Marketing Analytics And Big Data

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:

MKT302A/MKT302B

Note: Both A and B code subject versions are displayed as they are approved equivalent in content, assessments and learning outcomes. As ICMS courses are reaccredited, the subject is updated to a B-code suffix. Students studying a Bachelor of Business, Bachelor of Business (Sports Management), Bachelor of Business (Entrepreneurship and Innovation), Bachelor of Business (Marketing), Bachelor of Business (International Tourism) and Bachelor of Hospitality Management will be enrolled in MKT302B in 2027. Students enrolled in all other courses at ICMS with this subject will complete MKT302A.This arrangement applies to the nested Diploma qualifications of these courses also.

Subject Rationale:

MKT302A

Solving business problems and identifying market opportunities involves the employment of various research techniques. This subject aims to provide students with the fundamentals of data-driven marketing research in a dynamic business environment. Students can develop skills in appropriate analytical methods of both qualitative and quantitative data, including the use of statistical analytical packages, and the methods by which the data/big data can be turned into useful information. Engaging in both independent and group research enriches problem solving and decision-making attributes valued within marketing environments.

MKT302B

Marketing in the digital age demands more than creativity; it requires the strategic use of data, analytics, and emerging technologies to make informed decisions.

This subject develops the practical data skills, ethical use, and strategic thinking needed for data-informed marketing strategies. It explores how big data, artificial intelligence (AI), and digital platforms transform the way marketers understand consumers, deliver experiences, and measure success.

Through practical application, critical judgement and decision making, and case-based learning, students will gain the technical proficiency and strategic insight expected in modern marketing leadership roles and driven by this fast-changing, data-rich environment.

Learning Outcomes:

MKT302A

a) Explain the basic principles of designing marketing research and big data.
b) Analyse various data collection methods and sampling design.
c) Appraise appropriate analytical techniques for different types of survey data.
d) Assess the consequences of sampling and the nature of data analysis in a marketing case study.

MKT302A

a) Critically reflect on data-driven marketing strategies using insights derived from analytics, segmentation, and consumer behaviour data.
b) Apply appropriate digital tools and analytical techniques to marketing problems.
c) Evaluate the impact of emerging technologies and ethical considerations in data-driven marketing decisions.
d) Formulate actionable strategies using real-time marketing data and contemporary digital platforms

Student Assessment:

Note: (G) = Group assessment