MIS384 - Marketing Analytics
Unit details
| Year | 2025 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Bingqing XIONG |
| Prerequisite: | MIS171 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1.5 hour on-campus (livestreamed) lecture (recordings provided) and 1 x 1.5 hour on-campus practical experience (laboratory) each week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1.5 hour recorded lecture provided and 1 x 1.5 hour online seminar (recordings provided) each week |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
Content
The Marketing Analytics unit focuses on models and techniques of analysing marketing performance from different perspectives which then can help decision makers to better allocate their resources. The teaching materials are organised in a way that expose students to both theoretical and practical aspects of models and techniques. Regarding this, a 1.5 hour lecture, is followed by a 1.5 hour practical learning (laboratory) where students have the opportunity to get their hands on data (mostly from real cases) to implement the techniques and models. Students will also be required to conduct data analysis (assessments 1 and 2) and write a business report based on their findings (assessments 1 and 2).
Learning Outcomes
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| ULO1 | Apply analytics models to a wide range of marketing activities. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Communicate in writing, information relevant for decision makers with no knowledge of technical language. | GLO2: Communication |
| ULO3 | Use computer software to analyse consumers’ data and evaluate the strengths and limitations of each software. | GLO3: Digital literacy |
| ULO4 | Analyse and interpret the output of a range of marketing analytics models in order to improve the decision making process. | GLO5: Problem solving |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Case study: Data analysis with written report (Analytical) | Data Analysis File plus 1000 word | 20% | Week 5 |
| Assessment 2: (Group of 3) Case study: Data analysis with written report (Business) | Data Analysis File plus 2000 words | 40% | Week 9 |
| Assessment 3: (Individual) Case Study: Data analysis with written report (Business) | 2000 words | 40% | Information not yet available |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning resource
The texts and reading list for MIS384 can be found via the University Library.
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.