CUSTOMER ANALYTICS AND SOCIAL MEDIA

BUS5CA

2017

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-ordinatorWei Peng

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisites BUS5PA or student enrolled in SMDS

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsData Mining TechniquesRecommendedLinoff and Berry, 2011Wiley
ReadingsSocial Media Data Mining and AnalyticsRecommendedSzabo and Boykin, 2015Wiley

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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Start date between: and    Key dates

City Campus, 2017, Semester 2, Night

Overview

Online enrolmentYes

Maximum enrolment size70

Enrolment information Limits of learning space Order of application

Subject Instance Co-ordinatorWei Peng

Class requirements

Lecture/Workshop Week: 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 elementComments% ILO*
Assignment, customer profiling and market segmentation1500 words equivalency task30 01, 02
Assignment, customer sentiment analysis1500 words equivalency task30 02, 03
Assignment, increasing customer value with analytics2000 words equivalency task40 01, 02, 03