This module will allows students to learn how to analyse and leverage data to inform marketing strategies, optimise customer experiences, and drive measurable results. The module will cover key areas such as digital analytics, customer segmentation, marketing automation, and the use of emerging technologies.

The aim of this module is to provide you with the techniques, strategies and theories which will help you understand the behaviour of contemporary consumers, with a focus on both individuals and groups. You will also comprehend how to use the digital environment to generate intelligence on consumers.

Corporate Social Responsibility and Environmental, Social, and Governance practices have increasingly become priorities for many organisations as they assess their obligations to their employees, customers, and the world. In this module, you will understand how organisations work towards meeting these CSR and ESG objectives, while one focus area is data rights and data privacy.

Companies often rely on research-based information to make decisions. In order to use research material efficiently and to ensure that any decisions made on the basis of research findings are soundly based, it is necessary to understand the strengths and weaknesses of the methods and techniques used to collect and analyse this information. There are many approaches to conducting research which vary in terms of the types of questions they seek to answer and the methods used to provide answers explored in this module.