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Marketing Analytics (BUSA90544)
Graduate courseworkPoints: 12.5On Campus (Parkville)
To learn more, visit 2023 Course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Overview
Availability | October |
---|---|
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 tool-kit 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 component 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.
- Map customers' perceptions of brands in a market, and translate the map into different positioning choices,
- Segment markets of customers using a variety of segmentation methods and choose segments to target using a set of criteria.
- Price products using a variety of pricing methods, and optimize 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.
Last updated: 31 January 2024
Eligibility and requirements
Prerequisites
Pre-requisite
Code | Name | Teaching period | Credit Points |
---|---|---|---|
BUSA90540 | Causal Analytics for Business | May (On Campus - Parkville) |
12.5 |
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Syndicate Presentation
| Week 4 | 20% |
Written syndicate assignment
| Week 7 | 30% |
Final examination
| Week 9 | 50% |
Last updated: 31 January 2024
Dates & times
- October
Mode of delivery On Campus (Parkville) Contact hours Total time commitment 170 hours Teaching period 9 October 2023 to 1 December 2023 Last self-enrol date 19 October 2023 Census date 27 October 2023 Last date to withdraw without fail 17 November 2023 Assessment period ends 8 December 2023
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
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