Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Online
Module Offerings
7503UNIDM-JAN-PAR
Aims
The module looks at data analysis as a technology-driven process for analysing data and presenting actionable insight to marketing professionals and experts. It aims to build awareness of the importance of data for marketing as well as to introduce students to the novel approaches that are revolutionizing the way marketing is done (Data Science, Big Data, Machine Learning, Internet of Things, Artificial Intelligence etc.). Module introduces students to basic concepts of contemporary data analysis in mastering tools for transformation of structured data into actionable information.
Learning Outcomes
1.
Strategically apply analytical tools and techniques to transform data into actionable insight.
2.
Strategically evaluate the use of various analytical approaches and communicate their managerial implications to a non-technical audience.
3.
Critically apply appropriate data visualisation techniques to convey findings.
4.
Critically analyse and articulate how modern companies use data analysis to solve marketing problems in new ways and pursue new opportunities.
Module Content
Outline Syllabus:Nature of Data
Hypothesis Testing
Data Visualisation and Exploratory Data Analysis
Data Pre-processing and Feature Selection
Regression Models
Classification Models
Cluster Analysis
Association Rules
Additional Information:In addition to acquiring subject knowledge, this module works on building transferable skills, namely by enabling students to transform raw data into useful information that is priceless for managers in decision making in the workplace.