Marketing Analytics

University of Southampton School of Management
Southampton, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This programme is designed to provide training and education for those who wish to understand how marketing data is collected, stored, analysed, disseminated, and interpreted in order to make sound marketing decisions. These issues would be set in a context of strategic marketing decision-making. The approach taken would be applied, preparing students for careers in the industry of marketing decision-support or in marketing management.

There are many examples of how marketing analytics work in practice such as: the use of loyalty cards to electronically observe consumers, the use of geodemographic information systems to map out consumer behaviour, customer relationship management systems and the operational data of e-commerce that describe and model consumer behaviour, and the use of data-mining techniques to uncover new meaning in the relationship between marketers and their consumers. All of these developments have created a need for marketing professionals to engage with these approaches and systems.

Programme Structure
Full-time study on our MSc programmes follows a schedule of half-day teaching blocks. A single unit, for example, will be taught over six half-days, usually the same half-day each week e.g. six consecutive Monday mornings and half units are taught over three half-days. Unit teaching blocks will be scheduled on different half-days so that students will study several units during the same period .

Teaching takes place during the autumn, spring and summer terms with a few units scheduled for evenings and the Easter vacation. These will usually be the optional units but this is not guaranteed. Formal examinations take place in January and May/June each year at the end of each semester. If you pass the unit assessments to a satisfactory standard you are permitted to continue work until September leading to the submission of an MSc dissertation.

Core Units

Marketing Analysis
Consumer Metrics
Quantitative Marketing Research Techniques
Quantitative Methods
Analytic Skills
Strategic Marketing Decisions
Information Systems Strategy
Credit Scoring and Data Mining
Forecasting
Qualitative Marketing Research and Data Analysis
Key Personal Skills

Optional Units

Knowledge Management and Decision Support Systems
Human-Computer Interaction & E-business

The essential element to grasp in the core units is how the interplay between these study areas helps to create effective marketing decision-support. In many of the courses, training will be built around industry standard software.

How will you learn?

Your understanding of the subjects covered and your ability to use the knowledge and skills gained will be enhanced through a variety of methods and strategies. Some of the key learning approaches that you will experience as a student in the School will include:

Group work
Group work is recognised as vital in your development when looking forward to, or continuing in, a management role. You will be supported in learning how to form and maintain group cohesiveness to achieve clearly defined outcomes, such as a business report, a group presentation or a combination of both.

Case-studies
You will be presented with many different business case-studies that reflect the reality of decision-making and problem-solving activities in today’s business environment. The case studies are selected to reflect the specific needs of your programme or unit of study.

Learning alongside other students
Throughout your time with us you will be working alongside fellow students from a wide range of cultural and geographical backgrounds. This is a powerful resource and we are particularly keen to encourage you to set up learning networks with other students that may extend beyond the time of your study at Southampton.

To help with this style of networking you will be expected to learn to communicate with each other as well as your teachers in a variety of contexts. For example, during a large group lecture you may be given the opportunity to discuss a specific problem or complete a task in small groups, often with people who are sitting alongside you. The possible answers would be shared by the large group as guided by your teacher.

The example noted above indicates that you are expected to be an ’active’ learner through taking part in small group discussions and offering your views on many occasions.
...''

Phone:+44 (0) 23 8059 3076

School Address:

School of Management
University of Southampton
Highfield
Southampton
SO17 1BJ
United Kingdom


Jobs & Resumes: Southampton
Houses & Roommates: Southampton

Global Supply Chain Management
Human Resource Strategies
Information Systems
Management Sciences & Finance
Risk Management
Accounting & Finance
Accounting & Management
Human Resource Management
International Banking
International Financial Markets
Marketing Management
Strategic Entrepreneurship

Notice: The course description on this page was captured from the Internet as historical reference or submitted by visitors. It was archived statically and not updated from day to day.
 

Tips: Try the search form on top of each page to find the latest course information, using course topic and location as keywords. Keep the course topic keyword short to get more results.