MIS784 - Marketing Analytics
Unit details
Year: | 2024 unit information |
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Enrolment modes: | Trimester 2: Burwood (Melbourne), Online Trimester 3: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit Chair: | Trimester 2: Bingqing Xiong Trimester 3: Arman Kaldi |
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. This will include educator guided online learning activities within the unit site. |
Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1.5 hour on-campus (livestreamed) lecture (recordings provided) and 1 x 1.5 hour on-campus practical experience (laboratory) each week |
Educator-facilitated (scheduled) learning activities - online unit enrolment: | 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.
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 | Explain marketing analytics concepts and methodologies. | GLO1: Discipline-specific knowledge and capabilities |
ULO2 | Analyse real-world marketing problems, and propose appropriate marketing analytic solutions. | GLO1: Discipline-specific knowledge and capabilities |
ULO3 | Deploy marketing analytic solutions using a contemporary analysis tool. | GLO1: Discipline-specific knowledge and capabilities |
ULO4 | Prepare written reports that effectively communicate your solution to marketing problems. | GLO2: Communication |
Assessment
Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
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Assessment 1: (Individual) Case Study: data analysis with written report (analytical) | 1000 words | 20% | Week 6 |
Assessment 2: (Individual) Case Study: data analysis with written report (analytical) | 2000 words | 30% | Week 10 |
End-of-unit assessment: Written | 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: 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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