This module is about gathering, analysing, 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 right 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.

Indicative content includes: Introduction to Marketing Intelligence, 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, Sales Forecasting, 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), CRM, Data Mining & Big Data, Customer Privacy & Ethics.

On successful completion of this module, students will be able to: Identify appropriate sources of marketing intelligence suited to a marketing problem. Critically evaluate modern marketing intelligence concepts, techniques, strategies and theories. Critically appraise the appropriateness of marketing metrics that can be applied to a range of marketing contexts. Analyse data to make key marketing decisions (e.g. pricing, channel decisions, segmentation, new product development, sales forecasts, advertising, and customer satisfaction).

On successful completion of this module, students will be able to: Identify best practice to ethical practices in data usage.

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This module evolves in alignment with the field of marketing intelligence. This dynamic area is taught integrating a combination of theory and practice, engaging practitioners in the field. This module will be taught through a series of weekly lectures supported by tutorials and will adopt highly active and experiential teaching and learning approach. In this module, there is a strong recognition of the importance of marketing intelligence developments and how these developments are taking place in various industry contexts. A variety of key and current seminal literature and sources will be incorporated in the module with the students required to critically engage with and articulate key marketing intelligence concepts, theories and practices. The students will develop knowledge in the historial and contemporary aspects of Marketing Intelligence theory and practice. Assessment is a combination of formative and summative assessment. Through assessment, students will be able to articulate, both verbally and in writing, new knowledge and application to practice.