MIS784 - Marketing Analytics
Unit details
Year: | 2021 unit information |
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Important Update: | Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester. Thank you for your flexibility and commitment to studying with Deakin in 2021. Last updated: 4 June 2021 |
Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit Chair: | Trimester 2: Ali Tamaddoni Jahromi |
Previously: | Customer Analytics |
Prerequisite: | Nil |
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: | 1 x 1.5 hour class per week, 1 x 1.5 hour lab per week |
Scheduled learning activities - cloud: | 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 profiling and predicting customer behaviour. The teaching materials are organized in a way that expose students to both theoretical and practical aspects of models and techniques.
ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
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ULO1 | Apply marketing metrics and models to analyse, interpret and compare data from a wide range of marketing activities. | GLO1: Discipline-specific knowledge and capabilities |
ULO2 | Identify and solve authentic marketing problems using data analytics software. | GLO3: Digital literacy GLO5: Problem solving |
ULO3 | Use computer software to analyse marketing data. | GLO3: Digital literacy |
ULO4 | Develop, justify, and communicate findings and recommendations to key stakeholders. | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
Assessment 1 (Individual) – Data Analysis Case Study | 1500 words | 20% | Week 6 |
Assessment 2 (Individual) – Data Analysis Case Study | 2500 words | 30% | Week 10 |
Assessment 3 (Individual) – Examination (Closed Book) | 2 hours | 50% | Exam 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.
Hurdle requirement
Hurdle requirement: students must achieve at least 50% of the marks available on the final exam.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MIS784 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
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