MKC3500 · Advanced topics in marketing analytics

Overview

In today's dynamic and data-rich business environment, organisations are eager to work with people who have strong data analytics and problem-solving skills. Building on prior knowledge of marketing research, you will learn how to solve marketing problems by analysing data with relevant statistical techniques, interpreting findings, developing and effectively communicating actionable insights. Overall, this unit will help you understand advanced data analytics techniques, and strengthen your research and critical thinking skills.

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. develop an ability to translate marketing problems to testable research questions
2. understand contemporary data analytics techniques in marketing and their relevance in today’s data-rich business environment
3. apply relevant data analytics techniques to analyse data, interpret results and develop actionable insights to solve marketing problems
4. communicate and present findings 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.