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Analytical Methods for Segmentation, Targeting & Consumer Analysis - MARK6017
 Quadrangle Building

   
   
   
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: Enrolment in Graduate Certificate or Master of Marketing programs
 
 
CSS Contribution Charge:Band 3 (more info)
 
   
 
Further Information: See Class Timetable
 
  

Description

The challenge for every customer-oriented organization consists of identifying potential customers and satisfying and retaining existing customers. The course will include topics that assist managers to segment their market appropriately, to identify target markets, and how to best reach those markets. Topics include: analysis of variance (ANOVA and MANOVA), multiple regression analysis (linear and logistic), factor analysis (exploratory and confirmatory), cluster analysis, conjoint analysis. This is a hands-on course involving a mix of theory of various multivariate analysis techniques and computer laboratory sessions to practice these techniques (using SPSS). An emphasis is placed on how to manage data sets, determining when to use a particular statistical procedure, assumptions of the procedures, steps in SPSS, interpretation of results and reporting of results. The relevance of these multivariate techniques will be discussed in relation to segmentation and targeting, customer relationship management (CRM) and data mining. This is a multivariate course with an emphasis on analytic techniques to help market researchers and managers understand their markets better.


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