Marketing Information and Analysis

Course aim

This course offers theoretical and operational tools to conduct proper analyses of market data. Upon completion, students will possess skills and knowledge to analyse consumer demand and brand competition problems.

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)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5032	Influencing Consumer Behaviour

Specific program
Program	Subject Area & Catalogue Number	Course Name
DMMA	BUSS 5245	Strategic Marketing
OMMAA	BUSS 5245	Strategic Marketing

NOTE: Students enrolled in the MBA programs are required to undertake BUSS 5245 Strategic Marketing instead of MARK 5032 Influencing Consumer Behaviour as a prerequisite course.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion board)	N/A x 10 weeks
External (Online staff consultations with weekly feedback)	N/A x 10 weeks
INTERNAL, OFFSHORE, HONG KONG MANAGEMENT ASSOCIATION
Seminars 15 hours AND online 15 hours equiv	N/A x 10 weeks
INTERNAL, CITY WEST (INTENSIVE)
Seminar	30 hours in total 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

Assignment, Continuous assessment, Examination

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.