Digital Marketing Analytics | CET Courses

Singapore University of Social Sciences

Digital Marketing Analytics (MKT542)

Synopsis

To understand the customer decision journey (CDJ) and to improve customer experiences at various touch points is essential in marketing, and the CDJ has quite different features in the digital age. Digital marketing analytics is a very important tool to serve this purpose. This course lays out the foundation by explaining the theories and strategies of digital marketing analytics and further introduces the practical methods of applying digital data to the real business issues. The standard process of conducting digital marketing analytics is emphasised. This course compares the traditional and digital channels and focuses on the different measures to examine the effectiveness of the digital marketing campaigns. It also includes the new technology trend and challenges faced when making use of new media data.

Level: 5
Credit Units: 5
Presentation Pattern: EVERY REGULAR SEMESTER

Topics

Three-step Marketing Model and ZMOT
CDJ - Customer Decision Journey
The evolvement of CDJ in digital age
MAP - Marketing Analytics Planning
Marketing analytics tools
Web data collection, analysis and visualization
Digital marketing research
Digital customer profiling
How digital waves change traditional channels
Digital channels and the different metrics to measure effectiveness
Case: E-commerce platforms and their CDJ
Challenges of new media data

Learning Outcome

Appraise the customer decision journey in the digital era.
Construct customer profiles.
Propose a digital marketing analytics plan.
Design integrated digital marketing campaigns that fit in each stage of the customer decision journey
Collect and examine new media data with marketing analytics tools.
Analyse and visualise data with marketing analytics tools.
Evaluate the effectiveness of different digital marketing channels.
Choose marketing analytics tools to utilize big data.
Compose digital marketing strategy to effectively target and interact with consumers.
Design marketing analytics plans to monitor and evaluate the effectiveness of marketing campaigns.
Demonstrate proficiency in communication.
Demonstrate proficiency in group works.