BUS5CA
CUSTOMER ANALYTICS AND SOCIAL MEDIA
BUS5CA
2019
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 segments 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-ordinatorJojo Wong
Available to Study Abroad StudentsYes
Subject year levelYear Level 5 - Masters
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisites BUS5PA; or subject coordinator's approval.
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Learning resources
Readings
Resource Type | Title | Resource Requirement | Author and Year | Publisher |
---|---|---|---|---|
Readings | Ask, measure, learn: using social media analytics to understand and influence customer behaviour | Recommended | Finger and Dutta, 2014 | O'Reilly Media |
Readings | Social Media Data Mining and Analytics | Recommended | Szabo and Boykin, 2015 | Wiley |
Graduate capabilities & intended learning outcomes
01. Assess how data analytics could be used to identify and predict customer life cycles, life stages, behaviours using multiple sources of information from within and outside organisations
- 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. Apply 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. Propose 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
Select to view your study options…
City Campus, 2019, Semester 2, Night
Overview
Online enrolmentYes
Maximum enrolment size120
Enrolment information Limits of learning space Order of application
Subject Instance Co-ordinatorJojo Wong
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* |
---|---|---|---|
Written Assignment, customer profiling and market segmentation | 1500 words equivalency task | 30 | 01, 02 |
Written Assignment, customer social media analysis | 2000 words equivalency task | 40 | 01, 02, 03 |
Written Assignment, insights from customer behavioural and value analysis | 1500 words equivalency task | 30 | 01, 02 |