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

Credit points15

Subject Co-ordinatorJojo Wong

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveNo

Learning ActivitiesLecture, workshop activities and assessments

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites BUS5PA and BUS5VA; or subject coordinator's approval


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





Chapter/article titleN/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



PublisherO'Reilly Media


Chapter/article titleN/A



Other descriptionN/A

Source locationN/A

Career Ready


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

COMMUNICATION - Communicating and Influencing
INQUIRY AND ANALYSIS - Creativity and Innovation
INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

Intended Learning Outcomes

01. Inspect the customer data analytics framework to understand customer life cycles and customer behaviours.
02. Apply the appropriate analytics tools for customer analytics tasks including customer segmentation and profiling, churn analysis and prediction, target-marketing analysis.
03. Analyse and evaluate various customer analytics techniques for a variety of business problems.
04. Design social media analytics solutions to enhance customer intelligence through customer sentiment analysis.
05. Formulate various data-driven decisions for a given problem by using multiple sources of information within and outside of the organisations.

Subject options

Select to view your study options…

Start date between: and    Key dates

City Campus, 2021, Semester 2, Night


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.


Assessment elementCommentsCategoryContributionHurdle% ILO*

Written Assignment, customer social media analysis 1500 words equivalence

N/AAssignmentIndividualNo35 SILO1, SILO2, SILO3, SILO4

Written Assignment, customer profiling and market segmentation 1500 words equivalence

N/AAssignmentIndividualNo35 SILO1, SILO2, SILO3, SILO5

Written Assignment, insights from customer behavioural and value analysis 2000 words equivalence

N/AAssignmentIndividualNo30 SILO1, SILO2, SILO3, SILO5