MKC2130 · Fundamentals of marketing analytics

Overview

In today’s data-driven business environment, people who have strong data analytics and problem-solving skills are highly valued. This unit aims to provide you with fundamental analytical knowledge and reasoning skills to address diverse marketing problems. You will learn the research process, from formulating research questions and hypotheses, analysing data with relevant data analytics techniques, interpreting their findings, to communicating research findings and making recommendations that influence marketing practice.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. translate marketing problems into well-defined, researchable questions
2. analyse marketing data using appropriate analytics tools and techniques
3. interpret analytical results to develop actionable marketing insights and data-driven conclusions
4. communicate marketing insights and conclusions to relevant stakeholders with clarity and conciseness

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.