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.

No offerings have been identified for this subject in 2020.

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Management and Marketing

Prerequisites

MKT230 or 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;
  • be able to analyse government, industry and social media data to identify relationships and trends;
  • be able to critically evaluate conclusions drawn from different data and analytic tools; and
  • be able to 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)

The information contained in the CSU Handbook was accurate at the date of publication: July 2020. The University reserves the right to vary the information at any time without notice.

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