Key facts
UNE unit code: DM332
*You are viewing the 2024 version of this unit which may be subject to change in future.
- Not offered in 2024
- UNE Sydney Campus
- Armidale Campus
- Yes
- Yes
- No
- 6
Unit information
Most modern businesses operate either entirely or at least partially in the digital domain. In this context, a comprehensive understanding of data drives business outcomes, and a holistic view of customer engagement and behaviour. This unit gives students the practical knowledge and skills related to the fundamentals, principles and concepts of data analytics in order to achieve business objectives in a digital environment. Students will learn how to understand, create, design, analyse and report on the concepts of marketing analytics that are central to the management and marketing of digital businesses. The unit takes an in-depth and applied approach to the study of mixed methods – qualitative and quantitative types of analyses to enhance customer engagement on a continued and frequent basis. The acquisition of data analytical skills through hands-on qualitative and quantitative digital marketing projects will be a key feature of the unit.
Intensive schools
| Start | Finish | Duration | Attendance | Offerings | Notes |
|---|---|---|---|---|---|
| TBA | TBA | 2 days | Mandatory Intensive School | All offerings | Hands on training – Qualitative Data Analysis |
Enrolment rules
Notes
Please refer to the student handbook for current details on this unit.
Unit coordinator(s)
Learning outcomes
Upon completion of this unit, students will be able to:
- demonstrate a comprehensive understanding of major principles, theories and concepts of marketing analytics and their application to issues in the digital businesses;
- use cognitive and communication skills to review, analyse, consolidate and synthesise relevant marketing analytical theories, concepts and information drawn from a range of sources in order to demonstrate critical thinking and judgement in solving complex digital marketing problems;
- work independently to plan and execute tasks to enhance professional knowledge and skills in digital marketing analytics; and
- demonstrate the ability to recognise, reflect on, and respond appropriately to a range of ethical, cultural or social issues influencing the practice of digital marketing using various qualitative and quantitative analytical techniques to understand data and customer engagement patterns.
Assessment information
Assessments are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
| Title | Must Complete | Weight | Offerings | Assessment Notes |
|---|---|---|---|---|
| Digital Marketing Analytics | Yes | 50% | All offerings | Quantitative Project Report. No. Words: 3000 |
| Digital Marketing Analytics | Yes | 50% | All offerings | Qualitative Project Report. No. Words: 3000 |
Learning resources
Textbooks are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
Note: Recommended material is held in the University Library — purchase is optional.
Digital Marketing Analytics – Making sense of consumer data in a digital world
ISBN: 9780789759603
Henmann, C.& Burbary, K., Pearson Higher Education, USA 2nd 2018
Text refers to: All offerings
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