Marketing Insights into Big Data
PostgraduateTAS-BMA7082025
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- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 14 weeks
- Start dates
- 21 July 2025
- Loan available
- HECS-HELP and FEE-HELP available
Marketing Insights into Big Data
About this subject
Upon completion of this subject, the student should be able to:
- Critically examine different methods of data analysis and presentation for social networks, complex systems and relational links.
- Apply intermediate skills in spreadsheets and data visualisation software to identify trends and relationships among factors in industry and society.
- Analyse government, industry and social media data to identify relationships and trends.
- Critically evaluate conclusions drawn from different data and analytic tools.
- Create interactive models using appropriate software and effectively communicate results and findings to aid decision-makers in understanding interrelationships and trends.
- Week 1 - Introduction to Data Literacy
- Week 2 - The PACE Stage in Data Analytics
- Week 3 - Data Analyst Skills and Characteristics
- Week 4 - Descriptive Analysis: Type of Data, Variables and p-value
- Week 5 - Descriptive Analysis: Distribution, Aggregation and Granularity
- Week 6 - Descriptive Analysis: How to Extract Insights from Data
- Week 7 - Difference Analysis: Independent t-text, Paired t-test and ANOVA
- Week 8 - Correlation Analysis
- Week 9 - Regression Analysis
- Week 10 - Multiple Regression Analysis
- Week 11 - Sampling and Data Collection
- Week 12 - Data Ethics: Implications for Data Analysts
- Week 13 - The Impact of Data Analytics on Various Industries
Marketing decision-making is growing in importance in the business world. More than ever before, organisations are placing greater emphasis on the marketers' ability to evaluate, anticipate, and illustrate the contribution of marketing to organisational performance. Increasingly, senior managers are requiring greater rigour and accountability for investments in marketing activities. Within marketing, there is a realisation that practitioners need to be able to justify their strategies, tactics and the associated outcomes, using relevant metrics. Marketing analytics seeks to build a link between the marketing activity of the organisation and the outcomes that result from it.
The focus of this subject is on developing, analysing, and evaluating appropriate models to measure the performance of marketing activities. It will develop students' knowledge of key strategic and technical decision-making models and metrics that form the foundation of marketing analytics. Students will gain knowledge and skills to predict the outcome of marketing plans in order to boost return on marketing investment.
- Descriptive Statistics Analysis (35%)
- Data Visualisation (35%)
- Big Data Reporting using T-test, Correlation and Regression Analysis (30%)
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
- TAS-BHI-GCE-2025 - Graduate Certificate in Behavioural Insights
Additional requirements
- Other requirements - Teaching Arrangement: Introductory Lecture: 1-hr, once per semester. Weekly recorded lecture: 1-hr x 13 weeks. Online Workshop: 3-hrs, 4 times per semester
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
Graduate Certificate in Behavioural Insights
PostgraduateTAS-BHI-GCE