MIS384 - Marketing Analytics
Unit details
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Bingqing XIONG |
| Prerequisite: | MIS171 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - campus: | 11 x 1.5 hour class and 11 x 1.5 hour practical lab (seminar) per week |
| Scheduled learning activities - online: | 11 x 1.5 hour class (recordings provided) + 11 x 1.5 hour online seminar |
Content
The Marketing Analytics unit focuses on models and techniques of analysing a firm’s performance in a market which then can help decision makers to better allocate their resources. The teaching materials are organized in a way that expose students to both theoretical and practical aspects of models and techniques. Regarding this, a 1.5 hour class, is followed by a 1.5 hour seminar where students have the opportunity to get their hands on data (mostly from real cases) to implement the techniques and models. Students will also be required to conduct data analysis (assessments 1 and 2) and write a business report based on their findings (assessments 1 and 2).
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Apply analytics models to a wide range of marketing activities. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Communicate in writing, information relevant for decision makers with no knowledge of technical language. | GLO2: Communication |
| ULO3 | Use computer software to analyse consumers’ data and evaluate the strengths and limitations of each software. | GLO3: Digital literacy |
| ULO4 | Analyse and interpret the output of a range of marketing analytics models in order to improve the decision making process. | GLO5: Problem solving |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Problem based written assignment | 1500 words | 20% | Week 6 |
| Assessment 2: (Group of 3) Problem based written assignment | 2000 words | 30% | Week 9 |
| End-of-unit assessment task: Written response test | 2 hours | 50% | End-of-unit assessment period. |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MIS384 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
Click on the fee link below which describes you: