UNIVERSITY OF CAPE TOWN

MARKETING ANALYTICS: STRATEGY AND DECISION-MAKING

Optimise your digital marketing efforts with analytics-based tools and insights.

Duration

8 weeks,
excluding orientation

Effort

7–10 hours per week,
self-paced learning online

Learning Format

Weekly modules,
flexible learning

ON COMPLETION OF THIS COURSE, YOU’LL WALK AWAY WITH:

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.

COURSE CURRICULUM

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.

COURSE CONVENOR

Dr Siphiwe Dlamini

Head of Marketing, School of Management Studies, UCT

With a PhD in business science specialising in marketing, Dr Siphiwe Dlamini’s research interests are in the areas of brand management, green marketing (environmentally sustainable consumerism), and the impact of marketing on low-income consumers. He teaches marketing strategy, research in marketing, and retail management and services marketing at both undergraduate and postgraduate levels.

AN ONLINE EDUCATION THAT SETS YOU APART

This UCT course is presented in collaboration with GetSmarter, part of edX. GetSmarter collaborates with the world's leading universities to select, design, and deliver premium online short courses through a people-mediated model with a data-driven focus on learning gain.

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Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities and institutions, entirely online and in your own time.

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Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step.

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Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.

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