MIS784 - Marketing Analytics
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online Trimester 3: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Previously: | Customer Analytics |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Study commitment | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Scheduled learning activities - campus | 1 x 1.5 hour on-campus (livestreamed) lecture (recordings provided) and 1 x 1.5 hour on-campus practical experience (laboratory) each week |
| Scheduled learning activities - online | 1 x 1.5 hour recorded lecture provided and 1 X 1.5 hour online seminar (recordings provided) each 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 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.
Unit Fee Information
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