| Unit name | Data Science for Marketing |
|---|---|
| Unit code | MGRCM0050 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Pantano |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
None |
| Units you must take alongside this one (co-requisite units) |
None |
| Units you may not take alongside this one |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
Why is this unit important?
This unit is important because it equips you with essential knowledge and clear understanding of of the role that data science plays in modern marketing. As data becomes increasingly integral to decision-making, understanding the ethical, legal, social, and digital responsibilities associated with its use is crucial. By focusing on both the risks and benefits of adopting data science in marketing, this unit helps you develop the ability to harness the power of data to create meaningful value for businesses. ou will learn how to apply data science techniques to various marketing contexts, understanding the different forms that data can take and how it can influence key marketing decisions. The unit also covers practical methods for analysing and sourcing data, ensuring you can critically assess its applications in real-world marketing scenarios.
How does this unit fit into your programme of study?
This unit is integral to the MSc Marketing programme as it equips you with the critical ability to understand and navigate the complexities of using data science for marketing purposes. By balancing the need for innovation with the ethical and legal obligations surrounding data usage, the unit plays a vital role in preparing you for the challenges and opportunities in data-driven marketing. This unit complements the programme’s focus on building a strong foundation in both technical and strategic marketing skills, ensuring you are well-prepared to address the demands of the modern marketing landscape.
An overview of content
The unit will explore the different forms of unstructured data that can derive from many different sources, which represent data management challenges for marketers and organisations to extract value. It reviews the range of ways in which data might be identified and harvested and explores ways of using data to optimise the quality of the marketing decisions, withing ethical considerations.
How will students, personally, be different as a result of the unit?
Upon completion of the unit, you will have formed a deep understanding of purpose, application and value of market data to an organisation and particularly to those working in marketing. They will have acquired knowledge of how to exploit data science for marketing purposes within an ethical, legal, and digital and social responsibility.
Learning Outcomes
At the end of this unit, you will be able to:
ILO 1 – Discuss the practical, legal and ethical challenges associated with the collection, management and analysis of market data.
ILO 2 – Compose a strategy for identifying and harvesting appropriate data, given a set of market insights objectives.
ILO 3 – Critically evaluate data that has value and relevance to a given marketing context and that which has not.
ILO 4 – Critically analyse the data, and extract knowledge from the data and present it in a form that is appropriate and comprehensible to a given set of stakeholders.
Teaching will be conducted through ten lectorial sessions of 3 hours across TB2. These comprise a combination of one-hour lecture talks and two-hour tutorial-style discussions that focus on the aspects taught in the lecture. The latter will involve deep academic conversations, case studies, debates, tasks, as well as interesting talks from people in the industry. Optional advice and feedback hour sessions for additional support are available. You will be required to do some preparation reading and activities before the sessions. Additional readings will also be provided to support you who wish to acquire a deeper learning about big data analytics and marketing intelligence. A discussion board will also be used to complete tasks and strengthen peer interaction and is also a place for you to ask any questions about the unit.
Tasks which help you learn and prepare you for summative tasks (formative):
Forms of formative assessment will include readings and task preparation before each session . You will receive detailed feedback on your group report draft, focusing on areas such as the clarity of your data analysis, the effectiveness of your data presentation, and how well your strategies align with marketing objectives.
Tasks which count towards your unit mark (summative):
Where the student fails the unit and is eligible for resubmission, there will be two main components of the summative assessment. The first one consists of a data analysis group report that will help you to collect, analyse, interpret data and present the results in a way that is comprehensible to a layperson (ILOs 1&2); the second one is based on an individual report aimed at proposing a sustainable solution for the given marketing objective (ILOs 3&4).
1. A data analysis group report (30% of the final grade; 2,000 words): You will work in groups (4-5 students) to identify and distinguish data that has value and relevance to the given contexts and that which has not; critically discuss a range of possible strategies identifying appropriate data and synthesise data from multiple resources, effectively analyse data with the most appropriate method; and present the results in a form that is appropriate and comprehensible to the given set of stakeholders
2. An individual report (70% of the final grade; 2,500 words): You will work individually to assess the main practical, legal and ethical challenges that the company of your choice in a given marketing context would face during the collection, management and analysis of the data; critically evaluate the effectiveness of the data extracted, by comparing and contrasting data that has value and relevance to the given marketing objective and that which has not with supporting arguments; and recommend to the CEO the possible marketing actions to improve the value delivered to customers within the given marketing objective, and on possible additional data (from which sources and why) to be analysed with the related analytical tool to enhance the quality of recommendations for the CEO.
When assessment does not go to plan
If you do not pass the data analysis group report (30%) you will be reassessed with an individual data analysis report (with the same data but addressing a different marketing objective; 500 words in total) (ILOs 1 and 2). If you do not pass the individual report (70%) you will be reassessed with another individual report (with the same data but different marketing objective; 2,500 words in total) (ILOs 3 and 4).
If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.
If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. MGRCM0050).
How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours
of study to complete. Your total learning time is made up of contact time, directed learning tasks,
independent learning and assessment activity.
See the University Workload statement relating to this unit for more information.
Assessment
The assessment methods listed in this unit specification are designed to enable students to demonstrate the named learning outcomes (LOs). Where a disability prevents a student from undertaking a specific method of assessment, schools will make reasonable adjustments to support a student to demonstrate the LO by an alternative method or with additional resources.
The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit.
The Board considers each student's outcomes across all the units which contribute to each year's programme of study. For appropriate assessments, if you have self-certificated your absence, you will normally be required to complete it the next time it runs (for assessments at the end of TB1 and TB2 this is usually in the next re-assessment period).
The Board of Examiners will take into account any exceptional circumstances and operates
within the Regulations and Code of Practice for Taught Programmes.
