Students

MKTG6013 – Marketing Intelligence

2026 – Session 1, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Husain Akareem
husain.akareem@mq.edu.au
4ER, Room: 241
Thuraday 11:00am - 12:00pm
Lecturer
Darren Kim
darren.kim@mq.edu.au
4ER, Room: 237
Thursday 11am-12pm
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 Submission Penalties

If you submit your assessment late, 5% of the total possible marks will be deducted for each day (including weekends), up to 7 days. Submissions more than 7 days late will receive a mark of 0.

  • Example 1 (out of 100): If you score 85/100 but submit 20 hours late, you will lose 5 marks and receive 80/100.
  • Example 2 (out of 30): If you score 27/30 but submit 20 hours late, you will lose 1.5 marks and receive 25.5/30.

Extensions:

Automatic short extension: Some assessments are eligible for automatic short extension. You can only apply for an automatic short extension before the due date.

Special Consideration: If you need more time due to serious issues and for any assessments that are not eligible for Short Extension, you must apply for Special Consideration. Need help? Review the Special Consideration page for further details.   

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. 

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Skills development: Marketing intelligence in practice 20% No 14/05/2026 Group No Open AI
Professional practice: Data visualisation and insights 40% No 23/04/2026 Individual Yes Open AI
Professional practice: Marketing analytics solution 40% No 04/06/2026 Individual Yes Open AI

Skills development: Marketing intelligence in practice

Assessment Type 1: Reflection task
Indicative Time on Task 2: 15 hours
Due: 14/05/2026
Weighting: 20%
Groupwork/Individual: Group
Short extension 3: No
AI Approach: Open AI

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
  • Collaboration and communication
  • Discipline knowledge

Deliverable(s): 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: Data visualisation and insights

Assessment Type 1: Professional task
Indicative Time on Task 2: 30 hours
Due: 23/04/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

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
  • Collaboration and communication
  • Work readiness
  • Discipline knowledge

Deliverable(s): 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.

Professional practice: Marketing analytics solution

Assessment Type 1: Professional task
Indicative Time on Task 2: 30 hours
Due: 04/06/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

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
  • Collaboration and communication
  • Discipline knowledge
  • Work readiness

Deliverable(s): Written report [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.

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
  • Academic Success 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.

3 An automatic short extension is available for some assessments. Apply through the Service Connect Portal.

Delivery and Resources

There will be both pre-recorded lectures and in-class (offline) delivery of learning guidelines and exercises. All materials (for pre-recoreded lecture and in-class practices) will be provided on iLearn page.

Bringing a laptop to the in-person classes is necessary. 

Instructions for all required software and practice datasets will be given on the iLearn page. 

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 2026.03 of the Handbook