MKM5801 Data driven marketing and performance analytics
Faculty of Business and Economics
MKM5801 Data driven marketing and performance analytics is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics. It isn't offered in 2027. It has no prerequisites.
- Credit points
- 6
- Offered in 2027
- Not offered
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
Reviews
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Overview
Data driven marketing and performance analytics equips you with the skills to leverage data for informed marketing decision-making. You learn to harness data to guide marketing decisions and improve results. You work with real datasets to analyse customer behaviour, track campaign performance, and identify actionable insights. You explore key metrics, analytics tools, and models that connect marketing activities to measurable outcomes. By applying these skills, you can design and refine strategies that deliver stronger, evidence-based results.
Offerings in 2027
The 2027 handbook lists no offerings for MKM5801.
Assessment
- Artefact30%
- Presentation30%
- Project40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
analyse customer and market data to evaluate marketing performance
- 2
apply analytical tools and models to generate actionable marketing insights
- 3
design data-driven strategies to optimise marketing outcomes.
Workload and teaching
- Tutorials24 hours
- Teaching approachActive learning
- Teaching approachCase-based teaching
- Teaching approachEnquiry-based learning
- Teaching approachProblem-based learning
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.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
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 engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
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.
Common questions
What are the prerequisites for MKM5801?
MKM5801 has no prerequisites.
When is MKM5801 offered?
MKM5801 has no offerings listed in the 2027 handbook.
How much work is MKM5801?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM5801 have an exam?
No. MKM5801 has 3 assessment tasks and no exam.
More details
- Credit points
- 6
- Level
- 5
- Study level
- Postgraduate
- Faculty
- Faculty of Business and Economics
- Organisational unit
- Department of Marketing
- Type
- Coursework
- EFTSL
- 0.125
- Student contribution
- SCA Band 4
- Study abroad
- Not available
- Handbook years
- 2027