Marketing Analytics And Big Data
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"I chose ICMS because they have provided me with the opportunity to kickstart my career through their many industry partners".
Keegan Du Preez
Bachelor of Business Management (Accounting)
"ICMS is realistic. They understand the realistic expectations of various markets. It’s not just textbook knowledge, especially compared to every other competitor".
Michaela Mayes
Bachelor of Business (Marketing)
"ICMS' Work Integrated Learning gave me the ability to gain real life experience before I even graduated".
Alana Williams
Bachelor of Business (Accounting)
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Juliette Wilson
Bachelor of Business (Marketing)
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Calum McKnight
Bachelor of Business (Marketing)
“Very quickly, ICMS gave me a circle of friends who are pretty driven – but who also like to have fun – and when I see where they are now it’s pretty exciting and it drives me further.”
Ewan Metcalfe
Bachelor of Business (Sports Management)
"Through being at this college and the geographical location, it always reminded me to stay grounded, keep working hard to further improve my life and stay happy".
This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.
Subject Code:
MKT302A
Subject Aim:
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.
Learning Outcomes:
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.
Student Assessment:
| No | Type | Weighting | Learning Outcomes |
| 1 | Scenario analysis | 25% | a, b, c |
| 2 | Presentation: research on marketing issue (G)* | 35% | b, c, d |
| 3 | Report on HBP case study with big data | 40% | c, d |
(G)* = Group Assessment