Data Empowered Marketing

MKT60011 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • 36 hours

On-campus unit delivery combines face-to-face and digital learning.

2022 teaching periods


Higher Ed. Semester 2

1 Aug 22 - 30 Oct 22

6 Dec 22

Last self enrolment:
14 Aug 22

31 Aug 22

Last withdraw without fail:
16 Sep 22

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.
4. Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a diverse team.