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Data Driven Marketing (MKTG30014)
Undergraduate level 3Points: 12.5Not available in 2026
About this subject
Overview
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This subject is designed to equip students with the knowledge and skills to leverage data in making informed marketing decisions. It explores how businesses leverage consumer data to formulate targeted marketing strategies, enhance customer engagement, and maximise return on investment.
Students will delve into the collection, analysis, interpretation, and strategic application of marketing data, both in traditional and digital marketing settings, empowering them to make impactful decisions that drive marketing success. Through case studies and hands-on exercises, students will learn how to interpret market trends, segment audiences effectively, evaluate marketing mix models, and optimise marketing campaigns using data analytics tools and techniques. The subject also emphasises the ethical considerations and privacy concerns associated with data-driven marketing.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Analyse and interpret customer data from diverse sources to gain insights into their behaviour and preferences;
- Apply data-driven methods to segment customer bases and create tailored marketing strategies for specific customer groups;
- Utilise a variety of data analysis tools and techniques proficiently to extract insights from marketing and sales performance data;
- Evaluate the effectiveness of various marketing tactics through marketing mix modelling analysis; and
- Demonstrate a critical understanding of ethical considerations regarding data collection, usage, and privacy in the digital marketing domain.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- High level of development: problem solving; analytical reasoning; collaborative learning and teamwork; use of coding, computer software and other appropriate information technologies; critical thinking; understanding of the ethical responsibilities of individuals and organisations in society; oral and written communication.
Last updated: 19 November 2025