MIS784 - Marketing Analytics


2022 unit information

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


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.

Scheduled learning activities - campus

1 x 1.5 hour class per week, 1 x 1.5 hour lab per week

Scheduled learning activities - cloud (online)

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.

Hurdle requirement

Hurdle requirement: students must achieve at least 50% of the marks available on the final exam.

Unit Fee Information

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