Marketing Analytics (12055.1)
Please note these are the 2024 details for this unit
Available teaching periods | Delivery mode | Location |
---|---|---|
View teaching periods | Online On-Campus |
Bruce, Canberra |
EFTSL | Credit points | Faculty |
0.125 | 3 | Faculty Of Business, Government & Law |
Discipline | Study level | HECS Bands |
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) |
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.
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.
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
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 skills1. 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 FundamentalsCorequisites
None.Incompatible units
None.Equivalent units
11180 Marketing Research Methods, 6372 Marketing Research MethodsAssumed knowledge
None.
Availability for enrolment in 2024 is subject to change and may not be confirmed until closer to the teaching start date.
Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
---|---|---|---|---|---|
2024 | Bruce, Canberra | Semester 1 | 05 February 2024 | Online | Dr Tom Chen |
2024 | Bruce, Canberra | Semester 1 | 05 February 2024 | On-Campus | Dr Tom Chen |
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit
timetable.