Students

MKTG3010 – Marketing Metrics

2021 – Session 1, Special circumstances

Notice

As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group activities on campus, and most will keep an online version available to those students unable to return or those who choose to continue their studies online.

To check the availability of face-to-face and online activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit convenor/Lecturer
Dr. Jun Yao
Contact via Contact via Email
3MD 137
Wednesday 2:00pm - 3:00pm
Credit points Credit points
10
Prerequisites Prerequisites
40cp at 2000 level or above including MKTG2002 or MKTG202
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Data is a key to marketing success. Effective use of data enables organisations to make better 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 skills in building and interpreting quantitative analytical models. Students learn to apply a range of marketing models and metrics to analyse marketing data that assists in assessing marketing performance and making optimal and competitive marketing decisions. Students gain knowledge on identifying marketing problems, analysing data, interpreting results and developing solutions for a range of marketing issues.

Important Academic Dates

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

Learning Outcomes

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

  • ULO1: Explain and apply marketing models and metrics to solve a range of marketing problems.
  • ULO2: Analyse and interpret output of marketing analytics to develop management recommendations.
  • ULO3: Evaluate the assumptions, and acknowledge the limitations, of various marketing models and metrics.
  • ULO4: Communicate marketing problems and solutions effectively through data and data visualisation.

General Assessment Information

Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. 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. Late submissions will not be accepted after solutions have been discussed and/or made available.

Note: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration

Assessment Tasks

Name Weighting Hurdle Due
Quantitative Analysis (Conjoint Analysis) 40% No Week 6, Friday 11:59PM
Quantitative Analysis (Price Promotion Analysis) 30% No Week 9, Friday 11:59PM
Modelling Task 30% No Week 13, Friday 11:59PM

Quantitative Analysis (Conjoint Analysis)

Assessment Type 1: Quantitative analysis task
Indicative Time on Task 2: 20 hours
Due: Week 6, Friday 11:59PM
Weighting: 40%

 

This is an individual assessment that involves conjoint analysis with appropriate metrics/models, interpreting output, developing marketing recommendations and reporting.

 


On successful completion you will be able to:
  • Explain and apply marketing models and metrics to solve a range of marketing problems.
  • Analyse and interpret output of marketing analytics to develop management recommendations.
  • Evaluate the assumptions, and acknowledge the limitations, of various marketing models and metrics.
  • Communicate marketing problems and solutions effectively through data and data visualisation.

Quantitative Analysis (Price Promotion Analysis)

Assessment Type 1: Quantitative analysis task
Indicative Time on Task 2: 15 hours
Due: Week 9, Friday 11:59PM
Weighting: 30%

 

This is an individual assessment that involves analysing price promotion data with appropriate metrics/models, interpreting output , developing management recommendations and reporting.

 


On successful completion you will be able to:
  • Explain and apply marketing models and metrics to solve a range of marketing problems.
  • Analyse and interpret output of marketing analytics to develop management recommendations.
  • Evaluate the assumptions, and acknowledge the limitations, of various marketing models and metrics.
  • Communicate marketing problems and solutions effectively through data and data visualisation.

Modelling Task

Assessment Type 1: Modelling task
Indicative Time on Task 2: 15 hours
Due: Week 13, Friday 11:59PM
Weighting: 30%

 

This is an individual assessment that involves analysing marketing data and visualising the data using data visualisation platforms.

 


On successful completion you will be able to:
  • Explain and apply marketing models and metrics to solve a range of marketing problems.
  • Analyse and interpret output of marketing analytics to develop management recommendations.
  • Communicate marketing problems and solutions effectively through data and 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 Learning Skills Unit 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

Classes

  • 2.5 hours teaching per week consisting of: 1 × 1-hour lecture (online) and 1 × 1.5-hour tutorial (lab session or online). Tutorials commence in Week 2.
  • The timetable for classes can be found on the university website at: http://timetable.mq.edu.au

Required and Recommended Texts and/or Materials 

Prescribed text:

Farris, P., Bendle, N., Pfeifer, P.E. and Reibstein, D.J. (2021) Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (4th edition). Pearson. ISBN: 978-0-13-671713-3

Recommended text:

Winston, Wayne L. (2014) Marketing Analytics: Data-Driven Techniques with Microsoft Excel. Wiley ISBN: 978-1-118-37343-9

Grigsby, M. (2015) Marketing Analytics: A Practical Guide to Real Marketing Science. Kogan Page ISBN: 978-0-749-47417-1

Unit Web Page

  • The web page for this unit can be found at: iLearn http://ilearn.mq.edu.au
  • All announcements and resources will be available on the web site. Resource materials include lecture slides, practice questions, case studies and practice exam questions for both the within-semester and final exams. There is also a forum for student interaction and contact with faculty. You should consult the course Website several times per week for messages and updates.

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. Lecture attendance is critical, as it is only by attending lectures that students will understand the concepts used in tutorials. Tutorials are held in PC Labs and provide an opportunity to practice analytics hands-on using MS-Excel and Tableau software. The limited 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.

Satisfactory Completion of Unit

It is normally expected that students attempt all assessment tasks for this unit. Students are required to accumulate at least 50% of the total marks possible in order to satisfactorily pass this unit.

Unit Schedule

Refer to iLearn http://ilearn.mq.edu.au

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

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

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/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/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

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 help you improve your marks and take control of your study.

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

Student Enquiry Service

For all student enquiries, visit Student Connect at ask.mq.edu.au

If you are a Global MBA student contact globalmba.support@mq.edu.au

Equity 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.

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.

Changes from Previous Offering

Final examination is not offered.