Digital Marketing Analytics (MKTG90044)
Graduate courseworkPoints: 12.5On Campus (Parkville)
Overview
| Availability | Semester 1 |
|---|---|
| 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: 25 March 2025
Eligibility and requirements
Prerequisites
Admission into or selection of one of the following:
- MC-DMKTG Master of Digital Marketing
And completion of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| MKTG90011 | Marketing Research |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - 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: 25 March 2025
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% |
Last updated: 25 March 2025
Dates & times
- Semester 1
Principal coordinator Yilin Tsai Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 26 February 2024 to 26 May 2024 Last self-enrol date 8 March 2024 Census date 3 April 2024 Last date to withdraw without fail 3 May 2024 Assessment period ends 21 June 2024 Semester 1 contact information
Dr Yi-Lin Tsai yilin.tsai@unimelb.edu.au
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 25 March 2025
Further information
- Texts
- Related Handbook entries
- 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.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 25 March 2025