MKT240 Marketing Analysis and Analytics (8)


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
DistanceBathurst 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 sessionHD/FLSchool of Management and Marketing

Enrolment restrictions

MKT230 or COM316

Learning Outcomes

Upon 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.


The 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)


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.