Course overview
This subject responds to business growing emphasis and reliance on data and considers the use of data analytics in digital marketing. It introduces students to the many ways data can help engage customers and track performance. Students utilise relevant digital tools and technologies concerning search engine optimisation (SEO), digital analytics, and other social media metrics including Google analytics. The course emphasizes how data analytics supports digital marketing strategy and aids marketing-oriented decision-making. Students also critically examine the consequences of digital marketing, and the limits and perils of big data.
Course learning outcomes
- Explain and illustrate the strategic role of data analytics in digital marketing.
- Identify and evaluate appropriate tools and techniques to analyse digital marketing performance.
- Apply a variety of data collection and analysis technologies for the purposes of digital marketing analysis.
- Interpret digital marketing data analysis and translate it into tangible strategic and tactical insights.
- Consider the ethical considerations of big data in sustainable businesses.