BUSINFO 707 : Digital Marketing and Analytics

Business and Economics

2022 Quarter One (1222) (15 POINTS)

Course Prescription

Synthesises academic marketing research findings with previously taught knowledge about analytics, the digital channel, marketing planning and practice in order to attain marketing strategic goals. Enables students to critically and independently evaluate alternative analytical techniques, and apply these insights to formulating solutions to challenges involving, for example web scraping, network analyses, google analytics and techniques such as text mining and cluster analysis.

Course Overview

This course introduces holistic inbound digital marketing theory and practice by focusing on 3Cs: Consumers, Channels and Competition. It helps develop knowledge and skills required to analyse the online behaviour of target audiences; the efficiency of marketing strategies for paid, owned and earned media; pricing and competition in the digital economy. After completing this course, students will understand digital marketing fundamentals and different empirical and analytical techniques. They will learn how to apply these techniques to address real-world digital marketing challenges appropriately. R programming language is used throughout the course to give students experience in applying algorithms to data.

Course Requirements

Prerequisite: BUSINFO 704

Capabilities Developed in this Course

Capability 1: Disciplinary Knowledge and Practice
Capability 2: Critical Thinking
Capability 3: Solution Seeking
Capability 4: Communication and Engagement
Capability 5: Independence and Integrity

Learning Outcomes

By the end of this course, students will be able to:
  1. Outline fundamental empirical and analytical modelling techniques in digital marketing analytics and be aware of the features of different models. (Capability 1)
  2. Demonstrate critical and creative thinking in formulating, justifying, and evaluating models to solve problems in digital marketing. (Capability 2 and 3)
  3. Present and articulate opinions about model selection, digital marketing problems, and managerial implications. (Capability 1, 4.1, 4.2 and 4.3)
  4. Contribute to a team in completing an open-ended modelling project. (Capability 3, 4.1, 4.2, 4.3, 5.1 and 5.2)

Assessments

Assessment Type Percentage Classification
Case Study 18% Group & Individual Coursework
Group Project 22% Group & Individual Coursework
Strategic Game in Class 15% Individual Coursework
Quiz/Lab Assignment 30% Individual Coursework
Industry Certificate 15% Individual Coursework
Assessment Type Learning Outcome Addressed
1 2 3 4
Case Study
Group Project
Strategic Game in Class
Quiz/Lab Assignment
Industry Certificate

Workload Expectations

This course is a standard 15 point course and students are expected to spend 15 hours per week involved in each 15 point course that they are enrolled in.

Students will meet in class for two hours and spend two hours in the computer labs every week. Class time involves a combination of lectures, in-class exercises, and applied discussions of case studies. In addition to attending classes and labs, students should prepare to spend about eleven more hours per week on activities related to this course. These activities include carrying out the required readings and class preparation activities, preparing assignments and the final project. The course as a whole represents approximately 150 hours of study.

Delivery Mode

Campus Experience

Attendance is expected at scheduled activities including labs to complete components of the course.
Lectures will be available as recordings. Other learning activities including labs will not be available as recordings.
The course wil include live online events including offshore guest speaker.
The activities for the course are scheduled as a standard weekly timetable.

Learning Resources

Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).

Please remember that the recording of any class on a personal device requires the permission of the instructor.

Student Feedback

At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.

Your feedback helps teachers to improve the course and its delivery for future students.

Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.

Academic Integrity

The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.

Class Representatives

Class representatives are students tasked with representing student issues to departments, faculties, and the wider university. If you have a complaint about this course, please contact your class rep who will know how to raise it in the right channels. See your departmental noticeboard for contact details for your class reps.

Inclusive Learning

All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.

Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website http://disability.auckland.ac.nz

Special Circumstances

If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.

If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.

This should be done as soon as possible and no later than seven days after the affected test or exam date.

Learning Continuity

In the event of an unexpected disruption, we undertake to maintain the continuity and standard of teaching and learning in all your courses throughout the year. If there are unexpected disruptions the University has contingency plans to ensure that access to your course continues and course assessment continues to meet the principles of the University’s assessment policy. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator/director, and if disruption occurs you should refer to the university website for information about how to proceed.

Student Charter and Responsibilities

The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html.

Disclaimer

Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course students may be asked to submit coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. In exceptional circumstances changes to elements of this course may be necessary at short notice. Students enrolled in this course will be informed of any such changes and the reasons for them, as soon as possible, through Canvas.

Published on 09/11/2021 08:33 a.m.