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Unit of study_
MKTG2113: Marketing Analytics
2025 unit information
In today’s data driven environment, marketers who can effectively generate and interpret data insights play a pivotal role. Marketing Analytics provides students with an understanding of the use and application of analytical tools in marketing. Building on knowledge of the marketing research process, Marketing Analytics emphasises the role of data to generate insights to aid marketing decisions. This equips students with knowledge of common statistical techniques and an understanding of data visualisation tools.
Unit details and rules
Managing faculty or University school:
Business (Business School)
| Study level | Undergraduate |
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| Academic unit | Marketing |
| Credit points | 6 |
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Prerequisites:
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MKTG1001 and MKTG1002 |
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Corequisites:
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None |
| Prohibitions:
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None |
| Assumed knowledge:
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None |
At the completion of this unit, you should be able to:
- LO1. Demonstrate an understanding of marketing analytics concepts and how they can be applied to inform business decision-making.
- LO2. Design an effective data collection tool to gather meaningful and relevant data, enabling analytical insights to inform marketing decisions.
- LO3. Analyse qualitative and quantitative research data using appropriate analytical methods.
- LO4. Interpret qualitative and quantitative data and develop managerial insights to make effective business decisions.
- LO5. Collaborate in teams to solve marketing problems by using analytical tools and presenting data-driven recommendations
Unit availability
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