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Data and Marketing Analytics Fundamentals

Type
Graduate Studies and Professional Development
Institution
UBC
Professor / Instructor
Rochelle Grayson
Dates
January 20 - February 13, 2021

This course examines the tools, techniques, and strategies to analyze and manage data within an organization’s marketing and customer-related functions. It looks at the evolution, impact, and importance of data-driven decision-making in today’s organizations, as well as the changing role of marketers, customer service managers, and business / product leaders in how they use data to work with internal and external stakeholders.
This foundational course prepares participants for the next two required courses of the Associate Certificate in Data and Marketing Analytics program by introducing key terminology and concepts addressed in later more detailed courses of this program.

COURSE CONTENT
Curriculum topics include:
The evolution and relationship between marketing, customer, and data initiatives
The changing role of marketers, customer relationship managers, and business / product leads
Foundational data and marketing analytics terminology and concepts
The core components of data and marketing analytics
Conducting data audits
Fundamental customer, mobile, and social media analytics and metrics
AI and marketing automation
Basic data visualization and stakeholder engagement

LEARNING OUTCOMES
Upon completion of the course, participants will be able to:
Define fundamental data and marketing terminology and concepts
List the core components of a marketing analytics strategy
Describe and identify various tools and techniques for collecting and analyzing data
Evaluate data to make data-driven marketing decisions and assessments
Visualize data for key stakeholders and to gain buy-in

You are applying for a $500 scholarship towards a qualifying course at one of our post-secondary education partners: BCIT, Northeastern University, SFU or UBC. Applicants must be either Canadian Citizens, BC permanent residents or working towards obtaining one of these.

Please only apply for this scholarship once you have been enrolled or waitlisted in an applicable course. We will be confirming all student details with instructors.

Apply for Scholarship

To be eligible for this scholarship, you must be a woman (or identify as a woman), and currently live in BC, Canada. Do you meet both of these criteria?