Overview

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.

Requisites

Prerequisites
MKT20019 Marketing Research and Analytics

Rule

150 credit points

AND

MKT20019 Marketing Research and Analytics

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
Teaching Period 1
Location
Online
Start and end dates
11-March-2024
09-June-2024
Last self-enrolment date
24-March-2024
Census date
05-April-2024
Last withdraw without fail date
26-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
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply relevant frameworks to the analysis and synthesis of various data and trends
  • Use research findings to generate insights and devise strategic implications
  • Analyse and interpret consumer and market based trends to inform strategies
  • Demonstrate creative thinking in the interpretation of data and trends
  • Communicate professionally and function effectively as an individual or as an effective member 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

Swinburne Online and OUA

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
PortfolioIndividual 15 - 25% 1,3,5 
Research FolioIndividual 35 - 55% 2,3,4 
Research ReportGroup 30 - 40% 1,2,3,4,5 

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

Study resources

Reading materials

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