University of Technology, Sydney

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24750 Marketing Analytics

Requisite(s): 24734c Marketing Management AND 24710c Buyer Behaviour
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses. See access conditions.



This subject is designed to introduce students to a variety of computer-aided decision models used in marketing practices. Students learn theories and technical research skills to implement data analyses for professional marketing decision-making. The subject focuses on cognitive, technical and creative skills to investigate, analyse and synthesise complex information, concepts and theories. Students interpret research findings and communicate conclusions to marketing practitioners. Issues covered include market segmentation, targeting and positioning, new product design and development, and sales forecasting. Analytical software packages are used to enable students to choose the appropriate models for data analyses and to communicate research findings.

Detailed subject description.

Fee information

Information to assist with determining the applicable fee type can be found at Understanding fees.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.