Marketing Analytics (12055.1)
|Available teaching periods
|View teaching periods
| Bruce, Canberra
|Faculty Of Business, Government & Law
|Canberra Business School
|Level 2 - Undergraduate Intermediate Unit
| Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
Learning outcomesAfter 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 attributes1. 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
Prerequisites11176 Marketing Fundamentals
Equivalent units11180 Marketing Research Methods, 6372 Marketing Research Methods
|Teaching start date
|05 February 2024
|Prof Raechel Johns
|05 February 2024
|Prof Raechel Johns
Essentials of Marketing Research, 5th Edition, Joseph F. Hair, David J. Ortinau, Dana E. Harrison
McGraw Hill Education.
Other recommended sources for developing a project (do not buy):
Pallant, L. (2002), SPSS Survival Manual, Allen & Unwin
Coakes, 2006, SPSS Without Anguish, John Wiley and Sons
Look online for various sources.
Submission of assessment items
Extensions & Late submissions
All assignments are required to be submitted by the due date.
In this unit the following practice will be followed:
- 5% of the total marks allocated for that item of assessment will be deducted for each day the assessment is overdue.
- Late assessment submitted more than 7 days after the prescribed date and time without an extension will not be accepted for marking. In this case a student will not receive any marks for the relevant piece of assessment.
If for any reason you are unable to do an assignment by the due date you must submit, to the lecturer, a request for an extension in writing before the due date (unless impossible) setting out in detail the genuine and exceptional reason for requesting the extension. If there is a medical or counselling reason for the extension request it must be accompanied by a medical or counselling certificate which clearly states:
- that you were unfit to complete the assignment;
- the date of the medical or counselling consultation; and
- the period for which you were / are / will be unfit to complete the assignment.
Students can apply for an extension to the submission due date for an assessment item due to extenuating, evidenced circumstances (specific details are found in the Assessment Procedures). An extension must be applied for before the due date. Documentary evidence (e.g. medical certificate) will be expected for an extension to be granted, however this will not guarantee that the application will be successful. The Unit Convener or relevant Program Director/Course Convener will decide whether to grant an extension and the length of the extension.
An Assignment Extension form is available from the Student Forms page.
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Inclusion and engagement
It is strongly recommended that students who need assistance in undertaking the unit because of accessiblity reasons or an ongoing health condition register with the Inclusion and Engagement Office as soon as possible so that reasonable adjustment arrangements can be made.
To pass this unit, students need an overall grade of at least 50%.
Required IT skills
Basic computer skill is expected. In this unit, students will learn how to use certain SPSS functions.
Work placement, internships or practicums
A WIL based project will be included