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.
School: La Trobe Business School (Pre 2022)
Credit points: 15
Subject Co-ordinator: Jojo Wong
Available to Study Abroad/Exchange Students: Yes
Subject year level: Year Level 5 - Masters
Available as Elective: No
Learning Activities: N/A
Capstone subject: No
Subject particulars
Subject rules
Prerequisites: BUS5VA
Co-requisites: N/A
Incompatible subjects: N/A
Equivalent subjects: N/A
Quota Management Strategy: Merit based quota management
Quota-conditions or rules: By the order of application to subject coordinator.
Special conditions: N/A
Minimum credit point requirement: N/A
Assumed knowledge: N/A
Learning resources
Social Media Data Mining and Analytics
Resource Type: Book
Resource Requirement: Recommended
Author: Szabo and Boykin
Year: 2015
Edition/Volume: N/A
Publisher: Wiley
ISBN: 978-1-118-82485-6
Chapter/article title: N/A
Chapter/issue: N/A
URL: N/A
Other description: N/A
Source location: N/A
Ask, measure, learn: using social media analytics to understand and influence customer behaviour
Resource Type: Book
Resource Requirement: Recommended
Author: Finger and Dutta
Year: 2014
Edition/Volume: N/A
Publisher: O'Reilly Media
ISBN: 978-144-933-6752
Chapter/article title: N/A
Chapter/issue: N/A
URL: N/A
Other description: N/A
Source location: N/A
Career Ready
Career-focused: No
Work-based learning: No
Self sourced or Uni sourced: N/A
Entire subject or partial subject: N/A
Total hours/days required: N/A
Location of WBL activity (region): N/A
WBL addtional requirements: N/A
Graduate capabilities & intended learning outcomes
Graduate Capabilities
Intended Learning Outcomes
City Campus, 2020, Semester 2, Night
Overview
Online enrolment: Yes
Maximum enrolment size: 120
Subject Instance Co-ordinator: Jojo 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 |