MKTG8016 · Christmas Island

Digital Marketing Skills and Analytics

Carroll School of Management

This B2B course focuses on learning and applying best practice marketing analytical methods in a corporate B2B context. Students learn rigorous analytical approaches drawn from cutting-edge digital and analytical marketing tools, techniques and templates to solve key marketing issues and thus driving better outcomes. Examples include segmentation and analysis, sales productivity and marketing alignment, go to market planning, marketing ROI or campaign strategy and analytics. Leading B2B technology, business services, financial services, healthcare and advanced manufacturing companies use these approaches to impact top and bottom-line performance. These methods are the foundation for sought-after skills and knowledge students will be able use in industry today. Students will walk away with key approaches to modern marketing including: Digital marketing techniques such as lead scoring, Marketing Waterfall analytics, account-based marketing, demand strategy techniques such as intent monitoring, methods for audience-centric campaign planning, content strategy and buyers' journey alignment, and customer lifecycle and retention.