MKTG5504 Big Data in Marketing

Credit
6 points
Offering
(see Timetable)

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
Semester 1UWA (Perth)Online timetabled 100% Online Unit. NO campus face-to-face attendance is required to complete this unit. All study requirements are online only. Unit includes some synchronous components, with a requirement for students to participate online at specific times.
Content
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.
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; (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.
Assessment
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.
  • 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.