Postgraduate TAS-BMA708-2023

Marketing Insights into Big Data

From

$2,837 $0

Your upfront cost: $0

International student?

Duration

14 weeks

Study method

100% Online

Available loans

FEE-HELP

Assessments

100% online

Prior study

Not required

Start dates

20 Feb 2023
10 Jul 2023

Australia’s fourth oldest university, the University of Tasmania, is highly regarded internationally for teaching and academic excellence. The university offers more than 100 undergraduate degrees and more than 50 postgraduate programs across a range of disciplines. The university offers students a diverse range of opportunities, the chance to learn from leading experts, and excellent preparation for their future careers.

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2023

Subject details

What you'll learn

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.

Topics covered

- Refer to Mylo for study topics

Entry requirements

In order to enrol in this subject, you must be accepted into one of the following degrees:

Core

TAS-MMK-MAS-2022
TAS-MMK-MAS-2023
TAS-MKT-GCE-2023

Elective

TAS-MBA-MAS-2022
OUA-PSU-GCE-2022
TAS-FIN-MAS-2023
OUA-PSU-GCE-2023
TAS-BHI-GCE-2023

Additional requirements

No additional requirements

Description

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 arealisation 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.

Assessments