Close
Description
The module is designed for students who have completed Year 1 and Year 2 of the Management Science BSc/MSci programme. It assumes that students have completed the modules in the Mathematics/Quantitative Thinking strand (MSIN0011, MSIN0015, MSIN0022), the modules in the Data Analytics strand (MSIN0010, MSIN0023, MSIN0025), as well as MSIN0014 Behavioural Science, MSIN0020 Strategy by Design and MSIN0024 Design.
Marketing professionals have long used data to measure campaigns and make marketing decisions. With access to an unparallelly rich amount of data, marketers face the challenging of an increasingly complex landscape of marketing. Consequently, marketers need a more systematic way of analysing marketing issues, unearthing insights from data, and then using these insights to improve business outcomes.
Marketing science revolves around understanding complex market dynamics and using various tools to predict business outcomes and make actionable and quantifiable recommendations. The field exhibits broad collaborations across different disciplines such as business management, economics, and statistics.
The aims of this module include:
- To provide a fundamental understanding of key ideas and concepts in marketing.
- To expose students to marketing problems leading companies are addressing with scientific approaches as well as the results they are achieving.
- To provide students with practical experience of working with the types of data, models, and tools used in marketing science.
- To help students develop the transferrable skill of systematically approaching business issues from a quantitative perspective.
Module deliveries for 2024/25 academic year
Last updated
This module description was last updated on 19th August 2024.
听