MARKETNG 3008MELB - Data Driven Customer Engagement

This course responds to business’ growing emphasis and reliance on data and considers the use of data and 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. Emphasis is given to how data analytics supports digital marketing strategy and supports marketing-oriented, decision-making. Students also critically examine the consequences of digital marketing, and the limits and perils of big data.