Skip to navigation
Skip to content
COURSES >>>


MKT3608 - Marketing Intelligence and Applications of Analytics

Offering Academic Unit
Department of Marketing
Credit Units
3
Course Duration
One Semester
Pre-requisite(s)
Pre-cursor(s)
Course Offering Term*:
Semester B 2023/24

* The offering term is subject to change without prior notice
 
Course Aims

This course aims to introduce the nature and basic concepts of marketing intelligence and applications of analytics, which are about gathering everyday marketing information relevant to a company's customers and market, and applications of analytics for the purpose of accurate and confident decision-making in determining market opportunity and market development metrics. Measuring, managing and analysing marketing performance to maximize its effectiveness are emphasized.  


Assessment (Indicative only, please check the detailed course information)
Continuous Assessment: 70%
Examination: 30%
Examination Duration: 2 hours
Regulation of the course
1. Students need to meet the attendance requirement of the Dept. of Marketing for the completion of the course.
2. Students are required to pass BOTH coursework and examination components in order to be awarded a pass.
3. Students' final grades are subject to the Assessment Panel or its delegate's final decision.
 
Detailed Course Information
MKT3608.pdf