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
- Description
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.
- Credit
- 6 points
- Offering
(see Timetable) Availability Location Mode Trimester 3 Online Online flexible - Outcomes
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.
- Assessment
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
- Prerequisites
- At least 36 points credit in the Master of Business Analytics (International).
- Incompatibility
- 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.
- Visit the Essential Textbooks website to see if any textbooks are required for this Unit. The website is updated regularly so content may change. Students are recommended to purchase Essential Textbooks, but a limited number of copies of all Essential Textbooks are held in the Library in print, and as an ebook where possible. Recommended readings for the unit can be accessed in Unit Readings directly through the Learning Management System (LMS).
- 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.
Face to face
Predominantly face-to-face. On campus attendance required to complete this unit. May have accompanying resources online.
Online flexible
100% Online Unit. NO campus face-to-face attendance is required to complete this unit. All study requirements are online only. Unit is asynchronous delivery, with NO requirement for students to participate online at specific times.
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.
Online Restricted
Not available for self-enrolment. Students access this mode by contacting their student office through AskUWA. 100% Online Unit.
NO campus face-to-face attendance. All study and assessment requirements are online only. Unit includes some timetabled activities, with a requirement for students to participate online at specific times. In exceptional cases (noted in the Handbook) students may be required to participate in face-to-face laboratory classes when a return to UWA’s Crawley campus becomes possible in order to be awarded a final grade.
External
No attendance or regular contact is required, and all study requirements are completed either via correspondence and/or online submission.
Off-campus
Regular attendance is not required, but student attends the institution face to face on an agreed schedule for purposes of supervision and/or instruction.
Multi-mode
Multiple modes of delivery. Unit includes a mix of online and on-campus study requirements. On campus attendance for some activities is required to complete this unit.