MARK3054 helps students to understand the use of analytical tools in marketing, and develop students’ capabilities of using analytical tools to address marketing problems – key skills that numerous companies have stated they look for in marketers, particularly in challenging business environments.

This course builds on students’ basic statistical skills (e.g., statistical distribution, t-test, ANOVA, and linear regression), and exposes students to a range of statistical tools and techniques typically used in marketing nowadays. Students will also get a chance to see what big data techniques can do in marketing, and learn a few basic big data techniques. The emphasis is not on formulae of statistical tools, but on how to apply and interpret a range of statistical techniques to help answer marketing-related questions.

The course is organised around daily marketing problems. Students are strongly encouraged to start thinking as marketers by asking questions of their data, setting their own direction for the analysis in the project and thinking about how a company could utilise the results in practice.