Analytics For Marketing
July 24th, 2021
COURSEWORK BRIEF:
| Module Code: | MANG2043 | Assessment: | Individual Coursework | Weighting: | 100% |
| Module Title: | Analytics for Marketing | ||||
| Module Leader: | Youngseok Thomas Choi | ||||
| Submission Due Date: @ 16:00 | 15th January 2021 (Friday) | Word Count: | 3000 |
| Method of Submission: | Electronic via Blackboard Turnitin ONLY(Please ensure that your name does not appear on any part of your work) |
| Any submitted after 16:00 on the deadline date will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing by the Senior Tutor, in advance of the deadline.University Working Days Late: Mark:1 (final agreed mark) * 0.92 (final agreed mark) * 0.83 (final agreed mark) * 0.74 (final agreed mark) * 0.65 (final agreed mark) * 0.5More than 5 0 |
| This assessment relates to the following module learning outcomes:A. Knowledge and Understanding A1. How to use analytics techniques to evaluate the quality of data for supporting marketing decisionsA2. How to apply standard analytical tools to support marketing decisionsB. Subject Specific Intellectual and Research Skills B1. Differentiate suitable approaches for a range of analytics tasksB2. Implement analytic models to support marketing decision making.C. Transferable and Generic Skills C1. Demonstrate the ability to persuade, convince and argue effectively.C2. Explain concepts clearly and critically apply findingsD. Subject Specific Practical Skills Having successfully completed the module, you will be able to: D1. Apply and critically evaluate marketing analytic techniques and use them to draw practical recommendationsD2. Apply marketing concepts and evaluate them by using marketing analytics techniques3 |
| Coursework Brief:Task 1. Visual Analytics Report based on the datasets (40%) – (EU Superstore data.xlsx will be given)Assume you are a marketing analyst of EU-based Superstore, you have 4 years order datasets (2016-2019). Your line manager would like to get insights and practical advice to set up future strategic/marketing direction from the datasets and you are going to prepare a sales trend report which will include the following:· Select and Generate the most appropriate graphs and/or tables to the nature of data to show the big picture of the datasets (data visualisation of whole datasets)· Choose one sub-dataset (one of the countries or categories) and generate more visualisation to derive managerial implications for future marketing direction and insights. Note this question is open ended so feel free to make any necessary assumptions.Task 2. Statistical Analysis (60%)You have collected a data set from a consumer brand perception survey. This data reflects consumer ratings of brands with respect to perceptual descriptors as expressed on survey items with the following form: On scale from 1 to 10 —where 1 is least important and 10 is the most—how [“descriptor”] is [“brand”]? For example:1. How trendy (descriptor) is a pair of Nike (brand) trainers?2. Do Apple iphones (brand) represent good value (descriptor)?In these data, the nine descriptors (“performance,” “leader,” “latest,” etc) are listed at the top of columns B to J respectively. The brand is in column A; there are ten, each distinguished by the letters ‘a’ to ‘j’. Each record is one respondent’s rating of a brand according to each descriptor. Specifically, the data given comprise ratings of 10 brands (“a” to “j”) on 9 descriptors (“performance,” “leader,” “latest,” and so forth), for 100 respondents. That is, each of the 100 respondents has observations on each of the 10 brands, so there are 1,000 total data points. You are asked to prepare a report that addresses the following questions/tasks:· What is the average position of the brand on each descriptor? Use appropriate summary statistics and graphics to present your findings.· Use a suitable statistical test to examine the relationship between descriptors and interpret the analysis results· Use a suitable statistical test to examine how different descriptors affect the repurchase intention and interpret the results.· According to the above analysis, choose one of the brands and propose a marketing plan (e.g., marketing mix variables) to launch a new marketing campaign. Note this question is open ended. Feel free to make any necessary assumptions and further analysis to support your plan.Requirements/Notes:(i) Your report should communicate your key findings clearly to all colleagues who may not be familiar with the data or some advanced analytical techniques. Briefly indicate what steps you took in your analysis, visualise your results where appropriate, and clearly state your recommendations backed up by your results.(ii) You could use Tableau, SPSS or Excel to conduct the analysis.(iii) Please refer to the grade descriptor of this coursework for the detailed marking scheme. |
| Nature of Assessment: This is a SUMMATIVE ASSESSMENT. See ‘Weighting’ section above for the percentage that this assignment counts towards your final module mark.Word Limit: +/-10% either side of the word count (see above) is deemed to be acceptable. Any text that exceeds an additional 10% will not attract any marks. The relevant word count includes items such as cover page, executive summary, title page, table of contents, tables, figures, in-text citations and section headings, if used. The relevant word count excludes your list of references and any appendices at the end of your coursework submission.You should always include the word count (from Microsoft Word, not Turnitin), at the end of your coursework submission, before your list of references.Title/Cover Page: You must include a title/ cover page that includes: your Student ID, Module Code, Assignment Title, Word Count. This assignment will be marked anonymously, please ensure that your name does not appear on any part of your assignment.References: You should use the Harvard style to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencingSubmission Deadline: Please note that the submission deadline for Southampton Business School is 16.00 for ALL assessments.Turnitin Submission: The assignment MUST be submitted electronically via Turnitin, which is accessed via the individual module on Blackboard. Further guidance on submitting assignments is available on the Blackboard support pages.It is important that you allow enough time prior to the submission deadline to ensure your submission is processed on time as all late submissions are subject to a late penalty. We would recommend you allow 30 minutes to upload your work and check the submission has been processed and is correct. Please make sure you submit to the correct assignment link.You will know that your submission has completed successfully when you see a message stating ‘Congratulations – your submission is complete…’. It is vital that you make a note of your Submission ID (Digital Receipt Number). This is a unique receipt number for your submission, and is proof of successful submission. You may be required to provide this number at a later date. We recommend that you take a screenshot of this page, or note the number down on a piece of paper. You should also receive an email receipt containing this number, and the number can be found after submitting by following this guide. This method of checking your submission is particularly useful in the event that you don’t receive an email receipt.You are allowed to test submit your assignment via Turnitin before the due date. You can use Turnitin to check your assignment for plagiarism before you submit your final version. See “Viewing Your Originality Report” for guidance. Please see the Module Leader/lecturer on your module if you would like advice on the Turnitin Originality report.The last submission prior to the deadline will be treated as the final submission and will be the copy that is assessed by the marker. It is your responsibility to ensure that the version received by the deadline is the final version, resubmissions after the deadline will not be accepted in any circumstances.Important: If you have any problems during the submission process you should contact ServiceLine immediately by email at Serviceline@soton.ac.uk or by phone on +44 (0)23 8059 5656.Late Penalties: Further information on penalties for work submitted after the deadline can be found here.Special Considerations: If you believe that illness or other circumstances have adversely affected your academic performance, information regarding the regulations governing Special Considerations can be accessed via the Calendar: http://www.calendar.soton.ac.uk/sectionIV/special-considerations.htmlExtension Requests: : Extension requests along with supporting evidence should be submitted to the Student Office as soon as possible before the submission date. Information regarding the regulations governing extension requests can be accessed via the Calendar: http://www.calendar.soton.ac.uk/sectionIV/special-considerations.htmlAcademic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via the Quality Handbook: http://www.southampton.ac.uk/quality/assessment/academic_integrity.page?. Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for investigation.Feedback: Southampton Business School is committed to providing feedback within 4 weeks (University working days). Once the marks are released and you have received your feedback, you can meet with your Module Leader / Module Lecturer / Personal Academic Tutor to discuss the feedback within 4 weeks from the release of marks date. Any additional arrangements for feedback are listed in the Module Profile.Student Support: Study skills and language support for Southampton Business School students is available at: http://www.sbsaob.soton.ac.uk/study-skills-and-language-support/. |
| External Examiner: | |
| External Examiner Comments: | |
| Final Approval by External Examiner Date: | |
| Module Leader Response to External Examiner:(Please note these comments are REQUIRED and will be sent to the External Examiner) |
Don't use plagiarized sources. Get Your Custom Essay on
Analytics For Marketing
Just from $13/Page
