Customer Analytics
UndergraduateLTU-BUS20022026
Course information for 2026 intake View information for 2027 course intake
Enrolments for this course are closed, but you may have other options to start studying now. Book a consultation to learn more.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 12 weeks
- Loan available
- HECS-HELP and FEE-HELP available
Customer Analytics
About this subject
On successful completion you will be able to:
- Evaluate and apply marketing metrics and models to analyse customer-related business problems, including market share, and customer churn and targeting.
- Interpret and visualise customer data and model outcomes to generate evidence-based managerial strategies and recommendations.
- Identify business objectives and design appropriate analytical approaches that address customer challenges, demonstrating awareness of data ethics and cybersecurity considerations.
- Customer analytics
- Text analytics
- Sentiment analysis
- Social network analysis
- Customer segmentation
- Customer acquisition analysis
- Customer retention and churn analysis
In today’s data-driven business environment, customer analytics plays a vital role in shaping effective marketing strategies and improving organisational decision-making. This subject will introduce you to the principles and practices of customer analytics, focusing on how data can be used to understand customer behaviour, segment markets, and inform targeting strategies. You will engage with key marketing metrics and models to analyse real-world problems such as market share, customer churn, and retention. Case studies and applied activities provide opportunities to develop practical skills in using customer analytics tools, while also emphasising ethical and secure approaches to handling customer data. By the end of the subject, you will be able to apply customer analytics techniques to support strategic business decisions and customer-centric innovation.
- Strategic Marketing and Consumer Satisfaction – An individual assignment requiring analysis of real-world data and reporting of findings. (1,200 words equivalent) Part A — Two Quizzes (7%): a 400-word eq. task Part B — Report (18%): an 800-word eq. (25%)
- Customer Management and Sales – An individual assignment requiring analysis of real-world data and reporting of findings. (1,500 words equivalent) Part A — Two Quizzes (7%): a 400-word equivalent task Part B — Report (28%): an 1,100-word equivalent task (35%)
- Marketing Decision Making: group assignment requiring real-world industry problem analysis, reporting of findings, presentation of recommendations. (1,800 words eq) A: Analysis & Report (800, 15%) | B: Presentation (600, 15%) | C: Viva (400, 10%) (40%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
Elective
- LAT-BUS-DEG-2026 - Bachelor of Business
- LAT-ART-DEG-2026 - Bachelor of Arts
- LAT-PYS-DEG-2026 - Bachelor of Psychological Science
- LAT-AHS-DEG-2026 - Bachelor of Arts/Bachelor of Health Sciences
- LAT-HSC-DEG-2026 - Bachelor of Health Sciences
- LAT-TEC-DEG-2026 - Bachelor of Information Technology
Prior study
You must either have successfully completed the following subject(s) before starting this subject, or currently be enrolled in the following subject(s) in a prior study period; or enrol in the following subject(s) to study prior to this subject:
one of
Please note that your enrolment in this subject is conditional on successful completion of these prerequisite subject(s). If you study the prerequisite subject(s) in the study period immediately prior to studying this subject, your result for the prerequisite subject(s) will not be finalised prior to the close of enrolment. In this situation, should you not complete your prerequisite subject(s) successfully you should not continue with your enrolment in this subject. If you are currently enrolled in the prerequisite subject(s) and believe you may not complete these all successfully, it is your responsibility to reschedule your study of this subject to give you time to re-attempt the prerequisite subject(s).
Others
Prerequisites: Students must have completed 60 credit points.
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
Related degrees
Once you’ve completed this subject it can be credited towards one of the following courses
UndergraduateLAT-BUS-DEG
UndergraduateLAT-ART-DEG
Bachelor of Psychological Science
UndergraduateLAT-PYS-DEG
Bachelor of Arts/Bachelor of Health Sciences
UndergraduateLAT-AHS-DEG
UndergraduateLAT-HSC-DEG
Bachelor of Information Technology
UndergraduateLAT-TEC-DEG