University of Cape Town
Marketing Analytics: Strategy and Decision-Making
Amplify your digital marketing efforts by learning to harness data analytics and effectively manage enduring, lucrative customer relationships.
Start date
03 March 2025
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Course duration
8 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
7–10 hours per week
Self-paced learning online
Course overview
The projected growth rate for marketing analytics by 2026; an increase from $3.2 billion in 2021.
Globe Newswire (Jul, 2021).
“AI and analytics enable greater agility for consumer needs and help to effectively evaluate new ways to drive product innovation and market launch. Keeping the customer at the forefront – understanding consumer behaviour through analysis of social, internal, and external data – is key to drumming up effective customer engagement.” – Azmath Pasha, Chief Digital Officer, Paradigm Technology
Forbes (Oct, 2021).
Duration: 8 weeks (excluding orientation)
Businesses in the digital age have access to abundant data about consumer preferences. However, a major challenge is the skills gap among marketing professionals in translating this data into actionable insights. As a result, marketers strive to optimise every touchpoint of the customer experience with a real-time and scalable strategy for customer and performance data.
The Marketing Analytics: Strategy and Decision-Making online short course from the University of Cape Town (UCT) addresses the why, where, and what of marketing analytics. Over eight weeks, you will explore the current state of marketing analytics, including challenges that limit strategic choices. You will learn how big data has transformed marketing and develop an analytics framework leveraging big data for effective decision making. With real-world scenarios, you will better understand your customers, create data-driven outcomes, and optimise your return on marketing investment. Lastly, you will explore existing and proposed privacy frameworks and the impact of emerging trends on the future of marketing.
Is this course for you?
This course is tailored to individuals working in marketing, aspiring to work in marketing analytics, or those in leadership positions looking to boost the efficiency and effectiveness of their marketing departments. It especially benefits middle and senior managers seeking to upgrade their knowledge and move their careers in a new direction. The course will help individuals deepen their understanding of the latest marketing technologies, tools, and tactics through expert-led discussions on real-world marketing scenarios.
Course overview
Introduction
Duration: 8 weeks (excluding orientation)
Businesses in the digital age have access to abundant data about consumer preferences. However, a major challenge is the skills gap among marketing professionals in translating this data into actionable insights. As a result, marketers strive to optimise every touchpoint of the customer experience with a real-time and scalable strategy for customer and performance data.
The Marketing Analytics: Strategy and Decision-Making online short course from the University of Cape Town (UCT) addresses the why, where, and what of marketing analytics. Over eight weeks, you will explore the current state of marketing analytics, including challenges that limit strategic choices. You will learn how big data has transformed marketing and develop an analytics framework leveraging big data for effective decision making. With real-world scenarios, you will better understand your customers, create data-driven outcomes, and optimise your return on marketing investment. Lastly, you will explore existing and proposed privacy frameworks and the impact of emerging trends on the future of marketing.
Is this course for you?
This course is tailored to individuals working in marketing, aspiring to work in marketing analytics, or those in leadership positions looking to boost the efficiency and effectiveness of their marketing departments. It especially benefits middle and senior managers seeking to upgrade their knowledge and move their careers in a new direction. The course will help individuals deepen their understanding of the latest marketing technologies, tools, and tactics through expert-led discussions on real-world marketing scenarios.
What will set you apart
The confidence to optimise return on investment for your marketing decisions, backed by data.
A customer segmentation plan that personalises the consumer experience and provides insight into their unique personas.
A customer lifetime value management framework to ensure long-term, profitable customer relationships and brand retention.
The ability to navigate the marketing technology (MarTech) landscape and learn how to choose a MarTech stack that enables holistic management of your marketing efforts.
Unlimited access to edX’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.Course curriculum
Orientation module
Welcome to your Online Campus
Module 1
Introduction to marketing analytics
Module 2
Big data and big data analytics
Module 3
MarTech: Marketing technology
Module 4
Data management in marketing analytics
Module 5
Web and app analytics
Module 6
Segmentation: Tools and techniques
Module 7
Customer lifetime value
Module 8
The future of marketing analytics
Course Convenor
Dr Siphiwe Dlamini
Senior Lecturer and Head of the School of Management Studies, UCT
About the certificate
Elevate your marketing career by acquiring data-driven skills and earn an official certificate of completion from the University of Cape Town.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a 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.
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Why choose GetSmarter?
GetSmarter operates as edX's partner for premium online short course products from the world's leading universities and institutions. With edX, we leverage our people, technology, and resources to power your education and your potential.
We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Read more about GetSmarter here and edX here.
Find out more about GetSmarter’s approach to digital learning, course design, and online delivery here.
Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
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.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please visit your Account page here.
Financing options
We've recently partnered with financial services firm, FeverTree, to offer you another convenient way to finance your short course education. Find out how you can apply for a short-term loan below.
How do I apply?
- You have the option of applying for a full course-cost loan agreement with FeverTree (South African citizens and short courses only)
- FeverTree works with GetSmarter to ensure your studies are financed right away, giving you the chance to join the soonest presentation
- You can find out if you pre-qualify in seconds. Send an SMS with your “Name*Surname*ID Number*Gross Salary” to 30082
- FeverTree’s application process is simple and quick – expect a 15-minute turnaround to find out if you’ve been successful with your loan application
- Even if you aren’t successful in your FeverTree application, you’ll still be eligible for the payment plan options with GetSmarter
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