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.
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
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |