Data Empowered Marketing

MKT60011 12.5 Credit Points Hawthorn


  • One Semester or equivalent

Contact hours

  • 36 hours

2020 teaching periods


Higher Ed. Semester 1 Higher Ed. Semester 2

2 Mar 20 - 31 May 20

7 Jul 20

Last self enrolment:
15 Mar 20

31 Mar 20

Last withdraw without fail:
17 Apr 20

3 Aug 20 - 1 Nov 20

8 Dec 20

Last self enrolment:
16 Aug 20

31 Aug 20

Last withdraw without fail:
18 Sep 20

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.

Courses with unit

This unit is part of the Marketing degrees in Swinburne’s Australian Graduate School of Entrepreneurship.