Marketing Analytics

This subject will commence in 2025

Awards offering Marketing Analytics

This unit is offered as a part of the following awards:

• Bachelor of Business
• Bachelor of Business (Business Analytics)

Unit Content

Outcomes

1. Summarise customer segmentation techniques to identify and target specific customer groups; 
2. Evaluate marketing campaigns by analyzing key performance indicators, such as conversion rates, return on investment (ROI), and customer acquisition cost; 
3. Apply predictive modeling and analytics to forecast customer behavior, including purchase intent, churn prediction, and lifetime value estimation, to optimize marketing strategies; 
4. Strategise the optimal marketing mix, including pricing, product, promotion, and distribution, based on data-driven insights to improve marketing efficiency and drive revenue growth. 

Subject Content

1. Introduction to Marketing Analytics 
2. Data Collection and Customer Segmentation 
3. Market Research and Competitive Analysis 
4. Customer Behaviour and Predictive Modeling 
5. Campaign Analysis and Attribution Models 
6. Pricing and Promotion Analytics 
7. Customer Lifetime Value and Churn Prediction 
8. Digital Marketing Analytics 
9. Social Media Analytics 
10. A/B Testing and Experimentation 
11. Marketing Analytics Tools and Software 
12. Real-World Applications and Case Studies in Marketing Analytics

This course may be offered in the following formats

1. Face to face on site 
2. E-learning (online) 
3. Intensive 
4. Extensive

Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.

Assessment Methods

1. Quiz (20%)
2. Report (50%)
3. Group Presentation (30%)

Prescribed Text

Hair, J., Harrison, D. E., & Ajjan, H. (2022). Essentials of Marketing Analytics (1st Ed.). McGraw Hill.
Check with the instructor each semester before purchasing any textbooks