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Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Digital Marketing Analytics (MBS5882)

Organisational Unit Business
Credit Points 3
Availability MURDOCH: SUM-internal, SUM-external
Description This unit focuses on data-driven decision making. It builds practical skills enabling students to make key professional/ business decisions based on digital information and analytics. A tools-based learning experience, the unit employs accessible data packages and software instruments to build professional capabilities. The unit is built around marketing-focused data sets but extends its scope to explore human resource and financial data sets, reflecting the needs of modern organisations.
Unit Learning Outcomes On successful completion of the unit students should be able to:
1. Apply contemporary digital marketing tools for advanced decision-making in a global context
2. Critically analyse digital data sets using analytics.
3. Apply advanced digital analytics skills to address client briefs.
4. Demonstrate effective communication and interpersonal skills to craft digital marketing messages.
5. Apply ethical frameworks to debate data-driven digital and social media marketing implications.
6. Demonstrate the capability to engage in lifelong learning.
7. Display the capability to think inclusively across professional disciplines.
Timetabled Learning Activities Seminar/Workshop
Unit Learning Experiences The unit uses blended learning which combines learning online with interactive workshops. Using this combination of online and face-to-face learning provides flexibility for all students to learn anytime (24/7), anywhere (with an Internet connection) at a pace that suits their learning style. In this unit students explore concepts online prior to workshops, through videos, audio, and websites. Workshops (online or face-toface) are interactive and will involve discussion and debate surrounding the key topics each week.
Assessment 1. Case Study Data Set Analysis (Excel) - 20%
3. Data Set Dashboard Development (Power BI) - 30%
4. Data Hackathon- 50%
Prerequisites Enrolment in or C1115 Graduate Certificate in Business Administration (MasterClass).
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.


Unit Coordinator
Dr Kenneth Yap
Lecturer in Marketing

Murdoch Campus
t: 9360 2868
e: kenneth.yap@murdoch.edu.au
o: 512.2.024 - Murdoch Business School, Murdoch Campus
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