Students
MKTG3013 – Marketing Media Insights
2021 – Session 1, Special circumstances
Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group activities on campus, and most will keep an online version available to those students unable to return or those who choose to continue their studies online.
To check the availability of face-to-face and online activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Coordinator and Lecturer
Dr Syed Rahman
Contact via syed.rahman@mq.edu.au
Room 142, 3 Management Drive
Thursday 12-1pm
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
40cp at 2000 level or above including MKTG2002 or MKTG202
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
The marketing media landscape has changed drastically over the past decade. The rise of new media such as digital and social media has changed the ways in which companies communicate and interact with consumers. More importantly, it opens new channels that allow companies to gain immediate and strategic insights into consumer trends and their target market. As such, a company’s ability to transform data generated from various traditional and new media sources into business insights creates a competitive advantage to ensure their survival and prosperity.
This unit enables students to develop a knowledge of the trends changing the current marketing media landscape. Students will learn how to use different analytic software packages, such as SAS and Excel, to analyse both structured and unstructured data that are produced by various marketing media sources. Student also will learn how to transform results into actionable insights and will develop an ability to communicate and explain their insights in an engaging and effective way.
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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: Investigate the challenges, critical factors and organizational impacts faced by companies in deriving insights from different marketing media sources.
- ULO2: Critically evaluate the diversity in the data that are generated by different marketing media sources and formulate appropriate approaches to analysis.
- ULO3: Analyse both structured and unstructured data to derive business insights that can inform marketing strategies.
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: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| In-Class Tests | 15% | No | Week 3, 5, 7 |
| Search Engine Analytics Report | 35% | No | Week 8 |
| Marketing Media Insights Report | 50% | No | Week 13 |
In-Class Tests
Assessment Type 1: Quiz/Test
Indicative Time on Task 2: 3 hours
Due: Week 3, 5, 7
Weighting: 15%
This is an individual assessment that requires students to derive insights from structured information generated through various media sources and answer short questions related to different marketing problems. Specific instructions and rubric will be provided on iLearn. Length: 15% (5% × 3) - 500 words each submission Students will complete short answer responses compiled into a single Microsoft Word document to be submitted via Turnitin
On successful completion you will be able to:
- Investigate the challenges, critical factors and organizational impacts faced by companies in deriving insights from different marketing media sources.
- Critically evaluate the diversity in the data that are generated by different marketing media sources and formulate appropriate approaches to analysis.
Search Engine Analytics Report
Assessment Type 1: Project
Indicative Time on Task 2: 17.5 hours
Due: Week 8
Weighting: 35%
This is an individual assessment that requires students to demonstrate cognitive knowledge of the skills required to formulate appropriate approaches in deriving actionable insights by analysing data (e.g., textual data) generated by search engines. In addition, students will be required to propose appropriate marketing actions to optimise search engine performance of a business. Specific instructions and rubric will be provided on iLearn. Length: 2,000 words
On successful completion you will be able to:
- Investigate the challenges, critical factors and organizational impacts faced by companies in deriving insights from different marketing media sources.
- Critically evaluate the diversity in the data that are generated by different marketing media sources and formulate appropriate approaches to analysis.
- Analyse both structured and unstructured data to derive business insights that can inform marketing strategies.
Marketing Media Insights Report
Assessment Type 1: Project
Indicative Time on Task 2: 24.5 hours
Due: Week 13
Weighting: 50%
This is an individual assessment that requires students to demonstrate cognitive knowledge of the skills required to derive actionable business insights by analysing both structured and unstructured (i.e., textual data) information generated on different marketing media. In addition, students will be required to explore insights into the trends, patterns, or sentiments in the data to better inform marketing decision making. Students will learn the necessary skills to perform the analysis required for this assessment during the lab sessions; students have to maintain and submit their lab book (i.e., the record of lab activities) as part of this assessment. Specific instructions and rubric will be provided on iLearn. Length: 2,000 words report and lab book
On successful completion you will be able to:
- Investigate the challenges, critical factors and organizational impacts faced by companies in deriving insights from different marketing media sources.
- Critically evaluate the diversity in the data that are generated by different marketing media sources and formulate appropriate approaches to analysis.
- Analyse both structured and unstructured data to derive business insights that can inform marketing strategies.
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
This unit has 3 hours of teaching per week, consisting of a 1-hour lecture and a 2-hours workshop as per unit schedule during the semester. The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au.
Successful completion of this unit requires the student to submit all assessment tasks and achieve at least 50% in total.
Access to a personal computer, internet, Microsoft Excel, Microsoft Word, and Microsoft Powerpoint is required to complete learning activities and assessment tasks.
Throughout the semester, a combination of selected chapters from different textbooks, journal articles, and online materials (e.g. links to websites, online videos) will be used as learning resources. Following is the list of key required reading/viewing resources; details of learning materials for each week will be available in iLearn.
Books:
Katz, H. (2016). The media handbook: A complete guide to advertising media selection, planning, research, and buying. Routledge. (Chapter 1 & 7; MQ library eBook access)
Journal articles:
Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1), 1-25. https://journals.sagepub.com/doi/full/10.1177/0022242919873106
Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F. V., ... & Theodoulidis, B. (2017). Customer engagement in a big data world. Journal of Services Marketing https://www.emerald.com/insight/content/doi/10.1108/JSM-10-2016-0352
Iacobucci, D., Petrescu, M., Krishen, A., & Bendixen, M. (2019). The state of marketing analytics in research and practice. Journal of Marketing Analytics, 7(3), 152-181. https://link.springer.com/article/10.1057/s41270-019-00059-2
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121. https://journals.sagepub.com/doi/pdf/10.1509/jm.15.0413
Online resources:
Essential data analytics terms https://www.business.com/articles/30-essential-data-analytics-terms-every-marketer-should-know/
Marketing analytics: What it is and why it matters https://www.sas.com/en_us/insights/marketing/marketing-analytics.html
SAS Contextual Analysis user guide https://support.sas.com/documentation/onlinedoc/ca/14.2/utaqsug.pdf
MOZ keyword research: The beginner's Guide https://moz.com/beginners-guide-to-seo/keyword-research
SAS Visual Analytics tutorials https://video.sas.com/category/videos/sas-visual-analytics_
Google Analytics for beginners https://analytics.google.com/analytics/academy/course/6
How to use Google Keyword planner https://ahrefs.com/blog/google-keyword-planner/
Grow with Facebook Analytics https://analytics.facebook.com/success-stories
MOZ SEO analysis guide https://moz.com/seo-competitor-analysis
Unit Schedule
Please refer to iLearn.
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). 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
Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/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.
Changes from Previous Offering
The word limit for the 50% assessment 'Marketing Media Insights Report' reduced to 2000 words from 2500.
No other changes in the assessments.
Unit information based on version 2021.04 of the Handbook