Subject details

At the completion of this subject students will be able to:

  1. evaluate customer relationships based on analysis of diverse primary and secondary data sources
  2. apply contemporary marketing analytics to support strategic decision making
  3. create practical marketing recommendations based on contemporary marketing analytics.
    • Introduction. Research Design
    • Research Question and Design
    • Collecting Data. Qualtrics
    • Collecting Data. Qualtrics
    • Sampling, Research Report
    • Analysis & Interpretation I
    • Analysis & Interpretation II
    • Analysis & Interpretation III
    • Analysis & Interpretation IV
    • Analysis & Interpretation V
    • Online learning materials. Course revision

  • Study resources

    • Instructional methods

      • Standard Media
      • Online Quizzes/Tests
      • Online assignment submission
      • Web links
      • Podcasting/Lecture capture
      • Chat Rooms
      • Discussion forum/Discussion Board
      • Embedded Multimedia
      • Audio/Video conferencing

    • Online materials

      • Printable format materials
      • Online Assessment
      • Resources and Links

In order to enrol in this subject, you must be accepted into one of the following degrees:

Core
  • CUR-MMK-MAS-2019
  • CUR-MMK-GDI-2019

Special requirements

No special requirements

This subject offers an introduction to how data analysis methods and data analytics can provide innovative solutions to real-life business problems. In this subject, students learn a variety of practical research skills which will allow them to make sense of complex data and develop informed marketing recommendations. After concluding this subject, students will be able to analyze complex quantitative and qualitative data generated through social media, websites and surveys. In addition, students will become better familiarized with technological developments that have an important impact how data is generated and analysed.

Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.

Find out more about the Academic Integrity module.

  • Digital Customer Relationship Review (30%)
  • Customer Journey Evaluation (40%)
  • Marketing Intelligence Report (30%)

Textbook information is pending.

Related degrees

postgraduate CUR-MMK-MAS-2019

Master of Marketing

postgraduate CUR-MMK-GDI-2019

Graduate Diploma in Marketing