MKTG315 - Marketing Analysis: Evidence-Based Decisions
Prerequisites MKTG207 Marketing Toolkit
Teaching Organisation 3 hours per week for twelve weeks or equivalent
Information is regarded as a strategic asset in marketing and an essential part of marketing intelligence and analytics. This unit deals with the tools to gather and analyse marketing data, measure the core factors that drive marketing activity, and to analyse the profitability of these activities. Success of organisations can lie in their access and usage of superior information, to develop competitive differential advantage. Marketing research involves the collection and interpretation of information, while marketing metrics are measures that marketers establish to track performance in the marketplace. It is essential for marketing managers to develop skills and knowledge in these areas to manage marketing activities and make strategic and tactical decisions.