bus5ca customer analytics and social media
CUSTOMER ANALYTICS AND SOCIAL MEDIA
BUS5CA
2020
Credit points: 15
Subject outline
Humans have become information triggering and transmitting 'devices' due to the use of ATMs, credit cards, telephones, loyalty cards, 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 (Pre 2022)
Credit points15
Subject Co-ordinatorJojo Wong
Available to Study Abroad/Exchange StudentsYes
Subject year levelYear Level 5 - Masters
Available as ElectiveNo
Learning ActivitiesN/A
Capstone subjectNo
Subject particulars
Subject rules
PrerequisitesBUS5VA
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Quota Management StrategyMerit based quota management
Quota-conditions or rulesBy the order of application to subject coordinator.
Special conditionsN/A
Minimum credit point requirementN/A
Assumed knowledgeN/A
Learning resources
Social Media Data Mining and Analytics
Resource TypeBook
Resource RequirementRecommended
AuthorSzabo and Boykin
Year2015
Edition/VolumeN/A
PublisherWiley
ISBN978-1-118-82485-6
Chapter/article titleN/A
Chapter/issueN/A
URLN/A
Other descriptionN/A
Source locationN/A
Ask, measure, learn: using social media analytics to understand and influence customer behaviour
Resource TypeBook
Resource RequirementRecommended
AuthorFinger and Dutta
Year2014
Edition/VolumeN/A
PublisherO'Reilly Media
ISBN978-144-933-6752
Chapter/article titleN/A
Chapter/issueN/A
URLN/A
Other descriptionN/A
Source locationN/A
Career Ready
Career-focusedNo
Work-based learningNo
Self sourced or Uni sourcedN/A
Entire subject or partial subjectN/A
Total hours/days requiredN/A
Location of WBL activity (region)N/A
WBL addtional requirementsN/A
Graduate capabilities & intended learning outcomes
Graduate Capabilities
Intended Learning Outcomes
Subject options
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City Campus, 2020, Semester 2, Night
Overview
Online enrolmentYes
Maximum enrolment size120
Subject Instance Co-ordinatorJojo Wong
Class requirements
Lecture/WorkshopWeek: 31 - 43
One 3.00 hours lecture/workshop per week on weekdays at night from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Category | Contribution | Hurdle | % | ILO* |
|---|---|---|---|---|---|
Written Assignment, customer social media analysis (1500 words) | N/A | N/A | No | 30 | SILO1, SILO2, SILO3, SILO4 |
Written Assignment, customer profiling and market segmentation (1500 words) | N/A | N/A | No | 30 | SILO1, SILO2, SILO3, SILO5 |
Written Assignment, insights from customer behavioural and value analysis (2000 words) | N/A | N/A | No | 40 | SILO1, SILO2, SILO5 |