Marketing Analytics and Metrics (N1571)

15 credits, Level 5

Autumn teaching

It is the age of big data. Firms are collecting increasing amounts of data on the behaviour and preferences of their customers. Marketers need to be able to analyse this data for insight and to make effective decisions.

In this module, you are introduced to some principal methods for analysing data, both qualitative and quantitative, related to various aspects of marketing.

The aim is to improve the quality of marketing decisions, by grounding those decisions in metrics rather than the gut feelings or preferences of decision makers.

The goal of the module is for you to become familiar with the fundamental analytical methods for answering marketing research questions.

Your studies in this module involve developing research questions, analyzing data and drawing inferences, with a view to making better marketing decisions.

This module introduces you to several key descriptive and analytical methods and provides a range of tools necessary to analyse data within the context of marketing-related questions.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

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.

This module is running in the academic year 2021/22. We also plan to offer it in future academic years. However, we are constantly looking to improve and enhance our courses. There may be changes to modules in response to student demand or feedback, changes to staff expertise or updates to our curriculum. We may also need to make changes in response to COVID-19. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.


This module is offered on the following courses: