Program Overview

MKTG319 - Marketing Analytics

Unit Rationale, Description, and Aim

This unit introduces the conceptual and practical issues in developing strategies and models to run a business successfully. It provides students with necessary knowledge and skills to facilitate business decision making. The unit considers a wide range of contemporary problems and uses data and advanced marketing analytics techniques. Students will translate the analytic models into ethical and socially responsible competitive strategies for business owners and social enterprises.

Marketing analytics help students understand how well an organisation's marketing investments and initiatives achieve key performance indicators (KPIs). This allows an organisation to formulate and adjust its marketing strategy, investments, and budgets for higher positive impact. Marketing analytics also help organisations improve their social CRM strategies and anticipate crises.

The aim of this unit is to prepare students for marketing analyst roles and assist them in developing skills and knowledge in managing an organisation's data through MIS (or Big Data) to make strategic and tactical decisions conforming to high ethical standards.

Campus Offering

No unit offerings are currently available for this unit.

Prerequisites

• MKTG207 Marketing Toolkit
• OR MKTG100 Marketing: Creating and Capturing Customer Value

Incompatible

• MKTG315 Marketing Analysis: Evidence-Based Decisions

Learning Outcomes

To successfully complete this unit, students will be able to demonstrate they have achieved the following learning outcomes:

1. Explain contemporary marketing trends with models, frameworks, and theories to identify a real-world marketing problem.
2. Develop competitive marketing analytics strategy for real-world organisations considering issues related to different cultures, including indigenous communities.
3. Apply data analytics techniques to solve contemporary marketing and business problems, taking into consideration issues of sustainability and subsidiarity.
4. Utilise contemporary marketing analytics techniques and technologies to communicate feasible marketing strategies to relevant stakeholders.
5. Critically analyse comparative practices in the industry and reflect on how this comparison would improve performance outcomes.

Content

Topics will include:

• Marketing analytics: Picking the Tools of the Trade
• The marketing analytics and big brands
• Marketing consumer, audience, content, and engagement analysis
• Search analysis and mobile analytics for marketing campaigns
• Using online data to anticipate a crisis and social CRM
• Improving customer service and new product launch through analytics
• Digital strategy and Business Intelligence
• Advance topics on Data analytics
• Ethical and social aspects of digital marketing analytics

Assessment Strategy and Rationale

In order to pass this unit, students are required to demonstrate mastery of all learning outcomes and achieve an aggregate mark of at least 50%. Marking of each assessment task will be in accordance with rubrics specifically developed to measure student level of achievement of the learning outcomes for each assessment item.

Students will be awarded a final grade which signifies their overall achievement in the unit. The assessment strategy for this unit allows participants to sequentially develop their knowledge and skills in marketing analytics to the point where they can understand, examine, and apply the data analytics models & concepts along with relevant technologies to formulate digital strategies for real-world organisations.

Overview of Assessments

1. Assessment Task 1: Marketing Analytics Auditing Report - Requires students to demonstrate their ability to understand and explain a range of conceptual, practical, and ethical issues in developing marketing analytics strategies and models for organisations. (Weighting: 30%, Learning Outcomes: LO1, LO2)
2. Assessment Task 2: Portfolio of Engagement - From weeks 4-9, students will actively participate in online discussion forums and online activities. Students will be evaluated on a combination of their real-time engagement in the unit via discussion board questions, responses to postings, and evidence of successful engagement in online activities. (Weighting: 30%, Learning Outcomes: LO1, LO5)
3. Assessment Task 3: Marketing Analytics Strategy Report - Requires students to apply data analytics and relevant technologies to design and develop a marketing analytics strategy for real-world organisations. A live case will be introduced to students, and an industry expert will provide a presentation. (Weighting: 40%, Learning Outcomes: LO3, LO4)

Learning and Teaching Strategy and Rationale

The learning and teaching strategy is based on student engagement in the learning process by participation in workshops or equivalent and in practical activities designed for each workshop. These workshops and equivalent support students to actively participate in the construction and synthesis of knowledge both individually and in small groups.

Representative Texts and References

• Cao, G. Duan, Y., Banna, A. 2019, A dynamic capability view of marketing analytics: Evidence from UK firms, IMM, 76, pp 72-83
• Grigsby, M., 2018. Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. Kogan Page Publishers.
• Venkatesan, R., Farris, P.W. and Wilcox, R.T., 2021. Marketing Analytics: Essential Tools for Data-driven Decisions. University of Virginia Press.
• Kehal, M. and El Alfy, S. eds., 2021. Data Analytics in Marketing, Entrepreneurship, and Innovation. CRC Press.

Credit Points

10

Year

2026