Marketing Insights

• • 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

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

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.

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

Current study term: 28 Aug 22 to 27 Nov 22