Courses & Units

Marketing Analytics and Metrics BMA708


It is strongly recommended that you complete BMA506 Foundations of Marketing and BMA604 Consumer Decision Making before undertaking this unit to ensure you have the necessary level of knowledge to successfully complete assessments.


Marketing decision-making is growing in importance in the business world. More than ever before, organisations are placing greater emphasis on the marketers' ability to evaluate, anticipate, and illustrate the contribution of marketing to organisational performance. Increasingly, senior managers are requiring greater rigour and accountability for investments in marketing activities. Within marketing, there is arealisation that practitioners need to be able to justify their strategies, tactics and the associated outcomes, using relevant metrics. Marketing analytics seeks to build a link between the marketing activity of the organisation and the outcomes that result from it.

The focus of this unit is on developing, analysing, and evaluating appropriate models to measure the performance of marketing activities. It will develop students' knowledge of key strategic and technical decision-making models and metrics that form the foundation of marketing analytics. Students will gain knowledge and skills to predict the outcome of marketing plans in order to boost return on marketing investment.


Unit name Marketing Analytics and Metrics
Unit code BMA708
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

To be confirmed

Teaching staff

To be confirmed

Available as student elective? Yes
Breadth Unit? No


This unit is currently unavailable.


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Unit census dates currently displaying for 2018 are indicative and subject to change. Finalised census dates for 2018 will be available from the 1st October 2017.

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Band Field of Education
3 080505

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Teaching Pattern

3 hours class contact per week


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