Advanced Marketing Analytics

Course aim

This course offers theoretical and operational tools to conduct proper analyses of marketing data for decision making. Upon completion, students will possess the skills and knowledge required to apply various marketing analytics in practice. 

Course content

Topics covered include analysis of how brands compete and grow; analysis of brand customer base to predict their future purchases; analysis of consumer preference of product attributes/levels to identify which attributes/levels are important; forecast of new product sales; analysis of the relationship between product sales and marketing activities such as price, advertising and distribution; and analysis of key audience measurements in the media landscape.

Textbook(s)

Nil

Prerequisite(s)

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

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 5025 Marketing Management as a prerequisite course.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours 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 x N/A
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

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.