MKM3400 · Marketing analytics

Overview

This marketing analytics unit provides the foundation for developing a marketing analytics skill set which is sought after in the digital economy. The unit focuses on the aspects of marketing analytics which enhance the understanding and use of digital marketing. By analysing the data using marketing analytics, you will learn how to use patterns or trends to improve activities, resource allocation, and marketing planning throughout the customer journey. Through this unit, you will be able to develop competency in assessing and formulating marketing activities using marketing analytics 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. apply analytical tools to derive marketing insights
2. recommend sound marketing solutions based on analytical findings
3. critically appraise the ethical dimensions of marketing analytics.

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.