Marketing Analytics

Course aim

The course provides basic understanding of consumer markets, brand performance, product attributes and overall market behaviour. The course focuses on providing students with knowledge that can be applied across a wide range of marketing conditions.

Course content

Numerical methods for consumer and business-to-business markets in single and repeat purchase product categories and applied through the use of EXCEL software. The Principles of Data Reduction and the effective communication of quantitative results using tables and graphs. The use and interpretation of models in marketing decision making and in exploring the implicit knowledge of marketers. Structure, use and interpretation of metrics and models for: new product adoption, how brands compete and perform, and the competitive evaluation of product offerings through Conjoint Analysis and the Best-Worst Method.

Textbook(s)

Sharp, B 2010, How brands grow, Oxford University Press, Melbourne

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Preparatory	1 x 1 week
Lecture	2 hours x 10 weeks
Tutorial	1 hour x 10 weeks
EXTERNAL, CITY WEST, ONLINE
External	30 hours x N/A

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Continuous assessment, Examination, Group assignment

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.