Title

Credit Rating
Level
Semester
Course Coordinator(s)
Methods of Delivery
Lecture Hours
Seminar Hours
Private Study Hours
Total Study Hours
Pre-requisites

BMAN72272 Digital technologies for

marketing
15
PG
2
Dr Babis Theodoulidis
lectures, guest speaker presentations, case
discussions, BI software demonstrations
20
10
120
150
This module has a capacity of 70 and is offered
primarily to students on MSc CCRM, MSc
Marketing and MSc Analytics. Permission is
required for MSc students from outside the
above programmes to enrol onto this module.
N/A
N/A
50% group project; 50% individual assignment

Co-requisites
Dependant Courses
Assessment Methods and
Relative Weightings
Aims
This aim of this elective course unit is to review digital technologies used for
marketing and assess their importance and implications through case studies
and practical assignments. The course unit will define Business Intelligence
and its technological components and how this is can be used for marketing
innovation. Business Intelligence (BI) is the gathering of vast amounts of data
in order to get insights that drive innovation. It encompasses a broad category
of technologies that allow business users to gather, store, access and analyse
data to improve the customer-centric information management capabilities.
Business Intelligence consists of three integrated technological components:
Data Warehousing, Data Mining and Analytical Reporting. The course unit will
investigate all three of these aspects.
Learning Outcomes

Understand the principles of business intelligence and its implications for

marketing innovation.
Understand the different technological components of BI namely,
data/text/web mining, data warehousing and analytical reporting.
Evaluate the impact of different BI technologies for marketing
innovation.
Understand how BI technologies are used in marketing.
Critically appraise future technological developments and their
implications
Demonstrate the ability to carry out independent research and critical
analysis.
Demonstrate the ability to use BI technologies to address marketing
problems
Syllabus
Course Content and Learning Resource Details

During the course we will collectively analyse a number of digital technologies

in the area of business intelligence and analyse their application and
implications for marketing processes in organisations. We expect to invite
practitioners with pre-eminent roles in marketing to share their experience and
key managerial insights. Among the developments which we aim to examine,
we highlight the following:
Overview of digital technologies for marketing (BI, CRM, ECM, etc)
Different sources of information: internal, external, customer data,
interaction data, etc
Data collection, aggregation and summarization; data quality;
Business Intelligence process
o Define business problem
o Build data collection
o Prepare data for modelling
o Build model (different analysis techniques: association rules,
classification, clustering)
o Evaluate model
o Deploy model and results
o Discuss various case studies of application of Business Intelligence
to Marketing
Pedagogical Method
The pedagogical method will involve a mix of lecturers, case studies, and
exercises using BI software. We recommend that students form study groups
and meet to prepare for class discussion. During case study discussions, we
will analyze the case situation and address the problems and issues it presents.
We will ask students to make recommendations based on the use of BI
technologies and will discuss the implementation of those recommendations.
Reading List
This module will be mainly taught using material available for download from
Blackboard.
Recommended Books
Michael J.A. Berry and Gordon S. Linoff, Data Mining Techniques for Marketing,
Sales and Customer Relationship Management, Third Edition, John Wiley, 2011
Margaret H. Durham,Data Mining: introductory and Advanced Topics, Prentice
Hall, 2002, ISBN-13: 9780130888921
Ralph Kimball, Margy Ross, Warren Thornthwaite, Joy Mundy, Bob Becker, The
Data Warehouse Lifecycle Toolkit, John Wiley and Sons, 2007