Skip to main content

Unit information: Big Data in Marketing Intelligence in 2022/23

Please note: It is possible that the information shown for future academic years may change due to developments in the relevant academic field. Optional unit availability varies depending on both staffing, student choice and timetabling constraints.

Unit name Big Data in Marketing Intelligence
Unit code EFIMM0059
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Pantano
Open unit status Not open
Units you must take before you take this one (pre-requisite units)


Units you must take alongside this one (co-requisite units)


Units you may not take alongside this one
School/department School of Management
Faculty Faculty of Social Sciences and Law

Unit Information

This unit aims to introduce students to the purpose, application and value of market data to an organisation and particularly to those working in marketing. It will explore the different forms that data takes and the relative use it has within different contexts. A distinction will be made between large datasets that can be contained within conventional analytical frameworks and ‘big data’ (i.e. Google, Facebook) whose volume, velocity and variety means that it presents data management challenges and cannot be contained within an easily formatted structure. It reviews the range of ways in which data might be identified and harvested and explores ways of filtering data to optimise the quality of the final dataset. Methods of combining data sets will be considered as well as ways of enhancing them to facilitate evaluation and analysis. Various approaches to data modelling will be considered and their application in a range of marketing contexts will be critically assessed.

Your learning on this unit

On completion of this unit, students will be able to:

ILO 1: Distinguish between data contained in large data sets and ‘big data’ and reflect upon the practical, legal and ethical challenges associated with the collection, management and analysis of each.

ILO 2: Given a set of market insight objectives, compose a strategy for identifying and harvesting appropriate data.

ILO 3: Distinguish between data that has value and relevance to a given context and that which has not, and synthesise data from multiple sources into a single database.

ILO 4: Consider various methods of data presentation, analyse the data and present the results in a form that is appropriate and comprehensible to a given set of stakeholders.

How you will learn

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities

How you will be assessed

Summative assessment on this unit is comprised of two elements:

50% data analysis group report (2,500 words) (ILOs 2, 3, 4) and

50% Individual Report (2,500 words) (ILOs 1, 2, 3).

In the group report, students will conduct a data analysis exercise for a certain (existing) company. In particular, the report will include (i) the clear identification of data that has value and relevance to the given contexts and that which has not, (ii) critical discussion of the range of possible strategies, (iii) identification of appropriate data and related synthesis from multiple resources, (iv) effective analysis with the most appropriate method, and (v) presentation of the in a form that is appropriate and comprehensible to the given set of stakeholders.Students would also provide evidence of equality of contribution (peer assessment), it should include the report progress of group coursework, which includes the participation rate from each individual. Participation and individual contributions will be assured and assessed through in class group activities, formative feedback and assessment, peer contributions and questioning individuals. In this way, not contributing students at an early stage will be identified and properly informed about subsequent warning actions and possible fail in receiving the group mark.

In the individual report, students will individually (i) identify the main practical, legal and ethical challenges associated with the collection, management and analysis of the data (conducted in the previous group exercise), (ii) compare and contrast the data that has value and relevance to the given context and that which has not, and (iii) recommend to the CEO the possible marketing actions to improve the value delivered to customers by providing attractive shopping experience to customers, and on possible additional data (from which sources and why) to be analysed with the related analytical tool to enhance the quality of recommendations for the CEO.


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0059).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.