| CODE | MRK5812 | ||||||||
| TITLE | Digital Analytics for Marketing Management | ||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||
| MQF LEVEL | 7 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The study-unit prepares marketing students to the challenges of data analysis and marketing decisions by offering an understanding on the role of digital analytics in marketing management. Students participating in this study-unit gain a conceptual understanding of: a) how key marketing systems function and interact at technical and strategic levels; b) the diversity of data types that marketing systems produce. From a practical perspective, the study-unit exposes students to the meanings and use of basic database terminology as well as the principles of data-driven marketing strategies that rely on a diversity of data sources and systems like CRM, ERP and SCM. Students will learn how to design and implement business intelligence and data dashboards, as well as how to exploit web and social media analytics that have an increasingly important role in current marketing and strategic decisions. Study-unit Aims: The study-unit aims to: 1. Demonstrate approaches and methods for analysts to connect to databases of different types as well as how analysts can access and exploit other sources of data that can be of quantitative or qualitative in nature; 2. Explore methods how to create multi-dimensional insights and employ data-mining using current software packages and technologies like MS Excel, SQL queries, Business Intelligence (BI) and Analytics tools, data dashboards and Google Analytics; 3. Appraise approaches that help analysts integrate traditional and big data from disparate sources; and 4. Explain how analysts can generate deeper insight that in turn helps marketing managers reach strategic and marketing decisions faster and more effectively. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: a) differentiate and design strategies for analyzing large datasets (primary and secondary sources); b) differentiate and select software applications and techniques to analyze online datasets to synthesize effective market and customer insight; c) design and construct customer insight that can be applied in effective marketing decisions related to campaigns, pricing, distribution, product and service strategies. 2. Skills By the end of the study-unit the student will be able to: a) distinguish between basic database terminology and functionalities and apply these in real-life data analysis situations; b) connect different sources of data (www, in-house systems) to access and analyse data of different formats and content; c) create customer, competitor and market insight from in-depth analysis of data from different sources; d) create multi-dimensional dashboards for use by managers in strategy and marketing decisions; e) create visual representations of customer, competitor and market insight to facilitate an optimized decision making process. Main Text/s and any supplementary readings: - Laursen, G. H. N. (2011). Business analytics for sales and marketing managers. How to compete in the information age. Wiley & SAS Business Series. John Wiley & Sons Inc. ISBN 9780470912867. Supplementary readings: Hands-on sessions involving database management as well as advanced level use of applications like MS Excel, Microsoft SQL and BI tools, Tableau and Sisense among others. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Stephen Agius Emanuel Said |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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