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With a focus on strategic decision-making, participants will delve into leveraging data-driven insights to optimise digital marketing campaigns and drive business growth. Through advanced concepts, students will build on their knowledge of search engine optimisation, and basic digital marketing strategy to learn about advanced analytics tools and interpret key metrics for marketing insights. By covering these elements, students will possess the skills and knowledge necessary to drive impactful marketing strategies in today's data-driven landscape.
The objectives of the course are:1. Develop a deep understanding of fundamental concepts and practices in digital marketing analytics and data-driven decision-making.2. Explore data analysis tools and techniques, such as customer journey mapping, research planning and data visualisation, for measuring and analysing digital marketing and wider marketing performance.3. Develop skills in interpreting data effectively to inform strategic marketing decisions and optimise digital marketing strategies.4. Demonstrate proficiency in communicating findings and recommendations for a real-world organisation through comprehensive reports and presentations, contributing to digital marketing intelligence and organizational objectives.5. Understand and apply ethical and legal principles in digital marketing analytics, considering issues such as data privacy, consent and transparency. Evaluate ethical implications of data collection, analysis and use in real-world marketing scenarios, and integrate ethical considerations into the decision-making process.
MKTG632
Students must attend one activity from each section.
Ekant Veer
Raja Subramanian
The ‘45% rule’ does not apply to this course. That is, students do not need to reach 45% weighted average across invigilated assessments. Please refer to Learn for further information.Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Feroz, A.K., Khan, G.F., & Sponder, M; Digital Analytics for Marketing ; Routledge, 2024.
Red & Yellow; eMarketing: The essential guide to marketing in a digital world ; 7th ed; Red & Yellow Creative School of Business, 2022 (Marketing=https://www.redandyellow.co.za/wp-content/uploads/2022/11/RY_eMarketing_ed7.pdf).
Domestic fee $1,130.00
International Postgraduate fees
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .