Data Analysis and Application
Course Title: Data Analysis and Application
Course Code: LJMU-7503-UNIDM
Programme: MSc in Digital Marketing
Credits: 20.00
Course Description:
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
After completing the module the student should be able to:
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.
Typical Module duration: 8.0 Week(s)