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Class Notes for MARK3054 at University of New South Wales

Marketing Analytics and Big Data

MARK3054 Lecture Notes - Lecture 9: Resource Allocation

Topic 9: Resource Allocation using Market Response Models (Advertising) Resource allocation: Resources are needed for marketing activities, but they are limited so must be allocated. How to allocate? Resource Allocatio...

Marketing
MARK3054
All Professors
MARK3054 Lecture Notes - Lecture 2: Multicollinearity, Dependent And Independent Variables, Analysis Of Variance

Topic 2: Customer Preference Elicitation Understand customer needs and how these translate into value they want in potential offerings. Focus on customer value assessment and customer valuation metho...

Marketing
MARK3054
All Professors
MARK3054 Lecture 3: MARK3054 Topic 3

Topic 3: Conjoint Analysis Product superiority is a powerful success driver New Product Development Process: o Opportunity identification (market definition, idea generation) o Design (identifying customer needs, segmentat...

Marketing
MARK3054
All Professors
MARK3054 Lecture 11: MARK3054 Topic 11

Topic 11: Network Analysis and Social Network Why do networks matter? To find people who are connected (also tend to be more alike) What is network analysis? A method by which one can analyse the connections across individ...

Marketing
MARK3054
All Professors
MARK3054 Lecture Notes - Lecture 4: Cash Flow, Sensitivity Analysis

Topic 4: Customer Value Assessment Issues with preference estimation: Many data is not observable for real behaviours (we can know which products a customer buys but dont know their potential options) ...

Marketing
MARK3054
All Professors
MARK3054 Lecture Notes - Lecture 8: Arbitrage, Demand Curve, Price Discrimination

Topic 8: Pricing: Demand Curve and Revenue Management Demand Curves: 1. Linear Q= a-bp (Q and b will change, i.e. elasticity changes with price) 2. Power Q=Ap (elasticity stays constant as price changes) Elastic...

Marketing
MARK3054
All Professors
MARK3054 Lecture Notes - Lecture 5: Multicollinearity, Null Hypothesis, Price Discrimination

Topic 5: Customer Heterogeneity and Segmentation STP= 1. Segment (subdivide market into distinct subsets, homogenous within and heterogeneous between) 2. Target (segments which can be reached profitably) ...

Marketing
MARK3054
All Professors
MARK3054 Lecture Notes - Lecture 10: Pay Per Click, Adwords, Online Advertising

Topic 10: Online Advertising and Pay Per Click Analysis Advertisement Personalisation (different items, versions, orders) Basis? Customer characteristics, search history, purchase history, location, time, weather Search...

Marketing
MARK3054
All Professors
MARK3054 Lecture 6: MARK3054 Topic 6

Topic 6: Customer Heterogeneity and Segmentation Part 2 Customer Heterogeneity Analysis: modelling the dependence between needs and descriptors (ttest, ANOVA, linear regression direct impact, moderation) Cluster Analysis: ...

Marketing
MARK3054
All Professors
Marketing
MARK3054
All Professors
Tutorial Week 2

Marketing
MARK3054
All Professors
Business Administration
BUS 343
All Professors
Permachart - Marketing Reference Guide: Predatory Pricing, Sales Promotion, Marketing Mix

Introductory Marketing 2 Introductory Marketing 3 permacharts TM ...

Business Administration
BUS 343
All Professors
Marketing - Reference Guides

An easy to follow summary of every key marketing principle. The ability to effectively match a product or service to a need requires a well rounded understanding of the selling, public relations, and advertising that makes...

MBA - Master's in Business Admin
MBA 643
All Professors

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