Handbook

This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.

This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.

This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.

This unit allows you to engage in guided, immersive experiences to develop relevant skills, knowledge and attitudes through simulation or virtual practice.

• Applies to all offerings

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Open educational resources (OER)

Grigsby, M. (2022), Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques, 3rd Ed., Kogan Page.

Hartman, K. (2020), Digital Marketing Analytics: In Theory and In Practice, 2nd Ed., Ostmen Bennettsbridge.

Sponder, M., Khan, F. G. (2017), Digital Analytics for Marketing, 1st Ed., Routledge.