Big Data and Marketing Analytics (12158.1)

The unit will provide students with an understanding of the conceptual foundations of Big Data and Marketing Analytics. It will unpack important concepts and techniques such as data visualization, machine learning, statistical analysis, qualitative analysis, and data-driven marketing strategies. Furthermore, students will critically reflect on the ethical aspects of big data. Throughout the course, students will explore various types of big data, including data from websites, social media, and search engines, and focus on the 5Vs of big data: volume, velocity, variety, veracity, and value. This course will also provide students with hands-on experience with data analytics in a marketing setting. 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.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Explain the theory and practice of marketing analytics, and the practice of managing and studying metrics data to identify opportunities for improvement within organisations;
2. Define the role of big data in contemporary marketing practices;
3. Apply big data analysis tools to develop customer insight and undertake marketing decisions;
4. Critically reflect on the ethical aspects of big data and marketing analytics including privacy and security; and
5. Apply automated technology and analytical processes to marketing-related data, and to create data drive marketing strategies.

Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
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 - be self-aware
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - use Indigenous histories and traditional ecological knowledge to develop and augment understanding of their discipline

Prerequisites

11176 Marketing Fundamentals

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.