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Unit of study_

MKTG6018: Customer Analytics and Relationship Management

There have been two fundamental shifts in the focus of business and marketing strategy. On the one hand, companies have become more focused on managing relationships with their customers over an extended period of time. On the other hand, more than any time in history companies' decisions become more data-driven due to the exponential increase in the volume of data on customers, competitors and markets. To obtain, retain and grow a customer base, it is crucial to know how to obtain customer information and how to make sense of it. This unit introduces students to fundamental concepts of customer relationship management and state-of-art analytics and how to apply these to real-world business problems. The unit covers topics including understanding customer relationships, implementing strategic customer relationship management, handling and analysing customer-related databases, increasing customer profitability based on actionable insights gained from customer data, and giving more value to data through visualisation. Students also gain statistical skills, however, no prior knowledge of statistics is required.


Academic unit Marketing
Unit code MKTG6018
Unit name Customer Analytics and Relationship Management
Session, year
Semester 1, 2020
Attendance mode Normal day
Location Camperdown/Darlington, Sydney
Credit points 6

Enrolment rules

Available to study abroad and exchange students


Teaching staff and contact details

Coordinator Jake An,
Type Description Weight Due Length
Final exam Final exam
Extended response questions
40% Formal exam period 3 hours
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
Participation Participation
10% Ongoing Ongoing
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
Assignment group assignment Data case write-up
Written task
10% Week 11
Due date: 23 May 2020 at 17:00
2000 words
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
Presentation group assignment Final presentation
10% Week 12
Due date: 25 May 2020 at 09:00
10 minutes
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6
Assignment group assignment CRM program report
30% Week 12
Due date: 30 May 2020 at 17:00
3000 words
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
group assignment = group assignment ?
  • Final exam: Material covered will include all lecture, cases and prescribed readings discussed throughout the semester. The exam will be closed book.
  • Final presentation: Students will form groups and deliver a formal presentation detailing the key points of their written group report. Presentations will be assessed on the presenters' ability to clearly and concisely identify and communicate the key marketing/CRM issues facing the business, their success in engaging their audience and their ability to persuasively convince the audience of the validity of their findings within the designated time limit.
  • CRM program report: Students will form groups and complete a written assignment which will prepare a report regarding the benefits of, and how to adopt a CRM strategy which will significantly increase the profitability of a chosen company. Projects will be assessed on effective use of course material to identify the key CRM issues of the business, the appropriateness of the recommendations suggested to address these issues, and ability to justify the rationale behind them.
  • Data case write-up: For this case analysis assignment, students will work as a group in order to extract and communicate customer insights from two large datasets through effective data analysis and visualisation: one with numeric data and the other with text data.
  • Participation: this assessment is comprised of two components; 1) class participation and discussion, and 2) business research component.
    • Business Research Component Assessment (2%)
      • Please refer to the new Business Research Component site on your CANVAS courses dashboard for detailed instructions on how to complete this assessment. You will have two options for completing this assessment option #1: Participating in a Research Study or option #2: Research Paper Review. Each option is worth 2 marks of the 100 marks total for your participating marketing unit. 
      • You must complete this assessment by the end of week 12, 22nd May 2020 (by 5pm).
      • Questions? Do NOT email your lecturer about this assessment. ALL questions about this assessment should be directed to and will be responded to promptly.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range


High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

Academic integrity

The Current Student website provides information on academic honesty, academic dishonesty, and the resources available to all students.

The University expects students and staff to act ethically and honestly and will treat all allegations of academic dishonesty or plagiarism seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic dishonesty. If such matches indicate evidence of plagiarism or other forms of dishonesty, your teacher is required to report your work for further investigation.

WK Topic Learning activity Learning outcomes
Mid-semester break Customer Value and CLV Seminar (3 hr)  
Week 01 Introduction to Customer Analytics and CRM Seminar (3 hr)  
Week 02 Customer Segmentation and RFM Seminar (3 hr)  
Week 03 Customer Loyalty and NPS Seminar (3 hr)  
Week 04 Introduction to Social Media Analytics Seminar (3 hr)  
Week 05 Text Data Analysis: Preparation, Analysis and Visualisation Seminar (3 hr)  
Week 07 Customer Experience Management Seminar (3 hr)  
Week 08 Intro to Analytics Method Seminar (3 hr)  
Week 09 Statistical Inference Seminar (3 hr)  
Week 10 Regressions Seminar (3 hr)  
Week 11 Text Data Report Seminar (3 hr)  
Week 12 Final CRM presentation Seminar (3 hr)  
Week 13 Data challenge and Mock final exam Seminar (3 hr)  

Attendance and class requirements

Lecture recordings: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University’s graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. understand the concepts and terminology of customer analytics and customer relationship management (CRM) and their role in the organisation
  • LO2. demonstrate knowledge and analytical skills useful for customer relationship management and customer analytics
  • LO3. relate course material to critically analysing CRM-related business cases and issues
  • LO4. develop your own insights into novel CRM problems and create innovative solutions that can be used to advance your own organisation's agenda
  • LO5. communicate your ideas and solutions effectively through written and verbal channels
  • LO6. participate in a team to research and produce a quality group outcome.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
No changes have been made since this unit was last offered.


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