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.


67%: Lecture
33%: Seminar


30%: Coursework (Test)
70%: Examination (Computer-based examination)

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 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.


This module is offered on the following courses: