Digital Marketing Analytics and Big Data

Course aim

To understand and apply the full range of digital marketing and data analytic tools, including attribution marketing, big data and artificial intelligence.

Course content

Web-analytics; SEO analytics; SEM/PPC analytics; Email and app analytics; Social media analytics; Predictive analytics; Attribution marketing; Marketing automation and AI; Big data and knowledge discovery databases.

Textbook(s)

Sponder, M & Khan, G.F 2017, Digital Analytics for Marketing , 1st Edition , Routledge , Great Britain

Prerequisite(s)

Students must have completed 54 units.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Preparatory	1 x 1 week
Lecture	2 hours x Weekly
Tutorial	1 hour x Weekly
INTERNAL, CITY WEST (INTENSIVE)
Workshop	30 hours equivalent x NA
EXTERNAL, CITY WEST, ONLINE
Online	30 hours equivalent x NA

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Critical analysis, Examination, Quiz

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
How to determine your Commonwealth Supported course fee. (Opens new window)

Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
How to determine the relevant non award tuition fee. (Opens new window)

Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.