Overview

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.

Requisites

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Critically evaluate the use of data in marketing
  • Critically analyse the different uses of data as an aid to decision-making and the ethics involved in marketing research
  • Apply advanced knowledge of data empowered marketing to the analysis and design of marketing strategy using data
  • Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a team

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class
2.00 12 weeks 24
Online
Lecture
1.00 12 weeks 12
Unspecified Activities
Independent Learning
9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual 20 - 40% 1,2,3 
Assignment 2Group 30 - 40% 1,2,3,4 
Assignment 3Individual 30 - 40% 1,2 

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

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.