Course overview
This course will cover a broad range of topics that will equip students to solve some of the most common customer analytics problems, such as customer segmentation, understanding customer retention and customer lifetime value analysis. A large part of the course will be dedicated to digital marketing analytics, which is becoming increasingly crucial given the rapid digitalisation of the marketplace. Students will learn about digital marketing pipelines and the business intelligence tools that support modern reporting practices (with an emphasis on Google Data Studio). Students will also learn how to analyse paid and organic digital marketing channels, design and analyse A/B tests, and perform sentiment analysis on social media data to understand what content resonates with customers the most.
Course learning outcomes
- Transform qualitative queries into testable, quantifiable hypotheses.
- Demonstrate data scrapping techniques to collect and collate large sets of social media data.
- Relate ethical principles to the collection, storage and use of customer service data.
- Prepare and present high-value reports for business in a both a technical and non-technical manner.
Availability
Class details
Adelaide City Campus East
Class number 26535
Section SE01
Size 50
Available 50
Class details
Adelaide City Campus East
Class number 56331
Section SE01
Size 50
Available 50
Fee calculator
To display course fees, please select your status and program below:
We’re updating this Fee Calculator. It currently shows fees for programs only. Please check the relevant program for full fee details.
Study Abroad student tuition fees are available here.
Only some Postgraduate Coursework programs are available as Commonwealth Supported. Please check your program for specific fee information.
The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.