MKC2130 Fundamentals of marketing analytics
Faculty of Business and Economics
MKC2130 Fundamentals of marketing analytics is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 2 at Clayton. It needs ETC1000 and MKC1200 and unlocks 1 unit.
- Credit points
- 6
- Offered in 2027
- Semester 2
- Clayton
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
Reviews
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Requisites
Before MKC2130
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKC2130
1 unit list MKC2130 as a prerequisite or corequisite.
Enrolment rules
To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 Higher level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.
Overview
In today’s data-driven business environment, people who have strong data analytics and problem-solving skills are highly valued. This unit aims to provide you with fundamental analytical knowledge and reasoning skills to address diverse marketing problems. You will learn the research process, from formulating research questions and hypotheses, analysing data with relevant data analytics techniques, interpreting their findings, to communicating research findings and making recommendations that influence marketing practice.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Clayton | On campus |
Assessment
- Quiz / Test30%
- Exercise20%
- Project50%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
translate marketing problems into well-defined, researchable questions
- 2
analyse marketing data using appropriate analytics tools and techniques
- 3
interpret analytical results to develop actionable marketing insights and data-driven conclusions
- 4
communicate marketing insights and conclusions to relevant stakeholders with clarity and conciseness
Workload and teaching
- Lectures12 hours
- Workshops24 hours
- Teaching approachActive learning
- Teaching approachProblem-based learning
- Teaching approachResearch activities
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
Where it fits
MKC2130 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Dr Bhoomija Ranjan
Common questions
What are the prerequisites for MKC2130?
You need ETC1000 and MKC1200 before you enrol. Enrolment rules also apply.
What can I take after MKC2130?
MKC2130 is a prerequisite or corequisite for 1 unit, including MKC2700.
When is MKC2130 offered?
In 2027, MKC2130 runs in Semester 2 at Clayton.
How much work is MKC2130?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKC2130 have an exam?
No. MKC2130 has 3 assessment tasks and no exam.
Which majors and minors include MKC2130?
MKC2130 is part of Marketing science.