MARKETNG 2002MELB - Marketing Analytics

Melbourne Campus - Semester 1 - 2022

This course develops students? capabilities to use analytical tools and techniques to address marketing problems, with a focus on providing data to assist marketing decision-making. Marketing analytics enables marketers to measure, manage and analyse customer preferences and trends, as well as evaluate marketing performance to maximize its effectiveness. Students will develop an understanding how to use marketing analytics to predict outcomes. The course also examines the ethical and technical issues related to data privacy.

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