Module Code - Title:
MK4005
-
MARKETING INTELLIGENCE
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
This course is about gathering, analyzing, and interpreting data about markets and customers, so as to make informed marketing decisions. Students will learn how to determine what information is required to make the decision, how to acquire trustworthy and relevant data, how to assess its appropriateness, and how to analyze the data to make key types of marketing decisions. The module is focused on utilising marketing data, and transforming them into actionable marketing insights, that aids in the development of effective strategy.
Syllabus:
Sources and Use of Marketing Intelligence, The Role of Research and Intelligence in the Marketing Organisation, Typologies of Marketing Data (Interaction, Attitudinal, Descriptive, & Behavioural Data), Research for Marketing Decision Making, Marketing Databases, Marketing Segmentation & Targeting, Loyalty Cards, New Product Development &Test Marketing, International Market Analysis, Advertising Research, Media Research, Sales Forecasting, Salesforce Automation, Marketing Automation, CRM Systems, Category Management, Store Location Techniques, Pricing Research, Customer Feedback, Key Performance Indicators Used in Marketing, Marketing Metrics, Appropriateness of Research Methods - (Survey, Questionnaire, Interviews & Observation), Social Media Intelligence, Social CRM, Data Mining & Big Data, Customer Privacy & Ethics.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
Identify and critically engage with information relevant to marketing decision-making.
Reflect on the value of consumer and marketplace insight in modern organisations.
Critically evaluate modern marketing intelligence concepts, techniques, strategies and theories.
Critically appraise the characteristics and appropriateness of research methodologies.
Critically appraise key marketing metrics.
Critically analyze data to make key marketing decisions (e.g. pricing, channel decisions, category management, segmentation, new product development, international markets, sales forecasts, advertising, and customer satisfaction).
Affective (Attitudes and Values)
Display a professional commitment to ethical practice.
Psychomotor (Physical Skills)
NA
How the Module will be Taught and what will be the Learning Experiences of the Students:
Fulfilling UL Graduate Attributes;
Knowledgeable - Demonstrate Critical Thinking; Gain Insight into latest developments within discipline.
Proactive - Involve local and national enterprise/organisations through industry learning partnerships.
Creative - Innovative Course, Use of Technology, Class Involvement & Interaction.
Responsible - Appreciate the importance of ethical practice within the marketing intelligence discipline.
Collaborative - Use of Social Network & Blogging Platform, Creation of Peer Learning Environment.
Articulate - Need to articulate their understanding of complex concepts through assessment mechanisms.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Farris, Bendle, Pfeifer, & Reibstein (2010)
Metrics: Fifty+ Metrics Every Marketer Should Know
, Wharton School Publishing
Hedin, Hirvensalo, Vaarnas (2011)
The Handbook of Marketing Intelligence
, Kogan Page
Other Relevant Texts:
Smith & Fletcher (2007)
The Art & Science of Interpreting Market Research Evidence
, Wiley
Callingham (2006)
Market Intelligence
, Kogan Page
Siegel (2013)
Predictive Analytics
, Wiley
Davenport (2014)
Big Data @ Work
, Harvard Business Review Press
Davenport (2007)
Competing on Analytics
, Harvard
Programme(s) in which this Module is Offered:
BBBUSTUFA - BUSINESS STUDIES
BBBSFRUFA - FRENCH
BBBSGEUFA - GERMAN
BBBSJAUFA - JAPANESE
BAINBUUFA - INTERNATIONAL BUSINESS
Semester(s) Module is Offered:
Autumn
Module Leader:
Christina.F.OConnor@ul.ie