MG4E9      Half Unit
Marketing Analytics I: Consumer Analysis Fundamentals

This information is for the 2017/18 session.

Teacher responsible

Leandro Galli


This course is compulsory on the MSc in Marketing. This course is not available as an outside option.


Completion of the MSc in Marketing pre-sessional course, MG4E7 Business Fundamentals.

Course content

This course lays down the foundations of Marketing Analytics which is an absolute essential in the age of Big Data. The broad objective of this course is to provide a fundamental understanding of marketing analytics and research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results. Since analytics is the discovery and communication of meaningful patterns in data, this course will also provide students with an analytics toolkit, reinforcing basic probability and statistics while throughout emphasizing the value and pitfalls of reasoning with data. Applications will focus on connections among analytical tools, data, and business decision-making. Advanced analytical tools will be discussed in-depth in the follow-up course Marketing Analytics II.


30 hours of lectures in the MT. 2 hours of lectures in the ST.

30 hours of lectures in the MT, concentrated in weeks 7-11 of term. This course follows MG4E8 Principles of Marketing which takes place in the first part of the MT. 2 hours of review lectures in the ST.

Formative coursework

Students will be expected to produce 1 case study in the MT.

The formative coursework will be an in-depth case analysis, with two components to it. One component will help prepare participants for the Marketing Analytics Project (i.e., more conceptual applications, using social science theories and frameworks to make sense of real-life “messy” data), and the other component will help prepare participants for the Final Exam (i.e., application of theoretical as well as more analytical frameworks and data analysis that has a more clear pattern of right or wrong answers).

Indicative reading

• Churchill, Gilbert A. Jr., and Dawn lacobucci. Marketing Research: Methodological Foundations. 8th ed. Chicago: The Dryden Press, 2002.

• Lehmann, Donald, Market Research and Analysis, Homewood, IL: Irwin (1989)

• Burchill, G. and C. H. Brodi, Voices Into Choices: Acting on the Voice of the Customer, Oriel Incorporated, 1997

• McQuaire, E. F. (1993), Customer Visits: Building a Better Market Focus, Newbury Park, Sage.


Exam (60%, duration: 3 hours) in the main exam period.
Presentation (30%) and class participation (10%) in the MT.

Key facts

Department: Management

Total students 2016/17: Unavailable

Average class size 2016/17: Unavailable

Controlled access 2016/17: No

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills