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Marketing Analytics (MKTG90039)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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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 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: 3 September 2024