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MKTG6012

Big Data Analytics in Marketing

Unit

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  • Credit
    25
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Why study Big Data Analytics in Marketing at Curtin?

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Outline

Outline

This unit focuses on the application of big data analytics to inform the development of marketing strategies and customer relationship management. Students will gain insights into the concepts and techniques involved in capturing, storing, learning, manipulating, analysing and visualizing big data in marketing. The unit will equip students with the ability to use visual analytics and predictive models to develop forward-looking, what-if scenarios. It will enable students to apply appropriate and effective analytics processes to answer strategic marketing questions in order to contribute to a company’s desired marketing objectives.

What you'll learn

  • critique suitability of big data sources to address contemporary marketing issues
  • formulate what-if scenarios and devise optimal solutions for marketing and customer relationship management using big data
  • implement big data analytics in marketing
  • devise marketing insights and design marketing strategies based on marketing big data
Credit for recognised learning (CRL)

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