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MIS784 - Marketing Analytics


2020 unit information

Important Update:

Classes and seminars in Trimester 3, 2020 will be online.

Last updated: 5 October 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 3: Ali Tamaddoni
Trimester 2: Ali Tamaddoni Jahromi
Previously:Customer Analytics


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


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.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:


Deakin Graduate Learning Outcomes


To apply analytics models to a wide range of marketing activities.

GLO1: Discipline-specific knowledge and capabilities


Use computer software to analyse consumers’ data and understand the strength and limitations of each software.

GLO3: Digital literacy


Analyse and interpret the output of a range of Customer analytics models in order to improve the decision making process.

GLO5: Problem solving


Demonstrate comprehensive understanding of Customer analytics models.

GLO1: Discipline-specific knowledge and capabilities


Demonstrate ability to communicate the findings in writing in a way that is useful for both academics and practitioners.

GLO2: Communication


These Unit Learning Outcomes are applicable for all teaching periods throughout the year


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 5
Assessment 2 (Individual) – Data Analysis Case Study 3000 words 30% Week 10
Assessment 3 (Individual) – Examination 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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