Key information

Teaching department:  UCL School of Management
Credit value:  15
Restrictions:  This module is only available to UCL MBA students. You must have first completed the Marketing Science and Strategy module.

This module addresses how to use data analytics to learn about and market to individual customers.

Marketing is evolving from an art to a science. Many firms have extensive information about consumers’ choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this module, you will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyse,and act on customer information. This is the key part of learning how to take advantage of Big Data. You will gain the competency to interact with and manage a marketing analytics team.

By the end of this module, you should be able to:

• understand the basics of customer lifetime value calculations to guide marketing decisions
• understand and apply RFM (Recency, Frequency, Monetary Value) analysis
• understand key models for predicting choices: logistic regression, neural networks and random forest models
• understand the benefits of using customer purchase data for customer development
• predict customer retention and attrition in the real world
• understand an application of experimentation in the real world
• discuss and debate module topics with leaders from other cultures and industries.

Methods of assessment:

Mark scheme:  Letter grades

Module leader:  Tae Jung Yoon

Who to contact for more information:  admissions@onlinelearning.ucl.ac.uk