Course overview
The aim of this course is to provide a basic understanding of consumer markets, brand performance, product attributes and overall market behaviour, focusing on marketing knowledge that can be applied across a wide range of marketing conditions. The principles of data reduction and the effective communication of quantitative results using tables and graphs; analysis of how brands compete and grow; analysis of brand's customer base to predict 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 advertising and price.
Course learning outcomes
- Explain aggregate (market and brand) level empirical generalisations
- Use marketing analytics to analyse consumer and business-to-business markets
- Apply knowledge about market structure to market data in order to give it context and meaning
- Incorporate quantitative and numerical methods into the analysis of basic marketing data
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (intermediate level); ii) Teamwork (intermediate level) and iii) Written Communication (intermediate level).
Degree list
The following degrees include this course