Program Overview

Program Overview

The MKT240 Marketing Analysis and Analytics program is designed to build on research skills developed in MKT230, focusing on quantitative techniques and tools to understand the market.

Program Description

This subject covers a range of market analytics, including satisfaction modelling, positioning metrics, segmentation, and market share analysis. Students will develop their data analysis skills by applying a range of quantitative tools and techniques, including using Statistical Package for the Social Sciences (SPSS) to analyse data.

Availability

The program is available in:

• Session 2 (60)
• Online
• Bathurst Campus

Subject Information

Grading System

The grading system for this program is HD/FL.

Duration

The program duration is one session.

School

The program is offered by the School of Management and Marketing.

Prerequisites

The prerequisites for this program are:

• MKT230
• COM316

Learning Outcomes

Upon successful completion of this subject, students should be able to:

• Apply intermediate skills in spreadsheets and data visualisation software to identify trends and relationships among factors in industry and society
• Analyse government, industry, and social media data to identify relationships and trends
• Critically evaluate conclusions drawn from different data and analytic tools
• Create interactive models using appropriate software and effectively communicate results and findings to aid decision-makers in understanding interrelationships and trends

Syllabus

This subject will cover the following topics:

• Identifying relationships between variables
• Identifying key dimensions in consumer attitudes
• Modelling product satisfaction
• Identifying product positions
• Defining market segments
• Market share analysis (identifying how market share changes with changes in price and product features)