MKF2131 · Marketing decision analysis

Overview

With increasing availability of data and computing power, more and more companies are using data driven decision making, and data is becoming the heart of the corporate decision making process. In this unit, you will learn the power of marketing analytics and its effectiveness in making better decisions. Working with multiple marketing metrics and models, you will develop skills to identify problems, analyse data and develop optimal decisions for various marketing issues.

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. evaluate a range of marketing metrics and models, and apply them to analyse business problems
2. evaluate data-driven models to assess strategic marketing outcomes and generate managerial recommendations
3. evaluate the strengths and limitations of various models and metrics.

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.