Students

MKTG6013 – Marketing Intelligence

2024 – Session 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff
Husain Akareem
husain.akareem@mq.edu.au
Credit points Credit points
10
Prerequisites Prerequisites
Admission into MMktg
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Marketing intelligence is a key to organisation's success. Effective use of data enables organisations to make informed marketing decisions and effectively measure their marketing performance. In recent years, data-driven marketing has become increasingly important and prevalent in the business world due to the availability of a growing range of data and computing power. This unit develops students’ knowledge and analytical skills in defining and applying marketing intelligence concepts and methods that can assist firms in solving marketing problems. Students learn to critically analyse and interpret data and propose actionable insights, and data-informed decisions. Students communicate key marketing intelligence insights and solutions through data visualisation techniques.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Explain and apply marketing intelligence concepts and methods to solve a range of marketing problems, individually and/or in collaboration with peers.
  • ULO2: Critically analyse and interpret data, propose actionable insights, and data-informed decisions.
  • ULO3: Communicate marketing intelligence insights and solutions in a professional manner through data visualisation.

General Assessment Information

Late Assessment Submission Penalty (written assessments)

Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern. For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to apply for Special Consideration.

Assessment Tasks

Name Weighting Hurdle Due
Data Visualisation for Marketers Report 40% No Week 8
Practice-based task 25% No Week 2-12
Marketing Analytics Report 35% No Week 13

Data Visualisation for Marketers Report

Assessment Type 1: Report
Indicative Time on Task 2: 35 hours
Due: Week 8
Weighting: 40%

 

This assessment involves analysing marketing data and visualising the data applying data visualisation platforms.

 
On successful completion you will be able to:
  • Critically analyse and interpret data, propose actionable insights, and data-informed decisions.
  • Communicate marketing intelligence insights and solutions in a professional manner through data visualisation.

Practice-based task

Assessment Type 1: Participatory task
Indicative Time on Task 2: 15 hours
Due: Week 2-12
Weighting: 25%

 

Students will be given the opportunity to participate in weekly activities including discussion and practice-based tasks, where they will apply theoretical and practical knowledge.

 
On successful completion you will be able to:
  • Explain and apply marketing intelligence concepts and methods to solve a range of marketing problems, individually and/or in collaboration with peers.

Marketing Analytics Report

Assessment Type 1: Report
Indicative Time on Task 2: 25 hours
Due: Week 13
Weighting: 35%

 

This is an individual assessment involves analysing marketing data, applying appropriate metrics/models, interpreting output and designing and communicating managerial solutions.

 
On successful completion you will be able to:
  • Explain and apply marketing intelligence concepts and methods to solve a range of marketing problems, individually and/or in collaboration with peers.
  • Critically analyse and interpret data, propose actionable insights, and data-informed decisions.
  • Communicate marketing intelligence insights and solutions in a professional manner through data visualisation.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Writing Centre for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

Class format:

1 hour pre-recorded lectures

2 hours Face-to-face workshop (in-class learning)

 

Reading materials:

Referene books:

  1. Marketing Management, 16th edition; Pearson © 2022; Authors: Philip Kotler, Kevin Lane Keller & Alexander Chernev
  2. R for Marketing Research and Analytics; Springer © 2015, Authors: Chris Chapman, Elea McDonnell Feit

Journal articles: Academic journal articles will be provided in weekly blocks on iLearn.

Case studies: Business case studies will be provided in weekly blocks on iLearn.

Datasets: Real-life business datasets will be provided in weekly blocks on iLearn.

 

Unit Schedule

Please refer to iLearn.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

The Writing Centre

The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via AskMQ, or contact Service Connect.

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/. 

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Unit information based on version 2024.03 of the Handbook