This course builds on a foundation knowledge of topics in quantitative analysis, marketing analytics and principles of marketing.  The course will present a hands-on approach to learning a variety of basic models developed in the field of Marketing Science, to support decisions.  At the ANU (MMIB) there are no courses in either undergraduate or postgraduate level that provide an in-depth treatment of such models.

Broadly, this course aims to equip participants with proven modeling approaches to guide decision making in a variety of areas of application in marketing. 

This course will equip students with the ability to:

• Assess situations where a model is useful to guide decision making.
• Understand, build and implement tools that capture the most important aspects of a decision.
• Evaluate the relative performance of alternative models.
• Transform data into metrics useful for model building.
• Understand the inner workings of key marketing models.
• Clearly communicate how marketing models aid understanding of behavior of customers and markets, and how they can be used to improve decision making.

Assessment will be based on three elements: participation in coursework, inclusive of class and workshop participation, group based homework exercises, and a major individual exercise.

Students taking this course are expected to commit at least 18 hours a week during the seven weeks completing the work.  This will include:

Lectures:                                            3.5 hours

Workshops:                                       1.5 hours

Private study:                                    6 hours

Group work:                                      4 hours

Individual homeworks:                    3 hours

At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree with at least one year of university level study in quantitative analysis, including basic mathematics and data analysis techniques.

Prerequisites: MKTG8001 Marketing Analytics, and STAT7055 Financial Statistics, and MKTG7001 Marketing or MKTG8043 Marketing Concepts and Practive

See requisites.

No prescribed texts are currently offered.

For further information please refer to course website