MKT4636 - Customer Analytics

Offering Academic Unit
Department of Marketing
Credit Units
Course Duration
One Semester
Course Offering Term*:
Semester B 2023/24

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

Nowadays data are expanding faster than ever and we are facing Big Data challenges. This course will equip students with key data analytic skills to analyse customer data and managerial skills to recommend more profitable marketing actions (4Ps) based on the insights from data. Students will work in a group to analyse a real customer data and solve a real marketing problem. Each lecture will present a friendly introduction of concepts and theories behind each analytic tool, followed by a demonstration on how to apply the tool (using SPSS and Excel) to a real-world dataset in order to solve a marketing problem. More topics at the frontier of today’s marketing scene, such as machine learning and artificial intelligence, will also be discussed.  

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 70%
Examination: 30%
Examination Duration: 2 hours
Detailed Course Information


Useful Links

Department of Marketing