BUSN3027 Digital Marketing and Analysis

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Flinders City Campus availability offered in 2026.

Overview

This topic covers a whole range of concepts in digital marketing and analysis, including customer acquisition, conversion, retention, customer relationship management, website evaluation, search engine optimisation (SEO) and search engine marketing (SEM). As an Industry Project based topic, students will develop a comprehensive understanding of the ways digital marketing technologies can transform traditional business practices, and help businesses utilise digital solutions to improve their competitiveness. In applying this knowledge, students will assume the role of consultants and work with real clients, with the ultimate aim of providing them with business advice that is actionable and evidence based.

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Tuition pattern

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Aims

This topic aims to provide students understanding and application of digital business concepts associated with Digital Marketing and Data Analysis. It is aimed at raising student awareness of the ways digital marketing can impact on existing businesses, how digital marketing can create new opportunities and assist organisations in achieving their marketing and business goals. Students will be introduced to the various concepts around digital marketing and how to apply them effectively.

Learning outcomes

On completion of this topic you will be expected to be able to:

Examine digital marketing and the various online business models

Determine digital marketing infrastructure necessary for successful communications both within the organisation and with business partners

Analyse and evaluate the effectiveness of websites

Formulate a strategic approach to the adoption of digital marketing technologies through engaging with live clients

Assessments

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Requisites information

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Handbook

Digital Marketing and Analysis

BUSN3027

4.5 Units