In today’s business landscape, leveraging data has become essential for effective decision-making in marketing. Recent surveys of Chief Marketing Officers (CMOs) reveal that customer insights are now considered among the firm’s most valuable assets. As a result, data-driven marketing strategy and analytics have emerged as indispensable functions, guiding companies toward more informed and impactful actions.
This advanced module, designed for students with a marketing background, emphasises the importance of a systematic and analytical approach to marketing strategy. Through a blend of marketing principles and data-driven techniques, students will learn to analyse customer responses to marketing strategy —among other methods, by evaluating user-generated content—and derive actionable insights. With hands-on case studies and practical applications, students will apply data-analytic techniques to solve real-world marketing challenges in a structured, evidence-based manner. While prior marketing knowledge is assumed, no advanced quantitative skills are required; students will work with statistical concepts and pre-supplied coding to perform analyses on large datasets, developing the skills to support strategic decision-making in today’s data-driven marketing environment.