BUSINFO 706 : Customer and Market Insights
Business and Economics
2022 Quarter One (1222) (15 POINTS)
Course Prescription
Course Overview
Generating and using customer insights is a core competence for every business. The first part of the course focuses on discussing what customer insights are and the process through which companies use them. The second part of the course will introduce learners to statistical tools and processes of unearthing customer insights to solve business problems and identify and develop business opportunities. Through lectures and hands-on workshops, learners will acquire the concepts, methods and skills to generate and use customer insights to support decision making in marketing. By the end of the course learners will be able analyse survey and customer relationship management data for marketing strategy development.
Capabilities Developed in this Course
| Capability 1: | Disciplinary Knowledge and Practice |
| Capability 2: | Critical Thinking |
| Capability 3: | Solution Seeking |
| Capability 4: | Communication and Engagement |
| Capability 5: | Independence and Integrity |
Learning Outcomes
- Identify and describe the relationship between marketing problems, customer insights and marketing decision making (Capability 1, 2, 4.3 and 5.1)
- Critically evaluate the collection, management and deployment of information available for decision making (Capability 2, 4.2, 5.1 and 5.2)
- Demonstrate an understanding of various analytical techniques in light of the marketing problems (Capability 1, 3, 4.2, 4.3 and 5.1)
- Analyse customer datasets for insights for marketing decision making (Capability 1, 3, 4.1, 4.2, 4.3, 5.1 and 5.2)
- Interpret and communicate clearly and succinctly customer insights to solve marketing problems (Capability 1, 3, 4.1, 4.2, 4.3, 5.1 and 5.2)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Mini-Quiz | 50% | Individual Test |
| Assignments | 20% | Individual Coursework |
| Assignments | 30% | Group Coursework |
| 3 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||||
| Mini-Quiz | ||||||||||
| Assignments | ||||||||||
| Assignments | ||||||||||
Workload Expectations
This course is a standard 15 point course and students are expected to spend 10 hours per week involved in each 15 point course that they are enrolled in.
Each week the class will meet in class for two hours and then for two more in the computer labs. Class time will be used for a combination of in-class exercises, lectures, and applied discussions of case studies. In addition to attending classes and labs, students should be prepared to spend about another nine hours per week on activities related to this course. These activities include carrying out the required readings and class preparation activities, preparing assignments and the final project, and preparing for the mid-term exam. The course as a whole represents approximately 150 hours of study.
Delivery Mode
Campus Experience
Attendance is required at scheduled activities including labs to receive credit for components of the course.
Lectures will be available as recordings. Other learning activities including labs will be available as recordings.
The course will include live online events including group discussions/tutorials.
Attendance on campus is required for the mini-tests.
The activities for the course are scheduled as a standard weekly timetable.
Learning Resources
Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).
Please remember that the recording of any class on a personal device requires the permission of the instructor.
Student Feedback
At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.
Your feedback helps teachers to improve the course and its delivery for future students.
Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.
Academic Integrity
The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.
Class Representatives
Class representatives are students tasked with representing student issues to departments, faculties, and the wider university. If you have a complaint about this course, please contact your class rep who will know how to raise it in the right channels. See your departmental noticeboard for contact details for your class reps.
Inclusive Learning
All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.
Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website http://disability.auckland.ac.nz
Special Circumstances
If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.
If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.
This should be done as soon as possible and no later than seven days after the affected test or exam date.
Learning Continuity
In the event of an unexpected disruption, we undertake to maintain the continuity and standard of teaching and learning in all your courses throughout the year. If there are unexpected disruptions the University has contingency plans to ensure that access to your course continues and course assessment continues to meet the principles of the University’s assessment policy. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator/director, and if disruption occurs you should refer to the university website for information about how to proceed.
Student Charter and Responsibilities
The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html.
Disclaimer
Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.
In this course students may be asked to submit coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. In exceptional circumstances changes to elements of this course may be necessary at short notice. Students enrolled in this course will be informed of any such changes and the reasons for them, as soon as possible, through Canvas.