Associate Lecturer - Marketing Analytics And Brand Creation (HE3)

Marketing Analytics

Job Description Contemporary marketing decision making highlights the increasing importance and relevance of data and inevitably, organisations are embracing the power of marketing analytics. The purpose of marketing analytics is to provide insights since good decisions are based on good insights that contain new, relevant and non-trivial information. Marketing analytics comprises the processes and technologies that enable marketers to understand consumers' values, to analyse how marketing initiatives are performing and how those can be improved in the long run. Ultimately, marketing analytics aim to provide actionable insights that will improve the firm's competitive position. On the other hand, the firm's competitive position is relying fundamentally on the successful branding activities of the firm; a differentiated brand that is developed based on the understanding of what the consumers 'value' and that aims to create a brand experience that will delight those can provide sustainable competitive advantage. Therefore, branding is a key context where marketing analytics are applied. Traditional attitudinal and descriptive data are valuable for marketers in their effort to develop branding strategies that reflect consumers' values and enhance brand equity. However, with the explosive growth of media, marketing channels, digital devices and software applications those forms of data have limited capacity in providing actionable insights in the rapidly changing digital marketing environment. It is, hence, imperative that traditional forms of data are integrated with data of other formats and sources (e.g. social media; big data). This module explores these issues and help students understand how marketing analytics allow firms to evaluate and monitor their brand equity and based on the obtained insights to improve brand performance and their competitive position. It also explores how marketing analytics can be applied in practice by marketing managers to understand consumers' values and then inform branding strategies that reflect those. Those issues are fundamental to every modern organisation.

Job Requirement - A PHD or Master's Degree in related discipline from a reputable university - At least 2 years of relevant teaching experience at the tertiary level - 5 years of relevant work experience will be an added advantage - Familiar with various referencing styles, especially the Harvard Stirling University Referencing style

We regret that only shortlisted candidates will be notified.

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