MKT240 Marketing Analysis and Analytics (8)
Abstract|
Building on research skills developed in MKT230, this subject focuses on quantitative techniques and tools to understand the market. The 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. |
|
|
+ Subject Availability Modes and Location
| Session 2 | | Distance | Bathurst Campus |
Continuing students should consult the SAL for current offering details: MKT240
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
|
|
Subject information| Duration | Grading System | School: |
|---|
| One session | HD/FL | School of Management and Marketing |
|
|
| Prerequisite(s) |
|---|
| MKT230 or COM316 |
|
Learning OutcomesUpon successful completion of this subject, students should:
- be able to describe the different quantitative methods used for market analysis;
- be able to apply the appropriate quantitative analysis methods to market research data;
- be able to create and interpret models for market analysis including; regression analysis, factor analysis, cluster analysis, correspondence analysis and conjoint analysis;
- be able to competently use statistical computer software packages such as SPSS to generate marketing models; and
- be able to explain, interpret and draw implications from the results of the analysis.
|
|
|
SyllabusThe 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)
|
|
|
Back
The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.
