AMB292 Stakeholder Data and Insights
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB292 |
|---|---|
| Prerequisite(s): | 48 credit points of completed study |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
Unit Outline: Semester 1 2027, Gardens Point, Internal
| Unit code: | AMB292 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
Overview
The purpose of this unit is to explore how research and data can be used to understand stakeholders and audiences, allowing you to make strategic business decisions. This unit will examine how different modes of research, data and analytics can inform multiple levels of strategy, from campaign to organisational. By integrating data-driven approaches, you will develop skills in the strategic use of data to create meaningful connections with audiences.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply research tools to identify, map, analyse and profile key stakeholders and audience segments. [KS 1.2; HO 2.1]
- Apply knowledge and skills to the design of research. [KS 1.1; HO 2.1]
- Apply data analytics tools and techniques that inform the development, execution, and evaluation of organisational strategy. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Critically assess the ethical and strategic implications of data use in stakeholder and audience research. [SE 5.1]Relates to: UG Business Capabilities 2027: SE (5.1)
- Effectively communicate the contribution and implications of stakeholder and audience research to inform evidence-based organisational decision making. [PC 3.1]Relates to: UG Business Capabilities 2027: PC (3.1)
Content
This unit is structured around two interrelated modules.
Module 1: Understanding Stakeholders and Audiences introduces you to stakeholder identification, mapping, segmentation, and profiling. Through applied learning, you will develop stakeholder and audience personas and assess their strategic relevance in national and international contexts.
Module 2: Analytics focuses on the tools and practices used to monitor, analyse, and evaluate stakeholder engagement. The module also examines the implications of AI-powered analytics and the ethical dimensions of data collection, storage, and interpretation, preparing you to apply socially responsible data strategies to real-world organisational challenges.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items. Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items in this unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Stakeholder Profiling and Recommendations
Students will be presented with an organisation, its communication objectives, and a brief. Using a range of research tools and publicly available sources, students will individually identify, segment and profile the stakeholders and audiences relevant to those objectives, and develop evidence-based personas for the priority groups. Drawing from this analysis, students will recommend which groups the organisation should prioritise, and what the research implies for each objective.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
Assessment: Data Analysis and Insight Poster
Students will be provided with a dataset relating to an organisation's communication activity and its stakeholders and audiences. Students will select and analyse the data relevant to the organisation's communication objectives, evaluate performance against those objectives using current professional measurement frameworks, and communicate their findings as an academic poster supported by a short analytical essay. Students will identify an evidence-based insight and recommend where the organisation should focus its next phase of activity, including what should be measured and monitored. The essay will justify the analytical approach taken and critically evaluate the ethical and legal implications of the data used.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1, 2.2), SE (5.1), PC3.1
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Other
All unit learning resources are located on the unit Canvas site.
Laptop Requirement: To support interactive learning and in-class activities, students are expected to bring a fully charged laptop (or compatible device) to each scheduled class. This ensures you can participate in digital exercises, access online resources, and collaborate effectively with peers.
Risk Assessment Statement
There are no out of the ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Stakeholder Profiling and Recommendations , Data Analysis and Insight Poster
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Data Analysis and Insight Poster
KS (1.1): Discipline Knowledge
Relates to: ULO2, Data Analysis and Insight Poster
KS (1.2): Technical and Technological Skills
Relates to: ULO1, Stakeholder Profiling and Recommendations
PC (3.1): Professional Communication (Written)
Relates to: ULO5, Stakeholder Profiling and Recommendations , Data Analysis and Insight Poster
SE (5.1): Ethical and Legal Understanding
Relates to: ULO4, Data Analysis and Insight Poster
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO2, Data Analysis and Insight Poster - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Stakeholder Profiling and Recommendations - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, ULO2, Stakeholder Profiling and Recommendations , Data Analysis and Insight Poster - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO3, Data Analysis and Insight Poster - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Stakeholder Profiling and Recommendations - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO4, Data Analysis and Insight Poster
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO2, Data Analysis and Insight Poster - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Stakeholder Profiling and Recommendations - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, ULO2, Stakeholder Profiling and Recommendations - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO3, Data Analysis and Insight Poster - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Stakeholder Profiling and Recommendations - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO4, Data Analysis and Insight Poster - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: Data Analysis and Insight Poster
Unit Outline: Semester 1 2027, Online, Internal
| Unit code: | AMB292 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
Overview
The purpose of this unit is to explore how research and data can be used to understand stakeholders and audiences, allowing you to make strategic business decisions. This unit will examine how different modes of research, data and analytics can inform multiple levels of strategy, from campaign to organisational. By integrating data-driven approaches, you will develop skills in the strategic use of data to create meaningful connections with audiences.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply research tools to identify, map, analyse and profile key stakeholders and audience segments. [KS 1.2; HO 2.1]
- Apply knowledge and skills to the design of research. [KS 1.1; HO 2.1]
- Apply data analytics tools and techniques that inform the development, execution, and evaluation of organisational strategy. [HO 2.2]Relates to: UG Business Capabilities 2027: HO (2.2)
- Critically assess the ethical and strategic implications of data use in stakeholder and audience research. [SE 5.1]Relates to: UG Business Capabilities 2027: SE (5.1)
- Effectively communicate the contribution and implications of stakeholder and audience research to inform evidence-based organisational decision making. [PC 3.1]Relates to: UG Business Capabilities 2027: PC (3.1)
Content
This unit is structured around two interrelated modules.
Module 1: Understanding Stakeholders and Audiences introduces you to stakeholder identification, mapping, segmentation, and profiling. Through applied learning, you will develop stakeholder and audience personas and assess their strategic relevance in national and international contexts.
Module 2: Analytics focuses on the tools and practices used to monitor, analyse, and evaluate stakeholder engagement. The module also examines the implications of AI-powered analytics and the ethical dimensions of data collection, storage, and interpretation, preparing you to apply socially responsible data strategies to real-world organisational challenges.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items. Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items in this unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Stakeholder Profiling and Recommendations
Students will be presented with an organisation, its communication objectives, and a brief. Using a range of research tools and publicly available sources, students will individually identify, segment and profile the stakeholders and audiences relevant to those objectives, and develop evidence-based personas for the priority groups. Drawing from this analysis, students will recommend which groups the organisation should prioritise, and what the research implies for each objective.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
Assessment: Data Analysis and Insight Poster
Students will be provided with a dataset relating to an organisation's communication activity and its stakeholders and audiences. Students will select and analyse the data relevant to the organisation's communication objectives, evaluate performance against those objectives using current professional measurement frameworks, and communicate their findings as an academic poster supported by a short analytical essay. Students will identify an evidence-based insight and recommend where the organisation should focus its next phase of activity, including what should be measured and monitored. The essay will justify the analytical approach taken and critically evaluate the ethical and legal implications of the data used.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1, 2.2), SE (5.1), PC3.1
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Other
All unit learning resources are located on the unit Canvas site.
Laptop Requirement: To support interactive learning and in-class activities, students are expected to bring a fully charged laptop (or compatible device) to each scheduled class. This ensures you can participate in digital exercises, access online resources, and collaborate effectively with peers.
Risk Assessment Statement
There are no out of the ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Stakeholder Profiling and Recommendations , Data Analysis and Insight Poster
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Data Analysis and Insight Poster
KS (1.1): Discipline Knowledge
Relates to: ULO2, Data Analysis and Insight Poster
KS (1.2): Technical and Technological Skills
Relates to: ULO1, Stakeholder Profiling and Recommendations
PC (3.1): Professional Communication (Written)
Relates to: ULO5, Stakeholder Profiling and Recommendations , Data Analysis and Insight Poster
SE (5.1): Ethical and Legal Understanding
Relates to: ULO4, Data Analysis and Insight Poster
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO2, Data Analysis and Insight Poster - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Stakeholder Profiling and Recommendations - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, ULO2, Stakeholder Profiling and Recommendations , Data Analysis and Insight Poster - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO3, Data Analysis and Insight Poster - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Stakeholder Profiling and Recommendations - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO4, Data Analysis and Insight Poster
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO2, Data Analysis and Insight Poster - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Stakeholder Profiling and Recommendations - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO1, ULO2, Stakeholder Profiling and Recommendations - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO3, Data Analysis and Insight Poster - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO5, Stakeholder Profiling and Recommendations - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO4, Data Analysis and Insight Poster - Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Relates to: Data Analysis and Insight Poster