bus5ca customer analytics and social media
CUSTOMER ANALYTICS AND SOCIAL MEDIA
BUS5CA
2016
Credit points: 15
Subject outline
Humans have become information triggering and transmitting 'devices' due to the use of ATMs, credit cards, telephones, loyaltycards, call centres, digital television, internet etc. Using customer analytics, such information can be used by organizations to understand their customer lifestyles, life stages, personal values and financial status, which helps to gain new customers, keep existing customers longer and increase the frequency and value of customers thus becoming more competitive and profitable. Social media now plays a significant role in the customer relationship both as a way of marketing products and services and also a medium through which customer behaviours, sensitivities and sentiments could be captured. Ability to efficiently make use of social media information is now becoming an essential part of customer analytics. This unit provides the necessary knowledge and skills to use data analytics technologies to better understand customers resulting in happier, content and loyal customers leading to a better customer relationship. Case studies will be throughout to concepts, techniques and tools.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorDamminda Alahakoon
Available to Study Abroad StudentsYes
Subject year levelYear Level 5 - Masters
Exchange StudentsYes
Subject particulars
Subject rules
Prerequisites N/A
Co-requisites BUS5PA
Incompatible subjects N/A
Equivalent subjects N/A
Special conditions N/A
Learning resources
Readings
Resource Type | Title | Resource Requirement | Author and Year | Publisher |
---|---|---|---|---|
Readings | Data Mining Techniques | Recommended | Linoff and Berry, 2011 | Wiley |
Readings | Social Media Data Mining and Analytics | Recommended | Szabo and Boykin, 2015 | Wiley |
Graduate capabilities & intended learning outcomes
01. Learn of how data analytics could be used to keep track of customer life cycles, life stages, behaviours using multiple sources of information from within and outside organizations
- Activities:
- Lecture and workshops
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
02. Gain hands on practical skills in using analytics tools for customer analytics tasks such as segmentation, profiling churn analysis and prediction, target marketing
- Activities:
- Lecture, workshops and assignments
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
03. Use social media analytics techniques to enhance the customer intelligence and understanding customer sentiment
- Activities:
- Lecture, workshops and assignments
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Subject options
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City Campus, 2016, Semester 2, Night
Overview
Online enrolmentYes
Maximum enrolment size70
Enrolment information Limits of learning space Order of application
Subject Instance Co-ordinatorDamminda Alahakoon
Class requirements
Lecture/WorkshopWeek: 31 - 43
One 3.0 hours lecture/workshop per week on weekdays at night from week 31 to week 43 and delivered via face-to-face.
Assessments
Assessment element | Comments | % | ILO* |
---|---|---|---|
Assignment, customer profiling and market segmentation | 1500 words equivalency task | 30 | 01, 02 |
Assignment, customer sentiment analysis | 1500 words equivalency task | 30 | 02, 03 |
Assignment, increasing customer value with analytics | 2000 words equivalency task | 40 | 01, 02, 03 |