ULMS 573 - Data-Driven Marketing Strategy

This module aims to: Build advanced knowledge of how to use data to support strategic decision-making in modern marketing organisations; Equip students with cutting-edge analytical skills to assess consumer responses to firms’ marketing strategies; Build students’ critical understanding of social media analytics and how it complements traditional market research techniques for deeper customer insights; Develop students’ practical expertise in applying analytical techniques to address marketing questions; Examine real-world marketing strategy challenges through case studies, emphasising practical decision-making and commercial awareness; Enhance students’ analytical and critical thinking by tackling complex marketing problems, fostering the skills to recognise, analyse, and solve strategic issues; Develop students’ IT competencies and offer some coding instruction for analysing user-generated content, targeting students interested in analytics roles in the evolving marketing analytics landscape.

Availability

Semester 2

 

Registering to audit the module

Contact Dr Miriam Guenther, Miriam.Guenther@liverpool.ac.uk.