Business Analytics and Marketing Strategy
| Module title | Business Analytics and Marketing Strategy |
|---|---|
| Module code | MBAM863Z |
| Academic year | 2026/7 |
| Credits | 30 |
| Module staff |
Module description
This module integrates marketing and economics for environments characterised by data abundance, attention scarcity and GenAI-enabled decision and persuasion. It develops evidence-based judgement and credible communication, drawing on sustainable economic thinking, business analytics, applied marketing research and customer insight. The module examines value creation and capture across B2C and B2B contexts, supporting the translation of insight into growth strategy. Students design and evaluate multi-channel campaigns, manage customer relationships and expectations, and consider product and service innovation across the lifecycle. A specific focus is ethical narrative and responsible use of GenAI and digital tools to generate insight and build trust through authentic communication.
Module aims - intentions of the module
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
ILO: Personal and key skills
On successfully completing the module you will be able to...
| Credit value | 30 |
|---|---|
| Available as distance learning? | No |
| Last revision date | 25/03/2026 |