Course duration

6 weeks

Excluding orientation

Language

English

Access resources from start date

Effort

4–6 hours per week

Self-paced learning online

ABOUT THIS COURSE

Course overview

The percentage of companies extracting the full potential of analytics.

Kearney (Nd). Accessed 12 July 2022.

96%

The percentage of organisations that report successful outcomes achieved through big data and AI.

NewVantage Partners (2021).

Duration: 6 weeks (excluding orientation)

Data has been called ‘the new oil’, but there’s a sharp contrast between the two resources: while the former is in short supply, information reserves are overflowing. More and more businesses are realising the potential of data to drive decision-making and enhance their customer experiences. However, large swathes of data can’t guarantee results unless they’re translated into usable insights. It’s therefore crucial that data is not only collected and analysed, but presented in a clear and memorable way.

Make sense of the numbers on the Digital Marketing Analytics: Data Analytics, Forecasting and Storytelling online short course from the National University of Singapore (NUS) Advanced Computing for Executives (ACE). Over six weeks, you’ll develop an understanding of the fundamentals of data analysis, visualisation and communication, and learn how to use design and storytelling principles to effectively communicate data through a Tableau dashboard. After engaging with experts on the course, you’ll be able to display and interpret marketing data which could ultimately inform marketing decisions and drive your organisation’s bottom line.

Is this course for you?

This course is ideally suited to professionals in marketing or data positions who are ready to expand their data analysis skill set and get noticed in their organisations. These individuals will benefit from the course’s focus on data storytelling to effectively visualise and communicate data to stakeholders. Those who are interested in extracting valuable insights that positively impact marketing strategies will find the course content beneficial. The course content may also be relevant to senior business or marketing executives who use marketing data to inform business decisions and strategies.

A basic understanding of marketing and statistical principles is suggested. Participants will also be required to install free versions of Tableau and Orange software in order to complete assessments.

Course overview

Duration: 6 weeks (excluding orientation)

What will set you apart

On completion of this program, you’ll walk away with:

An understanding of the fundamentals of data analytics, and the tools to transform marketing data into insights and decisions.

The ability to apply design principles and use visual storytelling to effectively communicate data through a Tableau dashboard.

The knowledge and confidence to use forecasting, predictive analytics, segmentation, cluster analysis and text mining to inform marketing strategy and business decisions.

Unlimited access to 2U’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.

Course curriculum

Gain the marketing analytics tools to extract insights and communicate data in a visually compelling way as you work through the weekly modules of this online short course.

Orientation module

Welcome to your Online Campus

Module 1

An introduction to marketing analytics, metrics and data visualisation

Module 2

Data storytelling: creating powerful data dashboards in Tableau

Module 3

Forecasting in marketing and performance analysis

Module 4

Predictive analytics for customer retention strategies

Module 5

Tools and techniques for effective targeting: segmentation and cluster analysis

Module 6

Customer experience analysis to drive customer satisfaction and loyalty

Get more information

Course Convenor

The design of this online short course is guided by NUS faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the course.

Dr Guo Lei

Executive Education Fellow, National University of Singapore (NUS), Advanced Computing for Executives (ACE)

About the certificate

Learn about marketing analytics and earn an official certificate of professional achievement from the National University of Singapore (NUS) Advanced Computing for Executives (ACE).

Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with your digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.

Your digital certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.

NUS Digital Marketing Analytics: Data Analysis, Forecasting and Storytelling online short course certificate

YOUR INFORMATION

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FAQ

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The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.

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