University of Technology Sydney

240715 Data-Driven Marketing

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): ((240700 Customer-Centric Marketing AND 240701 Consumer Insights) OR 240834 Marketing in the Age of Technology )
These requisites may not apply to students in certain courses.
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 (1.1)

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attribute(s):

  • Intellectual rigour and innovative problem solving

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

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

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

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):

1.1

Weight: 50%
Length:

3,000 words (+10%)—word count does not include appendices, references, title page information, tables/figures, but does include in-text citations and headings
Criteria:
  • Data and information
  • Level and depth of insight and integration of data and information
  • Evaluation – recommendations of measures of the execution
  • Use creativity and critical thinking to develop a relevant, high-quality data-driven marketing strategy to address business needs

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.