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MKTG3008 – Marketing and Customer Insights

2020 – Session 1, Weekday attendance, North Ryde

Coronavirus (COVID-19) Update

Due to the Coronavirus (COVID-19) pandemic, any references to assessment tasks and on-campus delivery may no longer be up-to-date on this page.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff
Con Korkofingas
Contact via con.korkofingas@mq.edu.au
Room 144, 3 Management Drive
Tuesday 11-12pm
Credit points Credit points
10
Prerequisites Prerequisites
130cp at 1000 level or above including ((STAT150 or STAT1250 or STAT170 or STAT1170) and (MKTG202 or MKTG2002) and MKTG2017)
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

The digital revolution has created an enormous volume of data about markets, customers and the business environment which marketers have sought to incorporate into their strategic decision-making. Yet, raw data on its own adds very little to the strategic decision process. Marketers need to understand how to organise and analyse available data to generate actionable insights. Such insights are useful in anticipating future consumer needs, identifying trends, forecasting market conditions, gauging competition and making informed predictions about an ever-changing environment. Marketers then utilise these insights to build compelling narratives and to provide actionable recommendations for important marketing decisions.
In this unit students will investigate appropriate data, data sources and analytic techniques required to generate input for key marketing decisions regarding markets and customers. Students will assess suitable data analysis techniques and evaluate generated output to develop insights and determine potential marketing decision options. Additionally, students will appraise these key options by estimating likely impacts and integrating these impacts with practical organisational issues.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://students.mq.edu.au/important-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Investigate and apply appropriate data, data sources and analytic techniques required to generate input for key marketing decisions regarding markets and customers.
  • ULO2: Examine output from relevant analyses to generate insights and determine potential options for key marketing decisions.
  • ULO3: As individuals and in groups, synthesise insights from analyses to evaluate potential options and create practical solutions with actionable recommendations for key marketing decisions

Assessment Tasks

Coronavirus (COVID-19) Update

Assessment details are no longer provided here as a result of changes due to the Coronavirus (COVID-19) pandemic.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Assessment Information

Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.

Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.

Delivery and Resources

Coronavirus (COVID-19) Update

Any references to on-campus delivery below may no longer be relevant due to COVID-19.

Please check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status

 

This unit is delivered on campus through weekly 3-hour seminars. The seminars comprise lectures, case studies and other interactive learning activities. 

Prescribed Text:

  • Rajkumar Venkatesan, Paul Farris and Ronald T. Wilcox (2015) Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands-On Learning” Pearson Education - ISBN-13: 978-0133552522; ISBN-10: 0133552527

Other Useful Texts:

  • Chuck Chakrapani (2018) “Analytics for Customer Insights: A Non-Technical Introduction” ISBN- 10:0920219527
  • Ömer Artun and Dominique Levin (2015) “Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data” Wiley, ISBN 978-1-119-03736-1 (hardback); ISBN 978-1-119-03732-3 (ePDF); ISBN 978-1-119-03733-0 (ePub)
  • Mike Grigsby (2018) “Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques” 2nd Edition, Kogan Page, ISBN 978 0 7494 8216 9; E-ISBN 978 0 7494 8217 6

Unit Schedule

Coronavirus (COVID-19) Update

The unit schedule/topics and any references to on-campus delivery below may no longer be relevant due to COVID-19. Please consult iLearn for latest details, and check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status

Refer to i-learn for Unit Schedule

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct​

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Learning Skills

Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Enquiry Service

For all student enquiries, visit Student Connect at ask.mq.edu.au

If you are a Global MBA student contact globalmba.support@mq.edu.au

Equity Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Changes from Previous Offering

This is a new unit. Although it has a similar code to MKTG308, the unit teaches methods for generating marketing and consumer insights rather than customer relationship management.