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Digital Marketing Analytics (MKTG90044)
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.
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About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Dr Ari Pramono ap.pramono@unimelb.edu.au
Overview
Availability | Semester 1 - Online |
---|---|
Fees | Look up fees |
It has become increasingly important to know how marketing actions translate into revenue and profit growth. The tools that enable this translation are part of a toolkit called “Marketing Analytics.” Marketing analytics is a technology-enabled and model-supported approach to harness customer and market data to enhance marketing decision-making. Within the big data phenomenon, new ways of analysing data (e.g. text mining), running social media experiments and gleaning insights on customers’ digital behaviours have taken centre stage to inform business decision making. The methods that surround it, and the inferences derived from it have put marketing “on the map.” Although these methods are here to stay, as big data becomes mainstream, it is fundamentally altering the way we collect and analyse data to demonstrate ROI.
This course introduces new emerging analysis techniques and methods to deal with the analysing customer generated content (messaging, blogs, posts, reviews). This subject provides students with the basic understanding of methods and approaches to analyse digital marketing data to derive business and academic insights.
Intended learning outcomes
On completion of this subject, students should be able to:
- Understand how to derive insights from new secondary data (e.g. text mining)
- Use predictive analytics (e.g., online field experiments) to test the viability of different marketing actions
- Understand how to predict the impact of marketing actions using count-, choice- at multi-level models
- Segment markets of customers using a variety of segmentation methods and choose segments to target using a set of criteria
- Conduct market structure analysis by mapping customers' perceptions of brands and products in a market and translate the maps into different positioning choices
- Model the impact of alternative marketing mix combinations on sales, accounting for moderational shifts and interactions to optimise the mix
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: 9 April 2024
Eligibility and requirements
Prerequisites
Admission into the MC-DMKTG Master of Digital Marketing
And completion of
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG90011 | Marketing Research |
Semester 2 (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
|
12.5 |
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: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Group presentation (groups of 3‐4 students)
| From Week 2 to Week 10 | 30% |
Group assignment (groups of 3-4 students)
| Week 10 | 20% |
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: 9 April 2024
Dates & times
- Semester 1 - Online
Principal coordinator AP Pramono Mode of delivery Online Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 28 February 2022 to 29 May 2022 Last self-enrol date 11 March 2022 Census date 31 March 2022 Last date to withdraw without fail 6 May 2022 Assessment period ends 24 June 2022 Semester 1 contact information
Dr Ari Pramono ap.pramono@unimelb.edu.au
Last updated: 9 April 2024
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: 9 April 2024