Short Title:Marketing Information Management
Full Title:Marketing Information Management
Module Code:DMKT H1015
ECTS credits: 5
NFQ Level:6
Module Delivered in 3 programme(s)
Module Contributor:Martin Fitzgerald
Module Description:The purpose of this module is to equip learners with in-depth Excel skills and knowledge in order to enable them to manipulate, analyse, interpret and present complex data to aid effective decision making in a marketing context. This module will also serve as a foundation for information-based modules delivered in subsequent semesters.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Explain the use of data and information in supporting effective marketing decisions today.
  2. Describe the role of the Marketing Information System in a modern enterprise.
  3. Show the steps that organisations should take to protect data and information.
  4. Construct a range of basic Excel models to support data analysis, interpretation and communication of information in a marketing context.
  5. Prepare a report using advanced Excel tools, Word and Powerpoint.
  6. Apply Excel short cuts and customisations to support personal productivity.

Module Content & Assessment

Indicative Content
Topic 1. The Marketing Information System & Decision making
Distinguish Data from Information, Nature of marketing decisions and the role played by the quality of data, analysis and information, The Marketing Information System - Components with a focus on digiltal cutomer 'footprints and trails'
Topic 2. Information Security
Threats to Information Security Vulnerabilities Protecting information resources Risk Management Controls
Topic 3. Excel Fundamentals - Core Skills
Basic Spreadsheet Operations and Functions, Formatting, Formulas, Advanced filters, Quick analysis,Structured tables, Ranges, Filters
Topic 4. Using Excel to analyse and Interpret Data
Sum, sort, average, etc more advanced functions: V/H Lookups, Linear regression, Data Integrity, Data consolidation, Data validation, Business rules
Topic 5 Using Excel to Present Data trends and other insights
Tables and Formatting, Graphing techniques, Linking Excel with Word and Powerpoint. Web query executions, hyperlinking worksheets, embedding and sharing worksheets. Lock and merge methods
Topic 6 - Advanced Excel Operations for decision making.
Advanced Formulas, Conditional Formatting, Advanced Charting, Pivot Tables, VBA and Macros. Data Simulation and Solver, Integrating Excel with other tools. Evaluate, Formula Autocomplete, PMT, PV, FV functions, SUMIF, COUNTIF, DATEIF. Advanced AND, OR functions. VLOOKUPS, IFERROR functions
Topic 7 – Using Pivot Tables, OLAP and Data Modelling
One dimensional PT, Grouped PT, Filter, Sort, Reports on PT, PT timeline control, Custom PT, Multiple summations, Slicers, Primary and foreign keys, Business intelligence, GETPIVOTDATE, CUBEVALUE functions, Asymmetric OLAP pivot tables, INQUIRE, POWERPIVOT add-ins.
Topic 8 - Exploiting Excel Productivity Tools
Apply important keyboard shortcuts, mouse shortcuts, work-arounds, Excel customisations in order to be able to work effectively and efficiently
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Multiple Choice Questions Individual online MCQ test 1,2,3 20.00 Week 4
Lab work Individual practical lab test 4,6 30.00 Week 7
Project Team based project requiring students to produce a report using advanced Excel functionality, Word and Powerpoint, 4,5 50.00 Week 10
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Recommended Book Resources
  • Curtis Frye 2013, Microsoft Excel 2013 Step By Step, 1 Ed., Microsoft [ISBN: 978-073568101]
  • David Chaffey, Fiona Ellis-Chadwick 2016, Digital Marketing, Strategy, Implementation and Practice, 6 Ed., Pearson UK [ISBN: 1292077611]
  • David Jobber 2012, Principles and Practice of Marketing, 7 Ed., Mcgraw Hill Higher Education UK [ISBN: 0077140001]
Supplementary Book Resources
  • R.Kelly Rainer, Efraim Turban, Richard E. Potter, Casey G. Cegielski, Introduction to Information Systems, John Wiley & Sons Ltd [ISBN: 0470553103]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 2 Elective
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 2 Elective
BN_BDMKT_XDE Certificate in Digital Enterprise. Minor award of the Bachelor of Arts (Honours) in Digital Marketing 2 Elective