MKM5801 · Data driven marketing and performance analytics

Overview

Data driven marketing and performance analytics equips you with the skills to leverage data for informed marketing decision-making. You learn to harness data to guide marketing decisions and improve results. You work with real datasets to analyse customer behaviour, track campaign performance, and identify actionable insights. You explore key metrics, analytics tools, and models that connect marketing activities to measurable outcomes. By applying these skills, you can design and refine strategies that deliver stronger, evidence-based results.

Offerings

The Handbook publishes no offerings for this unit.

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. analyse customer and market data to evaluate marketing performance
2. apply analytical tools and models to generate actionable marketing insights
3. design data-driven strategies to optimise marketing outcomes.

Workload

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.

Student experience, not official rules. Nothing here changes what the Handbook says.