MARKETING DATA ANALYTICS BSC (HONS)

SYLLABUS

Year 1
Introduction to digital marketing and analytics – Learn core digital marketing concepts around social media, data-driven relationships, and metrics and analytics. Principles of marketing – Use market analysis and data to create plans for products and branding that meet specific briefs. Consumer behaviour – Understand how people think, act and engage with brands, and how brands target audiences. Beginning your professional business journey – Take on business challenges and collaborate with peers in a professional environment. Essential statistics for business and marketing – Build essential data and numerical skills for modern marketing. Introduction to data analytics software – How to use the programming language R and the tidyverse for data manipulation and analysis.

Year 2
Integrated digital marketing communications – Learn to respond to a range of marketing challenges using contemporary marketing communications methods. Data and research methods for business – Investigate research and data-analysis methods to support you in applying research findings to business issues. Econometrics for marketing - Understand quantitative marketing analysis, different marketing environments and the economic conditions firms operate in. Further data analytics software – Gain hands-on Python programming skills for business data manipulation. Analytics for customer insights and selection – Perform customer data analytics using R, Tableau and Excel, creating visualisations that communicate insights. Practical digital marketing analytics – Use specialist marketing-based analytical tools to identify gaps, suggest solutions and track impact.

Year 3
Marketing ethics and CSR – Understand the ongoing ethical debates around corporate social responsibility, and use this knowledge to present a clear, balanced argument. Further customer analytics and insights – Be able to collect and interpret marketing data using traditional research methods and modern machine-learning techniques. Using databases for marketing decisions – Develop the analytical skills to query databases efficiently and transform raw data into insights for marketing strategies. Practical text and social media analytics – Use Python to analyse real-world marketing challenges such as customer preferences and social media trends. Business project – Independently design, plan, manage and a research project.