Search Marketing and Analytics

DIG60015 12.5 Credit Points Hawthorn


  • One term (6 teaching weeks)

Contact hours

  • 36 hours

2020 teaching periods


HT1  Term 1 HT3  Term 3

2 Mar 20 - 19 Apr 20

19 May 20

Last self enrolment:
2 Mar 20

13 Mar 20

Last withdraw without fail:
27 Mar 20

3 Aug 20 - 13 Sep 20

13 Oct 20

Last self enrolment:
3 Aug 20

14 Aug 20

Last withdraw without fail:
28 Aug 20

Aims and objectives

This unit introduces tools and techniques for monitoring and evaluating how consumers engage with an organisation’s digital touch points to help marketers make informed decisions in directing users to relevant information and content.

Students who successfully complete this unit will be able to:
1. Generate analytics reports based on user data in a dedicated web analytics environment.
2. Monitor the interaction between users and digital apps in real-time and gather information across all phases of the customer journey.
3. Model task flows to produce analytics reports that measure targeted customer journey goals.
4. Make informed decisions in refining digital experiences in response to analytics.
5. Construct search engine optimised content that integrates targeted keywords.

Courses with unit

GC-DMT - Graduate Certificate of Digital Marketing Technologies