Program Overview

GMBA8024 – Know Your Customers

General Information

The unit convenor and teaching staff for this course is Angela Romero. This unit is worth 5 credit points and has a prerequisite of admission to GMBA or GradCertGlobalBusPrac.

• Unit description: This unit helps students understand the customer and the value they add to an organisation as well as how an organisation can benefit a customer. It introduces theories and techniques of marketing analytics in the context of various marketing decision-making environments. Students will explore the nature and role of digital and social marketing for generating customer value. The unit will introduce students to customer analytics and methods of segmentation to determine a customer's lifetime value to an organisation. Topics are reinforced by the use of actual marketplace data and analytics to measure and estimate the effects of an organisation's marketing effort.

Learning Outcomes

On successful completion of this unit, students will be able to:

• Analyse the concept of customer value and its importance to an organisation.
• Explore the types of customer data that are collected, both by traditional and digital methods.
• Examine the tools used and determine what works best to solve which problem.
• Use customer data to both understand the current situation and develop and drive strategy.
• Critically assess various digital and social marketing and their role in creating and measuring value.

General Assessment Information

The late penalty clause for written assignments is as follows: Late Assessment Submission Penalty (written assessments) Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of '0' will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11:59pm (Sydney time). A 1-hour grace period is provided to students who experience a technical concern.

Assessment Tasks

The assessment tasks for this unit are:

• Developing a customer journey (40%): This task involves examining how consumers use digital and traditional channels together as part of the purchase process. Students will select a product or service to analyse, determine a key target segment, and develop a representative persona and customer journey map.
• Refining a customer journey (60%): This task involves refining the persona and customer journey map developed in the first assignment through primary research, analysis of results, and updating the persona and customer journey map with new information.

Delivery and Resources

Refer to the unit's Coursera site for delivery and resource information.

Unit Schedule

Refer to the unit's Coursera site for the unit schedule.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular:

• Academic Appeals Policy
• Academic Integrity Policy
• Academic Progression Policy
• Assessment Policy
• Fitness to Practice Procedure
• Assessment Procedure
• Complaints Resolution Procedure for Students and Members of the Public
• Special Consideration Policy

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