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Digital Marketing Metrics (MKTG90043)
Graduate courseworkPoints: 12.5Online
From 2023 most subjects will be taught on campus only with flexible options limited to a select number of postgraduate programs and individual subjects.
To learn more, visit COVID-19 course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Summer Term
Dr Ari Pramono ap.pramono@unimelb.edu.au
Overview
| Availability | Summer Term - Online |
|---|---|
| Fees | Look up fees |
This subject introduces students to the large number of digital metrics available, including engagement ratios, click-through rates, conversion ratios, customer lifetime value and related concepts. Particular attention is paid to the reasons for using these metrics, what these metrics measure precisely, and how they can be used to achieve desired outcomes. Some sessions will be spent on introducing key analytics platforms, such as Google analytics and similar. As such, this course expands students' knowledge of major measurement tools, theories and state of the art thinking in the measurement of digital marketing performance.
Intended learning outcomes
On completion of this subject, students should be able to:
- Understand and describe digital marketing metrics along with relevant analytical tools available to marketing managers and how they can be applied most effectively
- Critically evaluate marketing management challenges within organisations, understand their likely impact on brand and firm performance, and identify relevant digital marketing metrics to address the challenges
- Understand and explain the connection between digital metrics, analytics, marketing actions and performance of the brand/firm
- Be able to effectively communicate the use of metrics to professionals and non-professionals alike
- Be able to generate considered suggestions and advice following from digital metrics
Generic skills
On successful completion of this degree students should have enhanced their skills in:
- Critical evaluation of evidence in support of an argument or proposition
- Problem solving in marketing through the application of appropriate marketing theories, principles and data
- Communication of marketing and commerce related ideas, theories and solutions to peers and the wider community
- Ability to synthesize ideas, theories and data in developing solutions to marketing problems
- Ethical practice through a knowledge of corporate governance processes and implementation
- Research skills including the retrieval of information from a variety of sources
- Demonstrate a capacity to successfully engage in collaborative activities such as group-based work and activities
- Interpret and communicate research results to specialist and non-specialist audiences
Last updated: 12 November 2022
Eligibility and requirements
Prerequisites
Admission into the MC-DMKTG Master of Digital Marketing
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 12 November 2022
Assessment
| Description | Timing | Percentage |
|---|---|---|
In class participation
| Throughout the semester | 10% |
Individual assignment
| Week 4 | 10% |
Group assignment (groups of 4-5 students)
| Week 10 | 30% |
End of semester exam
| During the examination period | 50% |
Additional details
Important online examination information: This examination is the equivalent of a 2-hour assessment; however, students are provided with 3 hours to accommodate the time that will be required for typesetting of mathematical expressions and/or the uploading of documents.
Last updated: 12 November 2022
Dates & times
- Summer Term - Online
Principal coordinator AP Pramono Mode of delivery Online Contact hours 36 hours (2 x 1.5hr lecture plus 2 x 1.5hr workshop each week) Total time commitment 170 hours Teaching period 4 January 2022 to 13 February 2022 Last self-enrol date 12 January 2022 Census date 14 January 2022 Last date to withdraw without fail 4 February 2022 Assessment period ends 21 February 2022 Summer Term contact information
Dr Ari Pramono ap.pramono@unimelb.edu.au
Last updated: 12 November 2022
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Digital Marketing - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 12 November 2022