BUSI2131 Marketing Analytics

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BUSI2131 Marketing Analytics
Academic Year 2024-25
Spring Semester
--- Coursework Guideline ---

One 2,000 word individual coursework (100%) – Electronic submission via Moodle. Deadline Date for Submission of Coursework: 15:00, 24th April 2025.

Requirement and Task

As a marketing analyst employed by a marketing consultancy firm, you are expected to select ONE of the following tasks, conduct appropriate marketing analyses, and compile and submit a comprehensive marketing analytics report.
Task 1:

Your task is to develop a comprehensive marketing analytics report for our client EAZER, who is looking to expand their international retail business and refine their Business-to-Consumer (B2C) strategy.

Using EAZER’s historical sales data of their product offerings on Amazon, along with records of product returns, summary of customer demographics, and a collection of customer feedback, your objective is to evaluate the performance of EAZER’s products, uncover the trends and patterns in product performance, pinpoint potential areas for improvement, and formulate strategic and tactic marketing recommendations based on your analysis. These analyses and recommendations should be aimed at bolstering EAZER’s performance and bolster their position in the B2C marketplace.

As part of your analysis, you have the discretion to focus on one or two specific products for your analyses, or you may choose to perform a broader evaluation encompassing EAZER’s entire product range. Your decision should be justified in your report.

There is no mandatory structure for your report. You have the liberty to format it in a manner that you deem most suitable. However, please ensure that an Executive Summary is included at the beginning of your report.2

Website:https://www.amazon.com/stores/page/BA3FECB1-F7C1-4EC9-8C6A-F201E05C89C1?ingress=6&visitId=0e5fc5cc-df1f-40ab-80c0 -a0815d978471&store_ref=storeRecs_dp_aplus

(Note: You do not need to repeat the client information in your report)

Task 2:

Your have received the following marketing analytics requests from your line manager, and your task is to complete TWO out of the three requests:

1) Web Marketing Analytics Request: Assess the effectiveness of different marketing channels and campaign types using the data in Dataset1.csv. Formulate recommendations for optimizing the marketing strategy.

2) Transaction Analytics Request: Perform an RFM analysis to segment customers using data in Dataset2.csv. Evaluate the customer segments identified and formulate relevant marketing recommendations.

3) Social Media Marketing Request: Craft a social media marketing plan tailored for the University of Nottingham. Your plan should include details about howsocial media data and analytics can be used to improve marketing effectiveness. You should also demonstrate that you have taken data ethics into consideration.You may choose to focus on the university as a whole or concentrate on any individual campus.

Your report should include the following components:


  • Executive summary: Provide a brief overview that outlines the two requestsyou have selected and offers key insights from each.
  •  Report for the first request you have opted to undertake (1,000 words).
  • Report for the second request you have opted to undertake (1,000 words).


Word Limit and Formatting

2,000 words (10% buffer is allowed). The overall word count does not include executive summary, tables, figures, references and appendix.

There is no specific requirement for the font, spacing and margins. However, youshould format the report in professional way.

Harvard citation style should be used for citations and referencing sources. See your Student Handbook for further details.

Submission Due Date and Methods

15:00, 24th April 2025 [Beijing Time]; online via Moodle.

Only Coursework submitted on Moodle will be marked.

Students can submit multiple times up to the deadline.

Technical difficulties encountered by students very close to the deadline time will not be accepted as a reason for approving ECs for lateness.

Penalties for Late Submissions

If the coursework is submitted after the official deadline without an extension having been obtained, 5 percentage points will be deducted for each working day that thecoursework is late. This means that if you score 60 and you have a 5 percent penalty,your final mark will be 55. The only exemption to this would be if there is evidence of genuine extenuating circumstances. This is a general University regulation appliedequally across all Schools and Faculties and is not open for student negotiation.

See your Student Handbook for further details.

Plagiarism

Plagiarism is serious academic misconduct and will not be permitted.

There are three principles to bear in mind when using other people’s work:

  • You MUST acknowledge other people’s words and ideas.
  • Don’t reproduce ideas unquestioningly, even when you’ve acknowledged them.
  • Do use these ideas to help you think of ideas of your own.
See your Student Handbook for further details.

Marking Rubric (100%)

1. Analysis & insight (40%)
2. Data visualisation & exhibits (10%)
3. Marketing solutions, recommendations (35%)
4. Writing/text quality (5%)
5. Use of literature/ research (10%)

Please find the detailed marking rubric below.5

Analysis and insight (40%)

Does not meet expectations
 Meets expectations
 Exceeds expectations
Trait
 0-29
 30-39
 40-49
 50-59
 60-69
 70-79
 80-100
Data Analysis Demonstrates ability to analyse data
 Inadequate data analysis with aspects such as methods, findings and data interpretation.
 Limited data analysis with aspects such as methods, findings and data interpretation.
 Adequate data analysis with aspects such as methods, findings and data interpretation.
 Reasonable data analysis with aspects such as methods, findings and data interpretation.
 Good data analysis with with aspects such as methods, findings and data interpretation.
 Thorough data analysis with aspects such as methods, findings and data interpretation.
 Outstanding data analysis with aspects such as methods, findings and data interpretation.
Comprehension Knowledge and comprehension of subject area.
 Inadequate explanation of subject with little or no interpretation of information; lacks comprehension.
 Limited explanation of subject; may provide some interpretation of information but lacks depth and comprehension.
 Adequate explanation of subject with some interpretation of information to demonstrate some comprehension.
 Reasonable explanation of subject with interpretation of information thatdemonstrates comprehension.
 Good explanation of subject with clear interpretation of information that demonstrates a good level of comprehension.
 Thorough explanation of subject with excellent interpretation of information that demonstrates a high level of comprehension.
 Outstanding explanation of subject with excellent interpretation of information that demonstrates a highlevel of comprehension with some originality.
Evidence Compares and contrasts concepts, theories and methods, providing evidence to substantiate work.
 Inadequate ability to compare and contrast concepts, theories and methods, with a lack of evidence to substantiate work; no real understanding demonstrated.
 Limited ability to compare and contrast concepts, theories and methods, or limited evidence to substantiate work; lacks depth and understanding.
 Adequate ability to compare and contrast concepts, theories and methods, with some evidence to substantiate work.
 Reasonable ability to compare andcontrast concepts,  theories and methods, with reasonable evidence provided to substantiate work.
 Good ability to compare and contrast concepts,theories and  methods, and provides relevantevidence to substantiate work.
 Compare and contrast of concepts, theories and methods is thorough and cogent with comprehensive evidence to substantiate work.
 Compare and contrast of concepts, theories and methods is outstanding and convincing with insightful range of evidence to substantiate work; shows some originality.

Data visualisation and exhibits (10%)

Does not meet expectations
 Meets expectations
 Exceeds expectations
Trait
 0-29
 30-39
 40-49
 50-59
 60-69
 70-79
 80-100
Data Visualisation and Exhibits Demonstrates ability to visualise data, results and ideas
 Inadequate visualisation of data and ideas. Tables and figures are irrelevant or missing.
 Limited visualisation of data and ideas.Tables and figures are relevant but largely inaccurate.
 Adequate visualisation of data and ideas. Tables and figures are relevant, mostly correct and acceptable.
 Reasonable visualisation of data and ideas. Tables and figures are relevant, correct, clear and appropriate.
 Good visualisation of data and ideas. Tables and figures are relevant, correct, clear, appropriate, and somewhat rich and aesthetically pleasing.
 Thorough visualisation of data and ideas. Tables and figures are relevant, correct, clear, appropriate, and very rich and aeesthetically pleasing.
 Outstanding visualisation of data and ideas. Tables and figures are relevant, correct, clear, appropriate, and exceptionally rich, aeesthetically pleasing, and advanced.

Marketing solutions, recommendations (35%)

Does not meet expectations
 Meets expectations
 Exceeds expectations
Trait
 0-29
 30-39
 40-49
 50-59
 60-69
 70-79
 80-100
Recommendation Proposes and justifies recommendations for practice.
 Inadequate recommendations with inadequatejustification to  support these. Little understanding is demonstrated.
 Limited development of recommendations with limited justification to support these; lacks depth and understanding.
 Adequate development ofrecommendations  with adequate justification to support these.
 Reasonable development of recommendations with justification to support these.
 Good development of recommendations to address issuesidentified with good justification to support these.
 Thorough development of recommendations that clearly address issues identified; thorough justification to support these.
 Outstanding development of recommendations that clearly address issues identified;comprehensive  justification to support these. Shows some originality.
Theory Explains theoreticalperspective and acknowledges alternative interpretations. 
 Inadequate explanation of theoretical perspective withincomplete or inaccurate acknowledgement of alternative interpretations; no real understanding demonstrated.
 Limited explanation of theoretical perspective with limited acknowledgement of alternative interpretations; lacks depth and understanding.
 Theoretical perspective is adequately explained with some acknowledgement of alternative interpretations.
 Reasonable explanation of theoretical perspective with largely accurate acknowledgement of alternative interpretations.
 Good explanation of theoretical perspective with appropriate acknowledgement of alternative interpretations.
 Thorough explanation oftheoretical perspective with convincing and contrastingalternative interpretations.
 Outstanding explanation of theoretical perspective with convincing and contrasting alternative interpretations; shows some originality.
Connections Discusses connections between theory, analysis, and application.
 Inadequate discussion; does notconnect theory, analysis, and application; demonstrates little or no understanding.
Limited discussion; does not connect theory, analysis, and application; lacks depth and understanding.
 Adequate discussion with some connections betweentheory, analysis, and application.
 Reasonable discussion that connects theory and analysis to application in a basic manner.
 Good discussion that connects theory and analysis to application in a relevant manner.
 Thorough discussion that connects theory and analysis to application in a relevant and useful manner.
 Outstanding discussion that connects theory and analysis to application in a relevant and useful manner with some originality.

Writing/text quality (5%)

Does not meet expectations
 Meets expectations
 Exceeds expectations
Trait
 0-29
 30-39
40-49
50-59
 60-69
 70-79
 80-100
Structure Structure and coherence ofwritten work.
 Inadequately structured piece of work with a lack of ability to connect key elements. Writing is incoherent, with grammatical errors or poor use of syntax resulting in a lack of clarity or focus.
 Limited structure to work with limited attempt to connect key elements.Writing is incoherent, with grammaticalerrors and/or limited use of syntax resulting in limited clarity and focus, or creating confusion as to the point being made.
 Adequate structure to the work showing adequate connection of key elements. Writing is largely coherent, but may demonstrate grammatical errors or limited use of syntax, resulting in some confusion as to the point being made at times.
 Reasonably structured piece of work with reasonable attempt to connect key elements. Writing is coherent and is largely grammaticallycorrect with reasonable use of syntax, resulting in reasonable clarityand focus, and is relatively easy to follow.
 Good structure to the work showing good connection between key elements. Writing is coherent, and is grammaticallycorrect with good use of syntax to convey appropriate meaning, resulting in good clarity and focus making it easy to follow.
 Well-structured piece of work effectively connecting key elements. Writing is insightful and is grammaticallycorrect with good use of syntax to convey clear meaning, resulting in clarity, and focus throughout.
 Convincingly structured piece of work effectively connecting key elements. Writing isinsightful, and is grammaticallycorrect with excellent use of syntax to convey clear meaning, resulting in clarity, and focus throughout; development of ideas is easy to follow. 

Use of literature/research (10%)

Does not meet expectations
 Meets expectations
 Exceeds expectations
Trait
 0-29
 30-39
 40-49
 50-59
 60-69
 70-79
 80-100
Citations Citations and referencing of relevant academic sources.
 Largely anecdotal, with inadequate citations or referencing isinconsistent or absent.
 Limited use of citations of relevant academic sources to support claims; limited referencing.
 Adequate use of citations that are largely academicsources. May be some anecdotal evidence. Adequate referencing.
 Reasonable use of citations of relevant academic sources to support claims, withreasonable referencing.
 Good use of citations of a range of relevant academic sources to clearly support claims, with good referencing.
 Thorough use of citations of a wide range of relevant academic sources throughout work to clearly support claims; well referenced.
 Outstanding use of citations of a wide range of relevant academic sources throughout work to clearly support claims; well referenced.

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