Module Overview

Data Analytics and Visualisation

The purpose of this module is to develop critical student appreciation of key data mining techniques available to marketing professionals, and to develop the skills needed to compile, analyse, and model data using modern data visualisation techniques and software tools.

Module Code

DAVS H3000

ECTS Credits


*Curricular information is subject to change

Data Sourcing, Mining and Visualisation

Data Sourcing, Mining and Visualisation: Traditional Vs Modern Techniques, Acquiring, Parsing, Mining, Representing and Interacting, Thematic Cartography. Visual presentation of data using a current data visualisation software product such as Tableau or Microsoft PowerBI.


Dashboard design, displaying data, performance monitoring, visual perception and evaluation, using current data visualisation software products such as Tableau, Microsoft PowerBI or Microsoft Excel (dashboard features).

Data Analysis Techniques

Text mining: search techniques; developing a taxonomy for text analysis; sourcing, assessing and accessing relevant Internet based data; Application of a selection of key data analysis techniques, using a current data mining software product such as Polyanalyst (Megaputer Inc.), Mozenda, Rapidminer, Wordstat (Provalis Research).

Data Analytics Potential

Data Analytics Potential: Identification and evaluation of tools and techniques for data analytics; research of latest tools; categorisation and comparison of features, techniques and capabilities.

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100