24772 Applied Research and Insights
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Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): (24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour AND (24720 Applied Marketing Research OR 24761 Data-Driven Insights)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject is designed to provide students with a deeper understanding of customer analytics and insights leveraging mobile devices and digital technologies to collect, analyse, and interpret customer data. The subject also provides students with the cognitive, technical and creative skills to generate and evaluate complex ideas and concepts and apply them to the field of customer insights. Students also learn how to use data visualization tools to communicate these insights effectively, develop data-driven marketing strategies optimized for mobile and digital channels, and use these to inform marketing strategy and drive business growth.
Subject learning objectives (SLOs)
| 1. | Use appropriate analytical methods to gain insights for marketing decision-making |
|---|---|
| 2. | Justify and evaluate the selection of appropriate qualitative and quantitative marketing research methods as a means to appropriately inform managerial decisions |
| 3. | Apply marketing research knowledge and skills to create insights from research data to assist managerial decision-making |
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
- Communication and collaboration
- Professional and technical competence
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and workshop sessions aligning with assessment items. It is taught through a combination of lectures and workshops. The lectures involve outline and critical assessment of tools and techniques; and the workshops are built around in-class exercises. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS Learning Management System will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software for data analysis. All students will be provided with the opportunity for initial feedback on their performance in the subject during the first six weeks of the semester, for example, tutorial exercises, and other assessment methods. Further feedback will be provided in relation to submitted assessment tasks.
Content (topics)
- Marketing Research Decision Problems and Research Questions
- Applications of quantitative data analysis including independent samples t-test, ANOVA, cross-tabulations and regression analysis
- Applications of qualitative data analysis including word cloud generation
- Primary qualitative research methods and sampling strategies
Assessment
Assessment task 1: Analysis of dataset (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Weight: | 50% |
| Length: | 3,000 to 5,000 words excluding appendices |
| Criteria: |
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Assessment task 2: Insights Report (Individual)
| Objective(s): | This addresses subject learning objective(s): 2 and 3 |
|---|---|
| Weight: | 50% |
| Length: | 10-15 slides using appropriate graphics |
| Criteria: |
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Minimum requirements
Students must achieve at least 50% of the subject’s total marks.