Developing Insights from the Online Customer Journey is ideal for a range of professionals employed in marketing and customer experience, including brand managers, brand strategists, campaign marketing managers, customer data analysts, content creators, and marketing coordinators.

There are no eligibility requirements, but it is recommended learners have experience working in related positions.

This 100% online micro-credential will equip you with essential skills to map and improve your customer's online journeys. Learn to use automated text analysis techniques to identify, track, and measure key metrics generated from user behaviour and pull actionable insights that will shape your organisation's future strategies.

By the end of this course, you'll also have in-depth knowledge of powerful sentiment analysis tools, empowering you with a customer-centric understanding of consumer psychology that will allow you to optimise your marketing to rapidly improve your products and services.

By the end of this micro-credential, you'll have a deeper understanding of online customer journeys. You'll be able to:

• Design the connections between digital metrics, analytics, marketing actions, and performance of the firm.
• Apply automated text analysis techniques to user-generated and new secondary data such as online product reviews, tweets and blog posts in order to summarise and develop insights into consumer attitudes and sentiment.
• Apply the concepts of customer lifetime value and shapely value as key performance indicators of customer retention and marketing attribution in a digital marketing context.

This micro-credential 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%).

Once you've successfully completed this course, you will be awarded your Developing Insights from the Online Customer Journey micro-credential. 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 micro-credential digitally and via social media by adding it to your personal platforms, such as LinkedIn. See example certificate.

Developing Insights from the Online Customer Journey 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
• Market Segmentation: Preference and Perception

To get the most out of this series, we recommend taking Developing Insights from the Online Customer Journey first.

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.

Taught by industry experts in business and economics, this course 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.

There is no set expiry date.