MARK5822 Marketing Analytics in a Big Data World - 2021

Term 2
6 Units of Credit
On Campus
The course outline is not available for current term. To view outlines from other year and/or terms visit the archives

1. Course Details

Summary of Course

​MARK5822 helps develop your capabilities of using advanced analytical tools to address marketing problems – key skills that numerous companies have stated they look for in marketers, particularly in more and more challenging business environments.

Students are exposed to a range of statistical tools and techniques, from classical statistical tools to emerging big data techniques. The emphasis is not on formulae of statistical tools, but on how to apply and interpret a range of statistical techniques to help answer marketing-related questions.

The course is organised around daily marketing problems. Moreover, widely used software (i.e., Microsoft Excel and R) is used to implement the analyses. These arrangements ensure that the knowledge and skills you learn from this course are work-ready for a wide range of business, from local small business to multinational giants.

In the course, students are strongly encouraged to start thinking as marketers by asking questions of their data, setting their own direction for the analysis in the project and thinking about how a company could utilise the results in practice.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

​This course is offered as part of the Marketing stream in the MCom degree. The course builds on marketing concepts and basic statistical skills, and extends your ability to use advanced analytical tools to address marketing problems in daily business practice.

Basic statistical knowledge and skills (e.g., statistical distribution, t-test, ANOVA, and linear regression) are assumed before starting this course.

To ensure that you have necessary statistical knowledge and skills ready for this course, you need to complete COMM5005 or COMM5011 or ECON5248 as a pre-requisite course, or demonstrate equivalent statistics knowledge (seek enrolment permission from Program Coordinator).

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeDrSongting DongRoom 3016, Quadrangle Building – Ref E15
Wed 10:00 – 11:00 (or by appointment)

​​Communication with staff

Email: email is the preferred contact method, will respond within one business day.
Tutors: A full list of tutorial classes, tutors and tutors’ contact information will be posted on the Moodle course website.
Staff will be available for consultation at the specified consultation times – NO appointment needs to be made if you wish to see your lecturer or tutor at the consultation times. If you require contact outside of the consultation times, please email the staff member with your question or to negotiate an alternate and mutually suitable consultation arrangement.

3. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

​This course is constructed so as to challenge you, encourage you to develop critical thinking and start to form an analytical mindset in problem-solving.

From experience, we have found that students learn statistical tools better when they are relevant to realistic problems. Therefore, the course organises the topics around daily marketing problems. The course teaches you the analytical tools you need for solving these problems, and then provides opportunities for you to practice these skills to solidify your understanding. You will then apply them in a realistic marketing study in a team setting, and provide insights and guidance for managerial implementations.

To obtain full benefits from this course, you must be willing to extend yourself beyond your comfort zone. You need to practice extensively to be familiar with the analytical tools and become a good friend to them. Once you are comfortable with the analytical tools, they will come to you when you need to address a marketing problem, and you will be able to analyse the problem in a scientific way and provide evidence-based conclusions. This is a sign of critical thinking and that you start to form an analytical mindset.

In this course, there are dual responsibilities: staff is responsible for providing a learning direction (methods, theories, and assessment); students are responsible for preparing the recommended materials prior to lectures and tutorials, making intelligent contributions to discussions, practising and clarifying ambiguities, being willing to learn and to undertake activities that are important for learning. You must complete set tasks and be active in lectures and tutorials, and you must also show initiative by being proactive in your own learning.

Learning Activities and Teaching Strategies

​Teaching in this course will be via lectures, tutorials, individual study, and teamwork.

Lectures: the lectures will introduce a range of various statistical techniques that may be used by marketers to understand marketing problems.  Each technique will be introduced within the context of a marketing problem to convey why and how it is used. The emphasis will be on understanding the basics of each technique, how it can be applied, and what the results mean for a marketer. Though some formulae will be presented, memorizing them is not the target. It is presumed that you have completed the required preparation for the week before you attend the lecture.

Tutorials: the tutorials will be used to reinforce materials covered in the lectures and practise the analytical tools to answer marketing questions. The tutorial program is very practical and is designed to develop your skills via plenty of exercises. Each week you will be given a range of exercises on a specific topic and implement analytical tools on the computer to complete these tasks. You are expected to prepare for the tutorial before the tutorials and revisit the exercises to solidify your learning after the tutorials.

Individual study: time spent on practice exercises outside of formal lectures and tutorials is highly recommended to consolidate your understanding of all aspects of the course. There are many datasets available on Moodle to enable you to practise what is covered in lectures and tutorials.

Teamwork: sophisticated marketing projects are completed in teams. During the team project, it is highly recommended that you not only aim to complete the task, but also aim to develop and enhance your teamwork skills. It is very helpful for you to continually reflect on your teamwork experience and come up with improvement ideas.

Teaching format. In 2021 T2, MARK5822 will be delivered using the ‘Separate Dual Mode, with shared content’ format. All students will attend online lectures, and a student can choose between face-to-face (F2F) and online tutorials. The tutorial contents will be the same for these two modes. The difference is where student-tutor interaction will take place. In a F2F tutorial, interaction will take place in the classroom; there is no online channel for students to participate via the Internet. In an online tutorial, interaction will take place online. There will be no free movement between the two modes for individual students (unless exceptional circumstances, and only F2F -> online direction will be possible).

5. Course Resources

​Course Website

The website for this course is on Moodle at:

Lecture Recording

Given the course delivery format in this term, both lectures and tutorials will be recorded for the students who cannot make it to the lectures and tutorials, and for students to review the course content.

Prescribed Textbook

There is NO prescribed textbook for this course.
Slides, reading materials and exercise datasets used in a particular week will be available on Moodle by Monday night of that week.

Other Resources

The following is a list of books or online resources you may find useful as additional sources of information.

Marketing research handbook
  • Marketing Research: An Applied Orientation (6th Edition) by Malhotra. A global edition is available in Australia. Published in 2010, by Pearson Education, Inc.
  • This book can be used as a handbook of marketing research designs and classical analytical tools.
Implementing analytics in marketing strategies
  • Marketing Strategy by Robert W. Palmatier and Shrihari Sridhar. Published in 2017, by Palgrave.
  • The book provides insights on how analytics are utilised in marketing strategies. There are many books on marketing strategies, but this book relates marketing strategies to analytics.
Multivariate statistics
  • Multivariate Data Analysis (7th Edition) by Hair et al. Published in 2010, by Pearson Education, Inc.
  • This book provides you with more details on multivariate statistics. It is one example of such books. Many books named Multivariate Data Analysis will do the same too.
Big data analytics
  • Big Data: A Revolution that Will Transform How We Live, Work, and Think, by Viktor Mayer-Schönberger and Kenneth Cukier. Published in 2013, by Eamon Dolan / Houghton Mifflin Harcourt. This book is a good source to get a first understanding of big data.
  • Big Data in Practice, by Bernard Marr. Published in 2016, by John Wiley and Sons Ltd. This book provides 45 successful examples of companies using big data analytics to achieve extraordinary success. It is a good source to get a sense of how big data is used in business practice nowadays.
  • Machine Learning with R (by Brett Lantz), Mastering Predictive Analytics with R (by Rui Miguel Forte), Mastering Social Media Mining with R (by Sharan Kumar Ravindran and Vikram Garg). These books are examples of technical books on how to use R to conduct big data analyses.
Excel resources
  • Real Statistics Using Excel: This website has rich Microsoft Excel resources, including Excel add-in software for statistical analyses, statistics instructions, examples, and discussion forums. The Excel add-in software works for both PC and Mac.
  • Marketing Analytics: Data-Driven Techniques with Microsoft Excel by Wayne L. Winston. Published in 2014, by John Wiley & Sons, Inc. It is an excellent resource that covers many analytical tools in marketing analytics, using Excel. You may use this book as a handbook and find out the solutions that you face (which may or may not be covered in this course).
R resources
  • The R book, by Michael J. Crawley. Published in 2012, by Wiley. One of the best-selling statistics book and R book. A very good introduction and handbook of R.
  • R for Marketing Research and Analytics, by Chris Chapman and Elea McDonnell Feit. Published in 2015 by Springer. This book shows you how to use R to address many analytical needs in marketing.
Software learning
  • LinkedIn Learning has a number of online courses including many for Excel and R. Free to UNSW students:
  • has plenty of tutorials for Excel and R as well, at various levels. You can use them as a systematic learning tool (e.g., an R course with a series of organized tutorials), or search for a question you have with Excel or R. Many times, a solution to your question is just there, waiting for you to discover.
Essay writing guide
  • Q Manual: (or search "Q Manual" on Google)
  • This is a good guide for your essay writing. It also provides a referencing style guide.

6. Course Evaluation & Development

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

​Based on feedback from previous students, we organize various analytical tools around daily marketing problems to demonstrate how these tools can help address practical problems that they will face. On top of classical marketing analytics, we spend a fair amount of time to discuss analytical tools and implementations regarding digital marketing and big data, to help our students thrive in the big data world.

Since students found the group project an excellent learning tool, we create the group project using a real marketing context and real marketing problems. Moreover, we use exercises such as research plan feedback and informal peer evaluation to provide timely support during the procedure.

Previous feedback also suggests that lecture recording is desirable for review purposes and in the cases of occasionally lecture missing. It is well-heard, and lectures are recorded. We also learned from previous students that Zoom works better than Blackboard Collaborate Ultra as the online delivery platform. Both lectures and online tutorials are now on Zoom.

We learned from a survey of previous post-graduate students that a break week in the middle of the term is preferred (1=do not like at all, 7=like it very much, with an average rating of 6.7 from 63 responses). As a result, week 6 is now left out with no lecture or tutorial, for you to consolidate your learning and prepare for the team project.

If at any time you have any concerns about your progress or any aspects of the course, please feel free to contact me to discuss your concerns.  

7. Course Schedule

Note: for more information on the UNSW academic calendar and key dates including study period, exam, supplementary exam and result release, please visit:
Week Activity Topic Assessment/Other
Week 1: 31 MayLecture

Introduction to marketing analytics



Week 2: 7 JuneLecture

Analysing consumer preferences


Basic stats review

Week 3: 14 JuneLecture

Developing new products based on preferences


Preference analysis

Week 4: 21 JuneLecture

Customer value assessment


Conjoint analysis

CLV calculation

Quiz 1

Week 5: 28 JuneLecture

Customer heterogeneity assessment


Research plan discussion

Research plan

Peer evaluation (informal)

Week 6: 5 JulyLecture


(Consolidation week)



Week 7: 12 JulyLecture

Demand curve and revenue management


Cluster analysis

Price optimization

Quiz 2

Week 8: 19 JulyLecture

Advertising response model and pay per click analysis


Market response model

Pay per click analysis

Week 9: 26 JulyLecture

Association analysis and text analytics



Week 10: 2 AugustLecture

Big data mechanism



Final report


Week 11: 9 AugustAssignment


Critical thinking and reflection

Peer evaluation

Exam Period: Exam

[Exam time to be determined]

Final exam

8. Policies and Support

Information about UNSW Business School program learning outcomes, academic integrity, student responsibilities and student support services. For information regarding special consideration and viewing final exam scripts, please go to the key policies and support page.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  Separate PLOs for honours and postgraduate research programs are included under 'Related Documents'.

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.



UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Services team.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.


UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz:


The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at:

For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorials for all new UNSW students: For information on student conduct see:

For information on how to acknowledge your sources and reference correctly, see: If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

​Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.


It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload


Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g., tutorials, flipped classroom sessions, seminars, labs, etc.).

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School Learning Support Tools
Business School provides support a wide range of free resources and services to help students in-class and out-of-class, as well as online. These include:

  • Academic Communication Essentials – A range of academic communication workshops, modules and resources to assist you in developing your academic communication skills.
  • Learning consultations – Meet learning consultants who have expertise in business studies, literacy, numeracy and statistics, writing, referencing, and researching at university level.
  • PASS classes – Study sessions facilitated by students who have previously and successfully completed the course.
  • Textbook access scheme – To support the inclusion and success of students from equity groups enrolled at UNSW Sydney in first year undergraduate Business programs.

The Nucleus - Business School Student Services team
The Nucleus Student Services team provides advice and direction on all aspects of enrolment and graduation. Level 2, Main Library, Kensington 02 8936 7005 /

Business School Equity, Diversity and Inclusion
The Business School Equity, Diversity and Inclusion Committee strives to ensure that every student is empowered to have equal access to education. The Business School provides a vibrant, safe, and equitable environment for education, research, and engagement that embraces diversity and treats all people with dignity and respect.

UNSW Learning & Careers Hub
The UNSW Learning & Careers Hub provides academic skills and careers support services—including workshops, individual consultations and a range of online resources—for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
02 9385 2060

Student Support Advisors
Student Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process.
John Goodsell Building, Ground Floor.
02 9385 4734

International Student Support
The International Student Experience Unit (ISEU) is the first point of contact for international students. ISEU staff are always here to help with personalised advice and information about all aspects of university life and life in Australia.
Advisors can support you with your student visa, health and wellbeing, making friends, accommodation and academic performance.
02 9385 4734

Equitable Learning Services
Equitable Learning Services (formerly Disability Support Services) is a free and confidential service that provides practical support to ensure that your health condition doesn't adversely affect your studies. Register with the service to receive educational adjustments.
Ground Floor, John Goodsell Building.
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
02 9385 5418

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9065 9444

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
02 9385 3331

UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333

Support for Studying Online

The Business School and UNSW provide a wide range of tools, support and advice to help students achieve their online learning goals. 

The UNSW Guide to Online Study page provides guidance for students on how to make the most of online study.

We recognise that completing quizzes and exams online can be challenging for a number of reasons, including the possibility of technical glitches or lack of reliable internet. We recommend you review the Online Exam Preparation Checklist of things to prepare when sitting an online exam.