (Introduction to Data Analysis & Statistics for Business) and CB371 (Marketing Principles) – pre-requisites

7. The programmes of study to which the module contributes BA (Hons) in Business & Management / Business & Management with a Year in Industry

8. The intended subject specific learning outcomes. On successfully completing the module students will be able to:

8.1. Demonstrate knowledge and critical understanding of the role and value of information, performance measurement and customer / competitor insights in marketing. 8.2. Understand the organisational and discursive processes through which data is translated into marketing practices. 8.3. Use IT for marketing applications and to support information retrieval, data analysis and communication. 8.4. Explore the international and ethical dimensions of marketing analytics.

9. The intended generic learning outcomes. On successfully completing the module students will be able to:

9.1. Use a range of established techniques to initiate and undertake critical analysis of information. 9.2. Propose solutions to problems arising from data analysis. 9.3. Effectively communicate information, arguments and analysis in a variety of forms. 9.4. Demonstrate an ability to work pro-actively with others to formulate solutions.

10. A synopsis of the curriculum This module will review contemporary approaches to marketing research design, data collection and analysis. A range of customer, market and competitor analysis techniques will be explored from conventional marketing research techniques as well as from ecommerce, geodemographic and new-media sources. Students will also develop an understanding of the importance of effective performance measurement (i.e., making marketing more accountable). Students will further develop their appreciation of market information and intelligence and acquire the specialised skills needed to plan, manage and report marketing research studies.

The key topics of the module are: MODULE SPECIFICATION

- Marketing research planning and process - Research design and data acquisition - Qualitative and quantitative consumer research - Data analysis

11. Reading list (Indicative list, current at time of publication. Reading lists will be published annually)

Bradley, N. (2013) Marketing Research: Tools & Techniques. 3rd ed. Oxford: Oxford University Press

Grigsby, M. (2015) Marketing Analytics. A Practical Guide to Real Marketing Science. London: Kogan Page

Field, A. (2013) Discovering Statistics Using IBM SPSS Statistics. 4th ed. New Delhi: Sage

Hair, J.J., Black, W.C., Babin, B.J. and Anderson, R.E. (2010) Multivariate Data Analysis. A Global Perspective. 7th ed. New Jersey: Pearson

Winston, W.L. (2014) Marketing Analytics: Data-Driven Techniques with Microsoft Excel. Hoboken: John Wiley & Sons

Journals: International Journal of Research in Marketing Journal of Business Research Journal of Marketing Analytics Journal of Marketing Research Journal of Retailing Qualitative Market Research: An International Journal

12. Learning and teaching methods There will be 21 hours of class contact time including 11 hours of lectures and 10 hours of seminars over a period of 12 weeks. The objective of the former is to introduce formally the conceptual and theoretical component of the course. Seminars/lab sessions are designed to encourage active learning and peer-based methods of learning, with students working on data sets. In both lectures and seminars time is also given for comments and questions.

In addition, students will be expected to study for:  45 hours on exam preparation  50 hours on coursework assignment.

Together with independent study, the total learning hours on this module totals 150 hours.

13. Assessment methods The module is assessed by a combination of examination (60%) and coursework (40%).

The coursework will consist of a group video presentation. Students, working in groups of four or five, will be required to investigate several relationships in a database for a given company. Group will need to identify which statistical test(s) to use, conduct the test(s), and report the process, reasoning, findings and implications in a short video (up to 5 minutes maximum). This

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assignment will enable students to use IT for marketing applications and to support information retrieval, data analysis and communication, Regular feedback will be provided during the seminars, and progress will be closely monitored to ensure all groups progress adequately and group members contribute fairly towards the final report. Students will be marked as a group. All group members receive the group mark for the group presentation unless there is evidence provided by the group log or individual confidential contribution forms to indicate that an individual should not receive the group mark. As seminars are dedicated to group work, seminar attendance is used to aid this decision.

There will additionally be a two-hour, unseen and closed book examination designed to test individual understanding of the theories and concepts introduced in the module, and the student’s ability to apply them to different business environments.

In order to pass the module as a whole, students must achieve a pass mark of 40% in the group presentation to ensure all learning outcomes have been met. This arrangement conforms to the rules set out in Section 6.1 of the Credit Framework.

14. Map of module learning outcomes (sections 8 & 9) to learning and teaching methods (section12) and methods of assessment (section 13)

Module learning 8.1 8.2 8.3 8.4 9.1 9.2 9.3 9.4 outcome Learning/ teaching Hours method allocated Lectures 11 X X X X X X X X Seminars 10 X X X X X X X X Private study 34 X X X X X X X Preparation for 50 X X X X X X X X group video presentation Preparation for 45 X X X X X X X examination Assessment method Examination – two- 60% X X X X X X X hour, unseen Group Video 40% X X X X X X X X Presentation (5 minutes)

15. Inclusive module design The School recognises and has embedded the expectations of current equality legislation, by ensuring that the module is as accessible as possible by design. Additional alternative arrangements for students with Inclusive Learning Plans (ILPs)/declared disabilities will be made on an individual basis, in consultation with the relevant policies and support services.

The inclusive practices in the guidance (see Annex B Appendix A) have been considered in order to support all students in the following areas:

a) Accessible resources and curriculum b) Learning, teaching and assessment methods 3 Module Specification Template (July 2016) MODULE SPECIFICATION

16. Campus(es) or centre(s) where module will be delivered Medway

17. Internationalisation Internationalisation is formally reflected in subject-specific learning outcomes for the module, which explore the international and ethical dimensions of marketing analytics. In addition, the module will extensively use examples of international companies and data sets in the lectures and seminars.

FACULTIES SUPPORT OFFICE USE ONLY Revision record – all revisions must be recorded in the grid and full details of the change retained in the appropriate committee records.

Date approved Major/minor Start date of the delivery of Section revised Impacts PLOs (Q6&7 cover revision revised version sheet)

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