MIS784 - Marketing Analytics
Unit details
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 |
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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