Data Empowered Marketing
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
| Hawthorn Higher Ed. Semester 2 |
||
|---|---|---|
Dates: Results: Last self enrolment: Census: 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.
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face:
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions.
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period.
This includes all:
This includes all:
- Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
- Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research.
To be successful, students should:
- Read all prescribed materials and/or view videos in preparation for each class
- Attend and engage in all scheduled classes (face to face or online)
- Start assessment tasks well ahead of the due date, and submit assessments promptly
- Read / listen to all feedback carefully, and consider it for future assessment
- Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
1. Assignment 1 (Individual) 20 - 40%
2. Assignment 2 (Group) 30 - 40%
3. Assignment 3 (Individual) 30 - 40%
2. Assignment 2 (Group) 30 - 40%
3. Assignment 3 (Individual) 30 - 40%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
- Teamwork skills
- Problem solving skills
- Analysis skills
- Communication skills
- Ability to tackle unfamiliar problems
- Ability to work independently
Content
- Understanding the value of data to marketing
- Being data agnostic in a marketing context
- Transforming data into marketing knowledge and insight
- Accessing industry expertise to manage and capitalise on data
- Practical applications of data in driving business decision making - applied examples covering
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading