Courses / Module

• Demonstrate the fundamental concepts of decision making and problem solving;
• Apply appropriate software tools to solve business problems, identify opportunities and recognise changing business environments;
• Demonstrate an understanding of analytical skills using different types of data;
• Make informed choices about techniques to be applied to solve specific business problems; and
• Exercise individual and team problem-solving, critical thinking and analysis skills to find efficient and effective solutions to business challenges.

• The delivery of this module may involve a combination of lectures, case studies, video, in-class discussions and exercises, living labs, tutorials and self-directed learning. Learning resources include academic textbooks, refereed academic journals, practitioner publications, nominated websites, and video presentations. It is planned that lectures will be delivered in a practical lab setting.

• Module Graded (numeric value) or Ungraded (Pass/Not Passed): Graded
• Continuous Assessment detail(s): Students will use software to solve business problems. Students will design, collect and analyse data to solve a market research type problem.

• Pass standard: 40%
• Could the result of this module be capped? No
• University School of Business Overall Mark Calculation and Continuous Assessment Policy applies to this module.
• Penalties: Standard School of Business penalties apply for late submission of assignments.

• Are supplemental/resit registrations permitted? Yes
• Note: Continuous Assessment marks from first sitting of this module will be carried forward into the Autumn repeat assessment cycle.
• University scheduled written examination (Autumn): 120 minutes, On-campus

• AC208

de Mesquita, J. M. C., & Kostelijk, E. (2021). Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using SPSS. Routledge.

Evans, J. (2016) Business Analytics, 2nd Global Edition, Pearson Education

Bendle, N.T., Farris, P., Pfeifer, P.E.,  and Reibstein, D.J. (2016) Marketing Metrics, Third edition. Upper Saddle River, N.J. : FT Press 

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