Develop in-demand skills aligned with industry best practice you can apply immediately.
Taught by leading experts
Learn from internationally recognised academics and professionals with years of on the ground experience.
Shareable digital certificate
Showcase your capabilities with an industry recognised digital certificate you can share with your professional network. See an example certificate
What you will learn
Gain contemporary skills and knowledge for your job now.
In our ever-changing digital world, customer interactions with brands across multiple touchpoints leave trails of valuable digital data.
Analysing this data helps us understand complex decision journeys taken by consumers and helps organisations improve their customer conversion rates.
This online micro-credential will equip you with essential tools and skills to generate insights about customer behaviour through quantitative modelling processes and data analytics so you can focus your efforts on reaching your key target markets.
Taught by leading experts in business analytics, this six-week course is ideal for professionals in the marketing industry, including marketing performance specialists, insights analysts, and data analysts.
Explore the fundamentals of data analytics
Gain essential modelling skills to analyse, interpret, and predict the impact marketing decisions will have on your future business strategies. Discover how to implement time series models to accurately measure and predict consumer behaviour with your products and services over time.
Learn to employ modelling approaches to aggregate, analyse, and interpret customer behaviour
Be guided in how to leverage marketing mix modelling techniques to assess your organisation's key business drivers. Learn how to aggregate, analyse, and interpret customer datasets using appropriate statistical modelling to gain insights on customer behaviour so you can plan better marketing mix and optimise your marketing budget.
Develop and utilise time series models for precise future forecasting
Focus on the application of time series models to forecast the future based on historical temporal customer data to enable better planning and objective assessment of the effectiveness of your marketing campaigns.
Who you will learn from
Learn from skilled academics and professional experts who will share invaluable knowledge you can use in your job.
Ari Pramono
Lecturer
Ari holds a PhD in Marketing and teaches Marketing Research and Digital Marketing Analytics for Under-Graduate and post Graduate level studies at the University of Melbourne. Ari is also a Research Fellow in Monash Business School, focusing on the modelling of consumers’ spatial choice behavior. Prior to academia, Ari worked as Marketing Intelligence Analyst for a Global Fortune 500 listed company in an energy sector industry.
Fees
For individuals
To take Customer Behaviour: Statistical Analysis, Insight and Prediction as a stand-alone micro-credential, you'll pay the normal course price.
$1350.00 AUD (inc GST)
Please contact Student Support to discuss discounts and payment options for University of Melbourne staff or alumni, or to pay by invoice.
For teams
If you have three or more team members who are keen to upskill with Customer Behaviour: Statistical Analysis, Insight and Prediction , get in touch to discuss pricing. For large groups, we can also deliver and contextualise this course exclusively for your organisation.
Customer Behaviour: Statistical Analysis, Insight and Prediction is ideal for a range of professionals employed in marketing and customer experience, including marketing specialists, market researchers, insights analysts, digital analytics specialists, product managers, and UX designers.
It is recommended that learners commencing this micro-credential are familiar with qualities and characteristics of data, have worked with datasets, and have basic-to-intermediate data analysis skills.
This 100% online micro-credential will give you a stronger understanding of regression analytics in the context of marketing mix modelling.
Learn to evaluate different types of customer data across a range of touchpoints connected to your brand. Understand how data points interact and pinpoint the most significant trends in your customer's path to purchase.
Complete this course and use regression analysis techniques in your organisation to predict and boost future sales, enhance your marketing campaigns, and gain greater oversight of your budgeting and forecasting.
Skills and learning outcomes
by the end of this course, you'll have a deeper understanding of statistical modelling in digital marketing.
You'll be able to:
Apply time series models to analyse the behaviour and responses of consumers to marketing actions over time.
Predict the impact of marketing actions on customer behaviour using count, choice and multi-level models.
Use statistical marketing mix analysis techniques to model the impact of alternative marketing mix combinations on sales and customer behaviour.
Workload and assessment
This micro-credentials runs over 6 weeks.
Your total time commitment will be approximately 42 hours, which includes:
9 hours directed learning, including webinars and workshops
13 hours independent study
20 hours assessment tasks.
Assessment:
Short PowerPoint presentation: Case study data analysis (40%)
750-word written report: Industry case study (60%).
Your digital certificate
Once you've successfully completed this course, you will be awarded your Customer Behaviour: Statistical Analysis, Insight and Prediction Melbourne MicroCert. This digital certificate will warrant the achievement of knowledge, skills and capabilities outlined in the learning outcomes. It may also include artefacts (such as videos and written material) related to both experiential and work-integrated learning, including translatable assessment that is practical to your professional life. You can also share your Melbourne MicroCert digitally and via social media by adding it to your personal platforms, such as LinkedIn. See example certificate.
Pathways to further study
Customer Behaviour: Analysis, Insights and Prediction can be taken as a stand-alone course or complemented with any other micro-credential in the Marketing Research and Analytics series.
This series includes:
Developing Insights from the Online Customer Journey
Comparative Analysis of Customer Data
Customer Behaviour: Statistical Analysis, Insights and Prediction
The Marketing Research and Analytics series provides learners with a pathway into the Master of Digital Marketing. To use it in this way, you need to complete all four micro-credentials in the Marketing Research and Analytics series, then apply for credit towards this postgraduate course.
Learning experience
Taught by industry experts in business and economics, this micro-credential is delivered fully online, allowing you to study at your own pace, from a location convenient to you.
In our innovative online environment, you'll engage with other professionals and use a wide range of digital tools, including videos, case studies, self-guided exercises and interactive class activities.
Learning in this course is equivalent to Grade 9 of the Australian Qualifications Framework (AQF). It is supported by formative quizzes and live webinars with your course facilitator that will enhance your understanding of the course materials and allow you to gain valuable feedback on your progress.
