MKTG 2014 Customer Insights and Analytics - Commencing in 2026
Credit Points 10
Coordinator Aila Khan Opens in new window
Description Marketers seek to collect data to address specific marketing problems, including through a structured marketing research process, to convert data into actionable insights for marketing decision-making in an ethical and responsible manner. This subject focuses on data analysis and evidence-based reasoning as core components of insight-driven business practices. Students will explore various sources of marketing information, evaluate technologies that facilitate high-quality data collection and analysis, and engage with the research process in diverse contexts. Practical activities in data visualisation and the use of digital platforms, including social media, will prepare students to critically assess and communicate insights, equipping them for success in diverse contemporary business environments.
School Business
Discipline Marketing
Student Contribution Band
Check your fees via the Fees page.
Level Undergraduate Level 2 subject
Pre-requisite(s) ECON 1016
Equivalent Subjects MKTG 2011 and
MKTG 2007
Learning Outcomes
After successful completion of this subject, students will be able to:
- Identify differences between primary, secondary, qualitative and quantitative research
- Use digital technologies in social and market research processes
- Develop a market research proposal
- Critically examine ethical market research from the perspectives of Indigenous communities and knowledges
- Analyse statistical market research data
Subject Content
- Differences between primary, secondary, qualitative, quantitative research
- The marketing research process
- Presenting research results
- Benefits and challenges with the use of technology in marketing research
- Big data applications in marketing research
- Social media analytics
- • Ethical considerations in marketing research
- • Indigenous perspectives on marketing research
Special Requirements
Essential equipment
A computer and internet access
Prescribed Texts
- Khan, A., Hossain, M., and Amin, S. (2023). Customer Insights. Second Edition. Published by Open Educational Resources Collective. https://doi.org/10.26183/vsp0-vh04