- One Semester or equivalent
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
2022 teaching periods
Higher Ed. Semester 2
Last self enrolment:
Last withdraw without fail:
Aims and objectives
From 2018 this unit with be known as Data Empowered Marketing (from Marketing Research Methods)
This unit will allow students to understand how data can be captured, manipulated and transformed into decision tools, which guide all elements of the marketing process. This includes ideation, innovation and product development, brand and communications strategy development, execution of Marketing Communications (MARCOM) strategy, performance measurement, and two-way consumer interaction. The unit allows students to look for creative and effective uses of data and to understand how data can be transformed from being inactive to being a high performance asset within an organisation.
Students who successfully complete this unit will be able to:
1. Critically evaluate the use of data in marketing.
2. Critically analyse the different uses of data as an aid to decision-making and the ethics involved in marketing research.
3. Apply advanced knowledge of data empowered marketing to the analysis and design of marketing strategy using data.