Faculty of Information Technology

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 2, 0.125 EFTSL

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FacultyFaculty of Information Technology
OfferedCaulfield First semester 2013 (Day)
Sunway First semester 2013 (Evening)


This unit provides an understanding of the business value of customer relationship management and how data mining technology can be used to improve organisational interaction with customers. Building a business around the customer relationship is the aspiration of many modern organisations. Customer relationship management and data mining has been combined together to provide the required concepts, techniques, technology and tools to achieve this goal. The unit discuss how IT and IT based techniques can be used for customer segmentation, clustering and classification, market basket analysis and association rule mining in addition to traditional CRM.


At the completion of this unit students will be able to:

  • use software tools and techniques for identifying business opportunities;
  • plan direct marketing campaigns and product introductions;
  • analyse and understand customer churn with data mining tools;
  • create stable and accurate predictive models and interpret results;
  • provide advise to management on CRM;
  • advise management on data mining techniques and tools.


Examination (3 hours): 60%; In-semester assessment: 40%

Chief examiner(s)

Contact hours

2 hrs lectures/wk, 2 hrs laboratories/wk

This unit applies to the following area(s) of study


Additional information on this unit is available from the faculty at: