Marketing Insights
Duration
- One Semester or equivalent
Contact hours
- 36
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
This unit aims to introduce students to the insight generation process. This is a key skill for marketers due to the exponential growth in availability of data from various sources, such as digital platforms, becoming a prevalent part of the marketing landscape. This unit introduces students to key methodological frameworks that can be used to analyse and synthesise information from various data sources. Through the insight generation process students will be able to develop marketing intelligence that can be used to inform marketing and business strategies. This unit provides training in and encourages the use of creative thinking to tackle business problems.
On successful completion of this unit students will be able to:
2. Use research findings to generate insights and devise strategic implications
3. Analyse and interpret consumer and market based trends to inform strategies
4. Demonstrate creative thinking in the interpretation of data and trends
5. Communicate professionally and function effectively as an individual or as an effective member of a team
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Hawthorn
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Class | 2 | 12 | 24 |
Online Contact Directed Online Learning and Independent Learning | 1 | 12 | 12 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online and OUA
Type | Hours per week | Number of Weeks | Total |
Online Contact Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Portfolio (Individual) 15-25%
Research Folio (Individual) 35-55%
Report Report (Group) 30-40% General skills outcomes
• Teamwork skills
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• Defining insights
• Understanding key insight frameworks
• Trend forecasting and tracking
• Visualising and communicating insights
• Translating insights to ideas
• Understanding cultural influences
• Evaluating insights
• Linking insights to strategic decisions
• Understanding key insight frameworks
• Trend forecasting and tracking
• Visualising and communicating insights
• Translating insights to ideas
• Understanding cultural influences
• Evaluating insights
• Linking insights to strategic decisions
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