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Unit of study_
MKTG6024: Marketing Analytics
2025 unit information
Companies operate in an increasingly challenging market environment, with greater competition, more informed customers, and rapidly changing market trends. Simultaneously, they also have access to more information about their customers, the marketplace and their competitors than ever before. Hence, it is imperative that all marketing professionals understand the market data and how to most effectively deal with it. This unit introduces students to basic principles of marketing analytics and demonstrates how to practically apply these techniques in marketing contexts. The unit focuses on developing analytical senses in actual business situations, by providing hands-on experiences to integrate and apply diverse tools to solve managerial problems using various market data. Through the unit, how marketing analytics can help managers interpret data and transform research findings into actionable business insights is discussed. The unit is taught using a variety of materials and exercises including lectures for key concepts and processes, in-class exercises, and applied research projects to enhance students' understanding and skill.
Unit details and rules
Managing faculty or University school:
Business (Business School)
| Study level | Postgraduate |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
|
Prerequisites:
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MKTG5001 |
|---|---|
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Corequisites:
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None |
| Prohibitions:
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None |
| Assumed knowledge:
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Understanding of basic marketing principles, statistics, and how to use analytic skills to solve marketing problems |
At the completion of this unit, you should be able to:
- LO1. Identify the basic principles of marketing analytics and statistical techniques
- LO2. Analyse marketing problems and determine suitable analytical methods to solve research questions
- LO3. Organize, integrate, and interpret data from multiple sources
- LO4. Apply the concept of marketing analytics and develop managerial insights to make effective business decisions
- LO5. Collaborate with others to effectively manage a group research project
- LO6. Create research reports using appropriate tools and communicate your ideas with others effectively
Unit availability
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
The outline is published 2 weeks before the first day of teaching. You can look at previous outlines for a guide to the details of a unit.
| Session | MoA ? | Location | Outline ? |
|---|---|---|---|
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Semester 2 2025
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Normal day | Camperdown/Darlington, Sydney |
Outline unavailable
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Modes of attendance (MoA)
This refers to the Mode of attendance (MoA) for the unit as it appears when you’re selecting your units in Sydney Student. Find more information about modes of attendance on our website.
Important enrolment information
Additional advice
This unit provides introductory knowledge of Marketing Analytics to solve marketing problems. Students can develop a marketing strategy, exercising best practices of solving various managerial questions.
