MARKETNG 7001 - Analytics for Marketers
North Terrace Campus - Trimester 2 - 2024
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General Course Information
Course Details
Course Code MARKETNG 7001 Course Analytics for Marketers Coordinating Unit Marketing Term Trimester 2 Level Postgraduate Coursework Location/s North Terrace Campus Units 3 Contact Up to 3 hours per week Available for Study Abroad and Exchange N Prerequisites MARKETNG 7104, COMMERCE 7039 Course Staff
Course Coordinator: Dr Kim Huynh
Dr Kim Huynh (subject coordinator and lecturer)Course Timetable
The full timetable of all activities for this course can be accessed from Course Planner.
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Learning Outcomes
Course Learning Outcomes
- Demonstrate the understanding and use of metrics and analytical tools in marketing.
- Choose and critique appropriate data sources and analytical tools to assess marketing performance.
- Apply analytics tools to a variety of data collected by marketers.
- Translate the results of quantitative analyses into managerial insights for marketing decision-making to solve strategic and tactical problems.
University Graduate Attributes
No information currently available.
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Learning Resources
Required Resources
Textbook
Hair, J., Harrison, D.E., and Ajjan, H. (2022). Essentials of Marketing Analytics (1st Edition). MCGraw Hill. ISBN: 978-1-260-59774-5.
Due to the practical nature of the subject, students should also rely on the lecture/tutorial slides and any additional material provided on MyUni by the subject coordinator. Additional readings will be available via the Course Readings link in the left-hand navigation panel. As a student in this class, you have full access to all University of Adelaide library resources.
As part of this subject, students will learn to use the following software and tool:
Software
1. Main software/tool
SPSS
Google Analytics
2. Optional software/tool
Python and Anaconda*
Leximancer*
Students are encouraged to download the above-mentioned software (indicated by “*”) on their laptop in preparation for tutorials and their assignments. The subject coordinator will provide instructions on how to download and use these platforms on MyUni and during the tutorials. -
Learning & Teaching Activities
Learning & Teaching Modes
The subject is based on dynamic and interactive weekly workshops held in a computer lab. The workshop will involve critical debates, in-depth case discussions, in-class exercises, practical demonstrations, and student presentations. Students are expected to access materials provided online (lecture slides, textbooks, and other readings, videos and/or case studies) prior to class and to complete any set activities recommended by the lecturer.
Students are expected to review the weekly readings as well as online materials and to be able to discuss the material with other students during the course of the tutorials. Tutorials will include time where students will work together in student-led discussions of the exercise and/or case with the provision of tutor and peer feedback. The class will receive weekly feedback from both peers and instructors.Workload
No information currently available.
Learning Activities Summary
- Overview of the Course and Introduction to Marketing Analytics
- All About Data: Data Types, Data Management, and Wrangling
- Exploring and Visualising Data Patterns
- Metrics to Assess Customer Value
- Metrics to Assess Customer Engagement on Digital Platforms
- Natural Language Processing
- Experimental Research I: Experimental Designs and Analysis
- Experimental Research II: Conjoint Analysis
- Predictive Analytics and Regression
- Discriminant Analysis and Logistic Regression
- Analysis Methods for the STP Model: Segmentation, Targeting, and Positioning
Specific Course Requirements
In order to enroll in MARKETNG 7001, students are required to have successfully completed the following courses:
- MARKETNG 7104 – Marketing Management
- COMMERCE7039 – Business Research Methods
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Assessment
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Summary
Assessment Task Task Type Weighting Learning Outcome In-Class Quizz Individual 20% 1, 2, 4 Research Proposal Presentation Group 5% 1, 2 Group Report Presentation Group 10% 3, 4 Group Report Group 15% 2, 3, 4 In-Class Participation & Take Home Homework Individual 20% 1, 2, 3, 4 In-Class Final Assessment Individual 30% 2, 3, 4 Assessment Detail
The assessment for this subject is made up of the following components:- One in-class quizzes (20%), Mid term quiz includes multiple choices and short answers. The quizz is closed-book and will test students' knowledge and understanding of the topics covered in the lectures and the tutorials;
- A group project (30%), which will require students to work in collaboration with a local company. Students will carry out research for the company based on a brief and a series of issues that the company is facing. This is a formative assignment and is made up of three parts:
- Part A: Group Project Research Proposal (5%) due in midterm. Students will be required to deliver a research proposal, which should outline: (1) their main research problem/question, (2) their proposed methodology (including measures, sampling methods, and questionnaire draft), and (3) their result expectations (hypotheses);
- Part B: Group Project Report Presentation (10%) Students will be required to present their research approach, methodology, and their preliminary findings in a 10-minute (max) presentation;
- Part C: Group Project Report (15%)Students will be required to submit a report that outlines the main research problem(s), research questions, methodology, and the results of their research. The appendices should include the instruments utilised to collect data and the SPSS outcome/analysis. Students should integrate the feedback received throughout the semester into the report;
- In-Class Participation & Take Home HW (20%), assessed throughout the term. This will be assessed based on the students' in-class engagement, participation in discussions and demonstrations, and proactiveness to help others. Students are required to complete weekly HWs.
- In-Class Final Exam (30%). Besides theoretical questions, students will be provided with a file, and they will have to conduct analyses on it using the methods learnt in class. They should finally draw conclusions and provide recommendations based on them.
Submission
No information currently available.
Course Grading
Grades for your performance in this course will be awarded in accordance with the following scheme:
M10 (Coursework Mark Scheme) Grade Mark Description FNS Fail No Submission F 1-49 Fail P 50-64 Pass C 65-74 Credit D 75-84 Distinction HD 85-100 High Distinction CN Continuing NFE No Formal Examination RP Result Pending Further details of the grades/results can be obtained from Examinations.
Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.
Final results for this course will be made available through Access Adelaide.
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Student Feedback
The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.
SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
- International Student Support
- Library Services for Students
- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
- YouX Student Care - Advocacy, confidential counselling, welfare support and advice
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Elder Conservatorium of Music Noise Management Plan
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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Fraud Awareness
Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.
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