Marketing Analytics (12055.1)

This unit will provide students with both theoretical underpinnings and real world practice, which will be applied to provide decision makers with current and future tools to increase their market share, ROI and how well the market and organisation are performing. Students will apply automated technology to design and refine marketing campaigns to optimise investment.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Design, apply and analyse the methods of data collection such as questionnaires and surveys and provide research results that highlight relevant implications for decision makers, as an independent activity;
2. Explain the theory and practice of marketing analytics, and the practice of managing and studying metrics data to determine the ROI of marketing efforts and identify opportunities for improvement;
3. Evaluate, reflect and critique the Data Analytics in a marketing campaign; and
4. Apply automated technology and analytical processes to marketing-related data, to refine their marketing campaigns and optimize their return on investment.

Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

11176 Marketing Fundamentals

Corequisites

None.

Incompatible units

None.

Equivalent units

11180 Marketing Research Methods, 6372 Marketing Research Methods

Assumed knowledge

None.