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


The advances in digital technology, and the emergence of big data in marketing, has enabled greater monitoring, engaging and responding to customer needs and, in turn, the ability to develop effective customer relationships. Managing these customer relationships not only provides a competitive edge for businesses but is vital for business success. Students will gain an understanding of the stages of the customer life cycle, customer relationship management, and its link to business performance. Students will learn to solve complex business problems through the use of marketing analytics.

6 points
(see Timetable)
Trimester 3OnlineOnline flexible

Students are able to (1) gain an overview of marketing analytics and big data; (2) describe the analytical approaches for the different stages of the customer life cycle; (3) understand how to source structured and unstructured customer data; (4) discuss ways to analyse and use data to develop customer relationships; (5) develop and deliver effective and engaging business presentations; and (6) produce written communication relevant to the intended audience.


Indicative assessments in this unit are as follows: (1) individual project; (2) quizzes; and (3) team project. 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)
Kristof Coussement
Unit rules
At least 36 points credit in the Master of Business Analytics (International).
MKTG5504 Big Data in Marketing (ID 7106)
Contact hours
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.
  • 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.