Asian Institute of Technology and Education

CHED RECOGNIZED
TIAONG, QUEZON
REGION IV-A
PHILIPPINES

OFFICE OF THE DEAN

College and Tech-Voc Department
Customer Analytics
OAC 106
I. COURSE CODE:

II. COURSE TITLE: Customer Analytics

III. PRE-REQUISITE:

IV. CO-REQUISITE:

V. CREDIT/CLASS SCHEDULE: (3 units) (3 hours/week)

VI. COURSE DESCRIPTION: This course is to introduce a wide variety of media and consumer data, the processes it requires to transform such data to knowledge,
and the means of developing consumer/audience strategic decisions. Real life examples might include, using social media monitoring tools to help brands
identify opinion leaders and online influencers to extend reach; capitalize on product usage data to assist advertisers in segmenting consumers by purchasing
potential; analyze audience and Twitter data to help media outlets make content and engagement decisions; finally, how might you conduct market, competitor and
consumer intelligence research to formulate strategic decisions

Vision
➢ AITE shall be one of the leading developers of top calibre professionals and skilled workers who will help to transform the country and make it
globally competitive.

Mission
➢ AITE is committed to promote and achieve excellence. Through technology and continues improvement, it will help develop the full potentials of
its students and help them become achievers in their fields.
Core Values
➢ The owners, officers, employees and students of AITE shall pool their resources, energy and talents in order to:
A - chieve GREAT things,
I - nitiate changes,
T – ransform from better to best,
E - xcel and remain humble
VII. INTENDED LEARNING OUTCOMES:
INSTITUTIONAL
(ILOs)
Aiteans are expected to be:
1. Responsible citizens who go beyond their own
interest to demonstrate concern for the needs of
others and of the country; promotes patriotism
and acts in order to foster nation-building
2. Highly skilled individuals who are adept with the
use of modern technology and capable to compete
globally
3. Creative and critical thinkers who articulate and
produce entrepreneurial resources extended to
families and community for improvement
4. Professionally skilled individuals who are
endowed with work ethics and high standard of
integrity that would make them thrive in a
competitive environment
Intended Learning Outcomes (ILOs)
PROGAM
(PILOs)
Upon graduation, students with BS in Office
Administration will be able to:
1. Demonstrate knowledge and understanding of
essential facts, concepts, principles, and
theories relating to office administrations; be
able to incorporate technical results into that
knowledge and understanding;
2. Use such knowledge and understanding as to
be equipped with the competensies, skills,
knowledge and work values necessary in a way
that demonstrate understanding of the
requirements, comprehension of the
transaction involved in the chosen career and
profession and awareness of critical evaluation
and testing;
3. Recognize and be guided by the
social,mprofessional, and ethical issues invoved
in the use of office management and
administration; and
4. Execute the discipline of office administration
as liberal arts and actively engage in exploring
its connections to other disciplines.
COURSE
(CILOs)
At the end of the course, students should be able to:
1. Discuss the characteristics, value, and use of Big
Data and analytics
2. Explain the basic consumer/audience/data
concepts that have analytics implications
3. Explain the characteristics, value, and use of
major digital marketing/ communications and
media analytics
4. Provide the major analytics tools and process for
developing competitive intelligence
5. Demonstrate the basic modeling
approaches/metrics for consumer/audience
segmentation, targeting, positioning, and
valuation
6. Demonstrate how to best communicate the
analytics results to others
VIII. COURSE COVERAGE

Teaching and Learning Matrix

CONTACT
STRATEGY/ METHODOLOGY ASSESSMENT OF
WEEKS/ LESSON TOPICS LEARNING OUTCOMES
ACTIVITIES/RESOURCES LEARNING OUTCOMES
HOURS
1st to 4th Week 1: The Building Blocks of Consumer Analytics Discuss elements of
consumer analytics Reporting/ Class Discussion/
Fundamental characteristics, structure, potential Audio-visual Materials
value, and uses of Big Data Correlate impact of digital Quiz
lifestyle to traditional
consumers Discussion
Fundamental concepts in audience
valuation,consumer behavior and decision Demonstrate use of consumer
making, segmentation Exercises: Assignments

Impact of digital lifestyles on these

decisions/behavior, and the drivers, types, and
utilities of analytics, especially for those used
to make consumer segmentation, targeting, and
positioning (STP) decisions.

PRELIMINARY EXAMS 
5th to 8th Week 2: Digital Marketing and Communications Characterize digital marketing Reporting/ Class Discussion/ Project
Analytics Audio-visual Materials
Classify the value and use of
Characteristics, value, and use of popular web, social media and other sites to Audio Materials will be presented
social media, search, and mobile app analytics consumers to class
and discusses the functions of key digital Recitation
metrics in the context of consumer/audience Explain the relationship of Activity:
decisions and digital listening/influence digital analytics and inbound
 analysis. marketing strategies

Relationship between digital analytics and

inbound marketing strategies.

MIDTERM EXAMS
3: Media Audience and Consumer Analytics Individual presentation Individual Presentation
Terminology, data collection, and usage of Explain terms used in media and
major audience/consumer information and consumer analytics Discussion Quiz
9th to 13th Week measurement services. Activity Sheets
Discuss psychographic analytics Activity: Reflection Paper
Relevant audience psychographic analytics and and audience behavior
how media audience behavior and measurement Activity: Hands-on Write-up
have been impacted by the arrival of digital Explain structured intelligence
media. analytics

4: Competitive Intelligence Analytics

Nature and utilities of competitive intelligence

programs. It introduces the data sources for
assessing consumer preferences, firm
performance, and market condition and
competition.

Process of utilizing market-based analytics to

develop competitive intelligence, the role and
systems of business intelligence, and major
approaches in custom and secondary market
research

SEMI-FINAL EXAMS
14th to 17th Week 5: Modeling, Metrics, and Analytics Demonstrate use of models and Group Presentation
Utilities and main approaches for constructing metrics to analyze enterprise data Visual Materials
 models and metrics to analyze enterprise data,
especially for purposes of segmentation, Demonstrate use of data Several visual and audio clips Discussion
targeting, positioning, and evaluating consumer
value. Evaluate data and explain its
implications Activity: Final Group Presentation Written Outputs
6: From Data to Insights - Communicating the
Analytic Results

Process of organizing, writing, framing, and

refining analytics reports, delivering effective
presentations, and aligning analytic results with
stakeholder needs and preferences.

Tools and concepts of data visualization.

FINAL EXAMS

GRADING SYSTEM
Prelim : 20%
Midterm : 20%
Semi-Final : 25%
Final : 35%
Final Grade 100%

PER GRADING PERIOD:

Major Examination
Quizzes
Papers/ Report
Class Participation
Attendance