Marketing Analytics

​​Companies today possess a wealth of data about their customers and how they respond to marketing campaigns, yet few firms possess the knowledge of how to effectively analyse this data to derive meaningful insights. In this module, you will learn how to use marketing analytics to analyse, visualise, and interpret data from various sources such as surveys, transaction data, company-internal data and data from social media platforms. Typical software packages available for developing practical solutions to marketing problems will be reviewed to equip you with marketing analytics skills for Big Data environments.   

This module will help you understand the importance of marketing analytics in facilitating a systematic, data-driven approach to marketing decision-making. The limitations and challenges of marketing analytics and the importance of managerial judgement will be emphasized.​ 

This module will introduce the basic concepts of gathering and analysing marketing data from various sources. You will develop an understanding of various tools, techniques, and metrics used in marketing analytics and how they can facilitate data-driven decision-making in a strategic marketing context. Specifically, the educational aims of the module are to:

• Understand relevant core concepts and techniques used in marketing analytics.
• Critically apply marketing analytics to solve practical marketing problems in a variety of marketing areas and link them to a firm’s overall marketing strategy.
• Introduce typical software packages for developing analytical solutions to marketing problems.
• Equip you with basic skills to apply and interpret the results of different types of marketing analytical techniques for better decision-making.

​By the end of the module, you will be able to: 

• Demonstrate understanding of the importance of marketing analytics in addressing fundamental challenges marketing managers face when developing a marketing strategy.
• Critically evaluate core analytical techniques, metrics, and required data that can be used to provide insight into common marketing issues.
• Use modern computer software and advanced statistical techniques to conduct data analysis and visualize data to derive meaningful marketing insights.
• Discuss the limitations and challenges of marketing analytics and the importance of managerial judgement.

​​The standard entry requirements comprise: 

• A 2:2 honours degree or international equivalent,
• A CV and personal statement outlining your reasons for study,
• English language band B (for example, IELTS 7.0 overall with a minimum of 6.5 in each skill)​. 

​​You will be assessed via coursework and examination, as follows: 

• Coursework 1 = 70% 
• Coursework 2 = 10% 
• Examination 1 = 10% 
• Examination 2 = 10% ​ 

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

​This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.