24761 Data-Driven Insights

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 2025 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.
Anti-requisite(s): 24720 Applied Marketing Research

Description

This subject develops capabilities of storytelling with data to understand consumer behaviours and identify opportunities. Students learn about different data sources, ethical and cultural understanding, and considerations in primary data collection, key design principles of collecting primary data, how to extract and synthesise useful information from relevant primary and secondary data and garner important insights to drive performance and data-driven decision-making. Upon completion, students develop deeper understanding of the importance of storytelling in driving managerial decision making.

Subject learning objectives (SLOs)

1.	Analyse various data sources to produce actionable insights
2.	Apply storytelling skills to visualise and convey data insights in a form appropriate to the audience
3.	Use principles of cultural diversity and social justice to produce responsible data-driven decisions
4.	Critically evaluate the ethical considerations of using or collecting data about Indigenous peoples and communities
5.	Evaluate the role that data plays in enhancing marketing decision-making in an increasingly complex business environment

Contribution to the development of graduate attributes

The subject contributes to the following graduate attribute(s):

• Social responsibility and cultural awareness
• Professional and technical competence

This subject also contributes specifically to develop the following Program Learning Objective(s) for the Master of Marketing:

• Critically evaluate and apply principles of cultural diversity and social justice to produce responsible marketing decisions (3.1)
• Critically reflect on and apply effective research and engagement practices when working with and for Indigenous peoples in a professional marketing context (4.2)

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions.
The lectures involve critical debate and in-depth case deliberations; and the workshops are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The learning management system will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

All students will be provided with the opportunity for initial feedback on their performance in the subject during the first four weeks of the semester.

Further feedback will be provided in relation to submitted assessment tasks. In addition, student groups will collaborate and engage in active learning tasks such as case study analysis, problem solving exercises and group discussions, to discuss their learning with their peers and they will receive constructive feedback on the assigned tasks.

Content (topics)

• Understanding different Data Types
• Data Ethics
• Research methods in marketing
• Data visualization
• Data Insights
• Data Storytelling

Assessment

Assessment task 1: Data Collection and Evaluation (Individual)

Intent:	Task A: Data collection (20%) Task B: Data Evaluation (20%)
Objective(s):	This addresses subject learning objective(s): 1, 3, 4 and 5
Weight:	40%
Length:	Assessment Task 1A 1. Primary Survey Instrument with 10-12 questions. 2. Annotated survey instrument (25-40 words per annotation with rationale for the question and its format) 3. Secondary table of 500 words Assessment Task 1B 1500 words
Criteria:	Task A Criteria Appropriateness of company and marketing problem selected. Appropriate application of survey design techniques Applicability of survey design to measure identified marketing problem Relevance of secondary sources Task B Criteria: Critical analysis of data source Depth of critical evaluation of ethical issues and implications of data collection Depth of reflection and application of learning to future professional practice when working with and for Indigenous Australians

Assessment task 2: Data Storytelling Presentation and Report (Individual)

Intent:	Task A: Data Analysis and Storytelling Report (40%) Task B: Video presentation (20%)
Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 5
Weight:	60%
Length:	Assessment Task 2A: The slide deck should contain between 10 to 15 slides. Assessment Task 2B: The video needs to be between 6 and 8 minutes long.
Criteria:	Task A Criteria: Accuracy of data interpretation and analysis Appropriate and well-communicated data narrative. Appropriate selection and use of visualisations and infographics. Feasibility of insights and recommendations Consideration of possible ethical and social issues related to data insights Task B Criteria: Ability to communicate data analysis and insights to a non-expert audience Well-communicated data narrative Persuasiveness of communication

Minimum requirements

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

Recommended texts

There is no one recommended text for this subject. Chapters, journals and other appropriate readings will be available in the weekly modules via Canvas.

References

Faculty of Business (2020), Guide to Writing Assignments, 3.1 Edition, Faculty of Business, University of Technology, Sydney.

Market Research Resources

The following are textbooks on Market Research. These will assist students with the group report. Many of these texts
are available second hand and from the library:
D'Alessandro, S., Lowe, B., Winzar, H., Zikmun, W. and Babin, B.J. (2020), Marketing Research: Asia-Pacific 5th
Edition, Cengage Learning Australia. (ISBN 9780170369824).
Hair, Joseph F. and Bryan Lukas (2014), Marketing Research (4th Edition), McGraw-Hill, North Ryde, NSW, Australia
(ISBN 9781743078761).
Joseph F. Hair, David J. Ortinau, Dana E. Harrison (2020), Essentials of Marketing Research 5th Edition, McGraw-Hill, (ISBN 9781260575781).

Business Statistics
An introductory business statistics textbook will be useful to gain an understanding of the statistical concepts and
methods used. A suggested textbook that is used in the UTS Business School is:
Ken Black, John Asafu-Adjaye, Paul Burke, Nelson Perera, Carl Sherwood, Saleh A. Wasimi (2024), Business
Analytics and Statistics (2nd Edition), Wiley Publishing (ISBN: 978073035543).