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Marketing Analytics (MKTG90039)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
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About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Overview
Availability | January - Dual-Delivery |
---|---|
Fees | Look up fees |
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 and solutions to use for which marketing problems, (iii) the ability to assess tools and solutions that address 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.
- Understand the fundamentals of measuring customer preferences using conjoint and other experimental methods.
- 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.
- Evaluate and optimise the pricing of products using a variety of methods
- Learn the different methods of how to assess the impact of alternative marketing mixes on sales and profit, and how to optimise the mix and marketing budget.
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: 31 January 2024
Eligibility and requirements
Prerequisites
70% minimum grade required in each prerequisite subject below:
All of
Code | Name | Teaching period | Credit Points |
---|---|---|---|
BUSA90060 | Data Analysis |
September (On Campus - Parkville)
July (On Campus - Parkville)
April (Dual-Delivery - Parkville)
|
12.5 |
BUSA90243 | Marketing |
April (Dual-Delivery - Parkville)
July (On Campus - Parkville)
January (Dual-Delivery - Parkville)
September (On Campus - Parkville)
|
12.5 |
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: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Contribution to class learning
| Throughout the teaching period | 10% |
Syndicate presentation: Each syndicate has 5 – 6 syndicate members and students are assessed as a group.
| Week 6 | 20% |
Syndicate assignment. Each syndicate has 5 – 6 syndicate members and students are assessed as a group.
| Week 8 | 20% |
Final examination
| End of term | 50% |
Last updated: 31 January 2024
Dates & times
- January
Mode of delivery Dual-Delivery (Parkville) Contact hours Total time commitment 170 hours Pre teaching start date 10 January 2022 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during the pre-teaching period Teaching period 17 January 2022 to 25 March 2022 Last self-enrol date 11 January 2022 Census date 28 January 2022 Last date to withdraw without fail 4 March 2022 Assessment period ends 1 April 2022
Last updated: 31 January 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
Last updated: 31 January 2024