Unit Content
Outcomes
- Summarise customer segmentation techniques to identify and target specific customer groups;
- Evaluate marketing campaigns by analyzing key performance indicators, such as conversion rates, return on investment (ROI), and customer acquisition cost;
- Apply predictive modeling and analytics to forecast customer behavior, including purchase intent, churn prediction, and lifetime value estimation, to optimize marketing strategies;
- 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
- Introduction to Marketing Analytics
- Data Collection and Customer Segmentation
- Market Research and Competitive Analysis
- Customer Behaviour and Predictive Modeling
- Campaign Analysis and Attribution Models
- Pricing and Promotion Analytics
- Customer Lifetime Value and Churn Prediction
- Digital Marketing Analytics
- Social Media Analytics
- A/B Testing and Experimentation
- Marketing Analytics Tools and Software
- Real-World Applications and Case Studies in Marketing Analytics
This course may be offered in the following formats
- Face to face on site
- E-learning (online)
- Intensive
- Extensive
Please consult your course prospectus or enquire about how and when this course will be offered next at Alphacrucis University College.
Assessment Methods
- Quiz (20%)
- Report (50%)
- 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
