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. |
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+ 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.
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Subject informationDuration | Grading System | School: |
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One session | HD/FL | School of Management and Marketing |
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Prerequisite(s) |
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MKT230 or COM316 |
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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.
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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)
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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.