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Unit of study_

MKTG6018: Customer Analytics and Relationship Management

Semester 1, 2024 [Normal day] - Camperdown/Darlington, Sydney

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.

Unit details and rules

Unit code MKTG6018
Academic unit Marketing
Credit points 6
Prohibitions
? 
None
Prerequisites
? 
None
Corequisites
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Shoutong Zhang, shoutong.zhang@sydney.edu.au
Type Description Weight Due Length
Supervised exam
? 
Final Exam
Final Exam
50% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Assignment group assignment Data Case Assignment
Data case assignment
30% Week 08
Due date: 19 Apr 2024 at 23:59
2000 words
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6
Assignment Reflection Essay
Written Report
5% Week 13
Due date: 24 May 2024 at 23:59
No more than 1000 words
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Participation
Participation
15% Weekly Varies
Outcomes assessed: LO1 LO6 LO5 LO4 LO3 LO2
group assignment = group assignment ?

Assessment summary

  • Final exam (50%): Material covered will include all lecture, cases and prescribed readings, analytical methods discussed throughout the semester. It will take a place during formal exam period. 

 

  • Data case assignment (30%): For this case analysis assignment, students will work as a group in order to extract and communicate customer insights from two large datasets about customers through effective data analysis and visualisation.

 

  • Participation (15%): this assessment is comprised of two components; 1) class participation and discussion leadership (13%), and 2) business research component (2%).
    • 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. 

 

  • Reflection essay (5%): This reflection essay aims to demonstrate how your knowledge about customer analytics & CRM has progressed during the semester. 

 

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

Description

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. 

Distinction

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.

Credit

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.

Pass

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. 

Fail

0 - 49

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

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

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.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

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.

Academic integrity

The Current Student website  provides information on academic integrity 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 integrity breaches seriously.  

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

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

WK Topic Learning activity Learning outcomes
Week 01 Course Overview and Introduction to Customer Analytics & CRM Lecture and tutorial (3 hr) LO1 LO3 LO4
Week 02 Customer-Centric Marketing and Customer Understanding Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4
Week 03 Customer Segmentation Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4
Week 04 Customer Lifetime Value (CLV) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4
Week 05 Customer Experience Management (CEM) and Customer Metrics Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4
Week 06 CRM Strategies and Business Model Canvas (BMC) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 07 Intro to Customer Analytics Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 08 Text Analysis and Natural Language Processing (NLP) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4
Week 09 Statistical Learning Part 1 Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 10 Statistical Learning Part 2 Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 11 Advanced Topics for Customer Analytics Part 1 Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5
Week 12 Advanced Topics for Customer Analytics Part 2 Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 13 Course Review and Mock Final Exam Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5

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 analytics and CRM
  • LO3. relate course material to critically analysing customer data and CRM-related business 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
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

No changes have been made since this unit was last offered.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.