MKT3006 Marketing Analytics

First & Second Term, 2026-27

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Brief Course Description

Pre-requisite: CDS1003 Probability and Statistics 1 or BUS1102 Statistics for Business

Marketing is evolving from an art to a science. Many firms collect massive information about consumers’ choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. This course introduces students to state-of- the-art marketing analytics and demonstrates how to practically apply these analytics to real- world business decisions. The purposes of this course are to (1) present various marketing analytics that aid students in interpreting data from various sources, such as customer transactions and social media, (2) introduce some commonly used marketing analytics, such as RFM, Customer Lifetime Value and Sentiment Analysis, and (3) enable students to gain the competency to interact with and manage a marketing analytics team.
 

Instructor

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Course Outline and Schedule

        Dr. LIU Sheng, Max - L1

Lecture Notes

Students could access to the teaching notes in Moodle System