Marketing Information and Analysis

Course aim

This course enables students to analyse and understand consumer demand and brand competition. It provides students with knowledge that can be applied across a wide range of marketing conditions.

Course content

The following topics will be covered in this course: secondary data sources, such as panel data, competitor’s websites, and retail audits; analysis of secondary sources; role of market research (primary data) in marketing decision making; data reduction and data presentation techniques; forecasting; development of a situation analysis to support marketing planning and development of market information and analysis for specific issues/decision making.

Textbook(s)

Lilien, G & Rangaswamy, A 2004, Marketing engineering, 2nd, Decision Pro Inc.

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5025	Marketing Management

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 11 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion board)	N/A x 11 weeks
External (Online staff conslutations with weekly feedback)	N/A x 11 weeks

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

Assessment

Examination, Individual Assignment, Individual Weekly Exercises

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.