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Marketing Analytics (MKTG90039)
Graduate courseworkPoints: 12.5Not available in 2019
Overview
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It has become increasingly important to know how marketing actions translate into revenue and profit growth. The tools that enable this translation are part of a toolkit called “marketing analytics.” Marketing analytics is a technology-enabled and model-supported approach to harness customer and market data to enhance marketing decision-making. This subject provides students with (i) knowledge of marketing analytics, (ii) the ability to know which analytics tools to use for which marketing problems, (iii) the ability to use those tools to solve marketing problems, and (iv) the ability to influence marketing outcomes such as satisfaction, choice, loyalty, word of mouth, and customer referrals.
Intended learning outcomes
On completion of this subject, students should be able to:
- Use marketing models and analyses to understand how marketing actions translate into revenue and profit growth.
- Measure customer preferences using conjoint and choice models.
- Segment markets of customers using a variety of segmentation methods and choose segments to target using a set of criteria.
- Map customers' perceptions of brands in a market, and translate the map into different positioning choices.
- Price products using a variety of pricing methods, and optimise pricing of a product portfolio.
- Model the impact of alternative marketing mixes on sales and profit, and optimise the mix, and optimally allocate marketing budgets across brands and segments.
Generic skills
- High level of development: problem solving; statistical reasoning; application of theory to practice; interpretation and analysis; synthesis of data and other information; evaluation of data and other information; use of computer software; accessing data and other information from a range of sources.
- Moderate level of development: written communication; critical thinking; receptiveness to alternative ideas.
- Moderate level of development: collaborative learning; team work.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Code
Name
Teaching period
Credit Points
BUSA90060
Data Analysis
12.5
BUSA90243
Marketing
12.5
and
70% minimum grade required in each prerequisite subject
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
Melbourne Business School welcomes applications from eligible students for a variety of graduate degrees offered by its programme portfolio. These degrees require following attributes for academic study:
• The ability to explain and evaluate concepts, theories, and business operations of organisations
• Ability to use analytic techniques to solve business problems
Melbourne Business School welcomes applications from students with disabilities and takes reasonable steps to implement adjustments to provide equal participation opportunities for students with disability.
Last updated: 3 November 2022
Assessment
Description | Timing | Percentage |
---|---|---|
Syndicate assignment. Each syndicate has 5 – 6 syndicate members and students are assessed as a group.
| Week 8 | 30% |
Syndicate presentation 2. Each syndicate has 5 – 6 syndicate members and students are assessed as a group.
| Week 6 | 15% |
Final examination
| End of term | 50% |
Syndicate presentation 1. Each syndicate has 5 – 6 syndicate members and students are assessed as a group.
| Week 2 | 5% |
Last updated: 3 November 2022
Dates & times
Not available in 2019
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
Last updated: 3 November 2022