| CODE | MRK3008 | ||||||
| TITLE | Marketing Data Analytics | ||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 6 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | The study-unit provides guidance on how participants can get the most out of spreadsheets and databases to meet their marketing goals. The study-unit links marketing theory with practical business applications through live case studies and data sets, which reflect the day-to-day responsibilities of data analysis in a marketing department. Study-unit Aims: The study-unit provides students with an overview of the practical tools of data analysis that practitioners use in marketing roles, employing spreadsheet software. The study-unit demonstrates the fundamental data analysis principles and describes the online and offline tools available for analysis. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Recognize analytical techniques using desktop and online software, select and integrate information from various sources. - Formulate reports from marketing data. - Plan complex data analysis methods and reporting approaches. - Communicate data analysis procedures, results, and conclusions using appropriate tools. 2. Skills: By the end of the study-unit the student will be able to apply the functions of leading spreadsheet software and will gain the skills to: - Plan data analysis methods and reporting systems using spreadsheets. - Select and integrate information from various sources into spreadsheets. - Create advanced tables, with complex formatting, sorting and filtering. - Utilise power pivot tables as analytical tools. - Apply charting and other visual representation of data. - Deploy spreadsheet functions and formulae. - Formulate reports. Main Text/s and any supplementary readings: Ferrari, A., & Russo, M. (2013). Microsoft Excel 2013: Building Data Models with PowerPivot. Microsoft Press. |
||||||
| STUDY-UNIT TYPE | Lecture and Workshop | ||||||
| METHOD OF ASSESSMENT |
|
||||||
| LECTURER/S | Daniela Castillo Jonathan Ferrito |
||||||
|
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 2023/4. It may be subject to change in subsequent years. |
|||||||