MKTG3308 Marketing Analytics

Credit
6 points
Offering

If this unit does not have an online alternative, then students who are presently unable to enter Western Australia and whose studies would be delayed by an inability to complete this unit, should contact the unit coordinator (details given on this page) to ascertain, on an individual case-by-case basis, if alternate arrangements can be made to support their study in this unit.

AvailabilityLocationMode
Not available in 2021UWA (Perth)Face to face Predominantly face-to-face. On campus attendance required to complete this unit. May have accompanying resources online.
Details for undergraduate courses
  • Level 3 option in the Marketing major sequence
  • Level 3 elective
Content
Marketing analytics is a key area of growth today. Marketers analyse big data from websites, loyalty schemes, search engines, and social media, to drive marketing decisions. This unit will provide students with experience in applying big data analytics in marketing decision making. Students will learn through real-world problems, and utilising real-world software. The unit will not require advanced statistical or maths skills.
Outcomes
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; and (5) demonstrate effective oral and communication skills.
Assessment
Indicative assessments in this unit are as follows: (1) tutorial participation and exercises ; (2) team project; and (3) tests. Further information is available in the unit outline.

Supplementary assessment is not available in this unit except in the case of a bachelor's pass degree student who has obtained a mark of 45 to 49 overall and is currently enrolled in this unit, and it is the only remaining unit that the student must pass in order to complete their course.
Unit Coordinator(s)
Dr Momoko Fujita
Unit rules
Prerequisites:
any two Level 2 Marketing units
Contact hours
lectures/tutorials/seminars/workshops: up to 3 hours per week
  • 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.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit, one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook one week prior the commencement of study. Reading lists and essential textbooks are subject to change each semester. Information on essential textbooks will also be made available on the Essential Textbooks. This website is updated regularly in the lead up to semester so content may change. It is recommended that students purchase essential textbooks for convenience due to the frequency with which they will be required during the unit. A limited number of textbooks will be made available from the Library in print and will also be made available online wherever possible. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus.