Advanced Marketing Analytics
Course Level Postgraduate
Area/Catalogue
MARK 5064
Course Level
Postgraduate
Offered Externally
Yes
Note: This offering may or may not be scheduled in every study period. Please refer to the timetable for further details.
Course ID
100056
Unit Value
4.5
University-wide elective course
No
Course owner
School of Marketing
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 | |||
| Preparatory | 1 x 1 week | ||
| 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:
How to determine your Commonwealth Supported course fee. (Opens new window)
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:
How to determine the relevant non award tuition fee. (Opens new window)
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.
Course Coordinators
Degrees this course is offered in
