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Unit of study_

MKTG6024: Marketing Analytics

Companies operate in an increasingly challenging market environment, with greater competition, more informed customers, and rapidly changing market trends. Simultaneously, they also have access to more information about their customers, the marketplace and their competitors than ever before. Hence, it is imperative that all marketing professionals understand the market data and how to most effectively deal with it. This unit introduces students to basic principles of marketing analytics and demonstrates how to practically apply these techniques in marketing contexts. The unit focuses on developing analytical senses in actual business situations, by providing hands-on experiences to integrate and apply diverse tools to solve managerial problems using various market data. Through the unit, how marketing analytics can help managers interpret data and transform research findings into actionable business insights is discussed. The unit is taught using a variety of materials and exercises including lectures for key concepts and processes, in-class exercises, and applied research projects to enhance students' understanding and skill.

Code MKTG6024
Academic unit Marketing
Credit points 6
Assumed knowledge:
Understanding of basic marketing principles, statistics, and how to use analytic skills to solve marketing problems

At the completion of this unit, you should be able to:

  • LO1. Identify the basic principles of marketing analytics and statistical techniques
  • LO2. Analyse marketing problems and determine suitable analytical methods to solve research questions
  • LO3. Organize, integrate, and interpret data from multiple sources
  • LO4. Apply the concept of marketing analytics and develop managerial insights to make effective business decisions
  • LO5. Collaborate with others to effectively manage a group research project
  • LO6. Create research reports using appropriate tools and communicate your ideas with others effectively

Unit outlines

Unit outlines will be available 2 weeks before the first day of teaching for the relevant session.