Useful links
Unit of study_
MKTG6010: Data Analytics in Marketing
2025 unit information
With fast growth of the modern digital economy, multi-quintillion bytes of data is generated every day. This provides an enormous opportunity and a significant challenge for marketers to extract marketing insights because of not only the size of the data, but also the structure of the data. A growing proportion of the data is unstructured, such as customer emails and texts, mobile data, social media UGCs, C2C data on two-sided platforms in the sharing economy. Traditional marketing research methods cannot be used to solve these problems. This unit introduces state of the art machine learning methods to help marketers extract consumers insights from big data including structured and unstructured data and make better informed business decisions.
Unit details and rules
Managing faculty or University school:
Business (Business School)
| Study level | Postgraduate |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
|
Prerequisites:
?
|
BUSS6002 or QBUS5011 |
|---|---|
|
Corequisites:
?
|
None |
| Prohibitions:
?
|
None |
| Assumed knowledge:
?
|
None |
At the completion of this unit, you should be able to:
- LO1. Apply machine learning methods commonly used in marketing and evaluate the advantages and disadvantages of those methods
- LO2. Identify the machine learning models required to analyze practical problems in marketing
- LO3. Apply machine learning to extract insights from big data for better decision making
- LO4. Apply the required analytical techniques across marketing units
Unit availability
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
The outline is published 2 weeks before the first day of teaching. You can look at previous outlines for a guide to the details of a unit.
| Session | MoA ? | Location | Outline ? |
|---|---|---|---|
|
Semester 1 2025
|
Normal day | Camperdown/Darlington, Sydney |
Outline unavailable
|
Find your current year census dates
Modes of attendance (MoA)
This refers to the Mode of attendance (MoA) for the unit as it appears when you’re selecting your units in Sydney Student. Find more information about modes of attendance on our website.
