Level up with Melbourne MicroCerts

Industry-ready skills

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.

A data-informed understanding of online user behaviour allows brands to consistently meet the needs of their customers, improve products, and increase sales.

This 100% online Melbourne MicroCert will empower you with advanced knowledge of customer analytics, equipping you and your team with a range of essential tools for converting visitors to your channels into customers.

Open to anyone seeking evidence-based insights into online customer journeys, this six-week course is ideal for professionals in the marketing industry, including brand strategists, customer data analysts, and campaign managers.

Learn to track customer journeys

Gain valuable skills to collect, analyse, and act on important metrics generated from online user behaviour across your owned channels, including engagement ratios, click-through rates, and customer lifetime values.

Harness powerful sentiment analysis tools

Learn to conduct sentiment analysis on text data collected from customer interactions with your brand. Be introduced to dynamic automated text analysis techniques and gain essential skills to monitor and respond effectively to changing attitudes, thoughts, and feelings about your products and services.

Explore key concepts in customer retention and conversion

Enhance your understanding of important marketing metrics such as customer lifetime value (CLV) and the shapely value method. Discover how to use both as key performance indicators of customer retention and conversion across all marketing channels in your organisation.

Who you will learn from

Learn from skilled academic and professional experts who will share invaluable knowledge you can use in your job.

Dr Jonathan Thong

Lecturer in Business and Data Analytics

Jonathan is a lecturer in the Department of Economics at the University of Melbourne and a tutor in the Masters of Business Analytics at the Melbourne Business School. He's a passionate educator with substantial experience in the design and delivery of economics, finance and data analytics courses. Jonathan obtained his PhD in Economics from New York University in 2011 and was recognised with an Outstanding Teaching Award from the College of Arts and Sciences at New York University.

More from this series

The Marketing Research and Analytics series

This series of online Melbourne MicroCerts will give you a comprehensive understanding of customer journey analytics, equipping you with essential skills, strategies, and tools to optimise marketing in your organisation. Gain practical experience using industry-recognised analytics software to collect, interpret, and respond effectively to different customer data types across multiple channels in your organisation. You'll learn to analyse competitor performance and integrate data-driven strategies into your broader business-making decisions to improve your products and overall customer experience.

Explore more from the Marketing Research and Analytics series:

Fees

For individuals

To take Developing Insights from the Online Customer Journey as a stand-alone Melbourne MicroCert, 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 Developing Insights from the Online Customer Journey, get in touch to discuss pricing. For large groups, we can also deliver and contextualise this course exclusively for your organisation.

Pricing on request

Dates

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Course details

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