MKT3608 - Marketing Intelligence and Applications of Analytics | ||||||||||||
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| * The offering term is subject to change without prior notice | ||||||||||||
Course Aims | ||||||||||||
This course equips students with the skills to systematically solve marketing problems through analytics. Students will learn to structure marketing challenges by selecting appropriate quantitative models that align with available data and defined business objectives. The course introduces a diverse range of mathematical and statistical methods for analyzing marketing data using software tools. Additionally, students will develop the ability to translate technical analyses into actionable business decisions and communicate them effectively in a business context. The overarching goal is to enhance students' capabilities in extracting value from data to improve decision-making in marketing. | ||||||||||||
Assessment (Indicative only, please check the detailed course information) | ||||||||||||
Continuous Assessment: 70% | ||||||||||||
Examination: 30% | ||||||||||||
Examination Duration: 2 hours | ||||||||||||
Regulation of the course 1. Students need to meet the attendance requirement of the Dept. of Marketing for the completion of the course. 2. Students are required to pass BOTH coursework and examination components in order to be awarded a pass. 3. Students' final grades are subject to the Assessment Panel or its delegate's final decision. | ||||||||||||
Detailed Course Information | ||||||||||||
| MKT3608.pdf | ||||||||||||
