Students
GMBA8024 – Know Your Customers
2020 – Coursera term 4, Fully online/virtual
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Syed Rahman
Teaching Assistant
Linden Misselbrook
Contact via globalmba.support@mq.edu.au
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|---|---|
| Credit points |
Credit points
5
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| Prerequisites |
Prerequisites
Admission to GMBA
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit helps students understand the customer and the value they add to an organisation as well as how an organisation can benefit a customer. It introduces theories and techniques of marketing analytics in the context of various marketing decision-making environments. Students will explore the nature and role of digital and social marketing for generating customer value. The unit will introduce students to customer analytics and methods of segmentation to determine a customer's lifetime value to an organisation. Topics are reinforced by the use of actual marketplace data and analytics to measure and estimate the effects of an organisation's marketing effort. |
Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- ULO1: Analyse the concept of customer value and its importance to an organisation.
- ULO2: Explore the types of customer data that are collected, both by traditional and digital methods.
- ULO3: Examine the tools used and determine what works best to solve which problem.
- ULO4: Use customer data to both understand the current situation and develop and drive strategy.
- ULO5: Critically assess various digital and social marketing and their role in creating and measuring value.
General Assessment Information
Submission
You will submit your assessment tasks via your online unit on Coursera.
For individual submissions, please use the following naming convention for your file:
lastname-firstname-GMBAxxx-A1.*
lastname-firstname-GMBAxxx-A2.*
For group submissions, please use the following naming convention for your file:
team-number-GMBAxxx-A1.*
team-number-GMBAxxx-A2.*
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Extensions
Please note that no extensions will be granted. 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 (for example, 25 hours late in submission = 20% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.
For any questions regarding your assignment submission or to apply for special consideration, please send an email to globalmba.support@mq.edu.au.
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Formatting instructions
These instructions pertain only to written assignments. In the case of other formats (e.g., slide decks) specific formatting instructions may apply. Written assignments should be in 11 point Arial font with 1.5 line spacing. Each page of the report should be numbered and have at minimum 2.5 cm margins from the left and right edges and top and bottom of the page. The word count is strictly enforced. The actual word length of the document, not including references or appendices, should be clearly stated on the title page of the report. Written assignments should have the following structure:
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A title page with the question, your student name and student number, word count of the text
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The body of the report structured with paragraphs and with appropriate headings and citations, with page numbers.
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Complete reference list of material cited in the text.
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Referencing
Please use the American Psychological Association (APA) 6th edition reference style. This means that when referring to an article or book etc, you indicate the author’s name followed by the year of publication (Jones, 1989). For multiple authors include all names (Jones, Smith, & Wilson, 1990). If you use a direct quote put the quoted words in “quotation marks” and include the page number with the reference (Jones, 1989, p. 76). A reference list should be presented in alphabetical order at the end of the paper. Further information on APA style is available at http://libguides.mq.edu.au/content.php?pid=85232&sid=634282
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Commercial in Confidence
Please note that you must not disclose any information marked ‘Commercial in Confidence’ without permission from the party who supplied it (e.g., your current or previous employer, customers, etc.).
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Developing a customer journey | 40% | No | 13 July 2020, 11:59pm (AEST) |
| Refining a customer journey | 60% | No | 5 August 2020, 11:59pm (AEST) |
Developing a customer journey
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 10 hours
Due: 13 July 2020, 11:59pm (AEST)
Weighting: 40%
Length: 1,500 words (excl. references) for the activity analysis, plus a copy of your persona and your customer journey map. Format: PDF document including the information above in one file. Task: The purpose of this assignment is for you to examine how consumers use digital and traditional channels together as part of the purchase process. There are three parts to this assignment: You will need to select a product or service to analyse, determine a key target segment and develop a representative persona, and create a customer journey map based on that persona.
On successful completion you will be able to:
- Explore the types of customer data that are collected, both by traditional and digital methods.
- Examine the tools used and determine what works best to solve which problem.
Refining a customer journey
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 14 hours
Due: 5 August 2020, 11:59pm (AEST)
Weighting: 60%
Length: 3,000 words (excl. references) for the analysis, plus a copy of your updated persona and your updated customer journey map. Format: PDF document including the information above in one file. Task: The purpose of this assignment is to help you develop a deeper understanding of how consumers use digital and traditional channels together as part of the purchase process. There are three parts to this assignment: Taking the persona and customer journey map you developed in the first assignment, you will need to conduct primary research in order to refine those outputs, analyse the results, and update your persona and customer journey map with the new information.
On successful completion you will be able to:
- Analyse the concept of customer value and its importance to an organisation.
- Explore the types of customer data that are collected, both by traditional and digital methods.
- Use customer data to both understand the current situation and develop and drive strategy.
- Critically assess various digital and social marketing and their role in creating and measuring value.
1 If you need help with your assignment, please contact:
- the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
- the Writing Centre for academic skills support.
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery and Resources
Required text
There is no required textbook for this unit. Please refer to the weekly required readings in your online unit. All readings are available via the Macquarie University library and do not need to be purchased separately.
Delivery method
This unit will be delivered entirely online via the Coursera Learning Management System. Access to a personal computer is required to access the resources and learning materials on Coursera.
Unit Schedule
For this unit, Live Events (via the web conferencing software Zoom) will take place once a week starting in Week 1 and ending in Week 6. The links to the events are available via Live Events in the online unit. Students are strongly advised to attend the Live Events. Recordings of the live events will be made available within 24 hours of the event and can be accessed via Resources in the online unit.
Attending the Live Event each week is an opportunity to engage with the unit content, your Unit Convenor and classmates. Students are encouraged to complete specified Live Event preparation learning activities prior to each scheduled Live Event in order to get the most value out of these sessions.
Please note: The teaching schedule is subject to change. Please refer to your online unit for the latest schedule.
| Week | Live Events | Assessments |
|---|---|---|
| 1 | Webinar: Tuesday 30 June 2020, 8-9am (AEST) | |
| 2 | Webinar: Tuesday 7 July 2020, 8-9am (AEST) | |
| 3 | Webinar: Tuesday 14 July 2020, 8-9am (AEST) | A1 due: Monday 13 July 2020, 11:59pm (AEST) |
| 4 | Webinar: Tuesday 21 July 2020, 8-9am (AEST) | |
| 5 | Webinar: Tuesday 28 July 2020, 8-9am (AEST) | |
| 6 | Webinar: Tuesday 4 August 2020, 8-9am (AEST) | A2 due: Wednesday 5 August 2020, 11:59pm (AEST) |
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:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
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 Services and 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.
Student Enquiries
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
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.