Units in first semester 2021 may be delivered online and in alternative formats whilst restrictions in relation to the COVID-19 pandemic are in place.
Big Data Analytics in Marketing
A full-time study load usually consists of 200 credits (approximately eight units) per year, with 100 credits (approximately four units) in each semester.
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This unit focuses on the application of big data analytics to inform the development of marketing strategies. Students will gain insights into three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. The unit will equip students with the ability to use predictive models to develop forward-looking, what if scenarios. It will enable students to apply appropriate and effective analytics processes to answer strategic marketing questions in order to contribute to a company’s desired marketing objectives.
What you'll learn
- critique suitability of big data sources to address contemporary marketing issues
- formulate what-if scenarios and devise optimal solutions for marketing big data
- implement statistical techniques of big data analysis
- devise marketing insights and design marketing strategies based on marketing big data
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- Curtin course code: MKTG6012
- Last updated on: June 16, 2020