TMKT608 Customer Data Analytics

This unit will provide you with an introduction to marketing analytics. We will study various tools for generating marketing insights from empirical data in such areas as  customer relationship management, segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer loyalty, customer choice, and product and price decisions using conjoint analysis. This will be a hands-on course based on the Marketing Engineering approach where you will apply the tools studied to actual business situations. You will also complete a group project in which you collect and analyse data or introduce your fellow students to a marketing analytics technique not studied in class.