Marketing Insights
Overview
This unit 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 unit 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 unit provides training in and encourages the use of creative thinking to tackle business problems.
Requisites
Rule
150 credit points
AND
MKT20019 Marketing Research and Analytics
27-October-2024
09-February-2025
01-June-2025
05-October-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply relevant frameworks to the analysis and synthesis of various data and trends
- Use research findings to generate insights and devise strategic implications
- Analyse and interpret consumer and market based trends to inform strategies
- Demonstrate creative thinking in the interpretation of data and trends
- Communicate professionally and function effectively as an individual or as an effective member 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 |
Swinburne Online and OUA
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Portfolio | Individual | 15 - 25% | 1,3,5 |
| Research Folio | Individual | 35 - 55% | 2,3,4 |
| Research Report | Group | 30 - 40% | 1,2,3,4,5 |
Content
- 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
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.