Advanced Marketing Analytics (956N1)

15 credits, Level 7 (Masters)

Spring teaching

Learn how to analyse marketing data, looking at both qualitative and quantitative data.

You explore how measuring success and monitoring analytics can improve the quality of marketing decisions. You learn to take a more evidence-based approach in marketing decisions, rather than relying on the preferences of decision-makers. 

You explore: 

  • the fundamental analytical methods for answering marketing research questions
  • how to develop research questions, analyse data and draw inferences, with a view to making better marketing decisions
  • key descriptive and analytical methods, looking at a range of tools to analyse data within the context of marketing-related questions.


67%: Lecture
33%: Seminar


100%: Coursework (Group submission (written), Test)

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2023/24. However, there may be changes to these modules in response to COVID-19, staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.