Studying online

There are now 2 possible online modes for units:

Units with modes Online timetabled and Online flexible are available for any student to self-enrol and study online.

Click on an offering mode for more details.

Unit Overview


This unit is focused on how to build effective customer relationships in the era of big data. Managing customer relationships has become a critical factor for firms to maintain competitive advantage. It follows that acquiring, managing, analysing, and acting on the big data that underpins customer relationships is a key marketing activity.

Students will first learn about the conceptual foundations of relationship marketing and customer relationship management. They will then explore the different types of website, social media and search engine big data that marketers have to work with, focusing on the 5Vs of big data; volume, velocity, variety, veracity and value. This will enable students to develop practical skills in using big data for marketing.

6 points
(see Timetable)
Semester 1OnlineOnline Restricted
Semester 1UWA (Perth)Face to face

Students are able to (1) critically reflect on the conceptual foundations of big data in marketing; (2) develop basic analytical skills with applications to industry data; (3) identify opportunities around the use of big data to build customer relationships; (4) develop effective teamwork skills; (5) develop effective oral presentations skills; and (6) develop effective written communication skills.


Indicative assessments in this unit are as follows: (1) preparation & participation; (2) team project; and (3) exam. Further information is available in the unit outline.

Student may be offered supplementary assessment in this unit if they meet the eligibility criteria.

Unit Coordinator(s)
Dr Paul Harrigan
Contact hours
Seminars: 3 hours per week for 12 weeks.
  • 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.
  • Contact hours provide an indication of the type and extent of in-class activities this unit may contain. The total amount of student work (including contact hours, assessment time, and self-study) will approximate 150 hours per 6 credit points.