Students

MKTG2013 – Marketing Metrics

2022 – Session 2, Online-scheduled-weekday

General Information

Download as PDF
Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor/Lecturer
Dr. Jun Yao
jun.yao@mq.edu.au
Contact via Email
4 Eastern Road, Room 207
Monday 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://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

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

  • ULO1: Evaluate and apply marketing models and metrics to solve a range of marketing problems.
  • ULO2: Analyse and interpret output of marketing analytics to develop managerial recommendations.
  • ULO3: Communicate marketing problems and solutions in a professional manner through data and 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 submit an application for Special Consideration.

Assessment Tasks

Name Weighting Hurdle Due
Quantitative Analysis 1 40% No Week 6, Saturday 11:55PM
Quantitative Analysis 2 30% No Week 9, Saturday 11:55PM
Modelling Task 30% No Week 13, Friday 11:55PM

Quantitative Analysis 1

Assessment Type 1: Quantitative analysis task
Indicative Time on Task 2: 20 hours
Due: Week 6, Saturday 11:55PM
Weighting: 40%

 

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

 
On successful completion you will be able to:
  • Evaluate and apply marketing models and metrics to solve a range of marketing problems.
  • Analyse and interpret output of marketing analytics to develop managerial recommendations.

Quantitative Analysis 2

Assessment Type 1: Quantitative analysis task
Indicative Time on Task 2: 15 hours
Due: Week 9, Saturday 11:55PM
Weighting: 30%

 

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

 
On successful completion you will be able to:
  • Evaluate and apply marketing models and metrics to solve a range of marketing problems.
  • Analyse and interpret output of marketing analytics to develop managerial recommendations.

Modelling Task

Assessment Type 1: Modelling task
Indicative Time on Task 2: 15 hours
Due: Week 13, Friday 11:55PM
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:
  • Analyse and interpret output of marketing analytics to develop managerial recommendations.
  • Communicate marketing problems and solutions in a professional manner 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 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

Modes of Delivery

  • 3 hours teaching per week consisting of: 1 × 1-hour lecture (recording) and 1 × 2-hour tutorial (lab session or online). Tutorials commence in Week 1.
  • 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

Technology Used and Required

  • Students will need to have access to a personal computer, with access to the Internet and word processor software.
  • In laboratories, we will use MS-Word, MS-Excel, and Tableau software.

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.

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

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.

Changes from Previous Offering

NA

Unit information based on version 2022.04 of the Handbook