University of Technology Sydney

240715 Data-Driven Marketing

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Subject handbook information prior to 2021 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

Today's online digital environment provides companies with abundant data about consumers behaviours, actions, and responses to marketing. This subject explores how to extract useful information from relevant data, via analytics, to garner important insights to drive performance and data-driven decision-making through performance and strategic optimisation approaches.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. examine different approaches to marketing data analysis and their relevance to different marketing situations
2. explore various data sources, tools, and their limitations
3. analyse consumer and market data to design strategies to achieve business outcomes
4. use appropriate performance data to measure, evaluate and optimise campaigns and strategies

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:

  • Evaluate relevance and contribution of advanced digital marketing techniques to analyse business issues and apply critical thinking and creativity to integrate the solutions in decision making that reflect inclusivity, diversity and Indigenous perspectives (2.1)
  • Critically evaluate and apply principles of ethics, sustainability and social responsibility, as well as Indigenous values, to decisions in digital marketing contexts and their application to achieve business outcomes (4.1)

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

  • GA2: Critical thinking, creativity and analytical skills
  • GA4: Attitudes and values

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. You are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. You are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow you to interact with staff and students, ask questions and receive clarification and feedback.

Content (topics)

  • Building a view of the customer from different touchpoints
  • Metrics and best tools for data-driven marketing
  • Using data to understand customer trends and behaviours
  • Testing ideas in the field
  • Segmentation and personalisation
  • Use of data in reports and presentations

Assessment

Assessment task 1: Analytics Report (Individual)

Objective(s):

This addresses subject learning objective(s):

2 and 4

This addresses program learning objectives(s):

2.1

Weight: 15%
Length:

250 words (+/-10%)—word count does not include appendices, references, title page information, tables/figures, but does include in-text citations and headings

Criteria:
  • Analysis of using Google Analytics as a data source
  • Description of how the data could be used to evaluate the effectiveness of a campaign

Assessment task 2: Digital Marketing Dashboards (Individual)

Intent:

Part 1 (15%): Monitoring Performance using Dashboard

Part 2 (20%): Dashboard into Action

Objective(s):

This addresses subject learning objective(s):

1, 2 and 4

Weight: 35%
Length:

Part 1

500-750 words (+/-10%)—word count does not include appendices, references, title page information, tables/figures, but does include in-text citations and headings.

Part 2

500-750 words (+/-10%)—word count does not include appendices, references, title page information, tables/figures, but does include in-text citations and headings.

Criteria:
  • Examination of how dashboards can be used to monitor performance of campaigns
  • Description of limitations of this data

Assessment task 3: Report (Individual)

Objective(s):

This addresses subject learning objective(s):

3 and 4

This addresses program learning objectives(s):

4.1

Weight: 50%
Length:

2,500-3,500 words (+10%)—word count does not include appendices, references, title page information, tables/figures, but does include in-text citations and headings

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

This is a textbook-free subject. Readings are provided for each module.