Overview

This unit aims to develop students’ understanding and competency in using marketing automation as a strategic organisational lever for managing customer relationships. Students will learn how organisations design, orchestrate, and optimise automated customer journeys by integrating customer data, customer relationship management (CRM) systems, analytics, artificial intelligence, and digital channels. The unit emphasises applied, ethical, and data‑driven decision‑making to deliver personalised customer experiences at scale.

Requisites

Prerequisites
MKT20032 Frontiers in Digital Marketing

100 Credit Points

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Unit learning outcomes

Students who successfully complete this unit will be able to:

  1. Evaluate the role of marketing automation as a strategic capability, and its relevance to professional development.
  2. Design and justify automated customer journeys that integrate customer data, segmentation, triggers, and multi‑channel touchpoints to deliver personalised experiences at scale.
  3. Analyse and optimise marketing automation programs using appropriate lifecycle metrics, experimentation, and performance evaluation techniques.
  4. Critically assess ethical, privacy, and governance considerations associated with the use of customer data, personalisation, and automated decision‑making in marketing contexts.
  5. Demonstrate certifications and competence in using industry best-practice marketing automation technology platforms.

Teaching methods

All applicable locations

Type Hours per week Number of weeks Total (number of hours)

On-campus

Class

 2.00 12 weeks 24

Online

Lecture (Asynchronous)

 1 12 weeks 12

Online 

Learningn Activities

 0.25 12 weeks 3

Unspecified Activities 

Independent Learning

 9.25 12 weeks 111
Total     150

Assessment

Type Task Weighting ULOs
Assignment 1 Individual 0% 1
Assignment 2 Individual 0% 1,4,5
Assignment 3 Individual 0% 1,2,3,5

Content

  • Marketing automation fundamentals
  • Customer data, CRM, and single customer view
  • Customer journeys and lifecycle management
  • Segmentation, triggers, and personalisation logic
  • Journey orchestration and workflow design
  • Performance measurement and optimisation
  • Governance in automation, including ethics and privacy
  • Emerging trends and AI‑enabled automation
  • Certification in best-practice CRM and marketing automation technology platforms

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.