Digital Marketing Analytics and Big Data

Undergraduate | 2026

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Mode icon
Mode
Mode
Your studies will be on-campus, and may include some online delivery
On campus
area/catalogue icon
Area/Catalogue
MARK 3008
Course ID icon
Course ID
204116
Campus icon
Campus
Adelaide City Campus
Level of study
Level of study
Undergraduate
Unit value icon
Unit value
6
Course owner
Course owner
School of Marketing
Course level icon
Course level
3
Work Integrated Learning course
Work Integrated Learning course
No
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Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
No
University-wide elective icon
University-wide elective course
No
Single course enrollment
Single course enrolment
No

Course overview

To understand and apply the full range of digital marketing analytics tools and approaches, including attribution marketing, big data and artificial intelligence. 

Course learning outcomes

  • Distinguish and appraise a range of digital marketing analytics tools, and their use for the improvement of business performance
  • Formulate and explain complex digital marketing strategies based on data-driven analytical tools such as predictive analytics, attribution marketing and marketing automation
  • Identify and evaluate social and ethical issues resulting from managing large sets of consumer data via digital marketing tools and digital technologies
  • Criticise the use of more advanced technologies applied to marketing, such as artificial intelligence and big data
  • Comply to international and national standards for the collection, management and use of large sets of consumer data via digital marketing tools and digital technologies

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A

Assumed knowledge

N/A

Textbook(s)

N/A

Inherent requirements

N/A

Other resources

N/A

Assessment

N/A