Business Analytics: Analysing Markets and Customers (2215.YR.006335.1)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Year 1 Ana Valenzuela Martínez Marketing ENG

Workload distribution

Your final grade will be based on individual work (65%) and group work (35%). Note that you need to pass (i.e., a score of 50% or greater) the individual component in order to pass the module as a whole.


Marketing Analytics is the art and science of developing and utilizing marketing decision models to plan, implement, and analyse marketing strategies and tactics.

Ever-changing marketplaces and the related computing environment are making an impact on the structure and content of the marketing manager's job. Concurrently, marketing is so rapidly evolving that it is no longer based on its conceptual content alone. Even though many still see traditional marketing as an art, the new and emerging landscape increasingly looks like engineering, by combining art and science effectively to solve marketing problems.

With this in mind, the third marketing module of the core MBA curriculum introduces useful analytical frameworks and approaches for making decisions about the most important marketing issues faced by organisations: Identifying markets. Generating Demand. Capturing Value from Consumers. Managing the Value Stream.

Course Learning Objectives

Marketers need more than concepts to fully make use of varied rich information available to them. Therefore, this module is designed to help students move from qualitative marketing to quantitative marketing.

Using quantitative marketing cases and related exercises, students will develop analytical competence to make decisions in various contexts. Specifically, this module will introduce a wide variety of quantitative metrics and models to improve marketing decision making in such areas as sales forecasting, customer segmentation/targeting, product/brand positioning, price, and promotion. This is a heavily number oriented module that analyzes data and interprets analytical results. It should be understood that data analysis and result interpretation are two primary ways to understand marketing phenomena and solve marketing problems.

Specifically, the module objectives are to:
- Understand how analytical techniques and quantitative models can enhance decision-making by converting data and information to insights and decisions.
- Learn to view marketing phenomena and processes in ways that are amenable to quantitative analysis
- Exposure to a number of examples of the successful use of marketing analytics


1. Session 1: Market (1) Assessing Opportunities

2. Session 2: Market (2) From Consumer Insights to Market Demand (Market Testing)

3. Session 3: Customer (1) Capturing Value (Pricing)

4. Session 4: Customer (2) Managing Value (Customer Relationship Management)

5. Session 5: Marketing Mix. Metrics and Testing for ROI.


As is the case in the core marketing management course as a whole, class sessions involve a combination of case study discussions, group exercises, and lectures. The goal of any case study discussion or exercise is to examine important marketing concepts across a range of settings and to practice making marketing decisions based on sound qualitative and quantitative data. The lectures are intended to complement this work by presenting relevant frameworks, analytical techniques, practical insights, and additional examples.

Assessment criteria

Assessment criteria
Active participation continues to be the critical ingredient to your learning experience. For this reason, it is absolutely essential that you be prepared to contribute in each class. The case studies are perhaps the most important tool. Preparing a case study entails being familiar with the key facts and formulating an intelligent response to the problem faced by the protagonists. Put yourself in their shoes and try to see the situation as it appeared at that point in time. The required readings are also important. Some of the articles are intended to provide grounding in core marketing concepts, while others are more provocative pieces on topical issues.

The module adheres to ESADE's student Honour Code, which sets clear expectations regarding your conduct in and out of the classroom. Please contact us if you would like to receive a copy.


Note that there is no physical binder or required textbook. All of the case studies, required readings, and other handouts can be found on Moodle. Additional materials such as lecture slides will be posted as the module progresses. Remember also that the teaching staff (professors and teaching assistants) is available to support your learning needs; therefore do not hesitate to contact us with questions or requests. We will do our best to help.

Timetable and sections

Group Teacher Department
Year 1 Ana Valenzuela Martínez Marketing

Timetable Year 1

From 2022/2/17 to 2022/3/4:
Each Friday from 13:30 to 16:30. (Except: 2022/2/18 and 2022/2/25)
Each Thursday from 9:30 to 12:30. (Except: 2022/2/24 and 2022/3/3)
Each Tuesday from 14:00 to 17:00. (Except: 2022/3/1)

From 2022/3/8 to 2022/3/15:
Each Tuesday from 9:00 to 12:00. (Except: 2022/3/8)
Each Tuesday from 8:30 to 11:30. (Except: 2022/3/15)