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Marketing professionals have long used data to measure campaigns and make marketing decisions. But with the advent of new channels and devices, marketers now have access to an unparalleled amount of data. Marketers need a more systematic way of analysing data, unearthing insights, and using those insights to improve business outcomes.Ìý Marketing science revolves around understanding complex market dynamics and using various tools to predict outcomes and recommend actions. Accordingly, the first part of the module aims to provide students with an understanding of key ideas and concepts in marketing, and to expose students to the range of marketing problems that leading companies are addressing with scientific approaches.

The marketing research element is broadly structured to follow the steps in the marketing research process. Different types of research designs, techniques of data collection, and data analysis are covered. Emphasis is on the interpretation and use of results rather than on mathematical derivations. Marketing research methods will be taught within the context of case studies and interspersed with theory in consumer behaviour research. Topics covered in the marketing research element include problem definition, research design, data collection methods, questionnaire design and measurement, sampling schemes, data analysis, and modelling. Emphasis will be given to both the qualitative and quantitative aspects of marketing research; some physiological methods for consumer research will also be introduced, such as Eye-Tracking, Face Reading, EEG, fMRI, IAT, etc.