Course Title: Consumer Analytics

Part A: Course Overview

Course Title: Consumer Analytics

Credit Points: 12.00

Flexible Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
INTE2556	RMIT Online	Postgraduate	620H Business IT and Logistics	Internet	JulDec2020 (KP4)
INTE2556	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2021 (KP2)
INTE2556	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2021 (KP6)
INTE2556	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2022 (KP4)
INTE2556	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2023 (KP2)
INTE2556	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2023 (KP6)

Course Coordinator: Dr. Jason Pallant

Course Coordinator Phone: +61399251783

Course Coordinator Email: jason.pallant@rmit.edu.au

Course Coordinator Location: Melbourne City Campus

Course Coordinator Availability: By Appointment via email only

Pre-requisite Courses and Assumed Knowledge and Capabilities

Foundational knowledge of Data Science including Statistics.

Course Description

This course introduces students to the capabilities of data science and analytics tools to solve problems at the interface of organisations and consumers. In this course you will make the kinds of proposals, reports and presentations that are used in a business context. During this course you will critically evaluate the published literature and use case studies to design creative analytics approaches that improve a product or service and/or measure the effectiveness of marketing strategies. You will also learn how to appropriately communicate consumer analytics strategy to identified stakeholders.

Objectives/Learning Outcomes/Capability Development

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On successful completion of this course you will be able to:

CLO1 Design approaches to using data science tools for consumer profiling; predicting behaviour, and optimising for profitability and/or outcomes.

CLO2 Interpret consumer friction points to identify organisational opportunities that can be solved by data science tools and approaches.

CLO3 Critically evaluate the published literature and case studies from a range of industries and organisations to design relevant analytics to improve product or service design, and/or marketing strategy.

CLO4 Communicate consumer analytics strategy and recommended solutions to identified stakeholders.

Overview of Learning Activities

This course uses highly structured learning activities to guide your learning process and prepare you for your assessments. The activities are a combination of individual, peer-supported and facilitator-guided activities, and where possible project-led, with opportunities for feedback throughout. You will analyse business case studies to identify analytics opportunities before developing your own analytics plan in response to a business problem.

Authentic learning is critical to this course and you will be encouraged to critically compare and contrast what is happening in your context and in industry, and to use your insights. Social learning is another important component and you are expected to participate in class and group activities, share drafts of work and resources and give and receive peer feedback. You will be expected to work efficiently and effectively with others to achieve outcomes greater than those that you might have achieved alone. Above all, the learning activities are designed to maximize the likelihood that you will not only understand the course learning resources but also apply that learning to improving your own practice.

Overview of Learning Resources

Each learning activity contains the core resources, such as videos, podcasts, readings, templates, articles, industry tools and/or communities that you need to complete that activity, or links to those resources. 

Additional learning resources designed into the course, will be clearly marked as supplemental. If your course teaching team finds additional resources during course delivery which they think can support or be of interest to the class cohort, these will be made available as required during the teaching period. 

In your class environment, besides your learning activities you will also find:

• All assessment briefs;
• A course information page with a study schedule;
• Various communication tools to facilitate collaboration with your peers and facilitators, and to share information.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Overview of Assessment

A total mark of 50% is required for a pass in the course. This does not mean that each individual component of assessment must be passed.

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 30%
Linked CLOs: 1, 2, 3, 4

Assessment Task 2: 40%
Linked CLOs: 2, 3, 4

Assessment Task 3: 30%
Linked CLOs: 1, 2, 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.