Course Title: Data Analytics and Marketing Project

Part A: Course Overview

Course Title: Data Analytics and Marketing Project

Credit Points: 12.00

Course Coordinator: Dr Jason Downs

Course Coordinator Phone: +61 3 9925 5113

Course Coordinator Email:

Course Coordinator Location: Building 80, City Campus

Course Coordinator Availability: via email

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will develop an understanding of data analytics as it applies to data-driven marketing applications. You will develop an understanding of how data analytics allows businesses to interpret industry trends, build marketing strategies and personalise marketing messages.

Using analytics platform tools, you will complete an industry-based project that takes a data-driven approach to developing a digital marketing campaign. This may include elements such as: gaining digital marketing insights for the target business or product; designing and developing digital marketing strategies using key digital tactics and techniques; identifying campaign goals, audiences, and key channels for success; setting up tracking and campaigns; evaluating a campaign and optimising performance; and finding efficiencies with automation and integration.  

This course is a WIL project, incorporating the investigation of real problems that address the needs of industry or community. Industry partners are engaged in the project and provide feedback to students.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you should be able to:

  1. Analyse key components of marketing in the digital economy.
  2. Apply digital marketing insights to identify an opportunity for a business or product to implement digital marketing strategy.
  3. Implement effective digital marketing campaigns that achieve business objectives.
  4. Make data-driven decisions based on insights from campaign performance.
  5. Demonstrate self-management skills in a professional context and reflect on and assess your own capabilities and performance, and make use of feedback as appropriate, to support personal and professional development.

Overview of Learning Activities

This course is delivered as a blend of face-to-face activities (such as: workshops, lectures and group or industry-based tasks) and online learning. Learning will be focused around the completion of a 12-week project, which will be supported through in-class and online activities. This may include: project development activities; guest speakers/expert commentators; prescribed readings; researching and analysing specific information; solving problems; producing artefacts; proposing solutions; seeking and providing peer feedback; and reflective praxis.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies/Canvas. Class activities, recordings, notes and outcomes are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows.

Assessment Task 1: 15% (WIL)
Linked CLOs: 1, 2

Assessment Task 2: 35% (WIL)
Linked CLOs: 2, 3

Assessment Task 3: 50% (WIL)
Linked CLOs: 1, 2, 3, 4, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on progress, milestones and approaches, and by individual consultation.