Students
MKTG310 – Marketing Metrics
2017 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Abas Mirzaei
Contact via 02 98508560
E4A 639
Thursday 2:00pm to 3:00pm, or by appointment
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|---|---|
| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
MKTG202 and (MKTG203 or MKTG204 or MKTG207 or MKTG208 or MKTG209)
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit introduces the conceptual and practical issues in developing models to aid in decision making in marketing. It considers a wide range of problems, with students developing practical skills in model building in applied computer sessions. Students will also translate those analytic models into competitive strategy models by making policy recommendations.
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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:
- Understand the benefits and objectives of marketing analytics
- Apply of spreadsheet-based models to resolve marketing problems
- Proficiency in the application of strategic decision models and metrics
- Ability to communicate to senior executives through data and data visualisation
General Assessment Information
Late Submissions
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Brand Evaluation| Excel Skills | 20% | No | Week #6 |
| Data Visualisation Skills | 20% | No | Week #11 |
| Data Analytics Simulation Game | 20% | No | Weeks # 5, 7, 9 & 12 |
| Final Examination | 40% | No | Examination Period |
Brand Evaluation| Excel Skills
Due: Week #6
Weighting: 20%
Individual online submission demonstrating skills in:
- Spreadsheet data manipulation and presentation
Specific assessment tasks, data sets and marking guides are presented in the iLearn website.
On successful completion you will be able to:
- Understand the benefits and objectives of marketing analytics
- Apply of spreadsheet-based models to resolve marketing problems
- Ability to communicate to senior executives through data and data visualisation
Data Visualisation Skills
Due: Week #11
Weighting: 20%
Individual online submissions demonstrating skills in:
- Data visualisation
Specific assessment tasks, data sets and marking guides are presented in the iLearn website.
On successful completion you will be able to:
- Understand the benefits and objectives of marketing analytics
- Proficiency in the application of strategic decision models and metrics
- Ability to communicate to senior executives through data and data visualisation
Data Analytics Simulation Game
Due: Weeks # 5, 7, 9 & 12
Weighting: 20%
Individual online assignment demonstrating skills in:
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Analytics; Decision analysis; Decision Making; Improving Performance; Market Analysis; Social Media Analysis; Marketing Strategy; Product Management
Specific assessment tasks, and Instructional materials, provided by Harvard Business Publishing, are presented in the iLearn website.
On successful completion you will be able to:
- Understand the benefits and objectives of marketing analytics
- Apply of spreadsheet-based models to resolve marketing problems
- Proficiency in the application of strategic decision models and metrics
- Ability to communicate to senior executives through data and data visualisation
Final Examination
Due: Examination Period
Weighting: 40%
Three (3) hour examination, consisting of short-answer questions based on a case problem and conceptual and analytical issues.
On successful completion you will be able to:
- Understand the benefits and objectives of marketing analytics
- Proficiency in the application of strategic decision models and metrics
Delivery and Resources
Recommended Texts and/or Materials
Winston, Wayne L. (2014) Marketing Analytics: Data-Driven Techniques with Microsoft Excel, Wiley ISBN: 978-1-118-37343-9
Farris, P., Bendle, N., Pfeifer, P.E. and Reibstein, D.J. (2015). Marketing Metrics: The Manager's Guide to Measuring Marketing Performance. Pearson. ISBN: 978-0-13-408596-8
Grigsby, M. (2015), Marketing Analytics: A Practical Guide to Real Marketing Science, KoganPlay EAN: 9780749474171
Unit Web Page
Course material is available on the learning management system (iLearn). The general online website is http://ilearn.mq.edu.au
Teaching and Learning Strategy
This unit is aimed at students who have developed higher levels of strategic insight and who desire improved skills in data manipulation, analysis and presentation. This is a predominantly applied course, designed to provide students with technical and analytical skills. Time in the “lectures” will be mostly a seminar/workshop format, with discussion of problems and demonstration of alternative solutions. Tutorials are held in PC Labs and provide an opportunity to try out different analytical approaches hands-on. The limited face-to-face time in class is not sufficient to learn all that we will need to develop some competence in the software and methods discussed and examined. Students will need to practice and research outside of the classroom.
Research and Practice
This unit draws from current research undertaken by the instructor and other members of the Faculty of Business and Economics. Examples of research results, instrumentation, and raw data are used in lectures and workshops to expand on and update the information presented in the unit readings.
Timetable
Timetables for this and other units, and for end-of-session examinations can be found at the Timetables portal: http://timetables.mq.edu.au
Inherent Requirement
- It is normally expected that students attempt all assessment tasks for this unit. To pass the unit, a student needs 50% or more marks in total.
Unit Schedule
The following schedule contains topics for each week, and dates for each assessment item.
Textbook readings, and online resources are presented in the Unit Website on iLearn.
Week# |
Lecture Topic |
Tutorial Activities & Assessment |
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1 |
Measurement and Modelling Theory and Philosophy
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No Tutorial |
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2 |
Market Performance Metrics |
Summary Statistics in Excel |
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3 |
Analysing Sales Data |
PivotTables in Excel |
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4 |
Brand Performance Evaluation |
Get Started on Excel Assignment |
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5 |
Data Visualisation Theory Introducing Tableau Software |
Summarising Simple Data in Excel Charts Simulation Game: Round 1 (Online submission: 23:59, Friday, 1 September) |
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6 |
Combining data sources, Metadata Visualising events over time |
Assignment #1 Consultation Assignment #1: Brand Evaluation| Excel Skills (Online submission: 23:59 Friday 8 September) |
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7 |
Storytelling with Tableau |
Getting Used to Tableau Simulation Game: Round 2 (Online submission: 23:59, Friday, 15 September) |
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8 |
Marketing Analytics in Tableau |
Data Blending and Chart Creation in Tableau |
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9 |
Digital Marketing Analytics |
Dashboard Creation in Tableau Simulation Game: Round 3 (Online submission: 23:59, Friday, 13 October) |
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10 |
Customer Lifetime Value and Customer Equity |
Storyboard Creation in Tableau |
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11 |
Introduction to Conjoint Analysis |
Assignment #2 Consultation Assignment #2: Data Visualisation (Online submission: 23:59, Friday 27 October) |
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12 |
Conjoint Analysis in Practice: Developing a Brand Equity Metric |
Simulation Game: Round 4 (Online submission: 23:59, Friday, 3 November) |
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13 |
Review and Examination Preparation |
Assessments Review and Student Evaluation |
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Exam Period |
Final Examination |
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy_2016.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.html
Disruption to Studies Policy (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Results
Results shown in iLearn, 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.
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
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.
Graduate Capabilities
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcomes
- Understand the benefits and objectives of marketing analytics
- Apply of spreadsheet-based models to resolve marketing problems
- Proficiency in the application of strategic decision models and metrics
Assessment tasks
- Brand Evaluation| Excel Skills
- Data Analytics Simulation Game
- Final Examination
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- Understand the benefits and objectives of marketing analytics
- Apply of spreadsheet-based models to resolve marketing problems
- Ability to communicate to senior executives through data and data visualisation
Assessment tasks
- Brand Evaluation| Excel Skills
- Data Visualisation Skills
- Final Examination
Problem Solving and Research Capability
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Learning outcomes
- Understand the benefits and objectives of marketing analytics
- Apply of spreadsheet-based models to resolve marketing problems
- Proficiency in the application of strategic decision models and metrics
Assessment tasks
- Brand Evaluation| Excel Skills
- Data Visualisation Skills
- Data Analytics Simulation Game
- Final Examination
Effective Communication
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
Learning outcomes
- Understand the benefits and objectives of marketing analytics
- Apply of spreadsheet-based models to resolve marketing problems
- Proficiency in the application of strategic decision models and metrics
- Ability to communicate to senior executives through data and data visualisation
Assessment tasks
- Brand Evaluation| Excel Skills
- Data Visualisation Skills
- Data Analytics Simulation Game
- Final Examination
Changes from Previous Offering
No changes are made to in-class exercises and lectures. Unit structure and assessment requirements remain the same.