Courses & Units

Marketing Insights into Big Data BMA708



It is strongly recommended that you complete BMA506 Foundations of Marketing and BMA604 Consumer Decision Making before undertaking this unit to ensure you have the necessary level of knowledge to successfully complete assessments.


Marketing decision-making is growing in importance in the business world. More than ever before, organisations are placing greater emphasis on the marketers' ability to evaluate, anticipate, and illustrate the contribution of marketing to organisational performance. Increasingly, senior managers are requiring greater rigour and accountability for investments in marketing activities. Within marketing, there is a realisation that practitioners need to be able to justify their strategies, tactics and the associated outcomes, using relevant metrics. Marketing analytics seeks to build a link between the marketing activity of the organisation and the outcomes that result from it.

The focus of this unit is on developing, analysing, and evaluating appropriate models to measure the performance of marketing activities. It will develop students' knowledge of key strategic and technical decision-making models and metrics that form the foundation of marketing analytics. Students will gain knowledge and skills to predict the outcome of marketing plans in order to boost return on marketing investment.


Unit name Marketing Insights into Big Data
Unit code BMA708
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

To be confirmed

Available as student elective? Yes
Breadth Unit? No


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus Off-Campus International International Domestic Domestic


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 13/7/2020 10/8/2020 31/8/2020 18/10/2020

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2020 are indicative and subject to change. Finalised census dates for 2020 will be available from the 1st October 2019.

About Census Dates

Learning Outcomes

LO1Develop marketing analytic models to measure the performance of marketing activities at strategic and tactical levels
LO2Use your marketing metrics/ analytic model to measure the performance of marketing activities at both strategic and tactical levels
LO3Communicate results for marketing decision-making to diverse audiences



Band CSP Student Contribution Full Fee Paying (domestic) Field of Education
3 2020: $1,394.00 2020: $2,702.00 080505

Fees for next year will be published in October. The fees above only apply for the year shown.

Please note: international students should refer to this page to get an indicative course cost.






Mutual Exclusions

You cannot enrol in this unit as well as the following:



Teaching Pattern

Please see the unit outline for details.


Online Quizzes (20%), Report (40%), Case Study Analyses (40%).

TimetableView the lecture timetable | View the full unit timetable



Please see the unit outline for details.

Booktopia textbook links

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