| Semester 1, 2023 Online | |
| Units : | 1 |
| School or Department : | School of Business |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Course Coordinator:
Requisites
Pre-requisite: MKT1001
Overview
Recent consumer behaviour shifts within an increasingly digital landscape have led to an explosion in the generation of big data. The shift from brand marketing to data-driven marketing means that marketers now need to develop the integrated digital skills to lead and execute marketing strategies.
This advanced course is designed to develop the analytical capabilities required by modern marketers to navigate data-rich environments, and extract meaningful insights that influence business decisions. This course uses real world scenarios, reflective practice, practical activities, and groupwork to evaluate problems, develop recommendations and professional skills.
Course learning outcomes
On successful completion of this course students should be able to:
- apply the concepts and theories of marketing Intelligence and information sources to develop data driven marketing plans;
- apply analytical techniques to design evaluation plans for marketing activities;
- work collaboratively to analyse, interpret and present data in formats designed to communicate to a range of audiences for the purposes of making data-driven decisions;
- apply reflective thinking to develop collaboration skills and capabilities of marketing professionals.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | What is marketing intelligence? | 20.00 |
| 2. | Marketing analytics and intelligence | 20.00 |
| 3. | Undertaking marketing analytical techniques | 20.00 |
| 4. | Measuring marketing impact | 20.00 |
| 5. | Interpreting and presenting marketing analytics and findings | 20.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Workbook | No | 20 | 1,2 |
| Report | Yes | 45 | 1,2,3 |
| Reflection (personal/clinical) | No | 35 | 1,3,4 |