MKTG5504 Big Data in Marketing

6 points
(see Timetable)
Semester 1UWA (Perth)Face to face
This unit is focused on how to build effective customer relationships in the era of big data. Managing customer relationships has become critical as the firm's ability to know the needs, desires and behaviors of its customers and to communicate with them individually has increased through the use of information technology.
This unit is divided in 12 sections belonging to three building blocks.
1. Students will be introduced to the conceptual foundations and applications of customer relationship management (CRM), and the importance of analytical CRM. Its impact on business performance will be explained.
2. Students will be taken on a journey along the customer lifecycle, and the analytical approaches for customer relationship management at each stage of the customer lifecycle will be clarified, i.e. identification of good prospects for customer acquisition, customer development via up-selling or cross-selling; and customer attrition/retention management.
3. Students will appreciate managerial problems, techniques and terminology associated with data driven marketing.
Students are able to (1) critically reflect upon the conceptual foundations of data driven marketing
; (2) demonstrate the differences between descriptive, predictive and prescriptive analysis along the customer life cycle; (3) identify opportunities around the use of customer data to build customer relationships; (4) demonstrate competencies to work effectively in teams; (5) demonstrate the ability to give oral presentations in a clear and coherent manner; and (6) demonstrate the ability to produce clear and concise written communication.
Indicative assessments in this unit are as follows: (1) participation; (2) tests; and (3) team project. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Kristof Coussement (S1)
Contact hours
Seminars: 3 hours per week for 12 weeks.
Unit Outline
Semester 1-2020 [SEM-1-2020]
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available via the Booktopia Textbook Finder, which has the functionality to search by course code, course, ISBN and title, and may also be posted or available at the appropriate school's administrative offices. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.