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 2025 in Semester 2 at Clayton. It needs MKC1200 and ETC1000 and unlocks 1 unit.
- Credit points
- 6
- Offered in 2025
- Semester 2
- Clayton
- Assessment
- No exam
- 4 tasks
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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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 2025
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Clayton | On campus |
Assessment
- Quiz / Test10%
- Exercise20%
- Project30%
- Written40%
Learning outcomes
When you finish this unit, you should be able to:
- 1
state clearly the research problem, associated research questions, develop hypotheses supported by logical arguments
- 2
understand the commonly used fundamental data analytics techniques in marketing
- 3
apply relevant data analytics techniques to analyse data, interpret results and develop conclusions
- 4
communicate and present findings with clarity and conciseness.
Workload and teaching
- Tutorials18 hours
- Seminars6 hours
- Lectures18 hours
- Teaching approachActive learning
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.
Where it fits
MKC2130 is part of 1 area of study in the 2025 handbook.
Contacts
- Chief Examiners
- Dr Satheesh Seenivasan
Common questions
What are the prerequisites for MKC2130?
You need MKC1200 and ETC1000 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 2025, 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 4 assessment tasks and no exam.
Which majors and minors include MKC2130?
MKC2130 is part of Marketing science.