Marketing analytics

This marketing analytics unit provides the foundation for developing a marketing analytics skill set which is sought after in the digital economy. The unit focuses on the aspects of marketing analytics which enhance the understanding and use of digital marketing. By analysing the data using marketing analytics, you will learn how to use patterns or trends to improve activities, resource allocation, and marketing planning throughout the customer journey. Through this unit, you will be able to develop competency in assessing and formulating marketing activities using marketing analytics skills.

Case-based teaching - This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.

Active learning - This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.

Problem-based learning - This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.

Simulation or virtual practice - This unit allows you to engage in guided, immersive experiences to develop relevant skills, knowledge and attitudes through simulation or virtual practice.

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.