Marketing Analytics: Strategy and Decision-Making

About the course

Businesses in the digital age have access to abundant data about consumer preferences. However, a major challenge is the skills gap among marketing professionals in translating this data into actionable insights. As a result, marketers strive to optimise every touchpoint of the customer experience with a real-time and scalable strategy for customer and performance data.

The Marketing Analytics: Strategy and Decision-Making online short course from the University of Cape Town (UCT) addresses the why, where, and what of marketing analytics. Over eight weeks, you will explore the current state of marketing analytics, including challenges that limit strategic choices. You will learn how big data has transformed marketing and develop an analytics framework leveraging big data for effective decision making. With real-world scenarios, you will better understand your customers, create data-driven outcomes, and optimise your return on marketing investment. Lastly, you will explore existing and proposed privacy frameworks and the impact of emerging trends on the future of marketing.

Course content

• Orientation module: Welcome to your Online Campus
• Module 1: Introduction to marketing analytics
• Module 2: Big data and big data analytics
• Module 3: MarTech: Marketing technology
• Module 4: Data management in marketing analytics
• Module 5: Web and app analytics
• Module 6: Segmentation: Tools and techniques
• Module 7: Customer lifetime value
• Module 8: The future of marketing analytics

Registration

This course is offered by GetSmarter. Enrol and pay directly with the course provider.

More information

Marketing Analytics: Strategy and Decision-Making

 

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