Optimise your digital marketing efforts with analytics-based tools and insights.
8 weeks,
excluding orientation
7–10 hours per week,
self-paced learning online
Weekly modules,
flexible learning
1
The skills and requirements needed to leverage analytics for strategic marketing decision-making.
2
Insight into why big data has transformed marketing and how to design an analytics framework that leverages it.
3
The ability to formulate a segmentation plan that personalises the customer experience in the digital age.
4
Knowledge of existing and proposed privacy frameworks, and the impact emerging trends will have on the future of marketing analytics.
Over the duration of this online short course, you’ll work through the following modules:
MODULE 1 Introduction to Marketing Analytics
Explore the current state of marketing analytics, including key challenges restricting strategic decision-making.
MODULE 2 Big Data and Big Data Analytics
Discover why big data has transformed marketing and how to design an analytics framework that leverages big data for marketing decision-making.
MODULE 3 MarTech: Marketing Technology
Navigate the marketing technology landscape and learn how to choose a MarTech stack that enables holistic management of your marketing efforts.
MODULE 4 Data Management in Marketing Analytics
Explore the impact of data silos on marketing decision-making and discover tools to collect, integrate, and strategically manage your marketing data.
MODULE 5 Web and App Analytics
Explore the differences between web and app analytics, and discover how they can be used to optimise return on marketing investment.
MODULE 6 Segmentation: Tools and Techniques
Explore how to design a customer segmentation plan that personalises customer experiences.
MODULE 7 Customer Lifetime Value
Discover the strategic importance of customer lifetime value and how to design a customer lifetime value management framework to maximise long-term, profitable customer relationships.
MODULE 8 The Future of Marketing Analytics
Explore existing and proposed privacy frameworks, and the impact that emerging trends will have on the future of marketing analytics.
Please note that module titles and their contents are subject to change during course development.
Dr Siphiwe Dlamini
Senior Lecturer and Head of the School of Management Studies, UCT
With a PhD in marketing and over seven years in academia and industry, Dr Siphiwe Dlamini has cemented his place as a data-driven marketing strategist and industry expert. He currently serves as a department head at UCT and leads budget management, staff oversight, and transformative initiatives. As a senior lecturer, he teaches marketing strategy and research, regularly publishes in reputable journals, and presents at international conferences. Dr Dlamini is passionate about advancing the marketing field. In his role, he fosters innovation, collaboration, and diversity in his department and university, contributing to academic excellence and organisational growth.
This UCT online short course is delivered in collaboration with online education provider GetSmarter, part of edX. Join a growing community of global professionals, and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities and institutions, entirely online and in your own time.
Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.