Students

MKTG6013 – Marketing Intelligence

2025 – Session 2, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Lecturer and Unit Convenor
Darren Kim
darren.kim@mq.edu.au
Contact via Email
Room 237, Level 2, 4 Eastern Road, Macquarie University
Thursday 1:00pm - 2:00pm
Lecturer
Husain Akareem
husain.akareem@mq.edu.au
Contact via Email
Room 241, Level 2, 4 Eastern Road, Macquarie University
Monday 1:30pm - 2:30pm
Credit points Credit points
10
Prerequisites Prerequisites
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
Skills Development: Marketing Intelligence in Practice 20% No 24/10/2025
Professional Practice: Marketing analytics solution 40% No 07/11/2025
Professional Practice: data visualisation and insights 40% No 26/09/2025

Skills Development: Marketing Intelligence in Practice

Assessment Type 1: Reflective Writing
Indicative Time on Task 2: 15 hours
Due: 24/10/2025
Weighting: 20%

 

The purpose of this assessment is for you to reflect on your learning journey in this unit.

You will apply the skills that you learned in the selected weeks to solve marketing problems and make informed managerial recommendations.

Skills in focus:

  • Critical thinking and problem solving
  • Digital skills
  • Communication and collaboration

Deliverable: Written report [Maximum 1000 words] - Group assessment.

 
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.  

Professional Practice: Marketing analytics solution

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: 07/11/2025
Weighting: 40%

 

The purpose of this assessment is for you to learn analysing marketing data, applying appropriate metrics/models, and interpreting output to provide evidence-based managerial solutions.

You will apply data analysis, visualisation, and problem solving skills to understand and apply marketing intelligence concepts to solve marketing problems.

Skills in focus:

  • Critical thinking and problem solving
  • Digital skills
  • Communication and collaboration

Deliverable: [Maximum 1500 words] Individual assessment.

 
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.

Professional Practice: data visualisation and insights

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: 26/09/2025
Weighting: 40%

 

The purpose of this assessment is for you to analyse and visualise marketing data, applying data visualization platforms, in order to uncover meaningful patterns, trends, and insights that support marketing decision-making.

You will apply visualisation skills to explore individual characteristics, trends, and insights.

Skills in focus:

  • Critical thinking and problem solving
  • Digital skills
  • Communication and collaboration

Deliverable: Written report [Maximum 1500 words]: Individual assessment.

 
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.

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 seminars (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

Academic journal articles, case studies, and real-life business datasets will be provided in weekly blocks on iLearn.

Unit Schedule

For the unit schedule, please refer to your ilearn page - MKTG6013 Marketing Intelligence under the S2 2025 section.

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 connect.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/

Academic Success

Academic Success 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 the Service Connect Portal, 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 2025.04 of the Handbook