MKM3400 Marketing analytics
Faculty of Business and Economics
MKM3400 Marketing analytics is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2025 in Semester 1 and Semester 2 at Malaysia. It needs MKW2420 and unlocks 1 unit.
- Credit points
- 6
- Offered in 2025
- Semester 1, Semester 2
- Malaysia
- 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 MKM3400
Prerequisites
Pass these before you enrol.
After MKM3400
1 unit list MKM3400 as a prerequisite or corequisite.
Overview
This marketing analytics unit provides the foundation for developing a marketing analytics skill set which is sought after in the digital economy. The unit focuses on the aspects of marketing analytics which enhance the understanding and use of digital marketing. By analysing the data using marketing analytics, you will learn how to use patterns or trends to improve activities, resource allocation, and marketing planning throughout the customer journey. Through this unit, you will be able to develop competency in assessing and formulating marketing activities using marketing analytics skills.
Offerings in 2025
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment100%
- Artefact30%
- Written30%
- Project40%
Learning outcomes
When you finish this unit, you should be able to:
- 1
apply analytical tools to derive marketing insights
- 2
recommend sound marketing solutions based on analytical findings
- 3
critically appraise the ethical dimensions of marketing analytics.
Workload and teaching
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachActive learning
- Teaching approachProblem-based learning
- Teaching approachSimulation or virtual practice
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 includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
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 engage in guided, immersive experiences to develop relevant skills, knowledge and attitudes through simulation or virtual practice.
Learning resources
Required resources
Open educational resources (OER)
Grigsby, M. (2022), Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques, 3rd Ed., Kogan Page.
Hartman, K. (2020), Digital Marketing Analytics: In Theory and In Practice, 2nd Ed., Ostmen Bennettsbridge.
Sponder, M., Khan, F. G. (2017), Digital Analytics for Marketing, 1st Ed., Routledge.
Where it fits
MKM3400 is part of 2 areas of study in the 2025 handbook.
Contacts
- Chief Examiners
- Professor Dilip Mutum
Common questions
What are the prerequisites for MKM3400?
You need MKW2420 before you enrol.
What can I take after MKM3400?
MKM3400 is a prerequisite or corequisite for 1 unit, including MKM3600.
When is MKM3400 offered?
In 2025, MKM3400 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKM3400?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM3400 have an exam?
No. MKM3400 has 4 assessment tasks and no exam.
Which majors and minors include MKM3400?
MKM3400 is part of Digital marketing and Digital marketing .