MIS784 - Marketing Analytics

Unit details

Note: You are seeing the 2018 view of this unit information. These details may no longer be current. [Go to the current version]
Year

2018 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Previously:Customer Analytics
Unit chair:

Ali Tamaddoni Jahromi

Prerequisite:

Nil

Corequisite:Nil
Incompatible with: Nil
Contact hours:

Campus: 1 x 1.5 hour class per week, 1 x 1.5 hour lab per week
Cloud(online): 11 x 1.5 hour class (recordings provided) + 11 X 1.5 hour online seminar

Content

Students will learn how to apply models and metrics to gauge the effectiveness of a firm’s marketing activities, in terms of the customer management, market share analysis, product management and communication. This unit will cover application of analytics to customer segmentation and profiling; social media analysis; predicting customer behaviour; and optimising profitability. The teaching materials are organized in a way that expose students to both theoretical and practical aspects of models and techniques. Students will also have an opportunity to work with real data (mostly from real cases) to implement the techniques and models.

Assessment

Assessment 1: (Individual) Data Analysis Case Study (1,500 words) 20%

Assessment 2: (Individual) Data Analysis Case Study (3,000 words) 30%

Examination (2-hours) 50%

Hurdle requirement: students must achieve at least 50% of the marks available on the final exam.

Unit Fee Information

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