Course overview
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. The aim of this course is 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.
Course learning outcomes
- Locate, from multiple sources, the relevant market information as a basis for marketing analytics.
- Apply the acquired knowledge to conduct complex marketing analytics.
- Critically analyse, interpret and synthetise market data using data reduction techniques.
- Communicate the results of market analytics to specialist and non-specialist audiences.
- Display autonomy, expert judgement, adaptability and responsibility as a market analyst.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (advanced level); and ii) Written Communication (advanced level).
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