vcc.ca
MKTG 2077: Data Analytics and Visualization for Marketing
Effective date
September 2022
Department
Marketing Technology Diploma
School
Hospitality, Food Studies and Applied Business
Description
In the business world, it is important to turn ever-increasing amounts of data into useful information that can been easily seen and understood. In this course students learn the fundamental principles and practices of business data analysis and how to communicate business intelligence in visual formats. Working with a variety of data sources and software, students learn to make sense of quantitative marketing data by discerning meaningful patterns, trends, relationships, and exceptions that reveal marketing performance, potential problems, and opportunities.
Credits
3.0
Year of study
2nd Year Post-secondary
Prerequisites
MGMT 1021.
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Explain the value of data analytics and visualization for business organizations
- Analyze data and create basic and advanced data visualizations
- Enhance data analysis and create interactivity using custom calculation
- Perform advanced analysis by joining and blending data from different sources
- Enhance visualizations with custom formatting, labels and annotations
- Present data using story points and fully interactive dashboards
- Explain key industry marketing KPIs and their value to an organization
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
Lectures, Lab work, Group Work, Data Analysis Projects
Grading System
Letter Grade (A-F)
Passing grade
D (50%)
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Participation |
10 |
Actively contributes to course discussions and activities |
|
Assignments |
30 |
|
|
Project |
35 |
Marketing Data Visualization Project |
|
Quizzes/Tests |
25 |
|
Course topics
- Introduction to Data Analytics and Business Intelligence
- Creating Visualizations and Dashboards
- Foundational to Advanced Analytics
- Row-Level and Aggregate Calculations
- Table Calculations
- Formatting Visualizations
- Marketing KPIs
- Adding Value to Analysis - Trends, Distributions and Forecasting
- Advanced Techniques
- Presenting Data Stories
- Data analysis and financial modeling
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.