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.

Availability

Session 2 (60)
Online
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

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: January 2020. The University reserves the right to vary the information at any time without notice.

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