Marketing Insights into Big Data

• • To be confirmed - check subject LMS from commencement

You are recommended to have completed the following subjects(s) or have equivalent knowledge before starting this subject:

• TAS-BMA506-Foundations of Marketing
• TAS-BMA604-Consumer Decision-Making

Additional requirements

No additional requirements

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.

• Spreadsheet Analysis (35%)
• Data Visualisation (35%)
• Complex Systems (30%)

Current study term: 10 Jul 22 to 16 Oct 22