MKT563 Big Data and Marketing Analytics (8)

The advent of big data accelerated by the internet, e-commerce and social media provides opportunities for better business/organisational management and a better society through evidence-based decision-making and the provision of new services and products. This subject introduces the conceptual and practical issues in developing models to aid in decision making in marketing. Students will be introduced to the discovery and analysis of social networks, social trends, and relationships amongst industry factors using spreadsheets and data visualisation software. Students will also translate these analytic models into competitive strategy models by making policy for strategic and other decision recommendations.


Session 1 (30)
On Campus
CSU Study Centre Sydney
Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT563. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Enrolment Restrictions

Postgraduate students only.

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503 or MKT531 or MKT571 or STA401 or STA501.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to critically examine different methods of data analysis and presentation for social networks, complex systems and relational links;
  • be able to apply intermediate skills in spreadsheets and data visualisation software to identify trends and relationships among factors in industry and society;
  • be able to analyse government, industry and social media data to identify relationships and trends;
  • be able to critically evaluate conclusions drawn from different data and analytic tools; and
  • be able to create interactive models using appropriate software and effectively communicate results and findings to aid decision-makers in understanding interrelationships and trends.


This subject will cover the following topics:
  • Basic Spreadsheet Functions Software demonstration & practice
  • Spreadsheet functions, MS-Excel graphs
  • Advanced Spreadsheet functions Pivot Tables & Pivot Charts
  • Using Solver in Excel for Optimisation of marketing expenditure
  • Data visualisation using Tableau®
  • Data editing for visualisation, in Tableau®
  • Dashboard in Tableau® Storyboards in Tableau®
  • Combining data sources, Metadata in Tableau®
  • Social Media and Web traffic tools Tableau®
  • Forecasting in Excel and Tableau®
  • Interactive models for decision-making

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT563 in Session 1 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Forum task
Spreadsheet analysis
Data visualisation
Complex systems

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.