Course Title: Mine data to identify industry directions

Part A: Course Overview

Program: C5366 Diploma of Marketing and Communication

Course Title: Mine data to identify industry directions

Portfolio: BUS Portfolio Office

Nominal Hours: 70

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7984C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

Term1 2017,
Term2 2017

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Sally.parrrott@rmit.edu.au



Course Description

This unit describes the skills and knowledge required to select data sources and apply analysis tools to identify trends in data that inform industry directions for a product, brand or organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG528 Mine data to identify industry directions

Elements:

1. Determine purpose of data mining

2. Identify data sources

3. Apply data mining techniques

4. Report and recommend on findings


Learning Outcomes

Students will learn the skills and knowledge to ensure they can undertake data mining to support plans and strategy development in an integrated marketing environment.


Overview of Assessment

 

In order to achieve competency in this unit, you must provide:

 

Performance Evidence

Evidence of the ability to:

  • determine data mining requirements from client and organisational sources
  • negotiate intellectual property rights release
  • apply current industry tools and techniques to a current customer data set to identify patterns and cluster trends
  • prepare graphical representation of data patterns
  • make recommendations based on an analysis of data mining results.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • list the various uses of data mining in the context of marketing communications
  • identify privacy and other relevant legislation related to public and private data
  • explain the terms 'data validity', 'reliability' and 'completion'
  • compare the characteristics of public, client and organisational data sets
  • identify and list the uses of current industry tools and techniques used in data mining.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.