24331 Marketing Analytics and Decisions

Subject level: Undergraduate

Handbook description

Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art, and some view it as a science, the new marketing increasingly looks like engineering. This subject, combined with a comprehensive collection of leading-edge software models, provides the marketers with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs and better decisions. Taking this subject assists in translating concepts into context-specific operational decisions and actions using analytical, quantitative and computer modelling techniques; linking theory to practice and practice to theory.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Perform various marketing analyses
2. Employ analytical, quantitative and computer modeling techniques in for managerial marketing decisions
3. Apply analytical perspectives and decision tools, which underlie marketing decision making

Contribution to graduate profile

Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. This subject, combined with a comprehensive collection of leading-edge software models provides the marketers with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better decisions. Taking this subject assist in translating concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques; linking theory to practice and practice to theory.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and workshops (ie, tutorials). The lectures involve critical debate and case deliberations; and the workshops are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address topics like the following:

• Market response modelling
• Segmentation, targeting and positioning analysis
• Strategic market analysis and marketing decision making
• Market demand and trend analysis
• Product design and introduction decisions
• Pricing and sales promotion decisions
• Salesforce and channel decisions
• Advertising and Communication Decisions

Assessment

Assessment item 1: Mid-semester exams (Individual)

Assessment item 2: Project Report (Group)

Assessment item 3: Final exam (Individual)

Required text(s)

Lilien, Gary L., Arvind Rangaswamy, and Arnaud De Bruyn (2007), Principles of Marketing Engineering, Vancouver, BC: Trafford Publishing

Recommended text(s)

Lilien, Gary L. and Arvind Rangaswamy (2004), Marketing Engineering, Revised Second Edition, Vancouver, BC: Trafford Publishing

Coakes, Sheridan J., Lyndall G. Steed, and Clara Ong (2009), SPSS: Analysis without Anguish (version 16 for Windows), Milton, QLD: John Wiley & Sons Australia, Ltd

Faculty of Business (2006), Guide to Writing Assignments, Faculty of Business, University of Technology, Sydney.