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Area/Catalogue
MARK 5064

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Course Level
Postgraduate

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Offered Externally
Yes

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Course ID
100056

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Unit Value
4.5

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University-wide elective course
No

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Timetable/s

This class has not been
timetabled for year 2020.

Course owner

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)

Nil

Corequisite(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

It is preferable to complete MARK 5025 Marketing Management prior to undertaking this course however it may be taken concurrently to facilitate program progression. NOTE: Students enrolled in the MBA programs are required to undertake BUSS 5245 Strategic Marketing instead of MARK 5025 Marketing Management as a prerequisite/corequisite course.

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

Task Length Weighting Duration
INTERNAL, CITY WEST
Continuous assessment N/A 20% N/A
Assignment 1800 words 30% N/A
Examination N/A 50% 2.5 hours
INTERNAL, OFFSHORE, HONG KONG MANAGEMENT ASSOCIATION
Continuous assessment N/A 20% N/A
Assignment 1800 words 30% N/A
Examination N/A 50% 2.5 hours
INTERNAL, CITY WEST (INTENSIVE)
Continuous assessment N/A 20% N/A
Assignment 1800 words 30% N/A
Examination N/A 50% 2.5 hours
EXTERNAL, CITY WEST, ONLINE
Continuous assessment N/A 20% N/A
Assignment 1800 words 30% N/A
Examination N/A 50% 2.5 hours

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 Division offering the course. 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

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