Data Empowered Marketing
Overview
This unit will allow students to understand how data can be captured, manipulated and transformed into decision tools, which guide all elements of the marketing process. This includes ideation, innovation and product development, brand and communications strategy development, execution of Marketing Communications (MARCOM) strategy, performance measurement, and two-way consumer interaction. The unit allows students to look for creative and effective uses of data and to understand how data can be transformed from being inactive to being a high performance asset within an organisation.
Requisites
01-June-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Critically evaluate the use of data in marketing
- Critically analyse the different uses of data as an aid to decision-making and the ethics involved in marketing research
- Apply advanced knowledge of data empowered marketing to the analysis and design of marketing strategy using data
- Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a team
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Individual | 20 - 40% | 1,2,3 |
| Assignment 2 | Group | 30 - 40% | 1,2,3,4 |
| Assignment 3 | Individual | 30 - 40% | 1,2 |
Content
- Understanding the value of data to marketing
- Being data agnostic in a marketing context
- Transforming data into marketing knowledge and insight
- Accessing industry expertise to manage and capitalise on data
- Practical applications of data in driving business decision making - applied examples covering
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.