24750 Marketing Analytics6cp
Requisite(s): ((24734 Marketing Management OR 24834 Marketing Decision Making) AND 24720 Applied Marketing Research) 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.
There are course requisites for this subject. 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.