MARKETNG 3008 - Data Driven Customer Engagement

North Terrace Campus - Semester 2 - 2024

This subject responds to business? growing emphasis and reliance on data and considers the use of data and analytics in digital marketing. It introduces students to the many ways data can help engage customers and track performance. Students utilise relevant digital tools and technologies concerning search engine optimisation (SEO), digital analytics, and other social media metrics including Google analytics. Emphasis is given to how data analytics supports digital marketing strategy and supports marketing-oriented, decision-making. Students also critically examine the consequences of digital marketing, and the limits and perils of big data.

  • General Course Information
    Course Details
    Course Code MARKETNG 3008
    Course Data Driven Customer Engagement
    Coordinating Unit Marketing
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Course Description This subject responds to business? growing emphasis and reliance on data and considers the use of data and analytics in digital marketing. It introduces students to the many ways data can help engage customers and track performance. Students utilise relevant digital tools and technologies concerning search engine optimisation (SEO), digital analytics, and other social media metrics including Google analytics. Emphasis is given to how data analytics supports digital marketing strategy and supports marketing-oriented, decision-making. Students also critically examine the consequences of digital marketing, and the limits and perils of big data.
    Course Staff

    Course Coordinator: Dr Alex Belli

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, students will be able to:
    1. Explain and illustrate the strategic role of data analytics in digital marketing.
    2. Identify and evaluate appropriate tools and techniques to analyse digital marketing performance.
    3. Apply a variety of data collection and analysis technologies for the purposes of digital marketing analysis.
    4. Interpret digital marketing data analysis and translate it into tangible strategic and tactical insights.
    5. Consider the ethical considerations of big data in sustainable businesses.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1, 2, 3, 4, 5

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    2, 3, 4

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    1, 4

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    1, 2, 3, 4, 5

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.


    Attribute 7: Digital capabilities

    Graduates are well prepared for living, learning and working in a digital society.

    1, 2, 3, 4, 5

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

  • Learning Resources
    Required Resources

    Text Books

    • Sponder, M., & Khan, G.F. (2018). Digital Analytics for Marketing (1st Edition). Routledge, Taylor & Francis Group. ISBN 9781138190689.
    • Gonçalves, A. (2021). Social media analytics strategy: Using data to optimize business performance. Apress.
    Any additional resources will be made available on MyUni by the subject coordinator.


    As part of this subject, students will learn to use the following software and online platforms, among others:

    • Tableau*
    • Python and Anaconda*
    • Hootsuite
    • Google Analytics
    • Leximancer*
    • Polinode
    Students are encouraged to download some of the above-mentioned software (indicated by “*”) in preparation for tutorials and their assignments. The subject coordinator will provide instructions on how to download and use these platforms on MyUni and during the tutorials.
    Recommended Resources
    Students are also encouraged to read about the topics covered by this course in the following journals. Students will find these journals particularly useful:
    • Journal of Marketing
    • Marketing Science
    • Journal of Marketing Research
    • Journal of Consumer Research
    • Journal of Consumer Psychology
    • Journal of the Academy of Marketing Science
    • International Journal of Research in Marketing
    • European Journal of Marketing
    • Journal of Advertising
    • Journal of Business Research
    • Journal of Interactive Marketing
    • Journal of Consumer Behaviour
    • Journal of Consumer Marketing
    This list of relevant journals is a guide only; it is up to the student to determine what additional material is needed to satisfactorily complete the different assessments.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course offers a one-and-a-half-hour lecture and a one-and-a-half-hour tutorial each week.

    The University expects full-time students (i.e., those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course of private study outside of your regular classes. Students in this course are expected to attend all lectures during the semester plus one tutorial class each week.

    Due to the practical nature of the subject, lectures will be highly interactive, and students are expected to participate in discussions and in-class activities or simulations to earn marks for their in-class participation. Lectures will also involve guest lecturers from the industry and academia. The delivery of the lectures is both online and face-to-face, and the subject coordinator will inform you of the delivery type of a lecture during the semester.

    Tutorial classes will be held weekly from the week commencing Monday, July 24, 2023 (Week 1). Tutorials will help students develop their practical skills with software and online platforms to collect, analyse, and interpret digital marketing data and analytics. You must attend your officially enrolled tutorial class as participation marks are taken and teamwork already begins at the very start of the semester.

    The communication, teamwork, presentation, leadership, and other “soft” skills developed in tutorials by regularly and actively participating in group discussions and assignments are considered to be very important by Adelaide University Business School and are highly regarded by both future employers and professional bodies.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.
    Learning Activities Summary
    • Capturing Customer Engagement: An Introduction to Digital Marketing Analytics
    • Search Engines and the Internet
    • Digital Analytics Players and Web Analytics
    • Social Media Analytics I: An Introduction to the Social Media Landscape
    • Social Media Analytics II: Leveraging and Reporting Social Media Content
    • Social Media Analytics III: Social Media Action and Hyperlinks Analytics
    • Google Analytics: Pathways to the Certification
    • Natural Language Processing: Text Analytics and Algorithms
    • Geo-Location and Mobile Analytics
    • Network Analytics and Social Network Mapping
    • Aligning Digital Media Analytics with Marketing Strategy and Tactics for Business Success
    • The Future of Digital and Social Media Analytics

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Task Task Type Weighting Learning
    Two In-Class Quizzes Individual 20% 1, 4, 5
    Google Analytics Reflective Essay Individual 10% 1, 2, 5
    Group Project Proposal Presentation Group 5% 1, 2, 5
    Group Report Video Presentation Group 10% 1, 2, 3, 4, 5
    Group Report Group 15% 1, 2, 3, 4, 5
    Take-home Exam Individual 30% 2, 3, 4, 5
    In-class Participation Individual 10% 1, 2, 3, 4, 5
    Assessment Related Requirements

    Social Media Accounts

    In order to complete the course assessments, students are required to create and use their personal accounts on the main social media platforms (e.g., Facebook, Twitter, Instagram, TikTok, …) and Google. International students located in China may be able to create such accounts by using a VPN.

    Application for Extension

    ALL applications for Assessment Extensions, Replacement Examinations and Additional Assessment are to be applied for through the centralised Application for Replacement Examination or Assessment Extension form. This is then submitted for approval to the Faculty of Professions Student Hub, within the timeframes set out by the policy, either in person or via The hub will then notify the School/Course Coordinator within 3 days as to whether the student’s application has been approved. Please note that it is not permissible for course coordinators to approve or organise any of the above directly to and for a student.

    Presentation of Assignments

    General Guidelines
    1. Please retain a copy of all assignments submitted.
    2. All assessments are via TurnitIn. Group assignments need a “Group Assignment Cover Sheet‟, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment. If you have trouble attaching this you can provide it to the tutor.
    3. You must load a soft copy of each assessment piece on TurnItIn. All assignments are to be lodged by the due date and time.
    4. The following is a checklist to follow before submitting your assignments.
    • Formatting: 1.15 spaced with 2.5 cm margins with page numbers
    • References (not a bibliography) with formatted citations, using Harvard referencing style and an appropriate Reference List.
    • Tables and figures correctly labelled (using captions) and cross-referenced to in-text. Tables and diagrams should be in the appendix which is labelled.
    • Title page and student name/s and keep to the word count
    • Read assignment guidelines

    For this course, students are required to hand in assignments via TurnItIn which is a computer programme that detects plagiarised work. Further information can be found at:
    Students must not submit work for an assignment that has previously been submitted for this course or any other course. There will be no re-submission. You cannot rework your paper and put it back in. Lecturers can refuse to accept assignments which do not have a signed acknowledgement of the University’s policy on plagiarism.

    Late Assignment Submission
    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the Lecturer in Charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised according to the schedule below.
    Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle which may lead to a later return to you. There is a 10% penalty per day late or part thereof without an extension, hence:
    • One day or part thereof late: 10% penalty
    • Two days or part thereof late: 20% penalty
    • Three days or part thereof late: 30% penalty
    • Four days or part therof late: 40% penalty
    Material that is submitted more than five days’ late will not be accepted. If you receive an extension and submit beyond the extension date, then late penalties will apply.
    You do not have an ‘extension’ just because you have asked for one – the Lecturer in Charge needs to give you an extension. You need to provide evidence to support your claims. A weekend is counted as two days.

    Return of Assignments
    Lecturers aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. For any online marking, material will be returned to students via Turnitin or the Grading Centre.
    Assessment Detail
    Individual Components
    • Two in-class Quizzes (20%): Two online quizzes (on MyUni) will test students’ knowledge and understanding of the topics covered in the lectures and tutorials. Each quiz is worth 10%. These quizzes will be held during the tutorials for Week 7 and 12.
    • Google Analytics Reflective Essay (10%): A 1,000-word reflective essay where students will have to critically assess their experience taking the Google Analytics certification. Students will be required to take the Google Analytics certification during the semester. This reflective essay is due by the end of SwotVac 2 (Week 13).
    • Take-home Exam (30%): Students will be required to conduct analyses of digital and/or social media data using the methods learnt in class. They should finally draw conclusions/provide customer engagement recommendations based on their analyses. This will take place during the official examination period.
    • In-class participation (10%): Students’ participation will be assessed on their engagement in in-class discussion (both lecture and tutorial), general attitude, involvement in in-class demonstrations (e.g., showing how to do an exercise, etc.), willingness and proactiveness to help others, and the quality of their weekly homework throughout the semester.
    Group Components

    • Group Project Proposal, Report, and Video Presentation (5% +15% + 10%): Students will be required to identify a new brand, product, or service promoted online through several channels (e.g., social media, websites, blogs, etc.). Throughout the semester, students will have to track customer engagement data and analytics on the digital and social media channels of this new brand, product, or service. Halfway through the semester, students will be required to provide a presentation on the research conducted until then and the reasons why they decided to focus on a specific brand/company/product. At the end of the semester, students will first have to present their research findings and recommendations in an online video and then report them in a white paper, which should also integrate the feedback from the teaching staff. Each student is supposed to write approximately 1,000 words. The video is due in Week 10, while the report is due in Week 12.

    Assignments must be submitted electronically via MyUni. For individual assignments, each student is in charge of their own submission. For group assignments, only one of the group members should submit on behalf of the whole group.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy ( course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.