This course develops a systematic and analytical approach to marketing decision making, focusing on how to measure customer preferences and how to use those preferences to make the marketing of products and services more efficient and effective. At the ANU (MMIB) there are other courses at both undergraduate or postgraduate level that cover some aspects of marketing analytics, yet there is no course that covers the state-of-the-art marketing analytics tools and frameworks. Moreover, there is no course at the ANU which combines cases, tools, frameworks, and software in this area.
Broadly, this course aims to equip participants with proven concepts, techniques, and frameworks for 1) measuring customer preferences, and 2) using those preferences to make marketing more efficient and effective.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
Upon successful completion of the requirements for this course, students will be able to:
- apply their understanding of utility theory to measure customer preferences;
- identify what customers’ value in a product, and assess what they are willing to pay for it;
- segment customers based on the differences in what they value, using different techniques, including state of the art latent class methods;
- determine the most effective target markets, and how to market to those markets efficiently;
- design a study that incorporates all of the above; and,
- explain and illustrate how different tools and frameworks are used in an integrated manner to solve strategic marketing problems.
Other Information
See the course outline on the College courses page. Outlines are uploaded as they become available.
Indicative Assessment
Assessment will be based on three elements: participation in coursework, inclusive of class and workshop participation, group based homework exercises, and a major individual exam.
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.
Requisite and Incompatibility
Fees
Tuition fees are for the academic year indicated at the top of the page.
If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
- Student Contribution Band:
- 3
- Unit value:
- 6 units
If you are an undergraduate student and have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). You can find your student contribution amount for each course at Fees. Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee |
|---|---|
| 2017 | $3852 |
- International fee paying students
| Year | Fee |
|---|---|
| 2017 | $5130 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.