Marketing Analytics and Decision Making

Module code: MK3164

You will be introduced to key marketing analytics concepts and techniques while developing an analytical mindset for interpreting data. The module examines the role of both structured and unstructured data and how organisations can use these data sources to gain insights, identify opportunities, and build competitive advantage.

Through practical engagement with historical marketing datasets, you will learn how to analyse trends, generate forecasts, and apply data-driven insights to support strategic and operational decisions. Emphasis is placed on using evidence to guide marketing actions and organisational planning. The module also focuses on developing your ability to visualise, interpret, and communicate complex data effectively. You will learn how to present analytical findings in a clear and meaningful way to support problem-solving and inform organisational decision-making. By the end of the module, you will have developed practical analytical skills and an understanding of how marketing data can be used strategically to enhance organisational performance and competitive positioning.