Marketing Intelligence

University of Limerick

Course Description

  • Course Name

    Marketing Intelligence

  • Host University

    University of Limerick

  • Location

    Limerick, Ireland

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Rationale and Purpose of the Module: This course is about gathering, analyzing, and interpreting data about markets and customers, so as to make informed marketing decisions. Students will learn how to determine what information is required to make the decision, how to acquire trustworthy and relevant data, how to assess its appropriateness, and how to analyze the data to make key types of marketing decisions. The module is focused on utilising marketing data, and transforming them into actionable marketing insights, that aids in the development of effective strategy.

    Syllabus: Sources and Use of Marketing Intelligence, The Role of Research and Intelligence in the Marketing Organisation, Typologies of Marketing Data (Interaction, Attitudinal, Descriptive, & Behavioural Data), Research for Marketing Decision Making, Marketing Databases, Marketing Segmentation & Targeting, Loyalty Cards, New Product Development &Test Marketing, International Market Analysis, Advertising Research, Media Research, Sales Forecasting, Salesforce Automation, Marketing Automation, CRM Systems, Category Management, Store Location Techniques, Pricing Research, Customer Feedback, Key Performance Indicators Used in Marketing, Marketing Metrics, Appropriateness of Research Methods - (Survey, Questionnaire, Interviews & 
    Observation), Social Media Intelligence, Social CRM, Data Mining & Big Data, Customer Privacy & Ethics.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.