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.
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)
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
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