SEMESTER 1 2023/24

COURSEWORK BRIEF: MANG6524 MARKETING ANALYTICS VISUALIZATION

Module Code: MANG6524 Assessment: Individual report Weighting: 100%
Module Title: Marketing Analytics Visualization
Module Leader: Moutusy Maity (Teaching Team: Yuanming Qiu)
Submission Due Date:
15th January 2024 Word Count: 4000 words
(By 16:00 hours)
Submitted electronically via Blackboard Turnitin ONLY (You are not required to submit a
Method of
hard copy)
Submission:
(Please ensure that your name does not appear on any part of your work)

Any work submitted after 16:00 on the deadline date will be subject to the standard University late penalties (see
below), unless an extension has been granted, in writing by the Senior Tutor, in advance of the deadline.
University Working Days Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0
This assessment is designed for students to achieve the following module learning outcomes, by demonstrating
understanding of / ability to:
A Knowledge and Understanding
Having successfully completed the module, you will be able to demonstrate knowledge and understanding of:
A1. How various analytical and visualization techniques can be used to uncover the potential of data to gain
actionable insights and support marketing decisions.
B Subject Specific Intellectual and Research Skills
Having successfully completed this module, you will be able to:
B1. Integrate, prepare, and manage quantitative data.
B2. Critically analyse, interpret, organise and visualize quantitative data in synthetic visuals.
B3. Identify suitable approaches for incorporating insights into marketing tasks.
C Transferable and Generic Skills
Having successfully completed this module, you will be able to:
C1. Communicate ideas and arguments in various formats.
C2. Use specified software packages to conduct the marketing analytics techniques.

Coursework Brief:
Marks and feedback will focus on evidence demonstrating the above Learning Outcomes when considering your
report.

Submission Brief:
You are a marketing analyst working for an international supermarket chain. The dataset includes 2240
observations (customers) with 28 variables related to marketing data, which may provide insights about:
- Customer profiles
- Product purchased
- Campaign success/failure
- Channel performance
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Your director would like to get insights and practical advice to set up future strategic/marketing direction from the
datasets. You are going to prepare a report with data visualisations/marketing dashboard. Your report should
include:
- Data visualisations/ dashboard presenting basic descriptive statistics and summary of the datasets
- Meaningful insights supported by data visualisation
- Business problems and/or opportunities found from datasets
- Efficient marketing plan to tackle the issues/opportunities by clearly identifying the target
customer/product/region
- And all the points above should be smoothly reported as a type of storytelling
Also, your visualisations (graphs and dashboards) should comply with major components of visualisation theory,
i.e., GESTALT principle. This means your dashboard in the report should include
- Reflection from GESTALT principles view – Please indicate and explain which components have been reflected to
the dashboard
- You don’t need to reflect all GESTALT components to the dashboard.

Requirements/Notes:
i (i) Your report should communicate your key findings clearly to all colleagues who may not be familiar
with the data or some advanced analytical techniques. Briefly indicate what steps you took in your analysis,
visualise your results where appropriate, and clearly state your recommendations backed up by your results.
ii (ii) You could use Tableau, SPSS or Excel to conduct the data analysis and pre-data processing
iii (iii) You should use Tableau for data visualisation and dashboard.
iv (iv) You should include at least five different types of graphs in your report.
v (v) You should include at least one analytics tool built in Tableau.
vi (vi) You can also include the statistical analysis results if possible.
vii (vii) Please refer to the grade descriptor of this coursework for the detailed marking scheme.

Nature of Assessment: This is a SUMMATIVE ASSESSMENT. See ‘Weighting’ section above for the percentage that
this assignment counts towards your final module mark.

Word Limit: +/-10% either side of the word count (see above) is deemed to be acceptable. Any text that exceeds
an additional 10% will not attract any marks. The relevant word count includes items such as cover page, executive
summary, title page, table of contents, tables, figures, in-text citations and section headings, if used. The relevant
word count excludes your list of references and any appendices at the end of your coursework submission.
You should always include the word count (from Microsoft Word, not Turnitin), at the end of your coursework
submission, before your list of references.

Title/Cover Page: You must include a title/ cover page that includes: your Student ID, Module Code, Assignment
Title, Word Count. This assignment will be marked anonymously, please ensure that your name does not appear
on any part of your assignment.

References: You should use the Harvard style to reference your assignment. The library provides guidance on how
to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing

Submission Deadline: Please note that the submission deadline for Southampton Business School is 16.00 for ALL
assessments.

Turnitin Submission: The assignment MUST be submitted electronically via Turnitin, which is accessed via the
individual module on Blackboard. Further guidance on submitting assignments is available on the Blackboard
support pages.

It is important that you allow enough time prior to the submission deadline to ensure your submission is processed
on time as all late submissions are subject to a late penalty. We would recommend you allow 30 minutes to upload
your work and check the submission has been processed and is correct. Please make sure you submit to the
correct assignment link.
Email submission receipts are not currently supported with Turnitin Feedback Studio LTI integrations, however
following a submission, students are presented with a banner within their assignment dashboard that provides a
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link to download a submission receipt. You can also access your assignment dashboard at any time to download a
copy of the submission receipt using the receipt icon. It is vital that you make a note of your Submission ID (Digital
Receipt Number). This is a unique receipt number for your submission, and is proof of successful submission. You
may be required to provide this number at a later date. We recommend that you take a screenshot of this page, or
note the number down on a piece of paper.

The last submission prior to the deadline will be treated as the final submission and will be the copy that is
assessed by the marker.

It is your responsibility to ensure that the version received by the deadline is the final version, resubmissions after
the deadline will not be accepted in any circumstances.

Important: If you have any problems during the submission process you should contact ServiceLine immediately by
email at [email protected] or by phone at +44 (0)23 8059 5656.

Late Penalties: Further information on penalties for work submitted after the deadline can be found here.

Special Considerations: If you believe that illness or other circumstances have adversely affected your academic
performance, information regarding the regulations governing Special Considerations can be accessed via the
Calendar: http://www.calendar.soton.ac.uk/sectionIV/special-considerations.html

Extension Requests: Extension requests along with supporting evidence should be submitted to the Student Office
as soon as possible before the submission date. Information regarding the regulations governing extension
requests can be accessed via the Calendar: http://www.calendar.soton.ac.uk/sectionIV/special-
considerations.html

Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via the
Quality Handbook: http://www.southampton.ac.uk/quality/assessment/academic_integrity.page?. Please note
any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for investigation.

Feedback: Southampton Business School is committed to providing feedback within 4 weeks (University working
days). Once the marks are released and you have received your feedback, you can meet with your Module Leader /
Module Lecturer / Personal Academic Tutor to discuss the feedback within 4 weeks from the release of marks date.
Any additional arrangements for feedback are listed in the Module Profile.

Student Support: Study skills and language support for Southampton Business School students is available at:
http://www.sbsaob.soton.ac.uk/study-skills-and-language-support/.
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External Examiner:
External Examiner Comments:

Final Approval by External Examiner Date:

Module Leader Response to External Examiner:
(Please note these comments are REQUIRED and will be sent to the External Examiner)