Undergraduate SWI-MKT30018-2022

Marketing Insights

Previously SWI-MKT30015

Duration

13 weeks

Study method

100% Online

Available loans

HECS-HELP
FEE-HELP

Assessments

100% online

Prior study

Required

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2022

Subject details

What you'll learn

Students who successfully complete this subject 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.

Topics covered

- 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

Entry requirements

Equivalent subjects

You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:

SWI-MKT30015-Marketing and Communication Information and Decision Making (No longer available)

You must have successfully completed the following subject(s) before starting this subject:

SWI-MKT20019-Marketing Research and Analytics (No longer available)

Others

Students must have completed 150 Credit Points (12 x subjects) in addition to MKT20019.

Additional requirements

No additional requirements

Description

This subject 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 subject 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 subject provides training in and encourages the use of creative thinking to tackle business problems.

Assessments

Tests - Individual (15-25%%)
Research portfolio - Individual (35-55%%)
Research report - Individual (30-40%%)

Textbooks