Course overview
The aim of this course is to provide a basic understanding of consumer markets, brand performance, product attributes and overall market behaviour, focusing on marketing knowledge that can be applied across a wide range of marketing conditions. The principles of data reduction and the effective communication of quantitative results using tables and graphs; analysis of how brands compete and grow; analysis of brand's customer base to predict future purchases; analysis of consumer preference of product attributes/levels to identify which attributes/levels are important; forecast of new product sales; analysis of the relationship between product sales and marketing activities such as advertising and price.
Course learning outcomes
- Explain aggregate (market and brand) level empirical generalisations
- Use marketing analytics to analyse consumer and business-to-business markets
- Apply knowledge about market structure to market data in order to give it context and meaning
- Incorporate quantitative and numerical methods into the analysis of basic marketing data
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (intermediate level); ii) Teamwork (intermediate level) and iii) Written Communication (intermediate level).
Availability
Course information is currently not available. Additional details will be shared on 26th October 2026.
Fee calculator
Course fee information is currently not available. Additional details will be shared on 26th October 2026.