Data Analytics in Marketing

£1,150

12 weeks (6pm-9pm)

Buchanan House, 30 Holborn, London, EC1N 2LX

How is marketing data collated? How many ways can it be stored, analysed, disseminated and interpreted in order to make informed marketing decisions? This course provides the answers. Start in September 2019 or February 2020!

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This course will hone your understanding of marketing data. You will learn how data is collected, stored, analysed, and interpreted. You will also understand how this affects decision making.

Course Overview

As data and analytics are becoming increasingly relevant, this course will develop your knowledge on data collection, analysis, dissemination, and interpretation. The skills you acquire will aid you in making the best possible decisions for your organisation.

By the end of this course you will be able to

Recognise the usefulness of information
Familiarise with data used to evaluate business performance
Use analysis to create experiences that prioritise customer expectations
Measure social media ROI, customer satisfaction, sales and leads.
Monitor the performance of paid, earned and owned social media channels
Optimise web and social content in real time
Make use of tools, processes and algorithms to measure influence

Who is it for?

This course is perfect for anyone looking to gain an understanding of analytics to improve a firm’s marketing strategy.

Course content

Digital analytics concepts
Picking the tools of the trade
Tools for content and engagement analysis
Online data to anticipate a crisis
Reports easy to understand and communicate
Measurement strategies
Mobile analytics: how mobile is different than other digital channels

Core reading

Sonja Jefferson & Sharon Tanton, Valuable Content Marketing: How to Make Quality Content Your Key to Success, Kogan Page
Dave Chaffey, Fiona Ellis-Chadwick (2015), Digital Marketing: Strategy, Implementation and Practice, Pearson; 5 edition

Entry requirements

Education - Undergraduate degree or equivalent Higher Education qualification, or relevant work experience
English language - Common European Framework (CEF) Level B2* or equivalent (all teaching and learning materials are provided in English only)

*Please note those with a B1 level of English and relevant proof of further study will be considered.

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